Catherine Martin - Service Design Portfolio

Catherine

®2026

Catherine

®2026

Service Designer

Catherine Martin

Designing sustainable and accessible experiences

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

My projects

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Tērvete — Turning a Park Visit Into an Adventure

🏆 Hackathon Winner

A personalised trail system for Latvia's most-visited nature park, where Anna Brigadere's fairytale does the wayfinding.

Personalised trails across 1,200 ha · Judged against all 5 brief objectives · Artist residency for the off-season

Service Design

REBOOT — Turning Waste Infrastructure Into Social Infrastructure

Turning the Baltics' largest landfill into social infrastructure for Getliņi EKO's 2029 Education Center.

120+ people researched · Prototype tested with 20 participants · Service blueprint authored

Product & Service Design

Soirée — Discover Your Scent Through Every Sense

Multi-sensory fragrance discovery for L'Oréal Brandstorm 2026: touch, taste, and test before you buy.

104-person study across 3 regions · Led UX research & product design · Full business case

Image coming soon

Service Design · In Progress

A Relational Card Game for Couples

A card game co-developed with couple therapists that turns difficult conversations into a shared ritual.

Coming soon · Innovation lab startup concept · Designed with couple therapists

see them all

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. I earned Amazon's Extra Mile Award in three of four quarters in 2024.

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. In 2025, I received Amazon's annual Innovator Award for my 2024 work across both Amazon roles.

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 team and I won the SDSI 2026 Hackathon. My next study mobility is at the Estonian Academy of Arts (EKA).

In case you're familiar with the buzzwords

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

Say hello

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

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

Cathydharshini@gmail.com

Download CV

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