From our WebExpo 2024 conference, Anfisa Bogomolova, a Senior Product Designer at MEWS, delivered an insightful talk titled “The secret to creating engaging case studies.” Drawing from her extensive experience as a designer, content creator, podcaster, course creator, and mentor, Anfisa (aka @anfisign) shared valuable lessons on how designers can craft compelling case studies that captivate hiring managers and stand out in today’s competitive market.
A personal realisation: When process overwhelms story
Anfisa began by recounting a pivotal moment early in the COVID-19 pandemic. Facing the pressures of unemployment and an impending mortgage, she presented a home tech challenge over Zoom to a stern hiring manager. Despite meticulously outlining her design process, she noticed the manager’s expression reflected “boredom with a capital B.”
“It’s in this particular moment that I’m realising that the process I’ve been teaching in design courses, everything I’ve been preaching online… will not get me this job,” she admitted.
This experience highlighted a crucial insight: simply detailing the design process isn’t enough to engage or impress potential employers.
The common trap: Designers addicted to process
Fast forward two years, Anfisa mentored numerous designers amid the tech industry’s upheaval. She observed a recurring pattern in their portfolios—a heavy focus on process at the expense of storytelling.
“Everybody was following one template, everybody was telling that same story, and I just couldn’t learn anything from any designer,” she noted.
She realised that many designers had become “a little bit addicted to the process… almost like a slave of our process,” neglecting the power of storytelling to convey their unique value and experiences.
Seeing through the eyes of a hiring manager
Anfisa emphasised the importance of understanding the hiring manager’s perspective. With calendars packed and hundreds of portfolios to review, hiring managers often have mere minutes to assess each candidate.
“The truth is, most of the hiring managers really don’t read the portfolios. They are just scanning through them,” she emphasised.
This reality means that designers must craft portfolios that are easily scannable and immediately convey their relevance and strengths.
The bookstore analogy: Crafting engaging portfolios
To illustrate how designers can make their portfolios stand out, Anfisa employed a vivid analogy:
“Your case study is that book in the bookstore… You need to make sure your book is very book cover worthy.”
Just as a captivating book cover, intriguing title, and engaging blurb entice a reader, a designer’s portfolio should grab a hiring manager’s attention at first glance. She advised focusing on four key elements:
- Thumbnails that stand out: Use visuals that are both attractive and informative, providing a glimpse into your work without overwhelming detail.
- Compelling titles: Craft titles that highlight the unique challenges and impacts of your projects, moving beyond generic descriptions.
- Concise context: Provide clear overviews that set the scene, summarising the problem, your approach, and the outcome.
- Optimised scanning experience: Structure your content with headings and highlights, making it easy for time-pressed managers to grasp your key contributions.
Applying storytelling techniques to case studies
Anfisa urged designers to adopt storytelling structures, transforming their case studies from dry process reports into engaging narratives.
“Instead of creating the reporting stories, reporting case studies, you have to switch your mindset into creating good stories,” she encouraged.
She outlined a classic storytelling arc applied to case studies:
- Start – context setup: Introduce the project by setting the scene and presenting the core problem or challenge.
- Middle – exploration and validation: Share your ‘aha’ moments, insights gained, and the obstacles you overcame during the project.
- End – results and learnings: Highlight the impact of your work and reflect on what you learned, demonstrating growth and self-awareness.
For instance, when crafting project titles, she suggested shifting from mundane labels to intriguing summaries that pique interest. Instead of “Redesign of Mobile App Interface,” consider “Transforming User Engagement: A Redesign Journey Impacting 1 Million Users.”
“Tell me a story and it will live in my heart forever”
Anfisa underscored the enduring power of storytelling with an ancient proverb:
“Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever.”
By weaving stories into their portfolios, designers can create memorable impressions that resonate with hiring managers long after they’ve moved on to the next candidate.
Key takeaways: Focusing on the user, experience, and story
Anfisa concluded her talk with three essential takeaways for crafting engaging case studies:
- Focus on the target user: Remember that your portfolio’s primary audience is the hiring manager. Tailor your content to address their needs and constraints.
- Optimise for the ‘bookstore experience’: Ensure your portfolio stands out at a glance, just like a book that catches your eye on a crowded shelf.
- Tell compelling stories: Use storytelling techniques to make your case studies memorable, highlighting your unique journey and the value you bring.
“Stories stick with us. Stories make an impact. Stories change the way we see the world,” she affirmed.
By embracing these principles, designers can move beyond formulaic presentations of their work, creating case studies that not only inform but also inspire.
🎥 For those interested in exploring Anfisa’s insights further, the full recording and slides of her talk are available below. They provide additional examples and resources, including a FigJam library with storytelling patterns, engaging titles, and visual ideas to enhance your own case studies.