In the ever-shifting landscape of technology and design, the role of the senior digital designer has become increasingly pivotal. With the rise of e-commerce, the proliferation of digital platforms, and the consumer’s ever-growing demand for seamless user experiences, these designers are the architects of our digital interactions. We sat down with Catherine Uhlrich, a dynamic digital design director, creative strategist, and educator, to delve into the intricacies of this role and explore its future trajectory.
Catherine’s impressive career, marked by collaborations with industry giants like Nike, H&M, and Google, and prestigious agencies such as Instrument, AKQA, and Base Design, provides a unique vantage point. Her work, recognized with accolades from the Webby Awards and Awwwards, showcases a mastery of blending creative vision with strategic insight. Currently based in New York City, Catherine also dedicates her time to shaping the next generation of designers as a teacher at Gobelins School and a judge at Awwwards and Gobelins School, solidifying her commitment to pushing the boundaries of design excellence.
So, what exactly does a senior digital designer do? According to Catherine, their primary role is to “imagine interfaces.” They are the translators of a brand’s identity and message into the digital realm, crafting experiences that resonate across various platforms and screens. “They design websites, build design systems and toolkits,” Catherine explains. “They collaborate with various teams, especially developers, to bring designs to life. They can even lead the user experience phase, defining sitemaps, user flows, and conducting benchmark analysis.”
This multifaceted role demands a broad skill set that spans conceptual and art direction, interface design, user experience, and branding. Catherine’s foundation in visual communication, honed through her BA in Multimedia from Lycée Le Corbusier and an MA in Design from Gobelins, School of the Image, coupled with her early apprenticeship at Studio Graphique Louis Vuitton, equipped her with the necessary tools to excel in this dynamic field.
Catherine’s portfolio boasts a remarkable collection of high-profile projects. She designs for high-traffic online destinations and has led the design of the main platform and microsites for the Prince website, contributing to a digital experience that honors the artist’s legacy. She also designed the website for The Malin, a sophisticated coworking space in NYC, and played a crucial role in the design of the Eames Institute of Infinite Curiosity, a web-based experience that unveils the archives of the legendary Eames Ranch and Eames Collection. Beyond these notable projects, Catherine has also lent her expertise to numerous fashion e-commerce brands, including Carel, Burberry, Dior, and Kenzo.
In the competitive landscape of e-commerce, the ability to create a seamless and engaging online shopping experience is paramount. Catherine has contributed significantly to the success of brands like Happy Nation, Nike, Carel, James Perse, Philippe Patek, and H&M.
Her approach is strategic and multifaceted. “In some cases, I provided digital strategy/consulting services and worked on the concept phase, focusing on how to tell the brand story and promote new campaigns,” she explains. “I participated in the UX, reimagining sitemaps, user flows, and overall content strategy. In other cases, I worked on more straightforward interface designs using Figma and built digital toolkits.”
For luxury and e-commerce brands, the online presence is not just about selling; it’s about cultivating a brand identity and fostering a connection with the consumer. Catherine emphasizes the importance of understanding the brand’s world and crafting a digital presence that reflects its values and aspirations. “Brands have an online presence to sell but also to tell their own story,” she states. “We first have to understand their world and work on both their digital presence/strategy and the UX, including benchmark analysis and testing.”
In terms of driving sales, Catherine stresses the need to stay abreast of the latest trends in e-commerce and technology. “Knowing your audience is important, as well as anticipating their needs,” she explains. “A luxury brand also needs to differentiate itself and think ahead of what is current. Every experience has to be memorable, intentional, and seamless. Attention to detail in design is key.”
Looking ahead to 2025, Catherine identifies a significant shift in how brands approach their identity. “This year, I notice that clients want to build their identity alongside their digital presence,” she observes. “Everything has been developed in parallel. A good designer needs to know ‘traditional’ branding as well as what it means to create a strong digital experience. I see identities, logos, guidelines literally being designed while being applied to the product. This is true digital branding. It is very exciting.”
This convergence of brand identity and digital presence signifies a more integrated and holistic approach to design, where the brand’s core values are seamlessly reflected in every digital touchpoint.
In the realm of digital storytelling, Catherine emphasizes the importance of understanding the audience and their habits. “Know your audience and their habits,” she advises. “Keep it simple and to the point. Be ready to adapt. Websites don’t live forever.”
This pragmatic approach recognizes the dynamic nature of the digital landscape and the need for constant adaptation. Websites and digital experiences must be designed with the understanding that they will evolve and adapt to changing user behaviors and technological advancements.
Catherine Uhlrich’s insights offer a compelling glimpse into the evolving role of the Senior Digital Designer. They are not merely visual artists; they are strategic thinkers, problem-solvers, and architects of digital experiences. As technology continues to reshape our world, the demand for skilled and innovative Senior Digital Designers will only continue to grow, making them indispensable assets for businesses seeking to thrive in the digital age. Her passion and enthusiasm for the industry underscore the importance of not only staying on top of current trends but also of creating truly impactful and memorable digital experiences.
