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01 Intent

Intent

To establish her personal brand and showcase her design skills, experiences, and projects to potential clients, employers, etc.

02 Voice

Voice

Confident, Professional, Creative

03 Tone

Tone

Home page: The tone of the home page is welcoming and impactful, grabbing attention and inviting exploration.

About page: The tone here is more personal and conversational, fostering a connection with the designer’s background and experiences.

Work page: The tone of the work page is professional, focusing on project details and showcasing credibility and expertise.

Contact page: The tone here is encouraging and welcoming, showing that the designer is approachable.

04 Brand

Brand

The website is branded as a professional, creative, and upscale site to appeal to potential clients, agencies, and employers. It has a clean, minimalist design with a consistent color scheme and typography.

05 User Personas

User Personas

Name: Kandice

Age: 22
Occupation: Design Student
Location: New York City
Background: Kandice is a senior at Parsons studying illustration and is interested in UI/UX.
Goals: She seeks inspiration for her portfolio and guidance on creating case studies.
Attraction: Drawn to the site for its structured case studies and project diversity.
Repeat Engagement: She would revisit for inspiration and guidance on building her own portfolio.

Name: David

Age: 36
Occupation: Senior Tech Recruiter at a Start-Up
Location: San Francisco
Background: David seeks candidates with strong design skills.
Goals: He looks for designers who can handle diverse projects and communicate effectively.
Attraction: The site’s range of projects and clear communication in case studies.
Repeat Engagement: David may save the site for future recruitment needs or explore more of the designer's work.

Name: Zoe

Age: 30
Occupation: Finance professional transitioning to UI/UX Design
Location: Boston
Background: Zoe is transitioning from finance to UI/UX.
Goals: She seeks industry insights and portfolio guidance.
Attraction: The designer’s experience provides credibility and insight.
Repeat Engagement: Zoe may refer back for guidance and potentially reach out to the designer for advice.

06 Wireframe

Wireframe

Wireframe
07 Copydeck

Copydeck Structure

Header:

Introduction:

Work Section:

Footer:

08 Competitive Analysis

Competitive Analysis

Strengths Weaknesses
Michelle has different tones for different pages of the portfolio which suits each content well. Her resume is hidden at the very bottom which could make it hard for recruiters to find.
The site has a confident and creative voice which shows Michelle’s expertise and professionalism.
The site has a clear and consistent branding all throughout.
The site uses high-resolution images and clean design elements.
The site is easy to navigate.
The portfolio provides comprehensive case studies with detailed project breakdowns, including the thought process and design approach behind each work.
Midterm Worksheet →