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BUILDING the PORTFOLIO TO WIN the JOB PORTFOLIOS MATTER LYNN TEO Chief Experience Officer McCann Erickson | @Lynn_Teo

Portfolios Matter: Building the Portfolio to Win the Job

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Presented on June 19th at Jobvite's UX Resume and Portfolio Bootcamp

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Page 1: Portfolios Matter: Building the Portfolio to Win the Job

BUILDING the PORTFOLIO TO WIN the JOB

PORTFOLIOS MATTER

LYNN TEO Chief Experience Officer

McCann Erickson | @Lynn_Teo

Page 2: Portfolios Matter: Building the Portfolio to Win the Job

ABOUT ME 15+ years in Experience Design

Page 3: Portfolios Matter: Building the Portfolio to Win the Job

•  User centered design (UCD) •  Technology •  Communications design •  Information design

•  Emotion + Function •  UX in Ideation •  Experiences: Ecommerce

+ Content + Communities

Hybrid Thinking

•  Technology-enabled innovation •  Global/large scale solutions •  Collaborative & process-driven •  Transformation of company from

consulting to agency

Transform Business

•  Engineering-led •  Cross-disciplinary team •  Rapid Prototyping &

Usability

Product & Process

Creative Excellence

•  Legacy of storytelling •  Creating consumer value in

brand relationships •  Integrated marketing

Brand Stewardship Design Education

•  College of Creative Studies (Detroit)

•  MFA Thesis Advisor •  Research-based product

development

3

Page 4: Portfolios Matter: Building the Portfolio to Win the Job

1000+ Number of Resumes and Portfolios Reviewed

Page 5: Portfolios Matter: Building the Portfolio to Win the Job

Portfolios Why do they matter?

Page 6: Portfolios Matter: Building the Portfolio to Win the Job

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Demonstrate THINKING

Showcase SKILLS

Convey benchmark QUALITY OF WORK

Reveal your WORK STYLE

Page 7: Portfolios Matter: Building the Portfolio to Win the Job

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Tells me what makes you, YOU

Credits: uxstorytellers.blogspot.com/2009/01/ux-storytellers-connecting-dots.html

Page 8: Portfolios Matter: Building the Portfolio to Win the Job

10 THINGS to remember when building your portfolio

Page 9: Portfolios Matter: Building the Portfolio to Win the Job

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2

3

4

5

6

7

8

9

10

Audience

Order of Work

Frame the Problem

Process/Steps

Value of Artifact/Activity

Behind-The-Scenes

What You Did

Quality not Quantity

Design System vs. Instance

Walkthrough Showmanship

9

Page 10: Portfolios Matter: Building the Portfolio to Win the Job

Audience 1 Audience

Page 11: Portfolios Matter: Building the Portfolio to Win the Job

“I never design a building before I’ve seen the site and met the people who will

be using it.”

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− Frank Lloyd Wright

Page 12: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

What are they looking for?

What type of company is it?

Assess their UX footprint & project types

Who are you presenting t?

Who are you presenting to?

Page 13: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Who are you presenting to?

Who are you presenting t?

Who are you presenting to?

UX Lead Project Manager

Front-end Developer

Creative Director

Page 14: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Who are you presenting to?

Who are you presenting t?

What are they looking for?

•  UX Methods •  Independence •  Team player •  Work quality

•  Process •  On-time? •  On-budget? •  Communication

skills

•  Prototyping skills •  Iterative design •  Agile

•  Conceptual Thought •  Problem statement •  Effectiveness of

solution

UX Lead Project Manager

Front-end Developer

Creative Director

Page 15: Portfolios Matter: Building the Portfolio to Win the Job

A Audience

Who are you presenting to?

Who are you presenting t?

What type of company is it?

15

Page 16: Portfolios Matter: Building the Portfolio to Win the Job

A Audience

Who are you presenting t?

Assess their UX Footprint

CS Content Strategy

UR User Research

UX User Experience

IxD Interaction

Design

VD Visual Design

16

Page 17: Portfolios Matter: Building the Portfolio to Win the Job

A Audience

Who are you presenting t?

Assess their UX Footprint

CS Content Strategy

UR User Research

UX User Experience

IxD Interaction

Design

VD Visual Design

THE REALITY: Sub-disciplines aren’t always defined the same way in different organizations/agencies. How does the interviewer view your role? What is considered “the norm” in their organization?

17

Page 18: Portfolios Matter: Building the Portfolio to Win the Job

A Audience

Who are you presenting t?

Assess their UX Footprint

CS Content Strategy

UR User Research

UX User Experience

IxD Interaction

Design

VD Visual Design

THE REALITY: Roles are rarely so clearly segmented. Hybrid roles are the norm. What hybrid combination exists in the organization?

18

Page 19: Portfolios Matter: Building the Portfolio to Win the Job

A Audience

Who are you presenting t?

Assess their UX Footprint

CS Content Strategy

UR User Research

UX User Experience

IxD Interaction

Design

VD Visual Design

MY RECOMMENDATION: Best way to understand what your reviewer is looking for is to clarify skills/activities for the discipline expertise you bring to the table

19

Page 20: Portfolios Matter: Building the Portfolio to Win the Job

A Audience

Who are you presenting t?

Sub-disciplines by skillsets & activities

CS Content Strategy

UR User Research

UX User Experience

IxD Interaction

Design

VD Visual Design

•  Taxonomy •  CMS Systems •  IA •  Content

Governance

•  Ethnography •  Findings Analysis •  Personas •  Trends •  Opportunity

Landscape •  Usability Testing

•  Customer Journey

Mapping •  Task Flows &

Needs Analysis •  Feature and

functionality •  Interface Design

•  Prototyping •  Mobile and Web

Specializations •  Emerging

technologies •  Touchscreen/

kiosks/augmented reality/NUI

•  Digital design •  Storyboards &

narratives •  Visual concepting

Page 21: Portfolios Matter: Building the Portfolio to Win the Job

A Audience

Who are you presenting t?

Assess Types of Projects

21

Page 22: Portfolios Matter: Building the Portfolio to Win the Job

A Audience

Who are you presenting t?

Assess Types of Projects

22

Page 23: Portfolios Matter: Building the Portfolio to Win the Job

Order of Work 2 Order of Work

Page 24: Portfolios Matter: Building the Portfolio to Win the Job

“The proper order of things is often a mystery to me. You, too?”

− Cheshire Cat

Page 25: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Engage and sell, sell, sell

Vary the pace and complexity

Leave a lasting parting impression

Who are you presenting t?

Impress then win over

Page 26: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Engage and sell, sell, sell

Who are you presenting t?

Impress then win over

•  Start with your strongest work •  Pick 2-3 anchor visuals •  Walk through “lifecycle” of the

project w/ supporting artifacts •  Spend ¼ of your time on first piece

Page 27: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Engage and sell, sell, sell

Who are you presenting t?

Engage and sell, sell, sell

W | B | W | W | W | P | W | R

Page 28: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Engage and sell, sell, sell

Who are you presenting t?

Engage and sell, sell, sell

W | B | W | W | W | P | W | R

Work (Best)

Background (Lifecycle)

Process (Artifacts)

Work + Result (Success Metrics,

Recent Work)

Work (Variety, Breadth,

Challenges)

Page 29: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Engage and sell, sell, sell

Who are you presenting t?

Engage and sell, sell, sell

W | B | W | W | W | P | W | R

Sandwich Effect

Page 30: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Engage and sell, sell, sell

Who are you presenting t?

Engage and sell, sell, sell

W | B | W | W | W | P | W | R

Flexible Middle

Page 31: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Engage and sell, sell, sell

Who are you presenting t?

Vary the pace and complexity

•  In the “flexible middle”, aim for

breadth to convey your versatility •  Use this section to encourage

dialogue with the reviewer •  Deep dive selectively

Page 32: Portfolios Matter: Building the Portfolio to Win the Job

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Page 33: Portfolios Matter: Building the Portfolio to Win the Job

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Who are you presenting t?

Page 34: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Engage and sell, sell, sell

Who are you presenting t?

Leave a lasting parting impression

•  Seal the deal with your most recent

work that best aligns with your role at the organization

•  Underscore why the project was a success (stats, business metrics, client / industry reviews)

•  Reinforce your role in achieving it

Page 35: Portfolios Matter: Building the Portfolio to Win the Job

http://www.repeattimerapp.com/how/

Page 36: Portfolios Matter: Building the Portfolio to Win the Job

http://www.repeattimerapp.com/how/

Page 37: Portfolios Matter: Building the Portfolio to Win the Job

http://www.repeattimerapp.com/how/

Page 38: Portfolios Matter: Building the Portfolio to Win the Job

Frame the Problem

3 Frame Problem

Page 39: Portfolios Matter: Building the Portfolio to Win the Job

“He who asks a question may be a fool for five minutes, but he who never asks a

question remains a fool forever.”

39

− Tim Connelly

Page 40: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Who are you presenting to?

Who are you presenting t?

Demonstrate your “special powers”

Analytical Skills

Business Savvy

User Advocate

Results Oriented

Page 41: Portfolios Matter: Building the Portfolio to Win the Job

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http://www.nathanbilbao.com/

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Who are you presenting t? http://dicksonfong.com/portfolio.html

Page 43: Portfolios Matter: Building the Portfolio to Win the Job

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Who are you presenting t? User Modes as Basis of Feature Sets

Page 44: Portfolios Matter: Building the Portfolio to Win the Job

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Who are you presenting t? Demonstrate understanding of user needs & behaviors

Page 45: Portfolios Matter: Building the Portfolio to Win the Job

Process/Steps 4 Process/Steps

Page 46: Portfolios Matter: Building the Portfolio to Win the Job

“A good plan is like a road map: it shows the final destination and usually the best

way to get there.”

46

− H. Stanley Judd

Page 47: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Highlight partners and deliverables

Identify activities, artifacts, teams

Show points of collaboration

Who are you presenting t?

Create your version of a process map

Page 48: Portfolios Matter: Building the Portfolio to Win the Job

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Research

UX

Content

Visual Des

Site Dev/Tech

Content Recommendation

Process Flows Checkpoint use cases with development Team

Page and Module Template Definition

Design Exploration Design Page Comps for key screens

Discovery High Level Design Detailed Design Development

Interaction Design

Content Assessment

Scenarios & Tasks

QA/ Testing Tech Assessment Checkpoint use cases and technologies (Ajax, Flash, etc.) with creative team

Interactive Prototype

Paper prototype testing

Style Guide Prototype Checkpoint

Wireframes

Personas

Screen Sketches

Documentation

Page 49: Portfolios Matter: Building the Portfolio to Win the Job

Value of Artifact/Activity

5 Artifact

Page 50: Portfolios Matter: Building the Portfolio to Win the Job

“Everyone hears only what he understands.”

50

− Johann Wolfgang van Goethe

Page 51: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Who are you presenting t?

Show how UX artifacts & activities led to informed design decisions

UX Artifacts that influence design •  Content audit •  Ethnography or in-context studies •  Personas •  Journey Maps •  Wireframes •  Testing/Iterative Design

Page 52: Portfolios Matter: Building the Portfolio to Win the Job
Page 53: Portfolios Matter: Building the Portfolio to Win the Job

http://www.affectivedesign.org/archives/948

Page 54: Portfolios Matter: Building the Portfolio to Win the Job

Round 1 Testing -- “How To” page Round 2 Testing -- “How To” page

Materials and Tools became a tab in the final design

Users preferred to see substeps in list format at the top of the page

“I need” became a Materials and Tools section in the final version

Right rail used predominantly to surface related projects

Credit: Elaine Shultz

Page 55: Portfolios Matter: Building the Portfolio to Win the Job

http://adaptivepath.com/ideas/the-anatomy-of-an-experience-map

Page 56: Portfolios Matter: Building the Portfolio to Win the Job

http://adaptivepath.com/ideas/the-anatomy-of-an-experience-map

Page 57: Portfolios Matter: Building the Portfolio to Win the Job

http://adaptivepath.com/ideas/the-anatomy-of-an-experience-map

Page 58: Portfolios Matter: Building the Portfolio to Win the Job

Behind the Scenes

6 Behind Scenes

Page 59: Portfolios Matter: Building the Portfolio to Win the Job

“The doing is often more important than the outcome.”

59

− Arthur Ashe

Page 60: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Include sketches, photos, prior versions

Capture the environment

Show points of collaboration

Who are you presenting t?

1-2 page collage max

Page 61: Portfolios Matter: Building the Portfolio to Win the Job

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Ethnography

Credit: Luci Laffitte

Page 62: Portfolios Matter: Building the Portfolio to Win the Job

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Ethnography

http://simondoggett.com/#a38/custom_plain

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Finding points to INNOVATE & DELIGHT Help people lead better LIVES

http://simondoggett.com/#a38/custom_plain

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Finding points to INNOVATE & DELIGHT Help people lead better LIVES

Page 65: Portfolios Matter: Building the Portfolio to Win the Job

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Help people lead better LIVES

Page 66: Portfolios Matter: Building the Portfolio to Win the Job

What You Did 7 What You Did

Page 67: Portfolios Matter: Building the Portfolio to Win the Job

“If you do not tell the truth about yourself you cannot tell it about other

people.”

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− Virginia Woolf

Page 68: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

What were your deliverables?

What decisions did you drive?

Show points of collaboration

Who are you presenting t?

Be specific about your role

What (new) role would be appealing?

Page 69: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

What were your deliverables?

Who are you presenting t?

Be specific about your role

•  What were you responsible for? •  Who were your partners and how did

you collaborate with them? •  Which documents were joint efforts?

UX  Team    

Full  Team    

You   You  +  (?)  

Page 70: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

What were your deliverables?

Who are you presenting t?

What were your deliverables?

•  Are there different levels of effort

for each deliverable? •  What tools did you use? •  How were your deliverables shared

with the client?

Page 71: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

What were your deliverables?

Who are you presenting t?

What decisions did you drive?

•  How were you an advocate for the

user? Did you participate in any user research activities “first-hand”?

•  How did you help solve a design impasse?

•  Did you demonstrate your role championing iterative design?

Page 72: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Who are you presenting t?

Page 73: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Who are you presenting t?

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A Audience

What were your deliverables?

Who are you presenting t?

What new role would be appealing?

•  Emphasize competency and

demonstrate readiness for step-up •  The last piece of work you share

should build a case for expanded responsibilities

Page 75: Portfolios Matter: Building the Portfolio to Win the Job

Quality not Quantity

8 Quality

Page 76: Portfolios Matter: Building the Portfolio to Win the Job

“Not everything that counts can be counted and not everything that can be

counted counts.”

− Einstein

Page 77: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Nix mediocre work

Eliminate “similar” work samples

Show points of collaboration

Who are you presenting t?

Refrain from trying to show too much

Pay attention to details

Page 78: Portfolios Matter: Building the Portfolio to Win the Job

Design System vs. Instance

9 Design System

Page 79: Portfolios Matter: Building the Portfolio to Win the Job

“It is impossible, in principle, to explain any pattern by invoking a single

quantity”

− Gregory Bateson

Page 80: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Use real text whenever possible

Show templates & reusable components

Show points of collaboration

Who are you presenting t?

Show the design system

Pay attention to details

Page 81: Portfolios Matter: Building the Portfolio to Win the Job

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Show points of collaboration

presenting t?

Pay attention to details

http://unify.eightshapes.com/uploads/documents/EightShapesUnifySample.DesignSpecification.pdf

Page 82: Portfolios Matter: Building the Portfolio to Win the Job

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Show points of collaboration

presenting t?

Pay attention to details

http://unify.eightshapes.com/uploads/documents/EightShapesUnifySample.DesignSpecification.pdf

Page 83: Portfolios Matter: Building the Portfolio to Win the Job

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Show points of collaboration

Who are you presenting t?

Pay attention to details

http://developer.yahoo.com/ypatterns/

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Show points of collaboration

Who are you presenting t?

Pay attention to details

http://coding.smashingmagazine.com/2007/01/12/free-css-layouts-and-templates/

Page 85: Portfolios Matter: Building the Portfolio to Win the Job

Walkthrough Showmanship

10 Design System

Page 86: Portfolios Matter: Building the Portfolio to Win the Job

“When someone walks on stage for a performance and has charisma,

everyone is convinced that he has personality.”

− Lukas Foss

Page 87: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Rehearse your pitch

Aim for polish & aesthetic appeal

Show points of collaboration

Who are you presenting t?

Portfolio is a narrative of your skills

Pay attention to details Include at least one prototype

Page 88: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Rehearse your pitch

Show points of collaboration

Who are you presenting t?

Portfolio is a narrative of your skills

Pay attention to details Include at least one prototype

•  Determine which projects showcase

specific UX skills •  Write brief summaries to describe

each project so the artifact communicates without voiceover

•  For online portfolios, make sure your site is easy to navigate (!)

Page 89: Portfolios Matter: Building the Portfolio to Win the Job

Who are you presenting t? http://www.helloerik.com/ux-portfolio-user-experience-examples

89

Page 90: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Rehearse your pitch

Show points of collaboration

Who are you presenting t?

Rehearse your pitch

Pay attention to details Include at least one prototype

•  You can never be too prepared •  Role-play with a friend •  Strike a balance between a

conversation and an interview •  The portfolio review is perfect for

selling your personality and communication skills

Page 91: Portfolios Matter: Building the Portfolio to Win the Job

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Who are you presenting t?

Adopt a collaborative stance during portfolio review. Ask if you can sit next to him/her during the walkthrough to go over the work together

Page 92: Portfolios Matter: Building the Portfolio to Win the Job

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A Audience

Rehearse your pitch

Show points of collaboration

Who are you presenting t?

Aim for polish & aesthetic appeal

Pay attention to details Include at least one prototype

•  No careless typos •  Adopt the posture of an expert •  A beautifully-designed portfolio will

never hurt

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Who are you presenting t?

http://www.nettamarshall.com/#portfolio

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A Audience

Rehearse your pitch

Show points of collaboration

Who are you presenting t?

Include at least one prototype

Pay attention to details Include at least one prototype

•  Can’t replicate interactions on paper •  Brings your work to life •  If you have a client presentation

video, credit the team for the effort and use it to demonstrate your contribution

Page 95: Portfolios Matter: Building the Portfolio to Win the Job

Go get that dream job :-)

Page 96: Portfolios Matter: Building the Portfolio to Win the Job

LYNN TEO Chief Experience Officer

McCann New York [email protected]

@Lynn_Teo