You've got 8 projects you could turn into case studies. Hiring managers will spend 2 minutes scanning your portfolio. Which projects do you lead with?
The answer isn't "all of them." It's not even "your favorites." It's the projects that best demonstrate you can solve business problems through thoughtful design process. This matrix helps you figure out which those are.
The Impact × Process Framework
Most portfolio advice tells you to "show your best work." But what makes work "best"? After reviewing 1,000+ design portfolios, I've noticed a pattern: The portfolios that get designers hired consistently balance two things:
- Impact: Did this project move important business or user metrics?
- Process: Can you articulate how you got to the solution?
Projects high in both become your portfolio stars. Projects weak in both get cut. It's the in-between projects that create the real decision-making challenge.
What Hiring Managers Actually Look For
Let's be real about what's happening on the other side of that portfolio review. The hiring manager (or lead designer) is asking themselves:
- "Can this person identify and solve real problems?" (Impact)
- "Do they think systematically about design decisions?" (Process)
- "Will they be able to explain their work to stakeholders?" (Communication)
- "Do they understand how design fits into business strategy?" (Business acumen)
Notice what's not on that list: "Are their UI mockups pixel-perfect?" Sure, craft matters, but it's table stakes. What gets you hired is proving you can think strategically and execute systematically.
This is why a redesign that increased conversion by 40% beats a conceptual app that looks amazing but never launched. Impact trumps beauty in portfolio reviews.
Picking Your Best 3-5 Projects
Most portfolios show too many projects. You're not building a museum — you're making an argument for why you should get hired. Here's how to narrow it down:
Start with your "Star Projects" (High Impact + High Process)
These are your portfolio's opening statement. They prove you can both solve important problems and articulate how you solved them. Examples:
- An e-commerce flow that increased checkout completion by 25%
- A dashboard redesign that reduced user errors by 60%
- A mobile app that improved user retention by 30%
If you have 2-3 star projects, you're golden. If you have more, pick the ones most relevant to the role you're applying for.
Add one "Quick Win" (High Impact + Developing Process)
These projects show you can deliver results even when the process isn't perfect. Maybe it was a tight deadline, or you were learning a new domain. The impact was real, but you'd approach the process differently now.
Quick wins are great for demonstrating adaptability and results-focused thinking. Just be honest about what you'd do differently with more time or resources.
Consider one "Learning Project" (Low Impact + High Process)
Only include these if you have extra space and they serve a specific purpose — like showing range across different domains or demonstrating a particular skill (research, systems thinking, etc.).
Be upfront about why you're including it: "This project didn't ship due to budget constraints, but it demonstrates my approach to complex information architecture challenges."
Interactive Project Matrix
Plot your projects below to see which quadrant they fall into. Drag them around to find the right impact/process scores.
Impact vs Process Matrix
• Drag projects to reposition them on the matrix
• Click on projects to edit their details
• Export your results to plan your portfolio strategy
Star Projects
High Impact + High Process
Lead with these in your portfolio. They show both business value and design depth.
Quick Wins
High Impact + Low Process
Great supporting projects. Show results without overwhelming complexity.
Learning Projects
Low Impact + High Process
Only include if you have space. Show process skills but limited business impact.
Exclude
Low Impact + Low Process
Cut these from your portfolio. They don't add value to your story.
Evaluating Project Diversity
Once you've identified your high-priority projects, step back and look at the collection. Does it tell a coherent story about your capabilities? Here's what to consider:
Domain Diversity
If all your projects are e-commerce, you look like an e-commerce designer. If that's your goal, great. If not, consider whether you have projects that show range:
- B2B vs. B2C experiences
- Web vs. mobile vs. desktop
- Different industries (fintech, healthcare, SaaS, etc.)
- Various user types (internal tools, consumer apps, enterprise software)
You don't need to check every box, but total homogeneity can limit your opportunities.
Skill Diversity
Your portfolio should demonstrate the full range of your design capabilities:
- Research: At least one project should show user research, interviews, or testing
- Strategy: Include work where you identified the problem, not just solved it
- Interaction Design: Show complex flows and state management
- Visual Design: Demonstrate your aesthetic judgment and brand thinking
- Systems Thinking: Include work on design systems or component libraries
One project might demonstrate multiple skills, but your portfolio as a whole should touch on all of them.
Scope Diversity
Include projects of different scopes to show you can work at various levels:
- Strategic: Big-picture product direction or complete redesigns
- Tactical: Specific feature improvements or optimization work
- Foundational: Design system work or process improvements
When to Cut a Project
This is the hard part. You've spent weeks (maybe months) on a project, and now you're considering not including it in your portfolio. Here are clear signals it's time to cut:
Obvious Cuts
- No measurable impact: If you can't articulate what problem it solved or what improved, it's not portfolio-ready
- Weak process: If you can't explain your design decisions beyond "I thought it looked good"
- Outdated work: That website from 2018 probably doesn't represent your current skills
- Redundant stories: If two projects demonstrate the same skills and approach, pick the stronger one
Harder Decisions
Sometimes you have to cut good work to make room for great work:
- Length concerns: If your portfolio is getting too long, cut the weakest project first
- Relevance: A great B2C project might not help you land a B2B role
- Narrative flow: Sometimes a project disrupts the story you're trying to tell
- Legal/NDA issues: If you can't share the real impact or process, it's not worth including
The "Parking Lot" Approach
Create a "maybe" list for projects you're unsure about. Sometimes a project that doesn't fit one portfolio perfectly might be perfect for a different role. Keep these polished and ready to swap in when relevant.
Putting It All Together
Portfolio curation is an ongoing process. Here's your action plan:
- Audit your projects using the matrix above
- Identify 2-3 star projects that will lead your portfolio
- Add supporting projects that demonstrate range and depth
- Cut ruthlessly — every project should earn its place
- Test your narrative — does the collection tell a coherent story about your capabilities?
- Get feedback from other designers or potential hiring managers
Remember: your portfolio isn't a complete record of your work history. It's a strategic argument for why you're the right designer for the job. Every project should support that argument.
The matrix above helps you make those decisions systematically rather than emotionally. Use it, trust it, and don't be afraid to cut work that doesn't serve your goals.
Next Steps
Ready to build a portfolio that actually gets you hired? Here's what to do next:
- Use the matrix tool above to score your projects
- Focus your case study writing on your star projects first
- Be ruthless about cutting projects that don't add value
- Test your portfolio with other designers or people in your target roles
- Remember: fewer, stronger case studies always beat more, weaker ones
Your portfolio is your professional story. Make sure it's worth reading.