Podcast Link : UI Designer Podcast
Designers of today shoulder the enormous responsibility of crafting meaningful innovations that not only promote sustainability but also bridge the digital divide through inclusive designs.
Rittika Basu, our next pathbreaker, works as Senior UI Designer at Dentsu Global Services (Bangalore), a global advertising, marketing, and customer experience management company headquartered in Tokyo, Japan.
Rittika talks to Shyam Krishnamurthy from The Interview Portal about her 1st internship when she collaborated with Toshiba Tokyo’s R&D team to develop a business model for e-waste management and recycling, which was tailored for Bangalore.
For students, every job is difficult and will seem hard at first, but patience, optimism and resilience are the keys to success
Rittika, can you share your background with our young readers?
Hello everyone,
Delhi, earlier known as Indraprastha during the Mahabharata era, is a cultural melting pot with deep historical roots, diverse cuisine and magnificent architecture. I was fortunate to be raised in this vibrant city. Since childhood, I always had a knack for any form of creativity such as painting and poetry, and admiring the work of modern artists (excluding con artists—just kidding!).
My father is a mechanical engineer, and my mother, who once worked at Unilever, later became a homemaker. I’m incredibly grateful to both of them for their unwavering support, blessings, and countless sacrifices.
Growing up, I was passionate about psychology. I excelled in the subject and loved how the knowledge could be applied in everyday life. Honestly, I never imagined I’d end up becoming a UI/UX designer—back in school, I didn’t even know this career path existed.
What did you do for graduation/post graduation?
I studied a Bachelor of Design (Visual Communication and Graphic Design) from National Institute of Design, Ahmedabad (BDes) and a Digital Futures Master of Design (MDes) from OCAD University, Toronto. I was also selected for an exchange student program to Ésad de Reims, France, based on my academic merit. Like many others, I didn’t know that an entire degree could be dedicated to the study of design before 2013.
I pursued my masters from OCAD University because the course aligned with my learning expectations and I received an OCAD University Dean scholarship. OCAD University is a member of AICAD, which is a consortium of 36 top non-profit independent colleges of art & design in the US and Canada.
What were some of the key influences that led you to such an offbeat, unconventional, and unique career in UI/UX Design?
I wanted to resolve issues through creative innovations and optimistic interventions. While art satisfies the soul, design emphases on problem-solving.
I admire Leonardo Da Vinci and tried to replicate his sketches in my childhood days. His philosophical thinking and knowledge have taught me a lot about ways to study art and observe my surroundings. Knowing and understanding perspective is very important for any craftsman.
My mother is my first teacher and critic. She taught me painting and instilled a sense of appreciating aesthetics by sensitising me towards nature. My first school art teacher (Mr. Shantunu Sir who is also a renowned Bharatnatyam dancer) played an important role in shaping my creativity and ideas. He encouraged me to participate in art competitions and cultivate the skill of illustrations. This helped me to gain confidence to showcase my talent and develop personality.
After my board exams, I initially planned to pursue psychology like many of my friends. But deep down, I felt a strong desire to contribute meaningfully to the creative field. One day, my mother came across an article about the National Institute of Design and looked into the admission process. I was hesitant to apply—back in 2013 because they accepted only 100 students across India and abroad. But with encouragement from both my parents, I gave it a shot… and the rest is history.
In my fourth year, while everyone was applying for internships, one of the most coveted workplaces for any designer was The Walt Disney Company. I hesitated to apply, knowing it attracts thousands of applicants and has one of the most rigorous interview processes. I shared my doubts with my brother, and he encouraged me to go for it anyway. He said, “If you never try, it’s always a no — but if you do, you might just have a chance.” I’m grateful for his words. Not only did I land the internship, but I also received my first job offer from Disney.
I learnt one life lesson that day – Never reject yourself and always try your best.
How did you plan the steps to get into the career you wanted? Tell us about your career path
I believe in creating a positive impact with new innovations and empathy, as well as adapting to sustainable ways of working. I would advocate for planet-centric designs instead of a human-centric approach because protecting the environment has been a necessity and responsibility.
Apart from my job, I speak about adapting Accessibility Design principles (Design for older adults and special needs) at various International conferences, research forums and educational institutes. Recently, I spoke at IIT-Delhi on Gerontological Design – how to craft simple and functional user experiences for senior digital citizens.
My first internship was with Toshiba, where I contributed as a Service and Information Designer. I collaborated with Toshiba Tokyo’s R&D team to develop a business model for e-waste management and recycling, which was tailored for Bangalore. We were fortunate to be mentored by industry experts who flew in from Tokyo to guide us in research methodologies, problem identification, and solution-building. As part of the project, I introduced the team to E-Parisaraa Pvt. Ltd.—India’s first government-authorized electronic waste recycler (established in 2005). I also created a series of infographics to communicate the environmental hazards of e-waste and promote awareness of sustainable e-waste recycling practices.
Project Details: Link
During my tenure as exchange student at Ésad de Reims, I learnt culinary design, ideated solutions to save food and preserve traditional recipes. I designed a citrus beverage for Total SA Paris, inspired by La Fête du Citron—a vibrant festival in France celebrating citrus fruits. The concept featured an edible packaging; the container of the beverage is made of agar. I followed the innovations of Tomorrow Machine design studio, which are experts in edible and biodegradable packaging. After finishing the drink, the consumer could eat the glass itself. The packaging was designed to serve as a festival ticket and a French souvenir. This approach ensured optimal resource utilisation with zero waste. The beverage was conceptualised to be environmentally friendly, refreshing, and healthy—ideal for serving at Total Gas Stations across France.
Project Details: Link
My first employment was with Walt Disney where I helped in crafting and documenting style guides based on upcoming fashion forecasts to envision futuristic Disney consumer products and licensed merchandise. I created iconic Marvel Superheroes drawings influenced by an eclectic mix of visual styles and art movements. I illustrated Iron Man and Captain America in a surrealist art form and Patachitra painting style etc.
The “Be a Disney Princess” is a self-conceptualised project (academic one). I have signed a NDA with Walt Disney.
My next role was as a UI/UX Researcher at OCAD University, under the mentorship of Dr. Sara Diamond, a visionary design leader who shaped my understanding of design sensibilities and creative problem-solving. I helped develop an Interactive Data Dashboard reflecting the cultural diversity of Canada, using datasets from Statistics Canada. This project was presented at the International Conference on Human-Computer Interaction 2021, with proceedings published by Springer.
Research Paper: https://link.springer.com/chapter/10.1007/978-3-030-78221-4_25
Simultaneously, I worked at Myant Inc. as an UI/UX designer. I helped to conduct the design of the UI and conduct usability testing for Skiin mhealth App that uses smart wearables to collect health metrics data and present analytics dashboard enabling individuals and groups to explore fitness and wellness goals.
Research paper: https://link.springer.com/chapter/10.1007/978-3-030-78111-8_16
I currently work as a Senior Designer at Dentsu, where I build bespoke design systems, enhance user experience, lead accessibility audits, and mentor junior designers.
How did you get your first break?
My first internship was with Toshiba, secured through a two-round interview process where I presented ideas on how I could contribute after reviewing their project requirements. This opportunity was part of an industry-institute collaboration between the National Institute of Design and Toshiba Corporation.
What were some of the challenges you faced? How did you address them?
Challenge 1: Fixed and tight deadlines
To avoid spillovers, I broke down my tasks into smaller, manageable assignments and aligned expectations with my managers well in advance.
Challenge 2: Managing multiple responsibilities
At the beginning of my career, I embraced the opportunity to wear multiple hats. This flexibility allowed me to quickly learn, unlearn, and adapt a diverse range of skills. This helped me to turn into a T-shaped designer.
Challenge 3: Meeting diverse opinions
Understanding that every stakeholder and colleague brings a unique perspective, I made it a point to actively listen and understand their viewpoints. Post, I worked toward solutions that balanced everyone’s expectations and served the best interests of the project.
Where do you work now? What problems do you solve?
I came across a UI Designer opening on LinkedIn and applied for the role. The process involved three interview rounds where I spoke in detail about my academic learnings, previous projects and contributions. I highlighted how my expertise and prior experience in accessibility design, UX research, and usability testing could add value to Merkle — which was later acquired by Dentsu.
I work as Senior UI Designer at Dentsu Global Services, Bangalore
Dentsu is a global advertising, marketing, and customer experience management company headquartered in Tokyo, Japan. Over 120 years old, it operates across more than 140 countries.
I work on building websites and mobile apps for B2B and B2C e-commerce platforms for a diverse range of clients — from MNCs, localised nutritional brands, fast-food chains, SaaS platforms to FinTech tools. My role involves crafting user journeys, building ChatBot frameworks, conducting accessibility and usability testing, along with performing site audits to ensure seamless, inclusive, and efficient user experiences.
- I design with empathy and innovation to remove barriers for digital citizens.
- My work involves auditing accessibility touchpoints across websites and mobile applications, ensuring inclusive experiences for all users.
- I build bespoke design systems that make digital products consistent, scalable, and developer-friendly.
- By applying responsive design principles, I ensure seamless performance across devices, screen sizes, and orientations.
- I also mentor junior designers on emerging design trends, presentation skills, and documentation practices-helping them to refine their craft.
Few Links:
- https://rosenverse.rosenfeldmedia.com/people/rittika-basu/
- https://www.womentech.net/speaker/Rittika/Basu/79516
- https://conveyux.com/speakers/rittika-basu/
- https://shorturl.at/Uc5l2
What are the skills required for your role? How did you acquire the skills?
Technical – Figma, Adobe Creative Cloud
Design-thinking
Aesthetic Sense
Problem Solving
Story-telling
Creative Innovation
I learnt the technical and interpersonal skills from my institutions, professional experience and industry mentors. As a child, I used to spend 1 hour daily practising sketching and painting before heading out to play.
What’s a typical day like?
A typical day for me revolves around creating and revamping e-commerce platforms. I usually start by researching the client’s competitors, analysing industry trends, and understanding the client’s vision and expectations. Using these insights, I explore innovative ways to improve the user experience while ensuring the designs are inclusive, simple and user-friendly.
I then translate these ideas into user interface concepts for both web and mobile, usually presenting 3–4 design variations. After gathering feedback from stakeholders, we collaborate to refine and finalize the solution. A key part of my process includes building a bespoke design system and motion system—this ensures the final product is scalable, customizable, consistent, and ready for developer handoff. I strive to create seamless user experiences with intuitive navigation and delightful interactions.
What is it you love about this job?
I learn something new with every new challenge. I am able to meaningfully contribute to the creative industry and upgrade myself by learning from a peer group.
How does your work benefit society?
We often see our grandparents struggle with using mobile phones. My work focuses on raising awareness about bridging the digital divide through inclusive design. By promoting gerontological design principles, I aim to help older adults (60+ years) overcome computer anxiety, access digital information with ease, and gain confidence as independent digital citizens.
Tell us an example of a specific memorable work that you did
During the COVID-19 pandemic, when digital literacy became essential, I volunteered for six months with TechServe—a Canadian NGO that connects tech-savvy millennials with elderly citizens. I guided many older adults in using everyday mobile apps, helping them navigate the digital interfaces with ease via video call tutorials. As a result, several elderly Canadians were able to connect with their loved ones and access essential online services. It was a deeply fulfilling and satisfying experience to contribute meaningfully and witness the positive impact firsthand. Many older adults would call to thank me later.
Your advice to students based on your experience?
Every job is difficult and will seem hard at first, but I would urge students not to give up easily. Patience, optimism and resilience are the keys to success. Reading about visionary leaders like Rabindranath Tagore, Dr APJ Abdul Kalam and Marie Curie will inspire young minds. Idolising a person of substance will help you to stay motivated and encourage you to apply their knowledge and ethics in your own journey. Be focused on your aim. Working upon your weaknesses and sharpening your skills will make you a better individual than yesterday.
Future Plans?
I don’t plan for the future, but I’m always ready to face tomorrow’s challenges with a smile and a positive mindset.
can someone accept mentees to guide a graduate engineer in Designing?