Hello, it’s Aneta here 👋 This is issue #04 of UX Design Express and today we’re talking about

Storytelling techniques

Designers often struggle with UX portfolio structure. Unlike school projects, real-world UX challenges don't always fit the classic double diamond process. This leads designers to obsess over explaining their process in portfolios.

Why do UX portfolios look the same?

Many designers are convinced that outlining each project step in their portfolio is the ultimate way to showcase their expertise. They list things like “5 user interviews” and think they’ve scored 10 points in the recruitment score. They are focused on tasks and deliverables. But then this is what we see in many portfolios…

What happens is that many UX portfolios end up

• Focusing on the same list of UX deliverables and methods

• Showing the same perfect step-by-step design processes

• Looking exactly alike, almost like they're using the same template

• That's why it's tough to really stand out

But that's not all that the UX project involves. As I mentioned in the last newsletter, there's more to consider. So why do many designers still try to copy the double diamond process in their UX portfolios?

Back in school, our main focus was learning UX methods and the double diamond process. Now, many of us believe it's the only way designers work and talk about projects in their portfolios.

I fell into the same trap when creating my first UX portfolio. Everyone was doing it, so I thought it must be the right way. Surprisingly, I landed a job with that portfolio. But here's the catch...

I was getting offers from companies with a low design culture. I joined some of them and quickly burned out because I was too inexperienced to handle it. Sure, I learned a lot, more than I expected, but it was a tough journey.

So, while some hiring managers want to see your design process, is that the main problem why do all portfolios look the same? I believe it's something else entirely.

In this newsletter, I’m diving into that exact problem that many of us designers have when describing UX project stories in their portfolios

I’ll share with you where your focus should be and how to decide on a story structure for your UX portfolio stories.

Let’s dive in 🐬

The design process doesn’t determine the quality

Every UX project has a design process, but they vary. School projects often use the double diamond method, while real-world projects may not always need "5 user interviews." We often fixate on process in our portfolios, but it's crucial to understand that process alone doesn't determine quality.

As Garron Engstrom points out in this article, "good process doesn’t always lead to good design." Similarly, as Mark Parnell mentions here, "following process is no guarantee that good design has happened."

01. Create your customised story structure

1.1 - Pick projects

Picking projects for your portfolio is super important. Some problems you solve might be great for one job but not so relevant for another. Plus, each project can show off different skills, shaping your designer profile.

When choosing projects, think about

• Your designer profile (e.g. design system designer)

• Industry (e.g. fintech, sustainability)

• Product type (e.g. B2B vs. B2C)

• Platform (e.g. web, mobile, VR)

If you're working on school or passion projects, don't be afraid to pick something unusual that you're interested in. Check out Diana's diving project - it looks interesting because of the topic she chose and the story that she could build with it.

Just remember, if your projects don't have many restrictions, people might expect really creative designs. As Fabricio Teixeira and Caio Braga mention in this article: "If there were no constraints involved - like in a project for a UX course - hiring managers will expect the designs to be super innovative, and might be disappointed if they're not."

1.2 - Decide on a portfolio format

The format you choose for your portfolio shapes the story you can tell. In my opinion, there can be 4 main sections for case studies, but not every designer shares the complete story.

Experienced designers may find it easier to focus on the WOW section, especially if they've worked on impactful projects or for well-known brands. However, juniors may struggle due to their lack of experience. Additionally, many hiring managers expect to see both craftsmanship and process in a junior's portfolio since they may lack credentials. I discussed these sections in detail in my previous newsletter - check it out here.

Examples

• Mitchell Clements tells a story in a classic blog format (full story)

• Bruno Borella emphasizes impact and visuals (WOW section)

• Billy Tseng combines visuals with concise process descriptions (full story)

• Marco Cornacchia presents a visually oriented story with solutions (WOW section)

• Jenny Wen frames her story around her career and snippets (WOW section)

• Diana Lu uses a classic web modular format (WHAT/WHY, HOW, partial WOW)

Notice that I haven't included any portfolios solely focused on action steps (HOW section). As discussed previously, portfolios lacking high-quality visuals and impact (WOW) may impress just low UX maturity companies.

1.3 - Shape the story around your key JTBD - design

As designers, our main job is to design. So, in my opinion, our portfolio stories should focus on that. If designing is our main task, the best way to prove our capabilities is by focusing on our design work - not on listing deliverables, describing processes, or bragging about the methods we've used.

However, we often have different interpretations of what design actually means. So, how do we get this focus right? The key is to understand what kind of designer you are and what role you're currently seeking. Then, figure out which skills, experiences, and project stages best demonstrate your ability to design.

The most common design skills for UX/Product Designers include

• Product thinking

  • Problem

  • Reasoning

  • Business perspective

  • Impact

• Visual design (UI craft)

  • Patterns

  • Colours, typography, layout

  • Design decisions

• Interaction design

  • Flows

  • Change from screen A to B

  • Motion design

For Service Designers, Visual Designers, or UX Researchers, the skills may vary. If you're unsure about your skills, you can analyze your designer profile using tools like Intercom job levels, Figma career ladders or similar ones. Being aware of your strengths and experiences is crucial for success.

So, what does it mean to focus your story around design?

• Discuss design exploration

• Describe your design decisions

• Share the WHY behind every step

• Talk about trade-offs you've made

• Show how your design has evolved

• Discuss the changes you've implemented

• Present the journey from start to finish

• Showcase relevant outputs and outcomes

And throughout, highlight your key skills - whether it's product thinking, visual design, or others. If you struggle with knowing how to do it, Garron Engstrom shares some helpful questions in this article.

1.4 - Talk about change

Another key part of our design role is making improvements or transformations, turning initial states into better, more valuable, and usable solutions.

To demonstrate change in different project contexts

• Redesign: Show the old solution compared to the new one

  • Old: Users struggled with payment methods during onboarding

  • New: Simplified options, clearer descriptions, streamlined process

• New product: Highlight the problem and solution

  • Problem: Employees struggled to report incidents on the shop floor

  • Solution: Reporting tool available on various platforms, both offline and online

• New feature: Talk about the missing opportunity and solution

  • Opportunity: Users found it difficult to navigate through multiple pages to find information

  • Solution: Implemented a quick search feature, reducing navigation time and improving user experience

The rule is simple: compare the initial state with the created solution. This contrast often sparks engaging moments for readers, adding dynamism to your story and showcasing progress and improvement.

Disclaimer 📣

Not every change is worth highlighting. Some improvements that we make can be minor and they won’t be seen as so contrasting and effective. Always consider if the selected project effectively demonstrates your key skills.

1.5 - Think about your story arc

We can look to movies, books, and speeches for inspiration on different story structures. But not all of them will fit perfectly into our UX portfolios. So, what kinds of stories should you consider trying?

• Unfold story with tension - Freytag’s Pyramid

Framework commonly used in tragedies helps build tension in a narrative. A natural way to break down a story structure. One of the most recommended frameworks in the design community. It’s on this YouTube video or that one.

• Use what people are used to - Classic 3-act story structure

This is how we have been telling stories for ages. It is the most natural and complete story structure that satisfies most of us.

• Flip the classic story structure - Minto Pyramid

To effectively communicate with busy people like hiring managers, prioritize showcasing the impact, solution, and results upfront in your UX portfolio. This increases your chance of making a strong first impression. Consider displaying high-quality case snapshots and metrics on your homepage, as Bruno Borella did.

• Balance answers in time - Iceberg Theory and Open Loops

Keep it concise and let readers wonder. Ever seen a movie that spills all its secrets upfront? It's more intriguing when answers unfold gradually. You don't have to reveal everything in your UX portfolio. Leaving some parts out can make hiring managers curious and prompt them to contact you.

• Mixed methods

Start by setting up a good story shape with Freytag's Pyramid or the 3-act story structure. Then, add convincing points at the beginning of the story, using the Minto Pyramid to make a good first impression. Use Open Loops to keep things interesting and make the audience want to know more.

But how to do it all in practice? You’ll read more about it in the next issue 😊 Stay tuned! 💃

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I've been totally into this newsletter called UX Design Express. It's all about making your own UX portfolio. It's packed with useful and realistic tips, always with interesting research nuggets. Best part? It doesn't cost a penny! Come on, join me and sign up right over here!

I’m back in two Fridays with another edition of UX Design Express 👋

Keep designing ✨
Aneta Kmiecik