User research, Copywriting, System building, Brand narrative, Illustration

One huge endeavor Thumbtack undertook in 2019 was to better understand their customer base. After months of interviewing and tedious documentation our skilled team of researchers and copywriters distilled nuanced observations from the field into 5 distinct customer personas.

I was tasked to make this wealth of knowledge digestible, interesting and accessible for internal comprehension. By filtering these personas through the lenses of archetypes we were able to avoid getting bogged down by distracting details. A visual motif rooted in tarot cards guides the viewer through a customers hiring behaviors and motivations, before, during and after a project.