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Issue #12: How to Pass the 30-Second Portfolio Test
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Most portfolios lose the reviewer in under 30 seconds. Here’s how to hold their attention and convert it into interviews |
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Let’s talk about one of the most frustrating parts of the UX job search.
You’ve worked hard on your portfolio. You’ve written up your case studies, added visuals, and even linked to your resume.
But when you send it off?
Crickets.
The problem? Most hiring managers spend less than 30 seconds on a portfolio before deciding if it's worth a deeper look.
Here’s how to make sure yours actually gets read, and gets you hired.
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Step 1: Understand the First Impression Test
The homepage of your portfolio isn’t there to show everything you’ve ever done. Its job is simple: get them to click on a case study.
In those first few seconds, hiring managers are scanning for:
- A clean, professional layout that’s easy to navigate
- Projects that look relevant to the role
- Enough clarity in your writing to make them curious
If your homepage is cluttered, filled with jargon, or hard to skim, most reviewers won’t stick around long enough to see your great work.
Your goal is to say, clearly and quickly: “I know how to solve real problems, and here's how I've done it.”
Want me to review your homepage? Book a personal, 1:1 review with me here.
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Step 2: Structure Your Case Studies With POSI
A strong case study shouldn't be long; it needs to be focused and strategic. I coach my students to use the POSI framework:
- Problem: What user or business pain point were you trying to solve?
- Opportunity: Why was this worth solving? What value could be unlocked?
- Solution: What did you design or implement to address the challenge?
- Impact: What changed as a result? What were the outcomes, metrics, or lessons?
This structure is clear and flexible, and is a concise way for hiring managers to understand your thinking without having to read a novel.
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Step 3: Prioritize Clarity Over Polish
Visual design matters, but polish alone won’t get you hired.
I’ve seen portfolios with beautiful mockups that completely miss the mark on storytelling.
Your case studies should be:
- Easy to skim, with clear hierarchy and consistent formatting
- Written in plain, confident language
- Focused on how you made decisions based on data, not just what the screens looked like
In Level^Up, we cover how to strike that balance and give you templates you can use right away. Join the next cohort here.
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Step 4: End With a Real-World Reflection
Here's a subtle but powerful move most candidates overlook that works just as well in your case studies as it does in your take-home challenge presentations we covered in the last issue.
At the end of each project, add a short reflection that shows strategic thinking.
Something as simple as:
“If this had gone live, I would’ve worked with analytics to test key drop-off points and adjust the onboarding experience based on user behavior.”
It’s a small detail that signals big-picture thinking and sets you apart.
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Real-Life Example: Zach’s Portfolio Transformation
Zach came to me with a portfolio that had solid work, but it lacked structure and failed to communicate the why behind his design decisions. Each case study read like a task list: “I conducted research. I made wireframes. I built the UI.”
We worked together to restructure his case studies using the POSI framework. Instead of listing deliverables, he started by clearly stating the problem and opportunity. He articulated his design decisions as intentional responses to those opportunities and backed up his solutions with impact, including post-launch results and qualitative feedback.
The result?
Hiring managers started commenting on how clear and strategic his thinking was. He went from being ignored to landing interviews within two weeks and, ultimately, landing a role that aligned with his long-term goals.
If your case studies aren’t leading to interviews, it’s time to change that. Book a 1:1 session and let’s fix it together
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Good News: The 30% Discount Is Extended
If you’ve been thinking about joining Level^Up, now’s your chance.
I’m extending the 30% off discount until this Sunday at midnight. Just use the code THIRTYOFF at checkout.
You’ll get full access to:
- Live feedback on your resume, portfolio, and interviews
- Structured lessons that walk you through each stage of the job search
- Support from me and a small group of fellow designers in real time
Spots are limited, and this is the last time the discount will be available this month.
Join the next cohort and use THIRTYOFF to save your seat until Sunday at midnight.
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Until next time,
David Campana
Level^Up
Ex-Apple, WeWork, Verizon | Top 1% Mentor on ADPList
P.S. In the next issue, I’ll show you how to answer one of the most deceptively simple interview questions: “Tell me about yourself.” We’ll cover how to craft a response that’s confident, strategic, and memorable.
If you’re new here, welcome! You can access free UX job search lessons, resume tips, and live session invites by joining the newsletter here.
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