Pixels to Product: Designing a Scalable Portfolio (Part 3)

In our previous essays, we explored simplifying portfolio design and the importance of writing in design. In part three, we’ll tackle the challenge of creating a portfolio that can grow and adapt as your career evolves.

The challenge of relevance

Created with DALL·E

In the fast-paced world of tech and product design, staying relevant is a constant challenge. As a product designer, I’ve found that maintaining an impactful portfolio becomes increasingly complex as your career progresses.

My past work, once proudly displayed, has become less relevant. The last written case studies I created were for Gridhaus, a process as time-consuming as the client work itself. That website aimed to market and convert leads, using case studies to demonstrate value to existing businesses. However, since transitioning to product design, many of these projects no longer represent my primary skillset and experiences.

This prompted me to rethink how I present my work.

The shift in focus

As I moved into a lead role, I found myself stepping away from hands-on design to focus on guiding my team’s process. My days filled with reviewing work, equipping the team with the right tools, guiding decisions, attending project syncs, and planning priorities. While I occasionally longed for uninterrupted design time, seeing the team’s growth and success made it clear these were positive changes.

But how does this translate into a portfolio?

The confidentiality conundrum

Designing products often involves working with confidential information that can’t be shared publicly. Being in growth-stage startups also means wearing multiple hats, so the work covers far more than designing single flows or UIs. The features I’ve worked on have varied in their challenges, with more emphasis on decisions and iterations rather than one massive deliverable.

At my current role, for instance, I worked on two distinctly different projects:

1. A new analytics module for recruiting pipeline data: This required repeated design iterations to create an intuitive interface capable of handling complex visualisations and metrics. We ran multiple rounds of user testing and reviews, refining each component. However, this ultimately became the feature with the lowest usage, as the product scope fell short of answering users’ actual data questions.

2. A series of MVP tests: This involved rapid development and releases of small features. The first version was far from polished, but it was shipped to a small target group of clients. Here, we validated the value users gained from cross-HRIS/ATS/Performance platform queries. Each cycle clarified where to focus our efforts and where to pull back.

Can’t tell much by just comparing these two screens, can we? (Demo data used for privacy)

Each project has its own set of learnings, but the real valuable retrospection comes with comparing these projects side-by-side — and it’s hard to communicate this if they’re traditionally presented as separate pages in a portfolio.

Rethinking the portfolio

This shift led me to reconsider my website’s content. 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:

1. For past work existing as real products, I can simply link them from a list.

2. 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 experimenting with AI on everything, but its normalisation brought forth the real questions. I’ve since used ChatGPT to generate and refine hundreds of data field descriptions, 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, these learnings and questions are difficult to convey through traditional portfolio projects.

Designed for thinking

(Not to be confused with “Design Thinking” — now a marketing buzzword overused in corporate presentations.)

Rethinking my portfolio helped me realise: a designer’s website doesn’t need to be a gallery of past projects, nor be reduced to a collection of overused one-liners like “I design delightful experiences”. Instead, it can be an active platform for reflection and critical thinking.

In my case, this means fewer polished mockups and more written exploration. I plan to shift my focus to examining:

• Current work and its challenges

• The evolving landscape of product design

• The tech industry in my region

• Retrospectives on graphic design through a product design lens

This approach isn’t about claiming expertise. Rather, it’s about sharing experiences, questioning assumptions, and inviting dialogue. By articulating my thought processes and decision-making frameworks, I hope to provide value to others facing similar challenges.

The beauty of this method lies in its diversity. Each designer brings a unique perspective, shaped by their experiences and contexts. Reading varied viewpoints has significantly enriched my own practice.

As Austin Kleon succinctly puts it:

“Writing isn’t just a way of communicating; it is a way to think about what you have to communicate.”

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. These insights deserve to be shared, as keeping them in private notes benefits no one.

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.

Practical steps for new product designers

For new product designers looking to approach their portfolio similarly, here are some actionable steps:

1. 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.

2. Highlight measurable outcomes: Show 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.

3. Use real-world links: Where possible, link to live projects or examples of your work in use. This is tangible proof of your impact.

4. 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.

5. Create a resource section: Compile articles, notes, and other resources that inform your design philosophy.

6. Engage through writing: Regularly update your site with essays and articles about your experiences, insights, and share practical tips. This showcases your ongoing development.

7. Be authentic: Share your unique perspective and personal stories. Authenticity resonates more with potential employers and collaborators.

To summarise these steps — I recommend shifting your focus away from the past. Instead of asking, “What did I do,” ask yourself, “How have I learned to solve this problem better?”

Looking ahead

Remember that your portfolio is a living document of your professional journey. It should evolve with you, reflecting not just what you’ve done, but how you think and approach challenges.

The future of design portfolios and websites might be less about showcasing final products and more about demonstrating adaptability, problem-solving skills, and the ability to navigate complex design challenges. By focusing on your thought processes, learnings, and the impact of your work, you create a portfolio that truly represents you as a designer and thinker.