Never did I mention anyone was only one of these types or that these are defined paths. “Archetype” perfectly describes my purpose: to highlight the different types of roles out there.

If it doesn’t resonate with you, that’s cool; clearly you aren’t the target. But in talking to dozens of new designers or students every year, their problem is not being out in a box but a lack of clarity around what paths exist.

By day, executive designer at Innovatemap where I help tech companies design marketable products. By night, co-founder of UX Power Tools.

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