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Roopika Lakshmipathy
Product Designer based in
Chennai, India
I craft intuitive digital experiences with responsive designs. When context allows, I like to bridge the gap between layout and motion. I believe in following functionality with micro-interactions and not the other way round. My design practice, and the workflow therein, has evolved with time and tools but the cornerstone of my design philosophy has remained one of restraint.
Currently designing immersive web experiences that make complex ideas engaging and effortless to navigate.
SELECTED WORK
EQ removes carbon through biochar and nature-based projects across India, then sells the resulting credits to corporates, philanthropies and institutional investors. Since greenwashing is a prevalent problem in the voluntary carbon market, the buyers Equilibrium need are ones that are most trained to be skeptical. A conventional climate site with forests, green gradients, or “save the planet" H1 text would have been hard to prove EQ as a differentiator.
The brief and the references shared inverted the usual climate playbook of using the visual style that has come to be associated with climate change and sustainability. Every page had to raise the buyer’s confidence that the carbon is real, measured and permanent since, in this market, credibility is the conversion lever.
The visual language was developed in accordance to the domain; the idea was to go with earthy and muddy tones and intersperse with textures to maintain familiarity with nature-related elements but also break away from too much of it. My role was to redesign the website which included re-imagining the information architecture to suit the current scale of the organisation, coming up with the design language and enable better navigation experience for the user. I was aided by a graphic designer and illustrator in this project who helped create the assets required for the project.
The challenge was to make this technically dense and invisible product appeal to three categories of audiences with varying levels of literacy about the domain. Additionally, the organisation also offers four different pathways to generate carbon credits. One of the solutions to handle the number of variations was to use navigation as a tool to make comparisons and movement easier for the user. For instance, what conventionally signifies location, a breadcrumb, doubles up as a navigation tool to move internally between the different solutions.
However, layout for the solutions pages were kept the same. This was so the user could move internally but also be able to compare and contrast content where it was applicable. The familiarity of the page layout will the user in doing so. In other pages, I have explored various sectional layouts to break monotony, utilised progressive disclosure of content in order to not overwhelm the user with too much text, and inserted illustrations, wherever possible, to explain methodology or project locations.
The design was handed over to the technology team in the organisation. In order for the handover to be smooth, a comprehensive design system was developed and designed in Figma with tokens, variables, components and use-cases defined clearly. The site was shipped live in May 2026. #page visit numbers, time spent on website, use in seed raise,
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The Boardroom is a cafe in Chennai that also retails board games.
The brief was to keep it simple and direct. The experience is the USP and that needed to come through without any distractions.
The website needs to juggle being a marketing site, a retail store and have a reservation flow. So, the only real challenge here was that of coherence. For the user to feel like they are still on the same site while not feeling the back-end decisions to use existing tech solutions for different purposes.
The visual language was developed in accordance to the domain; the idea was to go with earthy and muddy tones and intersperse with textures to maintain familiarity with nature-related elements but also break away from too much of it. My role was to redesign the website which included re-imagining the information architecture to suit the current scale of the organisation, coming up with the design language and enable better navigation experience for the user. I was aided by a graphic designer and illustrator in this project who helped create the assets required for the project.
The challenge was to make this technically dense and invisible product appeal to three categories of audiences with varying levels of literacy about the domain. Additionally, the organisation also offers four different pathways to generate carbon credits. One of the solutions to handle the number of variations was to use navigation as a tool to make comparisons and movement easier for the user. For instance, what conventionally signifies location, a breadcrumb, doubles up as a navigation tool to move internally between the different solutions.
However, layout for the solutions pages were kept the same. This was so the user could move internally but also be able to compare and contrast content where it was applicable. The familiarity of the page layout will the user in doing so. In other pages, I have explored various sectional layouts to break monotony, utilised progressive disclosure of content in order to not overwhelm the user with too much text, and inserted illustrations, wherever possible, to explain methodology or project locations.
The design was handed over to the technology team in the organisation. In order for the handover to be smooth, a comprehensive design system was developed and designed in Figma with tokens, variables, components and use-cases defined clearly. The site was shipped live in May 2026. #page visit numbers, time spent on website, use in seed raise,
Read more ↓
WEE is a resource website designed for the internal application of the organisation. The users were primarily those from the development sector that needed access of academic materials for their research. It wasn't just meant to be a library of materials but also one where org-approved users could also upload academic materials after it being vetted internally.
I designed the site as a UI/UX designer, part of Athena Infonomics dev team that built the website for Gates Foundation. This was a 8-month long project- the organisation went through rebranding mid-way and that extended the initial timeline.
This project is confidential, hence I cannot share detailed screens.
The visual language was developed in accordance to the domain; the idea was to go with earthy and muddy tones and intersperse with textures to maintain familiarity with nature-related elements but also break away from too much of it. My role was to redesign the website which included re-imagining the information architecture to suit the current scale of the organisation, coming up with the design language and enable better navigation experience for the user. I was aided by a graphic designer and illustrator in this project who helped create the assets required for the project.
The challenge was to make this technically dense and invisible product appeal to three categories of audiences with varying levels of literacy about the domain. Additionally, the organisation also offers four different pathways to generate carbon credits. One of the solutions to handle the number of variations was to use navigation as a tool to make comparisons and movement easier for the user. For instance, what conventionally signifies location, a breadcrumb, doubles up as a navigation tool to move internally between the different solutions.
However, layout for the solutions pages were kept the same. This was so the user could move internally but also be able to compare and contrast content where it was applicable. The familiarity of the page layout will the user in doing so. In other pages, I have explored various sectional layouts to break monotony, utilised progressive disclosure of content in order to not overwhelm the user with too much text, and inserted illustrations, wherever possible, to explain methodology or project locations.
The design was handed over to the technology team in the organisation. In order for the handover to be smooth, a comprehensive design system was developed and designed in Figma with tokens, variables, components and use-cases defined clearly. The site was shipped live in May 2026. #page visit numbers, time spent on website, use in seed raise,
Read more ↓