Aiming at the current development dilemma of Bian embroidery as the intangible cultural heritage, the work aims to explore the application of visual design methods in Bian embroidery product innovation and development strategies, help the innovation, development and application of Bian embroidery products, and provide reference for the development of intangible cultural heritage. The history and current situation of Bian embroidery technology were combed, the cultural elements were refined and summarized from the perspective of innovation and development of Bian embroidery products, and the relevant application requirement design of Bian embroidery products was improved through four aspects:symbolic design, packaging design, interactive APP design, and product category expansion. Finally, the innovative transformation of Bian embroidery was explored. The inheritance and development of Bian embroidery as the intangible cultural heritage can be improved by means of visual communication. Integrating and innovating the traditional skills and cutting-edge design thinking, and improving the design of Bian embroidery products in line with the inheritance of the times provide a new path for the inheritance and application of Bian embroidery craft.