Biological deoxycholic acid–coumarin conjugates: photo-switchable structures and self-assembly morphology

•A biological sourced deoxycholic acid–coumarin conjugate was constructed.•The photo-induced monomer–dimer conversion was thoroughly investigated.•The assembly property and fluorescence intensity can be adjusted simultaneously.•Both the hydrophilic and hydrophobic pockets exist in the assemblies.•The biocompatible conjugate can be used as bioimaging materials.