Interview with Sajindas Devidas

Sajindas Devidas ("SD") interviewed on Tuesday, 13 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

SD : With 20 years of experience in the design industry, I’ve had the opportunity to work with some incredible clients like Microsoft, HSN, Gale Cengage, MetLife, Walgreens, Chase, and Citibank. My educational background is supported by several industry-recognized certifications, including Certified Usability Analyst, AI for Product Designers, Mobile User Experience Design, and Accessibility: How to Design for All, which have helped me build a strong foundation in user-centered design and usability best practices. Over the years, I’ve enjoyed turning complex challenges into intuitive, accessible digital experiences and collaborating with both large organizations and innovative teams to create products that truly make a difference.

How did you become a designer?

SD : I chose to become a designer because I’ve always been fascinated by how things work and how people interact with the world around them-it was an internal drive, a curiosity that just kept growing as I got older. My interest in design started early, with a love for art, drawing, and building things, but it really took shape when I realized how much good design could improve everyday life and solve real problems for people. I took the formal route by pursuing relevant education and certifications, such as Certified Usability Analyst, AI for Product Designers, Mobile User Experience Design, and Accessibility, to build a strong foundation. My career began with hands-on roles where I learned to sketch ideas, create wireframes, and work closely with other designers and engineers, gradually building a portfolio and gaining practical experience through projects and internships. Over time, I had the chance to work with major clients like Microsoft, HSN, Gale Cengage, MetLife, Walgreens, Chase, and Citibank, which helped me grow both creatively and professionally. While no one person pushed me into this field, I was inspired by mentors and the impact I saw great design have on people’s lives. Ultimately, it was my own passion for making things better and more accessible that set me on this path and keeps me excited about design every day

What are your priorities, technique and style when designing?

SD : When I design in a humanized way, my top priorities are always understanding the user’s needs, making the experience as intuitive as possible, and ensuring that my solutions are accessible to everyone. I start every project by deeply researching and empathizing with the people who will use the product, often through interviews, surveys, and usability testing, because I believe the best designs come from truly listening to users and understanding their real-life challenges and goals. My second focus is on simplicity and clarity-whether I’m sketching ideas by hand or using digital tools like Figma and Adobe Creative Suite, I strive to create designs that feel natural and easy, so users never feel lost or overwhelmed. The third aspect I always integrate is inclusivity: I make sure my work is accessible, considering color choices, contrast, and navigation so that everyone, regardless of ability, can have a positive experience.

Which emotions do you feel when designing?

SD : When I’m designing, I go through a whole spectrum of emotions, but the most dominant ones are excitement, curiosity, and a deep sense of satisfaction. The initial phase, when ideas are just starting to take shape, is always thrilling for me-I love the creative energy and endless possibilities. As the project progresses, I feel a sense of challenge and focus, especially when I’m solving tricky problems or refining the details. But the most fulfilling moment is seeing the final product come together and knowing it will genuinely help people or make their lives easier. There’s a unique joy in turning an abstract idea into something real and useful, and that sense of accomplishment and purpose is what makes designing so meaningful and rewarding for me.

What particular aspects of your background shaped you as a designer?

SD : My background shaped me not just through design skills but also through strong communication, empathy, problem-solving, and adaptability. These non-design skills helped me understand users deeply, collaborate effectively, and tackle challenges creatively. Learning about psychology and user research also influenced how I approach design. The biggest impact came from mentors, clients, and users who pushed me to grow. My journey has been a blend of education, experience, and continuous learning, with these skills playing a key role in my success.

What is your growth path? What are your future plans? What is your dream design project?

SD : My growth path as a designer has always been about continuous learning, embracing new challenges, and expanding my creative horizons. I started by mastering the fundamentals, then gradually took on more complex projects, sought mentorship, and invested in certifications to deepen my expertise in usability, accessibility, and emerging technologies like AI for design. Looking ahead, my future plans include scaling up my dream app DoPotluck, collaborating with diverse teams globally, and exploring the intersection of design and technology to create more inclusive, impactful solutions. I also aim to mentor the next generation of designers, contribute to open-source design projects, and stay actively involved in community initiatives that use design for social good. Ultimately, I want to keep pushing boundaries, learning from every experience, and using design as a tool to make everyday life better for as many people as possible.

What are your advices to designers who are at the beginning of their career?

SD : For designers just starting out, my biggest advice is to focus on mastering the fundamentals-really understand design principles like balance, hierarchy, and typography, because these are the building blocks for everything you’ll create. Don’t get caught up in chasing every new tool or trend; tools will change, but strong basics and creativity will always set you apart. Stay curious and never stop learning-practice as much as you can, take on different types of projects, and don’t be afraid to try things outside your comfort zone. Be open to feedback and don’t take criticism personally; it’s one of the fastest ways to grow as a designer. Build a network, ask questions, and learn from others-mentors and peers can offer perspectives and advice you won’t find in books. One thing I wish I’d known early on is the importance of understanding the business side of design and learning to communicate your ideas clearly to clients and teams. Finally, be patient and persistent-success takes time, and you’ll face setbacks, but every challenge is a learning opportunity. The best advice I ever received was to always ask “why” and to design with purpose, not just for aesthetics. Keep your passion alive, keep practicing, and remember that your unique perspective is your greatest asset.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

SD : To truly succeed as a designer, artist, or architect, prioritize continuous learning and adaptability-stay updated with new trends, tools, and technologies, and never stop refining your craft. Build a strong, versatile portfolio that not only showcases your best work but also demonstrates your process and problem-solving abilities; this is often your most powerful tool for attracting clients and collaborators. Develop excellent communication skills, as being able to clearly articulate your ideas and listen to feedback is just as important as your technical abilities. Seek out challenging projects and passion projects that push you beyond your comfort zone, as these experiences foster growth and help you discover your unique style and strengths. Avoid the common mistake of undervaluing your work-know your worth, set clear boundaries, and charge accordingly to reflect the value you bring. Embrace collaboration and networking; connect with other creatives, attend industry events, and seek mentorship to broaden your perspective and open new opportunities. Finally, always design with intention: focus on solving real problems, creating impact, and aligning your work with your personal values. Don’t be afraid to experiment with new techniques, styles, or mediums- innovation often comes from stepping outside the familiar. Remember, success in design is a journey of ongoing growth, curiosity, and authentic self-expression.

What is your day to day look like?

SD : A typical day for me as a designer blends focused creative work with collaboration and planning. I usually start by reviewing my to-do list and catching up on emails or client communications to clear the way for deep work. Mornings often involve sketching ideas, wireframing, or refining designs using tools like Figma, while also balancing meetings with clients or teammates to align on goals and gather feedback. Afternoons are dedicated to iterating on designs based on input, prototyping, and preparing presentations to explain design decisions clearly. I find it important to take breaks to refresh my mind, and I often wrap up the day by planning tasks for tomorrow, which helps me stay organized and focused. Throughout the day, I keep user needs at the center, ensuring every design choice serves a purpose and improves the overall experience.

How do you keep up with latest design trends? To what extent do design trends matter?

SD : I like to stay up-to-date with the latest design trends because they keep my work feeling fresh and help me understand what people are responding to right now, but I don’t let trends dictate my style or decisions. I enjoy scrolling through sites like Dribbble, Behance, and Instagram for inspiration, and I love reading design newsletters or chatting with other creatives to see what’s new. That said, I always make sure my designs reflect the needs of the project and the people who will use them, rather than just what’s trendy at the moment. For me, the best designs are a blend of what’s current and what feels true to my creative voice. Trends are fun and useful, but I believe lasting impact comes from thoughtful, authentic design that stands the test of time.

How do you know if a product or project is well designed? How do you define good design?

SD : For me, a well-designed product or project is one that feels effortless to use and genuinely improves people’s lives-it’s intuitive, useful, and beautiful without being flashy or complicated. I define good design by how clearly it solves a real problem, how easily users can understand and interact with it, and whether it stands the test of time rather than just following trends. The “aha!” moment comes when I see a design that’s so simple and purposeful that nothing feels unnecessary or confusing; it just works. I look for innovation, attention to detail, honesty, and sustainability, and I believe good design should be unobtrusive and honest about what it can do. Common mistakes to avoid include overcomplicating things, ignoring the user’s true needs, being inconsistent, or copying others instead of creating something original. In the end, a good design balances function, aesthetics, and clarity, making life a little easier and more enjoyable for the people who use it

How do you decide if your design is ready?

SD : I decide my design is ready when it meets the core goals we set at the start-solving the user’s problem, working smoothly, and delivering a quality experience that both I and my stakeholders feel proud of. I check that the design aligns with the project’s defined scope, stays within the timeline and budget, and fulfills all key requirements, including usability, accessibility, and client feedback. I also look for that sense of flow-when using the design feels natural and effortless, and there’s nothing left to tweak without overcomplicating things. Before calling it done, I make sure it’s been tested with real users, any issues have been addressed, and everyone involved agrees it’s ready to launch. For me, a design is truly ready when it not only checks all the boxes but also feels right, both functionally and emotionally, for the people who will use it.

What is your biggest design work?

SD : One of the biggest design projects I’m truly proud of is my dream app, DoPotluck. I spent countless hours turning this idea into a digital reality because I wanted to solve a common problem: making it easy and enjoyable for people to organize potluck events, share recipes, and connect over food. My initial goal was to create a simple, welcoming space where anyone could save, upload, and explore recipes, while effortlessly coordinating gatherings without the usual confusion. From the start, I focused on understanding users’ needs through research and testing, which helped me design clear, intuitive flows for everything from browsing recipes to adjusting serving sizes and creating collections. The warm colors, friendly fonts, and inviting UI elements were all carefully chosen to reflect the spirit of sharing and community that potlucks embody. What makes DoPotluck my biggest and best work is how it combines functionality with a sense of togetherness, turning a sometimes stressful task into a joyful experience. The biggest challenge was balancing rich features with simplicity, ensuring users never feel overwhelmed but always supported. Seeing real users engage with the app, share their recipes, and enjoy organizing events has been incredibly rewarding and reaffirmed my passion for user-centered design. Right now, I’m excited to expand the app with new features like ratings, comments, and enhanced collection tools, continuing to build a platform that not only solves problems but also brings people closer together through food.

Who is your favourite designer?

SD : One designer I truly admire is Sir Jonathan Ive, the legendary British industrial designer who shaped the look and feel of Apple’s most iconic products. As Apple’s Chief Design Officer, Ive was behind the groundbreaking design of the iMac, iPod, iPhone, and iPad-products that not only set new standards for technology but also redefined what we expect from everyday objects. What I find so cool about Ive is his commitment to simplicity, elegance, and user-centered design; his work always feels effortless yet deeply thoughtful, and he has an uncanny ability to strip away the unnecessary while making products feel both approachable and aspirational. If I could talk to any designer from the past, it would definitely be Jonathan Ive, as his influence on modern design is simply unmatched and his philosophy of “less, but better” continues to inspire me. In my view, Ive is one of the most iconic designers of all time, creating a huge impact on our collective understanding of good design by showing that technology can be both functional and beautiful. Alongside Ive, I also admire visionaries like Dieter Rams, whose principles helped shape Apple’s design language, and architects like Zaha Hadid for their bold creativity. But when it comes to blending innovation, simplicity, and emotional resonance, Jonathan Ive’s work at Apple stands out as a gold standard in the world of design.

Would you tell us a bit about your lifestyle and culture?

SD : I’m from Chennai, India-a city that’s truly a land of cultures, where ancient Dravidian roots blend with colonial influences and a vibrant, modern spirit. Living here means being surrounded by colorful festivals, classical music, temple architecture, and a culinary scene that’s as diverse as the people themselves. The city’s unique mix of tradition and innovation inspires my work every day, and I find myself constantly drawing on Chennai’s rich heritage-whether it’s the intricate patterns, bold colors, or the balance between old and new that defines the city’s aesthetic. Music is a huge part of my creative process; from Carnatic melodies to contemporary tunes, it helps me focus, sparks new ideas, and keeps my designs connected to the emotional pulse of my culture.

Would you tell us more about your work culture and business philosophy?

SD : My work culture is rooted in openness, collaboration, and a strong sense of ownership, whether I’m working solo or with partners. I value a flat structure, where everyone’s ideas are heard and teamwork is at the heart of every project, making it easy and enjoyable to work with me. When choosing business partners or hiring, I look for people who are adaptable, passionate, and have strong communication and problem-solving skills, as well as a genuine alignment with my values of integrity and creativity. What can’t be forgotten about my work culture is the emphasis on innovation, flexibility, and a willingness to take risks and learn from failure, which keeps the environment dynamic and forward-thinking. The core challenges I face include balancing creativity with business needs, managing limited resources, and hiring the right talent in a fast-paced setting. My responsibilities span from ideation and design to team leadership and client communication, and I believe a good designer or creator must be empathetic, resilient, curious, and always open to learning and growth

What are your philanthropic contributions to society as a designer, artist and architect?

SD : As a designer, I believe in using my skills to give back and make a positive impact on society. I regularly volunteer my time and expertise to help non-profits and community organizations improve their digital presence, making their websites and apps more accessible and user-friendly for everyone, including those with disabilities. I’ve also mentored aspiring designers from underrepresented backgrounds, sharing knowledge and opening doors to opportunities they might not have had otherwise. Whether it’s designing educational materials for local schools, creating awareness campaigns for social causes, or simply offering free design advice to small businesses in my community, I find real joy and purpose in using design as a tool for empowerment and change.

What positive experiences you had when you attend the A’ Design Award?

SD : Its a dream come true. Attending the A’ Design Award was an incredibly positive experience for me, as it not only offered the thrill of competing alongside talented designers from around the world but also provided an inspiring platform to showcase my work to a global audience. One of the main benefits of participating in design awards and competitions is the international visibility and media exposure they provide, helping your work reach new clients, collaborators, and design enthusiasts far beyond your usual network. Another key benefit is the professional recognition and credibility that comes with being honored by respected industry experts, which can open doors to new opportunities and partnerships. Third, the feedback and assessment from experienced juries and peers help you refine your skills, push your creative boundaries, and gain valuable insights into how your work stands up on a global stage. Design awards and competitions contribute significantly to a designer’s career by building their reputation, expanding their professional network, and boosting their confidence to take on bigger challenges. They are important and relevant because they foster innovation, celebrate excellence, and encourage designers to keep raising the bar for quality and creativity in the industry. Being named Designer of the Day felt both humbling and motivating’s a reminder that hard work and passion can be recognized and that great design has the power to connect and inspire people everywhere.

Sajindas Devidas Profile