Recently, I was asked to help a client hire a design lead for their team. They posted a job for a UX/UI Design Lead and received hundreds of applicants in a few weeks.

We began reviewing portfolios, and in most cases, I could tell within 30 seconds whether an applicant was a good fit. Because of the visual nature of design, a glance at a portfolio is usually enough to see who "gets it." Out of hundreds of applicants, less than 1% made the next round for an interview.

This experience prompted me to reflect on what makes a design portfolio stand out. Having hired many designers in the past, I've noticed specific elements that consistently make a positive impression. I initially put these thoughts together as a guide for our client but also decided to share them here.

1. Show Your Work, Immediately

When someone visits your portfolio, they should be greeted with your best work right away. Don't make visitors scroll or dig through multiple case studies to find your projects. Display your work prominently and use large, high-res images that showcase the details of your designs.

Portfolios with small, unclear screenshots obscure detail and may give the impression you're not proud of your work. By highlighting your projects upfront, you demonstrate confidence in your abilities and make a solid first impression.

Independent designer and Webflow specialist Grace Walker gets straight to business. You're immediately met with beautiful, high-res images of her work.

2. Be Clear

Clearly Present Your Work

Simplicity is key. Provide straightforward explanations of each project, focusing on the problem you aimed to solve and the solutions you implemented.

Avoid overly complex narratives or unnecessary jargon. While this may sound impressive to some, it usually suggests a lack of clarity about the problem being solved.

Clearly Frame the Problem(s) Being Solved

Be explicit about the challenges you tackled:

What was the problem?
Who was affected by it?
How did you arrive at your solution?

This clarity helps potential employers understand your thought process and problem-solving skills.

Detail your challenges during each project and explain how you overcame them. This highlights your problem-solving abilities and shows resilience and adaptability—qualities highly valued in a designer.

Product designer David Kirschberg tells a clear, compelling story of the redesign of the Squarespace Fluid Engine. He clearly details problems and user feedback they addressed, details about the step-by-step process, and the results of the exercise (including metrics).

Be Clear About Your Role

If you worked within a team, be transparent about your specific contributions. Clearly outline your role and how you collaborated with others. Honesty in this regard builds trust and showcases your ability to work effectively in team settings.

3. A Defined Process

Consistent & Repeatable

Employers want to know that you can consistently produce high-quality work. By outlining your design process, you demonstrate that your results aren't just flukes but the product of a thoughtful, repeatable methodology.

Step-by-Step Process

Break down your process into clear stages:

Ideation: How did you generate ideas?
Prototyping: What methods did you use to create prototypes?
Testing: How did you validate your designs?
Iteration: How did you refine your work based on feedback?

This detailed approach shows that you're thorough and methodical in your work.

Integrating Data & Feedback

Explain how you incorporated data and feedback into your designs. Did you conduct user testing? How did user feedback influence your final product? Demonstrating that you base your designs on real-world input shows you're user-centric and results-oriented.

Technical Understanding

It is crucial to have a grasp of the technical aspects that underpin your designs. Technology often imposes constraints, and understanding these limitations ensures your designs are practical and feasible. Highlight your knowledge of the tech stack or tools used in your projects.

4. Communication & Storytelling

Clear, Effective Writing

Your portfolio is not just a visual showcase—it's also a demonstration of your communication skills. Effective communication is vital, as much of a designer's collaboration happens through written channels like email, Slack, or Teams. Use clear, simple language and avoid unnecessary jargon.

Narrative in Design

Tell the story of each project. Guide the reader from the initial problem to the final solution. Good storytelling makes your portfolio more engaging and helps others understand the rationale behind your decisions.

5. Attention to Detail

UI Design

Showcase your mastery of:

Visual Hierarchy: How do you guide the user's eye through the design?
Typography: What font choices did you make and why?
Layouts: How did you organize information for clarity and ease of use?

Attention to these details demonstrates a high level of professionalism and craftsmanship.

Refinement & Artistry

Go beyond functionality. Incorporate artistic elements that make your designs not just usable but also delightful. Thoughtful consideration of aesthetics can set your work apart from others.

Taste & Subtlety

Exhibit a refined sense of taste. Subtle design choices often significantly impact the overall user experience. Show that you understand the importance of these nuances.

Brand & Webflow Designer Jose Ocando nails many of the details: beautiful typography, a harmonized color palette, differing visuals, and brief/clear explanations of each project.

6. Innovation & Creativity

Originality in Solutions

Employers look for designers who bring fresh perspectives. Highlight how your solutions are unique and avoid clichés that make your work blend in with that of every other designer. Show variety and originality across different projects.

Adaptability Across Brands

Demonstrate your ability to design for various brands, each with its distinct voice and style. This adaptability indicates that you can maintain high quality while tailoring your work to different brand identities.

7. Diversity of Work

Range of Experience

A versatile portfolio showcasing experience across different industries, device types, and disciplines adds significant value. If you have experience in the same vertical or industry as the potential employer, highlight it.

Cross-Disciplinary Skills

Skills beyond product design, such as branding, development, illustration, or animation, make you a valuable asset to any team. Designers who can wear multiple hats are especially desirable for startups or smaller companies.

8. Real-World Impact

Evidence of Impact

Quantify the success of your designs whenever possible. Did your redesign increase user engagement by 20%? Did it improve conversion rates or reduce drop-offs? Metrics provide concrete evidence of your work's effectiveness and your thinking beyond just the deliverable.

Testimonials & Reviews

Include positive feedback from clients, team members, or end-users. Testimonials add credibility and attest to your ability to deliver results that satisfy all stakeholders.

Real Projects vs. Conceptual Work

While conceptual projects can showcase your creativity, real-world projects with tangible outcomes carry more weight. They demonstrate your ability to navigate constraints and deliver results that make a difference.

Conclusion

Creating a standout design portfolio is about more than just displaying your best work. It's about presenting your projects clearly, demonstrating a solid and repeatable process, showcasing excellent communication skills, and highlighting your attention to detail and creativity.

Focusing on these areas will impress potential employers and set you up for a successful career in design.