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Design Strategist Interview

2 months ago

California, United States The Interview Portal Full time

It is imperative that we bridge the gap between technology and its users, ensuring that advancements are made with consideration for human needs and values. Bhumika Ahuja, our next pathbreaker, Research Fellow at Strategy for Humanity (California), collaborates with NGOs of United Nations, aiding them in services like strategic planning and communication strategy. Bhumika talks to Shyam Krishnamurthy from The Interview Portal about her first job after her undergrad at a design studio in Gangtok, where she was introduced to the field of Design Research and Systems Thinking, focused on strategising what products could be launched based on user needs. For students, every field offers immense opportunities as long as you align your interests with the organisation’s mission Bhumika, can you share your background with our young readers? I grew up in Delhi and later moved to Ahmedabad to pursue a Bachelor’s in Design from the National Institute of Design. I specialized in Textile Design and began my career as a Multidisciplinary Designer at a Design Studio based in Gangtok. It was during this initial role that I discovered my passion for Design Research, which involves understanding user needs to inform design features and strategy. Since then, I have been working in the field of Design Research & Strategy. What did you do for graduation/post graduation? I completed my Bachelor’s in Design from the National Institute of Design in Ahmedabad. Currently, I am pursuing an MBA in Design Strategy from the California College of the Arts. What were some of the drivers that influenced you to pursue such an offbeat, unconventional and unusual career in Design Strategy? I always had a passion for Art and Craft during my school years, often exploring new art forms and embracing innovation. It was during my 10th standard that my parents began introducing me to the field of Design. My parents have been my mentors, introducing me to the field of Design and preparing me for Design entrance exams. A key turning point was cracking the entrance exam for the National Institute of Design, Ahmedabad was a turning point for me. I entered college as a raw talent, and the rigorous training I received shaped me into the designer that I am today. The institute exposed me to endless opportunities and taught me to keep moving forward, pursuing work and projects that I am passionate about. How did you plan the steps to get into the career you wanted? Or how did you make a transition to a new career? Tell us about your career path My approach has been to be truly open to every opportunity I get and aspiring to be a designer who can fit in any context to bring an impact on users. I began my career by collaborating with skilled artisans from rural areas to explore how their expertise could align with contemporary market demands. Through this experience, I gained a profound appreciation for the potential of handicrafts. Motivated by this, I interned as a Market Researcher at the National Backward Classes Finance & Development Corporation (NBCFDC), focusing on empowering rural textile artisans. My role involved identifying craft clusters and proposing design and social reforms tailored to each cluster’s needs. Following this internship, NID facilitated my admission to Konstfack University for a foreign exchange program. There, I immersed myself in textile design studies for six months, gaining insights into the international evolution of textile craftsmanship. My first job after my undergrad was at a design studio in Gangtok, where I worked on designing a healthcare textile line for pregnant women in mountainous regions. This marked my introduction to the field of Design Research and Systems Thinking. I realised rather than focusing on designing products, I found more joy and impact in strategising what products could be launched based on user needs Subsequently, I found purpose in working as a Design Researcher in the realm of Digital Accessibility and Inclusion. Following this, I joined Turian Labs – Design led Research & Innovation Consulting in Pune, where I collaborated with Google. One of the notable projects I undertook was collaborating with the Google Pay team to develop a strategic plan for a new e-commerce extension aimed at enhancing user engagement. Eventually, I relocated to the US to pursue my Masters in Design Strategy from California College of Arts. I opted to pursue an MBA following my Design degree because I recognized the value of integrating design thinking into overall product and organizational strategies. I aimed to enhance my business, operational, and technical skills, understanding the importance of a holistic approach. Since joining the program, I’ve engaged in diverse projects aligning with technological advancements in AI. These endeavors serve as opportunities to explore how technology can evolve ethically and empathetically, ultimately benefiting users. My goal is to bridge the gap between technology and humanity, ensuring that advancements are made with consideration for human needs and values. How did you get your first break? I got my first break through my faculty member at National Institute of Design. What were some of the challenges you faced? How did you address them? Challenge 1: Adjusting to the rigor and pace of college was challenging for me, given the competitive environment. However, I learned to persevere by putting in extra hours to keep up with the workload. Consistency and patience have been two attributes that have greatly aided me. Challenge 2: There was a time when I felt lost about how to advance my passion for Design Research and secure work opportunities with limited experience. During that period, I created my own website to showcase the transferable skills I possessed and how teams could benefit from them. I crafted my own narrative to effectively communicate my values. Where do you work now?

What problems do you solve? I am working with an organization, Strategy for Humanity, based in the US where I work as Research Fellow. Strategy for Humanity works with mission-driven organizations and those who fund them to develop effective strategies, conduct smart advocacy and analysis, and achieve meaningful results. As a Research Fellow, I am collaborating with NGOs of United Nations, aiding them in services like strategic planning and communication strategy. What skills are required in your role? How did you acquire the skills? User Research and Communication Strategy skills are most needed. I have acquired these skills through formal education. What’s a typical day like? A typical day involves facilitating client meetings, defining project scope and methodology, and working towards project milestones. What is it you love about this job? I love interacting with people to genuinely understand their underlying needs and aspirations. How does your work benefit society? I assist organizations in enhancing their efficiency by improving access and visibility to the target audiences they serve within society. Tell us an example of a specific memorable work you did that is very close to you I worked on a Google project aimed at enhancing digital education among the Next Billion Users of the Internet. I conducted field research with users across India who were struggling to use smartphones but were compelled to do so. After the project concluded, many of my users reached out to me, expressing that they felt more comfortable using smartphones and that it was helping them cope with the challenges of the COVID-19 pandemic. Experiencing this real-time impact was incredibly rewarding. Your advice to students based on your experience? Always follow your passion, as every field offers immense opportunities. Don’t get caught up in short-term successes. Stay consistent, patient, and keep working hard, as success is about the bigger picture and long-term goals. Future Plans? My aspiration is to work as a Design Strategist to enhance digital accessibility and inclusion for users who are underrepresented in society.

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