We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Tracie Sudesh ("TS").

Tracie Sudesh is an experienced, well-trained Creative Director | UX Designer based in Seattle, Washington. He has 20 years of experience in leading, managing, researching, conceptualizing, brand strategizing & design, visual, fashion, product design, product development and user centered design with a strong eye for details. His minimalistic design approach is to constantly find solutions to improve the way one experiences life in the physical or digital world. He has also worked and collaborated with many organizations internationally. His design philosophy is: Simplicity. The Art of Complex Design.

Tracie Sudesh Designs

We are pleased to share with you original and innovative design work by Tracie Sudesh.

Designer Interview of Tracie Sudesh:

DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?

TS : I started my career in fashion design in 1998 in Singapore. From fashion, it led me into product design, product development, creative direction, design strategy, branding and now I am also involved in UX design here in Seattle. I got into design only because I did not want to go to an office like everybody else (little did I know that my career would put me in a nice big office eventually, though I travel extensively for work which keeps me out of the office). I wanted to do something that gave me a lot of exposure, not in the sense of being famous as I was not into that, but in the sense of seeing the world.

DI: Can you tell us more about your company / design studio?

TS : I am an independent designer at the moment as I started my life here in Seattle not too long ago. I am slowly getting back on the grid.

DI: What is "design" for you?

TS : In order for a product to function to its highest standards, it has to be complex in its structure with opposed features.

DI: What kinds of works do you like designing most?

TS : I like designing details of a product focusing on it complexity. E.g: in fashion, it would be the construction of a garment/shoe/bag/accessories. In product, it would be its mechanism or technical specs. In graphic, it would be its material technology. In branding, it would be its DNA. In UX, it would be its information architecture.

DI: What is your most favorite design, could you please tell more about it?

TS : My logo. The absolute busts of the four Dobermann Pinschers sitting at its gradient form a visually strong signature element.

DI: What was the first thing you designed for a company?

TS : A Bag. I moulded the prototype out of paper and I couldn’t wait to see the first sample. The best part of it when it arrived was that the only change, which had to be made, was to increase the width of its strap. It moved my confidence level up a notch. It was also the day I knew I could design almost anything, if I worked with the right partners.

DI: What is your favorite material / platform / technology?

TS : Leather/ digital technology/ product development with new age materials and techniques.

DI: When do you feel the most creative?

TS : I get creative mostly at the wee hours in the morning and even then, it is mainly when I lay in bed to sleep.

DI: Which aspects of a design do you focus more during designing?

TS : Research and Development.

DI: What kind of emotions do you feel when you design?

TS : Calm, relaxed and alive.

DI: What kind of emotions do you feel when your designs are realized?

TS : I feel at peace only when the results are achieved.

DI: What makes a design successful?

TS : Superior quality followed by acceptance and ultimately its successful sales.

DI: When judging a design as good or bad, which aspects do you consider first?

TS : I look at its aesthetics and I try to understand its functionality. This is only to see the simplicity versus its complexity versus its quality.

DI: From your point of view, what are the responsibilities of a designer for society and environment?

TS : Everything, from design to development. It is every designers’ role to be conscious of every aspect when we produce something, from social responsibilities to environmental impact. We have to be aware of its consequences regardless of its location in the world.

DI: How do you think the "design field" is evolving? What is the future of design?

TS : I see it moving towards an advanced digital age. Most of the large corporations are focusing on various tools and methodologies to measure its users’ experience as it plays a huge importance to the acceptance of their product. These tools are very technologically advanced and the depth of what is coming is only the beginning. Since most individuals become the subject matrix of various products and as they are exposed to the professional and non-professional tools, it is only a matter of time when every individual would be a designer in his own field of work. However, I do believe, there will be a huge breakthrough in the medical field, the science of life and regeneration.

DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?

TS : I get inspired by everyday people through the various cultures and my travels. Movement (busy cities, noise, lights, parties, events, etc). I need that juice to feed that adrenaline fix and when it reaches the height of it, I will let it flow. Anything and everything. I could get inspired reading an interesting article in TIME magazine.

DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?

TS : I am a minimalist Designer. I just cannot digest everything on a product if there is more than there should be on it. My approach to design would be ”You could show me a whole house and I may only like the door knob”.

DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?

TS : I live in Seattle now. Not really, it really depends on the designer. If one designs without having a fair deal of knowledge of what is going on out in the other continents, he/she would be at a disadvantage when it comes to market acceptance. As for me now, I believe that I am in the right place to explore into the digital world but my disadvantage at the moment is, though I may have a good direct sourcing experience, finding the right people to do the job right is quite challenging. It can be a costly adventure exploring this all over again as I am confident of my sources in Europe, Asia and Australia.

DI: How do you work with companies?

TS : I keep a healthy relationship by working hand in hand. I call, Skype, Facetime, email, fax and travel to discuss progress, issues and solve them. I am always with them every step of the way.

DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?

TS : Treat them well. Understanding their design background and ideologies

DI: Can you talk a little about your design process?

TS : I spend a lot of my time on research. I use various methodologies and tools. I work on a strategy and start sketching the most complex feature of my product. Then, I gather insights based on my idea from various focus groups. As soon as I see traction, I will approach my development partners and work on their production capabilities and the challenges we may face. I will continue working on the detailed specification drawings as soon as I know what to expect. Then, I will start liaising with other component partners and get their timelines and production details. As soon as I have compiled everything, I will make a trip to visit my production partners wherever they may be and proceed with the initial sampling. At this stage, usually, the production errors are relatively low. The initial sample will be used to gather more insights and feedback. Any modifications or iteration will be done at this stage.

DI: Can you describe a day in your life?

TS : This is what I would do if I do not have any meetings to attend or if I am not travelling: The first thing is to go for a run in the morning, minimum 5kms to maximum 12kms. When I get back to the office, I start my day with emails, reading articles, LinkedIn and Facebook. As soon as I am done with that, I roll up my sleeves and start getting my hands dirty with all the physical design work, which on a regular basis would take me deep into late in the afternoon. Then, I would usually have lunch at about 4pm or sometimes I would just skip that too and I would be done for the day. If I do not have any events or functions to attend, I would be out for drinks, dinner with family or friends. I start working again at night if I have to right up to 4 am and sometimes even more. I sleep about 4 hours a day.

DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?

TS : Be open to criticism and opinions.

DI: From your perspective, what would you say are some positives and negatives of being a designer?

TS : To be able to see an idea realized is an immeasurable satisfaction but to appreciate its acceptance and success is another thing. The negative aspects of being a designer would be to face challenges in terms of gaining traction, securing monetary support and production partners.

DI: What is your "golden rule" in design?

TS : I focus on the solution. Design intelligently.

DI: What skills are most important for a designer?

TS : To understand the development and to know the quality one wants to achieve.

DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?

TS : Word, Excel, Powerpoint. Keynote, Numbers, Pages. Illustrator, Photoshop, InDesign, Bridge. Balsamiq, Omnigraffle, POP, InVision, AxureRP, Sketch, Sublime Text, Github. Mix Media, Sketching, Paper, Drawing Pens, Pencils, Markers, Sharpies, Colour Pencils, Pastels, Water Colours, Ink, Acrylic, Rulers, Scissors, Magic Tape, Post Its’, Spray Mount, Mounting Boards, Camera, Magazines, Books, Journals, Internet, Fun, Passion, Creativity & Competence and Be Alive with a Lot of Calmness!

DI: Designing can sometimes be a really time consuming task, how do you manage your time?

TS : I work hard and I play hard. This gives me a good balance in my creative world.

DI: How long does it take to design an object from beginning to end?

TS : It depends on the product development partners. I have developed something across continents in less than 24 hours. I have even designed and set a pop up store in less than 24 hours.

DI: What is the most frequently asked question to you, as a designer?

TS : What kind of design are you involved in?

DI: What was your most important job experience?

TS : Developing LUSTRO, a menswear fashion brand in Asia.

DI: What type of design work do you enjoy the most and why?

TS : Any product that is complex in its structure, be it physical or digital because it keeps my mind going like a machine.

DI: What are your future plans? What is next for you?

TS : To focus on user centered design. To include all my past experiences and move towards another realm.

DI: Do you work as a team, or do you develop your designs yourself?

TS : Both. Even if I were to design something alone, I can only achieve great heights with a team.

DI: How can people contact you?

TS : Website: www.traciesudesh.com Email: traciesudesh@icloud.com LinkedIn: www.linkedin.com/in/traciesudesh