Context

UX designers often generate artefacts to share the things they know about the customers across the board. At Hatch, we were looking for a way to describe our customers in regard to their motivations for investing and how they act. Why might the person use our product? What kind of job do they want our product to do for them? We wanted to define our customer’s mindsets.

Approach

Under my guidance, the Junior Designer and I conducted a comprehensive review of existing customer knowledge, including interview notes and Persona documentation. We focused on identifying values, needs, and behaviors while cross-referencing with motivation theories and other relevant studies. This research laid the foundation for our unique model, consisting of four distinct mindsets. We collaborated closely with the wider design team, engaging in iterative feedback to ensure our model could be widely adopted.