Tips for Creating a Professional Website

Over the past few years, I have worked with multiple designers, reviewed over 100 portfolios, and been involved in hiring designers at different levels. And there’s a pattern I’ve noticed in UX case studies and portfolios in general. They almost all look the same. Most designers follow the same formula: Research > Definition > Ideation > Design > Testing (I’m keeping this broad, but you get the idea). And that’s exactly what makes everything feel generic, like a template! It’s as if everyone is copying the same structure and just editing it to fit their own product/project. But things don't work like that in real life! Since 2022, I’ve been telling my students that design is not a linear process. It’s not always Step 1 → Step 2 → Step 3 in a perfect order. In reality, it’s messy. You might jump from Step 1 to Step 4 or from Step 5 back to Step 2. It’s unpredictable. Trying to force it into a predefined formula strips away the uniqueness of your work. I personally believe that Teams, projects, constraints and circumstances surrounding each body of work is different and that is why each project is unique in it’s own way. So why try fitting it into a structure that is not really made for? Many of us were taught these frameworks in bootcamps, and now we feel like if our work doesn’t fit neatly into that structure, we haven’t done what it takes to be a great designer. But the truth is, the best designers don’t just follow the process; they adapt it. So here’s what you should do in your next case study: 👉🏽 Focus on the Problem, Not Just the Process 👉🏽 Tell a Story, Not Just a Step-by-Step Breakdown 👉🏽 Show Your Decision-Making, Not Just the Outcome 👉🏽 Tie It Back to Business & User Impact Many designers stop at “Here’s my final design.” But what happened after that? Did engagement increase? Did it solve a real user pain point? If you don’t have data, you can still talk about expected impact or learnings from testing. A strong case study connects design decisions to business and user outcomes. Some final thoughts: Your case study isn’t just about showing “perfect” design work; it’s about showing how you think, adapt, and solve problems in real-world situations. I hope this helped someone. Have a productive day! Samuel Lasisi 📸 My daughter looking at Paul Kelly's design on Behance (He has one of the most interesting brand design portfolios I have seen) #design #uxui #uiux #uxdesign #linkedin

Most brands create case studies. Few make them compelling enough to drive real conversions. Anthropic, the AI company behind Claude, gets 60K+ organic visitors per month— Not by shouting about AI, but by structuring customer stories the right way. And optimizing content for real user problems. Here’s how Anthropic nails customer success stories: 1. The “Before” struggle: → They don’t just say, “Our client needed automation.” Instead, they paint a relatable picture: → “The legal team spent 15+ hours a week manually summarizing contracts, leading to delays and backlogs.” 2. The Claude factor: → They don’t just say, “Claude improved efficiency.” They highlight exactly how: → “With Claude, contract review time dropped from 15 hours to 3.” 3. The Aftermath & Impact: → They close the loop by showing the tangible business outcome: → “This time savings led to 25% faster deal closures, allowing the team to onboard more clients without hiring.” But Anthropic goes beyond storytelling too. Here’s their growth playbook: a. SEO without the jargon: → Instead of chasing broad AI keywords, they optimize for specific user searches, like “AI for contract analysis.” b. Educate first, sell later: → Their blog isn’t just about Claude; it answers pain points. → e.g., “How secure is AI in legal workflows?” → Thus, positioning them as trusted advisors rather than just another AI vendor. Now, here’s how you can apply this to your strategy: 1. Make customer success stories feel real: → Frame them as a journey (Problem → Solution → Impact). 2. Use specific numbers: → How much time, money, or effort was saved? 3. Optimize content for actual searches: → Not just generic industry buzzwords. A great case study isn’t about you— it’s about how your product makes life better for them. What’s the best customer story you’ve read recently? Comment them below.

You think your case study is just portfolio filler. It’s not. It’s your interview opener. Because here’s what actually happens: → They skim your LinkedIn. → They click 1 case study. → If it’s good, they schedule a call. If it’s not? Silence. So what makes a case study interview-worthy? Not pretty UIs. Not pixel detail. A killer narrative. → The business problem? Clear. → Your role? Specific. → Your decisions? Explained. → The results? Tangible. I use this 6-part structure with clients: Context: What’s the scene? Problem: What’s broken and why it matters. Objectives: What were you aiming to change? Research: What did users actually say/do? Design: What did you try, change, and learn? Results: What improved — and what would you do better? Wrap it in a 1-page executive summary, and suddenly your case study becomes your shortlist magnet. Because a strong case study doesn’t just show what you can do. It makes them want to hear you explain it live. Fluff or clarity — which one earns the interview?

How to Turn 𝐂𝐚𝐬𝐞 𝐒𝐭𝐮𝐝𝐢𝐞𝐬 𝐢𝐧𝐭𝐨 𝐓𝐫𝐮𝐬𝐭-𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐌𝐚𝐜𝐡𝐢𝐧𝐞𝐬 Anyone can claim they get results. But case studies let you prove it. When done right, a case study isn’t just a portfolio piece. It’s a credibility multiplier. Here’s the formula I use: 🔹 1. Start with the challenge. Frame the exact problem your client faced. Make it something your audience relates to. 🔹 2. Show the process. Give a peek behind the curtain your thinking, your strategy, your unique approach. 🔹 3. Share tangible results. Numbers speak louder than adjectives. Use metrics that matter. 🔹 4. Add the human voice. A client quote or testimonial creates emotional proof you can’t manufacture. 🔹 5. Keep it short. Attention spans are limited. Clarity beats complexity. Done right, your case studies stop being “proof of work” and start becoming proof of trust. Because people don’t just buy results. They buy confidence that you can deliver them again.

Want to build a UX portfolio that actually gets you interviews? It starts with a strong case study. I created this simple outline for one of my mentorship clients, but it was too good not to share. If you’re a UX or product designer on the job hunt, this can help you tell your story clearly, show your impact, and stand out from the crowd. Here’s the case study formula I recommend (plus a few tips to make yours even stronger): 🔹 Background/Context: What was the project about? What was your role? Timeline? 👉 Tip: Keep this to 3–4 sentences. Add a visual of the final product. 🔹 The Problem: What problem were you solving, and why did it matter? 👉 Tip: 1–2 clear sentences. Bonus points for "before" screenshots or user quotes. 🔹 Discovery: How did you get up to speed? 👉 Tip: Share your research highlights and key findings. Show evidence of collaboration with your team and stakeholders. 🔹 Design & Iteration: How did you approach the design? 👉 Tip: Include early sketches, whiteboard sessions, and messy Figma explorations — it shows your thought process. 🔹 Testing (+ more iteration): Who did you share your designs with, and what did you learn? 👉 Tip: Summarize the feedback you got and how you incorporated it. 🔹 Impact/Outcomes: What happened because of your work? 👉 Tip: Even if the product didn’t ship, focus on what you learned, how you moved it forward, and what impact you had. A few key reminders: MAKE IT SCANNABLE. Use visuals, headings, and type hierarchy to guide people through. Tell a story. Move through your project step by step so it’s easy to follow. Be selective. You don’t need to show everything you did — just enough to show the problem, your thinking, and the outcome. Hope this helps someone out there polishing their portfolio! If you want the full template (including extra tips), feel free to DM me — happy to share. 🚀 [EDIT:] I'm so glad y'all are loving this! if we're not connected, please include a note in your connection request so I can send the full template your way. Cheers! #uxdesign #productdesign #portfolio #uxcareer

Case studies are (by far) the most underutilized GTM asset. When deployed effectively: they build trust, accelerate sales cycles, reduce time to close, and drive tangible TOFU pipeline impact. Here are some recs from our playbook @ Verbatim: 1. Automate the basics - Add case studies to onboarding and nurturing flows - Retarget site visitors with real customer quotes/wins 2. Repurpose for social - Break down key takeaways into LinkedIn posts - Turn standout quotes into visual carousels - Run a monthly “customer spotlight” series 3. Activate your internal team - Equip them with blurbs + LinkedIn snippets - Let your team personalize, not copy-paste 4. Embed deep in the funnel - Case studies tailored to target industries - CTA links in sales decks + demo follow-ups 5. Link from high-traffic pages - Homepage, pricing, and solution pages - Not buried in your standard blog section 6. Keep sales decks fresh - New case studies monthly - Rotate by vertical and use case 7. Use fresh customer data to validate ROI - Share with your partner network - Make it effortless for partners to share - Keep them up to date with recent proof points 8. Build a “wall of love” as a standalone LDP - Pull your best customer quotes - Stack them on a testimonials page - Link to the full stories for added context If you're investing in customer stories, don’t just hit publish. Design a real distro strategy that maximizes touchpoints.

Make your case studies organically searchable. By this I mean, putting them on your blog. Listen, you can have your case studies on that special section on your site and still have them optimized. But that’s not what I’m talking about here. I’m talking about turning those case studies with the same ole structure of: Challenge Solutions Results Into very actionable content for your blog. How do you do that? You focus on the HOW they achieved the results. You focus on the unique actions they took. The unique ways that they used your product. Most case studies focus on the results bc they think that’s what compels customers to convert. That’s not necessarily true. You see, most customers think they can figure out how to do the thing on their own. Or they have a hard time seeing what sets you apart from other brands in your space. Case studies turned into helpful, actionable articles help them to clearly see your differentiators. It also gives them a chance to see just how involved certain actions are. They’ll also see you as an expert at what you do, because you’re clearly explaining each step in a way they probably haven’t seen before. They learn to trust you. So how do you execute this? 1. Have a writer that knows how to position content at the bottom of the funnel. This is a skill. Not an automatic that comes with any writer. 2. Let that writer be part of the interview process. 3. Don’t focus too much on trying to get a certain outcome with the interview. A lot of interviews boil down to the same few questions when really, you should let the interview lead itself. If you’re talking with them and hear a nugget that sparks further conversation, or that you think audiences would want to hear more about… go with it. Too many times I’m going over transcripts and really wish they’d gone deeper on something. 4. Lead with HOW, instead of results. 5. Find all the ways they uniquely used your product. Did they customize anything? Did they use one of your features more successfully than other brands? Dig deep. 6. In writing the article, focus on explaining the how. Start with the results. Then go into how to achieve them. It’s a real game changer when you can nail it.

Most designers don’t include case studies in their portfolios—and that’s a huge missed opportunity. A case study doesn’t just show your final design, it tells the story behind it: your process, strategy, and the impact of your work. In this episode, I break down my Case Study Template, a step-by-step framework designed to help designers confidently showcase their projects in a way that attracts clients and job opportunities. Then, we put it to the test! I sit down with designer and friend Tristan Rumery, who recently used the template to improve one of his website case studies. We go through the before and after, breaking down how he transformed his project presentation and what he learned along the way. Finally, we share key advice for designers who want to use this template to its full advantage—so you can start building stronger, more persuasive case studies today. If you’ve been struggling to present your work in a way that truly stands out, this episode is for you! https://shorturl.at/sD1dw