Thank you for taking a chance on my new Substack! In a world overflowing with content, my aim is not to add to your cognitive load—well, not in an exhausting way anyway. 😉
As a warm welcome, I’d like to introduce myself, explain what this newsletter is about, share why I started it, and outline what you can expect.
Hi! I’m Tanya
I’ve spent the last decade designing digital experiences for everything from scrappy garage startups to hyper-growth unicorns across India and Southeast Asia. After shaping products for over 100 million users, I returned to India in 2023 to establish my design studio, Tanya Rao.
As the principal designer, I work hands-on with founders and teams to launch products that generate business impact without compromising on user experience. My approach blends strategy and craftsmanship, turning bold ideas into intuitive and impactful digital experiences.
Why I started this Substack
As a first-time founder and independent designer, I wanted a space to reflect, document, and share my thoughts. Thus was born The Cognitive Load—a safe place for analysing, questioning, and making sense of design in the wild.
In the field of human-computer interaction (HCI), cognitive load refers to the mental effort needed to process information. As a UI/UX designer, my goal is to minimise this unnecessary strain on users—essentially creating products that are easy to use without requiring excessive thought.
But these days, that feels like a losing battle. Our cognitive loads are maxed out, thanks to the endless barrage of news, notifications, and the infinite scroll. My theory? The better I understand design, the better I can reduce the friction it causes for users. And if nothing else, this newsletter gives me an excuse to obsess over it.
What is The Cognitive Load?
This is a design newsletter, but not the kind that’s filled with industry jargon and UX best practices. Expect cultural commentary on everything—ranging from apps that make us rage-click to everyday objects that should come with a manual. If you’ve ever felt personally victimised by a door handle, you’re in the right place.
I’ll be sharing deep dives in a segment called "Why Tho?", reflections on my journey, and trade secrets I’ve gathered along the way. The goal? To deepen my understanding of what makes design effective (or causes it to fail spectacularly) and, hopefully, to build a community of fellow overthinkers.
If you subscribe, you’ll receive the newsletter every Tuesday right in your inbox. No ads, no sponsors—just a slightly obsessive exploration of design, usability, and the cognitive load we all carry.
If this sounds like your kind of overanalysis, hit subscribe and join me on this deep dive into the good, the bad, and the utterly baffling world of design.
See you in your inbox,
Tanya
🚀 I run a small design studio where I work with a handful of founders each year. If you want design that drives business, let’s talk.
