Designed this way Lisa Rath | Graphic Design • Digital Design • Business of Design
Jul 6, 2021
Lisa Rath, a design principal at Itu Chaudhuri Design, boasts decades of experience in UI/UX and editorial projects. In this engaging conversation, she shares her journey from a mischievous childhood to becoming an influential designer. Lisa discusses the transition from print to digital design and the importance of UX before it was even termed as such. She offers insights on innovative projects, like an exploratory re-reader for Arundhati Roy, while also warning against analytics-driven creativity. Finally, Lisa emphasizes the necessity of collaboration and teaching within design agencies.
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Calcutta Roots And Early Visual Triggers
- Lisa grew up in Calcutta, later moved to Indore and Delhi, and credits multi‑city exposure for shaping social understanding.
- She remembers early fascination with record lettering and Satyajit Ray film posters as formative graphic influences.
Design For Distinct Reader Goals
- Prioritize discoverability by understanding distinct user goals and surface what each group needs.
- Use menus, double access points and chronological headline lists to serve quick‑glance and deep readers.
Don't Let Analytics Dictate Everything
- Analytics are noisy and incomplete, so designers must combine data with instinct and content quality.
- Poor analytics can mask presentation and content problems rather than reveal pure user intent.
