Pixels to Product: Designing a Scalable Portfolio (Part 3)
In the tech and product field, staying relevant is a constant challenge. By extension — being a product designer, maintaining a relevant and impactful portfolio is a demanding task.
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My past work has become less relevant
My last written case studies were for Gridhaus. They were time-consuming, comparable to doing client work itself. That website was aimed at marketing and converting leads, using case studies to demonstrate the value we delivered to existing businesses. Since entering product design, many of these past projects no longer represent my primary skillset and experiences.
Realising this, I rethought how to present my work.
On one hand, transitioning to a lead role meant stepping away from hands-on design to focus on guiding my team’s process. I recall conversations with engineering managers about how we were no longer doing the hands-on work we enjoyed. Instead, our days were filled with reviewing the team’s work, equipping them with the right tools, guiding their decisions, attending project syncs, and planning priorities. I remember weeks when I longed for the uninterrupted focus time to dive into design work. However, seeing the growth and success of the team made it clear that these were good changes. But how does that translate into a portfolio?
My current work is… less “shareable”
On the other hand, designing a product could involve IP that can’t be shared publicly. Being in early-stage startups also often means wearing multiple hats, so the work covers far more than designing single flows or UIs. The features I worked on varied in their challenges, with more decisions and iterations instead of one massive deliverable. At Knoetic, I recall two distinctly different projects that required varying levels of depth in thinking and speed.
The first project was to design a new analytics module for recruiting pipeline data. This required repeated design iterations to make the interface intuitive yet still capable of handling a funnel visualisation, conversion & drop-off rates, closed jobs & open jobs, and various metrics like Average Time in Stage. We ran multiple rounds of guided user testing and reviews, refining each component to enhance usability. We documented new company design principles and product patterns that resulted from the sheer number of design iterations we did to achieve a high standard. However, this ultimately became the feature with the lowest usage, simply because the product scope stopped short of answering the actual data questions that users wanted.
In contrast, the second project was scrappy, we tested of MVPs through consistent development and releases. The first version was ugly as heck, but it was tested with a small target group of clients. Here, we validated the value users gained by addressing cross-HRIS/ATS/Performance platform queries. Each cycle clarified where to focus our efforts and where to pull back. Incrementally, we gathered evidence that this feature was indeed desired by users and solved a real problem in their workflow. The challenge was balancing speed with quality, ensuring the interfaces were useful and engaging without extensive polishing.
Can’t tell much by just comparing these two screens, can we? (Demo data used for privacy)
Seen in isolation, each project would have its own set of learnings, but the real retrospection comes with comparing them side-by-side — and that’s hard to communicate if these projects were two separate pages in a portfolio. Describing the process for each one might give a snapshot of a design problem, but it won’t fully capture the intricacies of collaborating with stakeholders, PMs, and working as a team. Each working dynamic or project requires varied frameworks and mental models.
What now?
This shift led me to reconsider my website’s content. Currently, I no longer need it for job applications to design studios, so visual design case studies are not a priority.Here’s what I realised: For past work existing as real products, I can simply link them from a list. The mental frameworks, reflections, and processes I used are best demonstrated and updated in essays.
Take, for example, the integration of generative AI into the design workflow. Initially, everyone was abuzz trying AI on anything and everything, but its normalisation brought forth the real questions. I’ve since used ChatGPT to generate and refine hundreds of data field descriptions in one sitting, review tooltips for complex metrics, and iterate on copywriting for user flows. Turning these tasks into repeatable prompts meant PMs could spend less time writing, and we never needed to hire dedicated UX copywriters. The effort was distributed among the design team, standards were consistent, and we also learnt on the fly.
I’ve also plugged in entire data tables and asked ChatGPT to generate actionable insights for CPOs. What started as an internal workflow to create content for hi-fi prototypes evolved into a feature we shipped that provided real-time, accurate insights for our users.
This new way of working saved time and sparked new ideas we might not have considered otherwise. Automating repetitive tasks allowed us to focus on creative problem-solving. There’s a lot more to unpack about the meta of generative AI in product design. Are there measurable improvements in turnaround times and design quality? Will smaller teams exponentially outpace larger design organisations? How do these translate into applicable steps?
The point is, that these learnings and questions are difficult to convey through traditional portfolio projects.
The most comprehensive body of work I’ve compiled in recent years is a collection of bullet points on Workflowy and Notion — all the ideas and learnings from working and interacting with people. I feel compelled to share these insights. Keeping them in private notes won’t benefit anyone.
After quietly reactivating my website and updating my social media links, I was notified of this relevant video from The Futur: Planning a Personal Website: Does My Portfolio Matter? Turns out, this validated what I’ve been thinking through so far.
With these considerations in mind, I planned content like this article.
Designed for thinking
Not to be confused with “Design Thinking” — now a marketing buzzword overused in corporate presentations.
This brings us to the idea of a designer’s website without a pile of past design projects. Instead of spending endless hours cropping images and creating mockups, those hours are better spent thinking and writing.
I plan to reflect on my work, the product design practice, the industry in this region, and maybe some retrospectives on the old graphic design world through the lens of product design. I don’t claim to be an expert — these are simply opinions and stories formed from my experiences and learnings. I’ll back up my thoughts with reasoning but acknowledge that my way may not apply to everyone. My goal is to help those navigating these challenges for the first time.
The way I prioritise things, like hiring criteria, can differ greatly from others. My framework for decision-making is unique to my experiences, and I frequently test and update these models. The beauty lies in each designer’s unique perspective on design challenges, and I enjoy reading these wherever they publish.
Focusing on thinking and writing allows for deeper reflection on processes and decisions. Austin Kleon sums it up perfectly:
“Writing isn’t just a way of communicating; it is a way to think about what you have to communicate.”
Practical steps for new product designers
For new product designers looking to approach their portfolio similarly, here are some actionable steps:
Focus on reflections: Instead of just showcasing finished products, write about your methods and processes. Reflect on what you’ve learned from each project — not just about the niches of UI and UX, but your understanding of how they all fit into building useful products.
Focus on measurable outcomes: Highlight the impact of your designs after they were shipped. Did they reduce drop-offs? Did they significantly increase WAUs over time? Show the results as evidence of the right design decisions and what informed the next iteration.
Use real-world links: Where possible, link to live projects or examples of your work in use. This provides tangible proof of your impact.
Document your thought process: Share stories and reflections that highlight your problem-solving skills and collaboration with teams. I write decision logs in our PRDs, which makes it incredibly easy to reference later.
Create a resource section: Compile articles, notes, and other resources that inform your design philosophy and methods.
Engage through writing: Regularly update your site with essays and articles about your experiences, insights, and share practical tips. This keeps your portfolio dynamic and showcases your ongoing professional development.
Be authentic: Share your unique perspective and personal stories. Authenticity resonates more with potential employers and collaborators.
To encapsulate these steps, I recommend shifting your focus away from the past. Instead of asking, “What did I do,” ask yourself, “What problem have I learned to solve better?”
By following these steps, my hope is that your audience will see and value your thought process and adaptability.
