Archetypes & Mindsets
is a service design tool created to help teams understand the behaviors, motivations, and mental models of the people they are designing for. The framework translates research insights into clear, visual archetypes that support empathy, alignment, and more informed design decisions.

These artifacts help bridge the gap between research and execution, enabling teams to design more human-centered products and services.

Impact
Transformed research insights into actionable design tools
Supported empathy-building and cross-functional alignment
Enabled more informed product, service, and experience design decisions
Designed for scalability across workshops, presentations, and digital platforms

Role: Graphic Designer & Illustrator
Designed the archetype framework, including character illustrations and layout system. Prepared scalable assets optimized for print, tablet, and desktop formats to support service design workflows and stakeholder communication.

Tools
Illustrator