Quick note from me

I’ve been testing different content topics and formats to see what resonates most and to share more real stories from my career. This post about my career systems went viral, I’ve also shared what makes a design portfolio weak vs boring, and even revealed my age, haha. Career is a journey, embrace every moment of it.

And today, the topic you voted for in my Instagram Broadcast Channel: conceptual projects.

Story outline

• Level 01: Start from direction, not design

• Level 02: Know what kind of designer you are

• Level 03: Why most conceptual projects fail

• Level 04: Think like a business

• Level 05: Find gaps, not trends

• Level 06: Storytelling that sells your concept

• Student spotlight

Level 01

Start from direction, not design

Before opening Figma, ask yourself: Where do I want to work next?

If it’s fintech, design for fintech. If it’s a startup or AI company, focus on innovation. You’re not marrying the industry or company type, you’re just showing you understand its logic and language. That’s a strategic move. Knowing your direction helps you create more relevant projects and stronger positioning for your job search.

Level 02

Know what kind of designer you are

Think about what you enjoy most:

• details, visuals, and prototyping

• big-picture, visionary work

• or building and experimenting with AI tools

That clarity helps you choose what kind of project fits you best.

• Rachel → innovation and vision. Her OpenAI x Hardware project shows she can think strategically beyond UI polish.

• Shahi → craft and building. His Snack Monsters project is hands-on, coded, and full of character.

Both are conceptual. Neither looks fake.

Level 03

Why most conceptual projects fail

Most designers try to redesign products built by large teams of experienced designers: Spotify, Apple, Netflix. Even if your idea’s good, it’s hard to make an impact when those products are already profitable and well designed. You often end up with small UI tweaks that don’t solve real problems. No company would invest in that, because it would likely create more cost than value.

The clue? Think in terms of business value.

Level 04

Think like a business

Before designing, ask:

• Would this increase revenue or engagement?

• Reduce costs or friction?

• Support an existing goal or open a new market?

That’s what Rachel did, building her concept around Jony Ive joining OpenAI to create a physical product. It’s speculative but grounded in business context.

Level 05

Find gaps, not trends

Instead of chasing what everyone else is doing, focus on what’s missing. Your personal interests often hide the most original ideas.

That’s what Shahi did. He’s obsessed with productivity apps and noticed they’re all built around discipline, not delight. So he created something different: a gamified, character-driven experience. He borrowed from gaming to reinvent productivity.

Level 06

Storytelling that sells your concept

Concept projects follow the same rule as real ones:

• State the problem clearly

• Show the transformation

• End with results or next steps

Do that, and your projects won’t look fake. They’ll look strategic and credible.

⭐️ Student spotlight

The power of transformation in portfolio storytelling

Amanda is a product designer from Sweden who keeps refining her portfolio through my course. It’s a great reminder that no matter where you’re based, skills like storytelling and positioning are universal.

What works in her portfolio:

• Clear, informative snapshots that quickly show what she did and achieved in each project

• Strong before-and-after storytelling that highlights transformation instead of process steps

• Concise case study summaries that include the essentials: role, team, industry, and key points like problem, solution, and results.

• A non-boring footer that invites engagement with an interesting interactive element designed by Amanda herself

Amanda’s portfolio is a great example of strategic storytelling, showing transformation through contrast and clarity instead of long reports.

The takeaway? Focus on communicating change. You don’t need to show everything, just the parts that matter.

→ Check Amanda’s portfolio

🫶 Together with Framer

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Framer is not just “a website builder.” It is a free, full-featured design tool for everything from websites to social graphics.

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Want help with your UX portfolio? 🎁

1. Build your UX Portfolio with my course

2. Sign up for a call with me to discuss your portfolio

3. Book a call with me to talk about any other career challenge

4. Get an async portfolio review (no call)