Catherine

®2024

Catherine

®2024

Service Designer

Catherine Martin

Catherine Martin

Designing sustainable and accessible experiences

is my superpower. Because humans are delightfully weird, but their experiences shouldn't be.

About me

A service designer with a journalist's instinct for people and stories.

I started out as a journalist, and that background shaped how I see the world. It taught me to listen deeply, ask the right questions, spot patterns in human behaviour, and tell stories that actually resonate.

Today, I bring that same curiosity, empathy, and narrative thinking into service design. I thrive in the messy, ambiguous, and gnarly parts of building services, turning complex challenges into clear, human-centred experiences that drive real impact.

Erasmus Mundus Master's · Service Design Strategies & Innovation

How I got here

2019-2022Trained as a journalistBA Journalism · M.O.P. Vaishnav College for Women, IndiaI learned to interview people, question assumptions, and separate what people say from what they actually do. It was my first real grounding in research and storytelling.
2023-2024Content Writer, training AI systemsAmazon (AGI Data Services), ChennaiI translated vague, large-scale requirements into clear, structured guidelines whole teams could work from. It was my first real lesson in bringing order to ambiguity and making complex systems usable.
2024-2025AI Quality SpecialistAmazon (AGI Data Services), ChennaiI designed a quality framework that lifted the accuracy of an AI training-data workflow from 40% to 72%. Building the system behind the work, rather than just delivering the output, is what drew me toward design.
2025-PresentPursuing an Erasmus Mundus Master's in Service DesignJoint degree across the Art Academy of Latvia, Estonian Academy of Arts, and University of LaplandAn EU-funded joint master's spanning three universities and three countries, focused on service design, systems thinking, and socially responsible innovation. My next study mobility is at the Estonian Academy of Arts (EKA).

In case you're familiar with the buzzwords

Experiment Design|CX Strategy|Service Design|Storytelling|Sustainable Transition|UX Research|UX Design

Tools

Roughly how my time splits across tools day-to-day, not a proficiency score

Miro / Mural40%
Figma / Illustrator / Sketch30%
Keynote / Powerpoint20%
Photoshop & InDesign10%

Methods & Deliverables

Qualitative

Workshop facilitation
Interviews & observations
Generative sessions (co-creation)
Usability tests
Service Safari

Quantitative

Online surveys
Google Analytics
Behavioural data

Deliverables

Affinity diagrams
Concept sketches
Customer journey maps
Ecosystem maps
Experience flows
Service blueprints
Service scenarios
Stakeholder maps
Personas & need-based profiles
Process maps
Value proposition canvas
Business model canvas

Work modes

Agile / Scrum
Design Thinking
Lean Strategy
Human-centered thinking

Final thoughts

You've made it to the end of the scroll.

Great job.

If this felt like your kind of thinking, we'll probably get along.

Currently open to service & UX design roles · Europe-based

2026 ® CATHERINE MARTIN

Designing services by day 🌞 dancer after hours 💃🏽

2026 ® CATHERINE MARTIN

Designing services by day 🌞 dancer after hours 💃🏽