Lei Cui, who holds a Doctor of Education in Higher Education Administration from the University of Rochester, is an educator and product strategist working at the intersection of artificial intelligence and higher education systems. Her work focuses on improving how students navigate complex educational decisions through technology, data-driven guidance, and structured planning systems.
Cui was a core contributor and lead designer of FitU, an AI-powered education platform developed by Aproject Factory, which received the French Design Award Gold in UX Design – Education. This recognition marks a significant milestone in her work and reflects not only the platform’s high standard in visual design, user experience, and functionality, but also its meaningful contribution to addressing real-world challenges in higher education. The award further underscores her role in advancing educational innovation through technology and expands her visibility within the global education and technology community.
With over a decade of experience in university administration, international education collaboration, student recruitment, and academic program development, Cui has developed a deep understanding of how higher education systems operate and how students make decisions about universities, majors, and career paths. Her academic and professional experience spans both China and the United States provides her with a cross-cultural perspective on global education systems and international student mobility. This combined background has shaped her approach to understanding and improving student decision-making within complex educational environments.
Throughout her career, Cui has consistently observed the challenges students face when navigating university applications, particularly international applicants. Many struggle with fragmented information, unclear timelines, inconsistent rankings, and limited access to reliable advising, often resulting in inefficient decision-making and unequal access to educational opportunities.
FitU was developed to address these systemic challenges by creating a structured, personalized decision-making and application management platform. Based on user input such as academic background, intended major, personality traits, financial considerations, and lifestyle preferences, the platform generates customized university recommendations, application timelines, and task management systems. It also integrates an AI-powered conversational assistant and a mentorship network that connects students with peer mentors and professional advisors, making guidance more accessible and scalable.
Cui played a central role in translating complex higher education systems into a structured digital experience. Her work focused on educational strategy, student journey mapping, and embedding mentorship and decision-making frameworks into the platform’s ecosystem, ensuring that the product reflects real institutional processes and authentic student behavior rather than purely technical assumptions.
Her broader research and professional work explore how artificial intelligence can reduce information asymmetry in education and expand equitable access to educational opportunities globally. Rather than following a traditional academic or administrative path within a single institution, Cui chose to work across education, technology, and product development to scale guidance systems and support students at a global level.
“Educational decisions can fundamentally shape a person’s life trajectory, yet too many students navigate these decisions without incomplete information or limited reliable guidance. My goal is to use technology to reduce information inequality and build structured, accessible systems that enable students to make informed choices about their future,” said Lei Cui.
The success of FitU reflects a broader shift in educational technology, from simply delivering information to structuring decision-making processes and providing continuous, personalized guidance. As higher education becomes increasingly complex and globalized, platforms like FitU represent a new direction: integrating data, mentorship, and AI to create more transparent, efficient, and equitable pathways for students worldwide.
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