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15 excellent ux case studies every creative should read.

• By Sandra Boicheva
• October 21st, 2021

In a previous article, we talked about UX portfolios and how they carefully craft a story of how designers work. Interestingly enough, recruiters decide if a UX freelance designer or an agency is a good match within 5 minutes into the portfolio . In order to persuade these recruiters, the portfolio needs to present an appealing story that showcases the skill, the thought process, and the choices taken for key parts of the designs. With this in mind, today we’ll talk about UX case studies and give 15 excellent examples of case studies with compelling stories.

The Storytelling Approach in UX Case Studies

An essential part of the portfolio of a UX designer is the case studies that pack a showcase of the designer’s skills, way of thinking, insights in the form of compelling stories. These case studies are often the selling point as recruiters look for freelancers and agencies who can communicate their ideas through design and explain themselves in a clear and appealing way. So how does this work?

Photography by Alvaro Reyes

Just like with every other story, UX case studies also start with an introduction, have a middle, and end with a conclusion .

• Introduction: This UX case study example starts with a design brief and presents the main challenges and requirements. In short, the UX designer presents the problem, their solution, and their role.
• Middle: The actual story of the case study example explains the design process and the techniques used. This usually starts with obstacles, design thinking, research, and unexpected challenges. All these elements lead to the best part of the story: the action part. It is where the story unveils the designer’s insights, ideas, choices, testing, and decisions.
• Conclusion: The final reveal shows the results and gives space for reflection where the designer explains what they’ve learned, and what they’ve achieved.

Now as we gave you the introduction, let’s get to the main storyline and enjoy 15 UX case studies that tell a compelling story.

1. Car Dealer Website for Mercedes-Benz Ukraine by Fulcrum

This case study is a pure pleasure to read. It’s well-structured, easy to read, and still features all the relevant information one needs to understand the project. As the previous client’s website was based on the official Mercedes Benz template, Fulcrum had to develop an appealing and functional website that would require less time to maintain, be more user-friendly, and increase user trust.

• Intro: Starts with a summary of the task.
• Problem: Lists the reasons why the website needs a redesign.
• Project Goals: Lists the 4 main goals with quick summaries.
• Project: Showcases different elements of the website with desktop and mobile comparison.
• Functionality: Explains how the website functionality helps clients to find, and order spare parts within minutes.
• Admin Panel: Lists how the new admin panel helps the client customize without external help.
• Elements: Grid, fonts, colors.
• Tech Stack: Shows the tools used for the backend, mobile, admin panel, and cloud.
• Client review: The case study ends with a 5-star review by the marketing director of Mercedes Benz Ukraine, Olga Belova.

This case study is an example of a detailed but easy to scan and read story from top to bottom, featuring all relevant information and ending on the highest note: the client’s review.

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2. Galaxy Z Flips 5G Website by DFY

This is a big project that covers every aspect of the website, including the UX strategy. The creative studio aimed to fully illustrate and demonstrate the significant upgrades over previous models and to enable two-way communication with the customers through an interactive experience.

• Intro: Summary of the project and roles.
• Interactive Experience: The main project goal.
• Demonstration: Explains the decision to feature 360-degree views and hands-on videos instead of technical terms.
• Screens: Includes high-quality screenshots of significant pages and features.
• Ecosystem: Highlight a page with easy navigation across different products as a marketing decision that makes cross-selling seamless.
• Essentials: Showcases a slider of all products with key features that provide ample information.
• Showroom: Interactive experience that helps the user “play around” with the product.
• Credits: As a conclusion, DFY features the stakeholders involved.

A strong presentation of a very ambitious project. It keeps the case study visual while still providing enough insight into the thought process and the most important decisions.

3. Jambb Social Platform by Finna Wang

Here we have a beautiful case study for a platform that aims to help creators grow their communities by recognizing and rewarding their base of supporters. It tackles a curious problem that 99% of fans who contribute in non-monetary ways don’t get the same content, access, and recognition they deserve. This means the creators need a way to identify their fans across all social platforms to grow their business and give recognition. To get a clear picture of what the design has to accomplish, Finna Wang conducted stakeholder interviews with the majority of the client’s team.

• Intro: Listing roles, dates, team, and used tools.
• Project Overview: The main concept and the reasons behind it.
• Exploration: What problem will the platform solve, preliminary research, and conclusions from the research.  The section includes the project scope and problem statement.
• Design Process: A thorough explanation of the discoveries and the exact steps.
• User Flows:  3 user flows based on common tasks that the target user/fan would do on the site.
• Design Studio: Visualization process with wireframes, sitemap, prototypes.
• Design Iterations: The designer highlights the iterations they were primary behind.
• Style Guide: Typography, colors, visual elements breakdown.
• Usability Testing: Beta site vs Figma prototype; usertesting.com, revised problem statement.
• Prototype: Features an accessible high fidelity prototype in Figma you can view.
• Takeaways: Conclusions.

An extremely detailed professionally made and well-structured UX case study. It goes a step further by listing specific conclusions from the conducted research and featuring an accessible Figma prototype.

4. Memento Media by Masha Keyhani

This case study is dedicated to a very interesting project for saving family stories. It aims to help users capture and record memories from their past. To do so, the design team performed user research and competitive analysis. The entire project took a 6-week sprint.

• Overview: Introducing the client and the purpose of the app.
• My Role: Explaining the roles of the designer and their team.
• Design Process: A brief introduction of the design process and the design toolkit
• Home: The purpose of the Homepage and the thought process behind it.
• Question Selection: The decision behind this screen.
• Recording Process: Building the recording feature and the decisions behind it.
• User research: a thorough guide with the main focuses, strategies, and competitor analysts, including interviews.
• Research Objectives: The designer gives the intent of their research, the demographics, synthesis, and usability testing insights.
• Propositions: Challenges and solutions
• User Flow: Altering the user flow based on testing and feedback.
• Wireframes: Sketches, Lo-Fi wireframing.
• Design System: Typography, colors, iconography, design elements.
• The Prototype: It shows a preview of the final screens.

This UX study case is very valuable for the insights it presents. The design features a detailed explanation of the thinking process, the research phase, analysts, and testing which could help other creatives take some good advice from it for their future research.

5. Perfect Recipes App by Tubik

Here we have a UX case study for designing a simple mobile app for cooking, recipes, and food shopping. It aims to step away from traditional recipe apps by creating something more universal for users who love cooking with extended functionality. The best idea behind it is finding recipes based on what supplies the user currently has at home.

• Intro: Introducing the concept and the team behind it.
•  Project: What they wanted to make and what features would make the app different than the competitors.
• UI design: The decisions behind the design.
• Personalization: Explaining how the app gives the user room for personalization and customizing the features according to their personal preferences.
• Recipe Cards and Engaging Photos: The decisions behind the visuals.
• Cook Now feature: Explaining the feature.
• Shopping List: Explaining the feature.
• Pantry feature:  The idea to sync up the app with AmazonGo services. This case study section features a video.
• Bottom Line: What the team learned.

This UX case study is a good example of how to present your concept if you have your own idea for an app. You could also check the interactive preview of the app here .

6. SAM App by Mike Wilson

The client is the Seattle Art Museum while the challenge is to provide engaging multimedia content for users as well as self-guided tours. Mile Wilson has to create an experience that will encourage repeat visits and increase events and exhibition attendance.

• Intro: Listing time for the project, team members, and roles.
• The Client: A brief introduction of Seattle Art Museum
• The Challenge: What the app needs to accomplish.
• Research and Planning: Explaining the process for gathering insights, distributing surveys, interviews, and identifying specific ways to streamline the museum experience.
• Sloane: Creating the primary persona. This includes age, bio, goals, skills, and frustrations.
• Designing the Solution: Here the case study features the results of their research, information architecture, user flows, early sketching, paper prototypes, and wireframes.
• Conclusion: Explaining the outcome, what the team would have done differently, what’s next, and the key takeaways.

What we can take as a valuable insight aside from the detailed research analysis, is the structure of the conclusion. Usually, most case studies give the outcome and preview screens. However, here we have a showcase of what the designer has learned from the project, what they would do differently, and how they can improve from the experience.

7. Elmenus Case Study

This is a case study by UX designers Marwa Kamaleldin, Mario Maged, Nehal Nehad, and Abanoub Yacoub for redesigning a platform with over 6K restaurants. It aims to help users on the territory of Egypt to find delivery and dine-out restaurants.

• Overview: What is the platform, why the platform is getting redesigned, what is the target audience. This section also includes the 6 steps of the team’s design process.
• User Journey Map: A scheme of user scenarios and expectations with all phases and actions.
• Heuristic Evaluation: Principles, issues, recommendations, and severity of the issues of the old design.
• First Usability Testing: Goals, audience, and tasks with new user scenarios and actions based on the heuristic evaluation. It features a smaller section that lists the most severe issues from usability for the old design.
• Business Strategy: A comprehensive scheme that links problems, objectives, customer segment, measurements of success, and KPIs.
• Solutions: Ideas to solve all 4 issues.
• Wireframes: 4 directions of wireframes.
• Styleguide: Colors, fonts, typeface, components, iconography, spacing method.
• Design: Screens of the different screens and interactions.
• Second Usability Testing: Updated personas, scenarios, and goals. The section also features before-and-after screenshots.
• Outcome: Did the team solve the problem or not.

A highly visual and perfectly structured plan and process for redesigning a website. The case study shows how the team discovers the issues with the old design and what decisions they made to fix these issues.

8. LinkedIn Recruiter Tool by Evelynma

A fresh weekend project exploring the recruiting space of LinkedIn to find a way to help make it easier for recruiters to connect with ideal candidates.

• Background Info: What made the designer do the project.
• Problem and Solution: A good analysis of the problem followed by the designer’s solution.
• Process: This section includes an analysis of interviewing 7 passive candidates, 1 active candidate, 3 recruiters, and 1 hiring manager. The designer also includes their journey map of the recruiting experience, a sketch of creating personas, and the final 3 personas.
• Storyboard and User Flow Diagrams: The winning scenario for Laura’s persona and user flow diagram.
• Sketches and Paper Prototypes: Sticky notes for paper prototypes for the mobile experience.
• Visual Design: Web and mobile final design following the original LinkedIn pattern.
• Outcome: Explaining the opportunity.

This is an excellent UX case study when it comes to personal UX design projects. creating a solution to a client’s problem aside, personal project concepts is definitely something future recruiters would love to see as it showcases the creativity of the designers even further.

9. Turbofan Engine Diagnostics by Havana Nguyen

The UX designer and their team had to redesign some legacy diagnostics software to modernize the software, facilitate data transfers from new hardware, and improve usability. They built the desktop and mobile app for iOS and Android.

• Problem: The case study explain the main problem and what the team had to do to solve it.
• My Role: As a lead UX designer on a complicated 18-month project, Havana Nguyen had a lot of work to do, summarized in a list of 5 main tasks.
• Unique Challenges: This section includes 4 main challenges that made the project so complex. ( Btw, there’s a photo of sketched wireframes literally written on the wall.)
• My Process: The section includes a description of the UX design process highlighted into 5 comprehensive points.
• Final Thoughts: What the designer has learned for 18 months.

The most impressive thing about this case study is that it manages to summarize and explain well an extremely complex project. There are no prototypes and app screens since it’s an exclusive app for the clients to use.

10. Databox by FireArt

A very interesting project for Firearts’s team to solve the real AL & ML challenges across a variety of different industries. The Databox project is about building scalable data pipeline infrastructure & deploy machine learning and artificial intelligence models.

• Overview: The introduction of the case study narrows down the project goal, the great challenge ahead, and the solution.
• How We Start: The necessary phases of the design process to get an understanding of a product.
• User Flow: The entire scheme from the entry point through a set of steps towards the final action of the product.
• Wireframes: A small selection of wireframe previews after testing different scenarios.
• Styleguide: Typography, colors, components.
• Visual Design: Screenshots in light and dark mode.

A short visual case study that summarizes the huge amount of work into a few sections.

11. Travel and Training by Nikitin Team

Here’s another short and sweet case study for an app with a complete and up-to-date directory of fitness organizations in detailed maps of world cities.

• Overview: Explaining the project.
• Map Screen : Outlining the search feature by categories.
• Profiles: Profile customization section.
• Fitness Clubs: Explaining the feature.
• Icons: A preview of the icons for the app.
• App in Action: A video of the user experience.

This case study has fewer sections, however, it’s very easy to read and comprehend.

12. Carna by Ozmo

Ozmo provides a highly visual case study for a mobile application and passing various complexities of courses. The main goal for the UX designer is to develop a design and recognizable visual corporate identity with elaborate illustrations.

• Intro: A visual project preview with a brief description of the goal and role.
• Identity: Colors, fonts, and logo.
• Wireframes: The thinking process.
• Interactions: Showcase of the main interactions with animated visuals.
• Conclusion: Preview of the final screens.

The case study is short and highly visual, easy to scan and comprehend. Even without enough insight and text copy, we can clearly understand the thought process behind and what the designer was working to accomplish.

13. An Approach to Digitization in Education by Moritz Oesterlau

This case study is for an online platform for challenge-based learning. The designer’s role was to create an entire product design from research to conception, visualization, and testing. It’s a very in-depth UX case study extremely valuable for creatives in terms of how to structure the works in their portfolio.

• Intro: Introducing the client, project time, sector, and the designer’s role.
• Competitive Analysis: the case study starts off with the process of creating competitive profiles. It explains the opportunities and challenges of e-learning that were taken into consideration.
• Interviews and Surveys: Listing the goals of these surveys as well as the valuable insights they found.
• Building Empathy: The process and defining the three target profiles and how will the project cater to their needs. This section includes a PDF of the user personas.
• Structure of the Course Curriculum: Again with the attached PDF files, you can see the schemes of the task model and customer experience map.
• Information Architecture: The defined and evaluated sitemap for TINIA
• Wireframing, Prototyping, and Usability Testing :  An exploration of the work process with paper and clickable prototypes.
• Visual Design: Styleguide preview and detailed PDF.
• A/B and Click Tests: Reviewing the usability assumptions.
• Conclusion: A detailed reflection about the importance of the project, what the designer learned, and what the outcome was.

This is a very important case study and there’s a lot to take from it. First, the project was too ambitious and the goal was too big and vague. Although the result is rather an approximation and, above all, at the conceptual level requires further work, the case study is incredibly insightful, informative, and insightful.

14. In-class Review Game by Elizabeth Lin

This project was never realized but the case study remains and it’s worth checking out. Elizabeth Lin takes on how to create an engaging in-class review game with a lot of research, brainstorming, and a well-structured detailed process.

• Intro: What makes the project special.
• Research: Explaining how they approached the research and what they’ve learned.
• Brainstorming: the process and narrowing all How Might We questions to one final question: How might we create an engaging in-class math review game.
• Game Loop and Storyboarding: Sketch of the core game loop and the general flow of the game.
• Prototyping: Outlining basic game mechanics and rounds in detail.
• Future Explorations: The case study goes further with explorations showing how the product could look if we expanded upon the idea even further.
• What Happened?:  The outcome of the project.

This case study tells the story of the project in detail and expands on it with great ideas for future development.

15. Virtual Makeup Studio by Zara Dei

And for our last example, this is a case study that tells the story of an app-free shippable makeover experience integrated with the Covergirl website. The team has to find a way to improve conversion by supporting customers in their purchase decisions as well as to increase basket size by encouraging them to buy complementary products.

• Intro: Introducing the project and the main challenges.
• Discovery and Research: Using existing product information on the website to improve the experience.
• Onboarding and Perceived Performance: Avoiding compatibility issues and the barrier of a user having to download an app. The section explains the ideas for features that will keep users engaged, such as a camera with face scan animation.
• Fallback Experience and Error States: Providing clear error messaging along with troubleshooting instructions.
• Interactions: explaining the main interactions and the decisions behind them.
• Shared Design Language: Explaining the decision to provide links on each product page so users could be directed to their preferred retailer to place their order. Including recommended products to provide users with alternatives.
• Outcome and Learning: The good ending.
• Project Information: Listing all stakeholders, the UX designer’s role in a bullet list, and design tools.

In Conclusion

These were the 15 UX case studies we wanted to share with you as they all tell their story differently. If we can take something valuable about what are the best practices for making an outstanding case study, it will be something like this.

Just like with literature, storytelling isn’t a blueprint: you can write short stories, long in-depth analyses, or create a visual novel to show your story rather than tell. The detailed in-depth UX case studies with lots of insights aren’t superior to the shorter visual ones or vice versa. What’s important is for a case study to give a comprehensive view of the process, challenges, decisions, and design thinking behind the completed project .

In conclusion, a UX case study should always include a summary; the challenges; the personas; roles and responsibilities; the process; as well as the outcomes, and lessons learned.

Video Recap

Take a look at the special video we’ve made to visualize and discuss the most interesting and creative ideas implemented in the case studies.

In the meantime, why not browse through some more related insights on web development and web design?

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The Complete Guide to UX Case Studies

Updated: October 23, 2023

Published: August 21, 2023

Writing a UX case study can be overwhelming with the proper guidance. Designing for the user experience and writing about it in a case study is much more than writing content for a webpage. You may ask, “If my design speaks for itself, should I include a UX case study in my portfolio?”

Yes, you should include UX case studies in your portfolio. And here’s why.

You need to make your portfolio stand out among the crowd. A UX case study is a great way to do that. Let’s take a minute to define what a UX case study is and look at some examples.

Table of Contents

What is a UX case study?

The benefits of ux case studies, examples of ux case studies, tips for creating a ux case study.

UX portfolios are essential to showcasing UX designer skills and abilities. Every UX designer knows better designs bring better results. Sometimes, it’s easy to let the design speak for itself — after all, it is meant to engage the audience.

But, in doing that, you, as the designer, leave many things unsaid. For example, the initial problem, the need for the design in the first place, and your process for arriving at the design you created.

This is why you need to include UX case studies in your portfolio.

UX case studies tell a curated story or journey of your design. It explains the “who, what, when, where, and how” of your design. The text should be short and sweet but also walk the reader through the thinking behind the design and the outcome of it.

[Video: Creating a UX Case Study: Right and Wrong Way to Approach It]

There are many benefits to including UX case studies in your portfolio. Think of your UX portfolio as a well-decorated cake. The designs are the cake, and UX case studies are the icing on the cake— they will catch your audience's eye and seal the deal.

Take a look at the benefits of adding UX case studies to your portfolio.

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Top 22 Stunning UX Case Studies You Should Know in 2022

An immersive yet well-structured UX case study helps UX professionals show off their design talents in portfolio websites, and let them communicate better with employers, designers and others easily.

However, as a UX designer , how can you write a perfect UX case study to easily get hired or communicate with others better?

Mockplus has handpicked 22 of the best UX design case study examples in 2022 to help you get inspiration, improve your portfolios and make your own things with ease. A step-by-step guideline about how to create a UX case study is also followed.

What is a UX case study?

A UX case study tells the story of how you create a great website or app and, in particular, what you do to improve the UX of the site. UX designers—newbies and experts alike—will often share a case study on a portfolio website as a great way to get hired. Just like sending a resumé. 

So, it is a lot more than just a copy of everything you've done while designing the project. To really showcase your design talent and the breadth of your abilities, you need to make sure the following are all included:

• A full description of your role in the project;
• The biggest challenges you've faced;
• The solutions you've chosen, how you chose them and why;
• How you communicate and collaborate with others; and
• The outcomes and the lessons you’ve learned.  

To this, you should feel free to add any further information that you think would help you stand out from the crowd. 

It is also worth remembering that UX case studies are a good resource for UX design beginners to learn more practical design skills and to gain from the real experience of others in dealing deal with difficult or urgent problems.

22 Best UX case study examp le s you should learn

Whatever stage you’re at and whatever you are writing your case study for, these 22 top examples are bound to inspire you. 

1. Perfect Recipe -UX design for cooking and shopping

Designer s : Marina Yalanska and Vlad Taran

Case Study : Perfect Recipe

This is a mobile application that enables users to search for food recipes and to buy what they need to cook different dishes.

Why d id  we choose this  one?

This case study illustrates the entire UX design process is very simple, plain language. Many aspects of the process are included, along with some really inspirational ideas, such as product personalization, challenges and solutions, animated interactions, and other interface details.

Extra tips :

This example is from the Tubikstudio blog, which is very popular among designers. It regularly shares different branding, UI, and UX case studies. We would strongly recommend that you follow this blog to keep yourself up to date with the latest and most creative case studies.

View details

2. GnO Well Being - Branding, Web Desing & UX

Designer : Marina Yalanska and Olga Zakharyan

Case Study : GnO Well Being

This is a creative illustration website that presents and sells a weighted designer blanket that helps you get a good night’s sleep, the first step to good health and a better life.

Why d id  we choose this ?

This example is so much more than a great UX case study. In addition to the UX design , it gives you insight into many more key design issues, such as the logo, custom graphics, website pages, interactions and so on. There are many ideas here that you could copy for your own projects.

3. Splitwiser - UI/UX case redesign

Designer : Chethan KVS (a Product designer at Unacademy)

Case Study : Splitwise

This is a concept mobile app that enables users to track and split expenses with friends. The designer has also given it another name, "Splitwise." 

Why do we choose this ?

This case study shares the designer's insights into key design decisions, such as why he chose this product, why he decided to redesign the logo, how to improve the onboarding and other pages, how to optimize the user flow, how to balance all pages and functions, how to enhance UX through bottom bars, interactions, gestures, view modes, and more.

Everything is explained using intuitive images, earning it thousands of “likes”. This is a great example that is bound to help you write a stunning case study on redesigning UX.

This comes from a popular media channel called "UX Planet" that regularly posts examples of the best and latest UX case studies from around the world. Another great place to keep you up to speed with the latest UX designs.

4. Deeplyapp.com - UX & visual improvements

Designer : Sladana Kozar

Case Study : Deeplyapp

This is a health and self-care website app that helps users maintain mental well-being with meditations and exercises. This case study talks you through the design process of creating a user-friendly mobile app.

This case study focuses on improvements to the UX and visual features of this mobile app. Many aspects are included to help you understand it better, such as the design background, what to build, UI flow diagram, discoverability design, visual balance, and much more. A full set of app interfaces are presented for you to study as well.

You can also check out its Part 1 post for more details.

5. Talent Envoy - improving the recruitment process 

Designer : Enes Aktaş (Experienced UX designer)

Case Study : Talent Envoy

Talent Envoy is an intelligent job assistant that helps users find their ideal job and get to all the way to signing a contract faster and more easily.

This case study firstly points out the biggest challenges and problems faced by job-seekers—the shortage of US recruitment markets. It then talks to you through the detail of how the designers optimized the recruitment process. You will also find information on the user research process, the UI flowchart design, the related wireframe and Sketch designs, the main page design, and more. 

All the details have clear explanations and they offer a great example of how to use user research to solve problems and improve UI interfaces.

This one comes from another hot media channel called "Muzli" which shares the latest ideas, designs, and interactions about websites or website apps from all over the world. Don’t miss out on this site if you want to stay ahead of the curve. 

6. My Car Parking - UI/UX case study

Designer : Johny Vino (Experienced UX and interaction designer)

Case Study : My Car Parking

This is a mobile app that can help people get parking slots easily even when they travel beyond their normal routes. 

This is a masterclass in how to write a case study that is simple, well-structured, and easy to understand. Many intuitive lists and images are used to explain the design ideas and processes. 

It has received “claps” from over seven and a half thousand people and   is a perfect example of how to write a well-structured and easy-to-understand case study.

7. Parking Finder App - UI/UX case study

Designer : Soumitro Sobuj

Case Study : Parking Finder App

This is another concept mobile app that makes it easy for users to find parking slots even in big or overcrowded cities.

This case study is beautifully presented and gives a good presentation of the whole design process. It covers nearly all the issues that a textbook UX case study should have, such as problems and solutions, user-centered design, design strategy, user flow, information architecture , interface wireframes and visual designs, and much more besides. 

It is one of the best examples we have found of a case study that really teaches you how to write the perfect UX case study.

8. Pasion Del Cielo - coffee ordering experience

Designer : Jonathan Montalvo (Senior Designer, Branding, UXUI )

Case Study : Pasión del Cielo

This is a concept project about a real local coffee shop in Miami.

This case study demonstrates effective ways to engage users with the Pasión brand and how a site can make it as easy as possible to turn page views into coffee sales. 

There is a lot of analysis included to explain the entire design process, such as analyzing the competition, feature analysis, brand and interface improvements, and much more. Most important of all, many user personas have been created to evaluate and enhance the UX.

This is a good example to check for anyone looking to improve their own UX case study. Above all, it shows what can be done with rich images, bright colors, clear layouts, and well-crafted personas.

9. Workaway App - UX redesign

Designer : Rocket Pix (UXUI, web designer )

Case Study : Workaway App

This is a mobile app that provides international hospitality services; it helps users to contact each other to organize homestays and cultural exchanges.

This UX design case study explains how the designer redesigned the Workaway App to make it easier for users. Many intuitive charts (pie charts, flow charts, line charts), cards, and images are used to illustrate the ideas.

It is simple and easy to follow, and also a good example of how to create an intuitive case study with charts and cards.

10. Receipe App - UI/UX design process

Designer : Dorothea Niederee (UX, UI designer   )

Case Study : Recipe App

This is a food app design offering inspirational recipes for anyone who wants to eat healthier.

This case study gives a clear demonstration of the entire UI/UX design process. Three user personas are defined to present different users' needs. Some colors, typography, and UI elements are also shared.

This is a good example of how to define a detailed user persona in your UX case study.

11. Hobbfyy - a social and discovery app UX design

Designer : Mustafa Aljaburi (UX, UI designer   )

Case Study : Hobbfyy

This is a social and discovery app that makes it quick and easy to get everything you need for your hobbies.

This case study aims to show how to develop a site that will provide its users with solutions, in this case to get what they need for their hobbies. Beautiful images, a storytelling style, and special layouts are used to explain everything.

12. Bee Better - habit tracker app UX case study

Designer :   Anastasiia Mysliuk (UX, UI designer   )

Case Study : Bee Better

This is a habit tracker app that makes it easy for you to develop new useful habits.

This case study aims to solve problems associated with how we form and develop habits. It helps users find solutions and make habit formation more interesting; it motivates them to maintain their useful new habits. Many aspects of design, such as problems, solutions, the design process, discovery and research, user journey map, prototypes, and much more are illustrated and explained in simple language.

This would be a good example to follow if you are looking to create an easy-to-understand UX case study.

13.Sit My Pet - pet sitting app UX case study

Designer : Aiman Fakia (UX, UI, visual designer )

Case Study : Sit My Pet

This is a pet-setting app that provides pet owners with a digital service that helps them connect with pet sitters.

This UX case study describes a site that aims to make pet sitting more easily accessible for pet owners. It analyzes both its users and its competitors very well. The way solutions are evaluated, the user stories, and other related aspects are followed in detail to give you a better understanding of the project as a whole.

This is a good example of how to develop a UX design based on user needs.

14. Groad - food ordering system UX case study

Designer : Phap (UI designer )

Case Study : Groad

This is a food ordering app offering food delivery services from stores, restaurants, cafés, fast food bars, and others. 

This UX case study uses beautiful illustrations and colors to explain the entire design process. As well as the usual parts of the design process—UI flow chart, UI showcasing—the related logo and icon designs, typography, and other aspects are included. This is a good example if you are looking to learn how to create an immersive case study with beautiful illustrations and colors.

15. iOS VS Android UI/UX Case Study

Designer : Johanna Rüthers

Case Study : Econsy

Here is another concept app that helps people live more sustainably by using a scanning process to give them information about the ecological and social impact of products they are thinking of buying. 

This case study explains the differences in the mobile app’s appearance when it is applied on the Human Interface Guidelines (IOS) and Material Design Guidelines (Android). This will help you to create an app that works well on both Mac and Android devices.

More UI/UX case studies & designs:

16.Timo Bank - UI/UX Case Study

Timo Bank is a mobile banking app project produced by Leo Nguyen, a freelance designer and creative director. This case study aims to provide more intuitive transfer, payment, and money management solutions for mobile users.

This is a great example to consider if you are hoping to create a better banking app.

17. Endoberry Health App Design

Endoberry Health App Design provides useful solutions for women suffering from endometriosis. In turn, this gives doctors a better understanding of individual cases. The design challenges, solutions, and UI details are displayed and explained to illustrate the design project.

18. Job Portal App

Job Portal App has been specially made for designers and freelancers. This case study uses cute illustrations, simple words, and clear storytelling to explain how the designer worked out the ideal job hunting solutions for users.

19. Cafe Website - UI/UX Case Study

Café Website gives its users a great experience by making it quick and easy to order a coffee online. Many elegant page details are displayed.

20. Ping - the matchmaker app case study

Ping is a dating app that offers users a unique and effective way to find their perfect match. As you can see, its mascot is really cute and this case study will show you how a cute mascot can enhance the UX.

21. Hubba Mobile App - UI/UX Case Study

Hubba Mobile App is a B2B online marketplace where retailers can find and purchase unique products for their stores or shops. This case study aims to explain the process of creating a special mobile app for this online marketplace. It offers a beautiful and clear presentation of the entire UI/UX design process.

22. Music App - music for children

Music App shares the fancy UI and colors from a music app made for children. It is a good example that is sure to inspire you to create a distinctive children's app.

How do you create a UX case study?

If you are still not entirely sure how to go about creating a distinctive UX case study, here are a few simple steps to walk you through the entire process from start to finish:

Step  1.  Figure out your purpose

The final outcome will depend on what it is you are trying to achieve. So, before you start writing a UX design case, you should first figure out in detail what its purpose is. Ask yourself some basic questions:

• Is it for a job interview?
• Is it for improving your personal portfolio?
• Is it designed to show off your design talents on social media?
• Is it just created to practice your design skills?
• Is it made to share design experiences with other designers?

In short, figuring out your purpose and setting a goal can make the entire design process so much easier.

Step   2.   Plan or outline your case study

Whatever you want to do, it is always a good idea to start with a plan. When it comes to writing a UX case study, you should also outline your entire UX case study and decide on what sections you want to include.

For example, nowadays, a good UX design case study often covers:

• Overview : Start with a short paragraph that introduces your project.
• Challenges  and  goals : Explain the project background and point out the biggest challenges or problems you've encountered. Explain the goals you want to achieve and how you will overcome the challenges you have identified. 
• Roles  and  responsibilities : Tell readers what role you play in the project and the specific features of your role that will help create a better product.
• Design process : Introduce the entire design process in detail so that readers can see clearly what you have done to make life easier for users. Many employers check this part very carefully to see whether you have the basic skills and abilities they are looking for. So, never underestimate the importance of this section. 
• Solutions  and  outcomes : No matter what problems you have faced, the solutions and the final outcomes achieved are what really matters. So, always use this section to showcase your skills and achievements. 

You might also want to add further sections:

• User research :   Some full-stack designers also include this to give a more comprehensive view of their design skills.
• UI designs : Some experienced designers also display their relevant UIs, and UI flow, along with low- and high-fidelity prototypes to enrich the content.

Of course, if you are a newbie, and you still have questions, why not go online and search for UX case study templates that you can study and follow.

Step 3.  Explain the design process clearly

As we've explained above, the design process is always one of the most important parts of a good UX case study. You should always introduce clearly as many of the relevant parts of the process as possible. For example: show how you and your team communicate and collaborate effectively; demonstrate how you have developed ideas to address user problems; explain how you and your team have dealt with emergencies or mishaps.  

You can also introduce the UX design tools that you have chosen to simplify the entire design process. Mockplus, is an online product design platform, enabled us to adapt quickly and effectively to working from home during the recent Coronavirus lockdown. Prototyping our designs, sharing ideas, working together in an effective team, taking the process from design to handoff, it all works smoothly with this single tool.

Step  4. Improve readability and visual appeal

The content should be the main focus of your case study—but not the only focus. To make the case study as good as possible, you also need to think about its readability and visual appeal. Here are some suggestions to follow:

• Explain everything as clearly as possible.
• Add images, illustrations, charts, cards, icons, and other visuals.
• Create a clear storytelling structure or layout.
• Choose an immersive color scheme.
• Add eye-catching animations and interactions.
• Use vivid video, audio, and other multimedia resources.

The final visual effect can be make-or-break for whether your UX case study is going to stand out from the crowd. You should always take it seriously.

Step   5. Summarize

Every UX case study can be a good chance to practice and improve your design skills. So, in your conclusion, don’t forget to analyze the entire process and summarize the outcomes. Always take a minute to figure out what lessons you should take away from the process, what tips should be remembered, what should be improved, and—most important—what your next steps are going to be.

UX case studies are one of the most essential parts of a UX designer's portfolio. The ability to write a well-structured UX case study is also one of the basic skills that a competent UX professional should have. So, UX case studies play a very important role in UX designer's life.

We hope our picks of the best UX design case studies along with our step-by-step guide will help you create a stunning UX case study.

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UX Research Case Studies & Examples: A Comprehensive Guide

As businesses continue to focus on providing an exceptional user experience (UX) for their customers, user research has become increasingly crucial. User experience research is a process of understanding the needs, behaviors, and preferences of users in order to create a product that meets their expectations.

In this article, we'll explore the importance of UX research, provide some case studies and examples of UX research in action, and discuss how this research can lead to better design and an improved user experience.

Table of Contents

• User Research Case Studies

Case Study 1: Amazon

Case study 2: airbnb, case study 3: dropbox, ux research examples, example 1: user surveys, example 2: focus groups, example 3: a/b testing, ux research case studies.

Let's take a look at some case studies where UX research has been used to create products that meet user expectations and provide an exceptional user experience.

Amazon is one of the most successful e-commerce companies in the world, and their success can be attributed, at least in part, to their focus on UX research. One of their most successful initiatives was the introduction of the "Buy Now" button.

When Amazon first introduced the "Buy Now" button, they noticed that it was not getting as much use as they expected. After conducting user research, they discovered that the button was not prominent enough, and users were having difficulty finding it. As a result, they redesigned the button and made it more prominent, resulting in a significant increase in conversions.

Airbnb is a global online marketplace that allows users to rent vacation homes, apartments, and rooms. To ensure that they are providing a seamless user experience, Airbnb uses UX research to understand user needs and preferences.

One notable example of their UX research success was the introduction of the "Wish List" feature. After conducting user research, they discovered that users were creating lists of their favorite properties, but had no way to save or share them. To address this, Airbnb introduced the "Wish List" feature, allowing users to easily save and share their favorite properties.

Dropbox is a cloud storage service that allows users to save and share files online. To ensure that they are providing a user-friendly experience, Dropbox uses UX research to understand user behavior and preferences.

One example of their success in UX research was the redesign of their homepage. After analyzing user behavior, they discovered that most users were simply looking for a way to sign in to their account. As a result, they redesigned their homepage to make the sign-in button more prominent, resulting in a significant increase in sign-ins.

There are many different examples of user research, and the techniques used will depend on the specific goals of the research. Let's take a look at some common examples.

User surveys are often used to gather quantitative data about user behavior and preferences. These surveys can be conducted online, in-person, or via email, and typically include questions about user demographics, usage habits, and satisfaction.

User surveys can provide valuable insights into user behavior and preferences, helping businesses to design products that meet their needs.

Focus groups are typically used to gather qualitative data about user behavior and preferences. These groups usually consist of 6-10 participants and are moderated by a trained researcher.

During a focus group, participants are asked to discuss their experiences with a specific product or service. This can provide businesses with valuable insights into user behavior and preferences that can be used to design a better user experience.

A/B testing involves creating two different versions of a product or website and testing them with users to see which version is more effective. This can be used to test different design elements, messaging, or features.

A/B testing allows businesses to make data-driven decisions about design and can lead to a better user experience.

User research is an essential component of any successful product or website design. By understanding user behavior and preferences, businesses can create products that meet user needs and provide an exceptional user experience.

We have explored the importance of user experience research, provided some case studies and examples of UX research in action, and discussed how this research can lead to better design and an improved user experience. By using UX research tools and techniques, businesses can create products that meet user needs and achieve long term success.

Are you overwhelmed by the complexity of UX research? UXSquid's automated user research interview and analysis tool and analysis got you covered.

Free resource - UX Research tool & template.

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The Best UX Designer Portfolios: Inspiring Case Studies and Examples

What makes a winning UX portfolio? More than a showcase of skills, a UX designer’s portfolio is an opportunity for them to create an enjoyable user experience as well as demonstrate their UX mastery.

By Miklos Philips

Miklos is a UX designer, product design strategist, author, and speaker with more than 18 years of experience in the design field.

PREVIOUSLY AT

A considerable amount of time and effort goes into building a stellar UX designer portfolio. If the right type of content is chosen with great UX, it will be a worthy investment.

What makes a winning UX design portfolio? As outlined in a previous article “ UX Portfolio Tips and Best Practices ,” telling a compelling story is key. Recruiters and others who may be evaluating your work are busy—you only have a few minutes to engage them before they decide whether or not you made the cut.

A long list of relevant skills, the tools you use, and how many years of experience you have is of no real benefit to your visitors, or to your presentation. The best UX portfolios outline the user-centered design process —how the problem was solved.

Be explicit about your skills , the process you use, and the kinds of projects you specialize in, but be mindful of presenting too much information. User experience portfolios should not be a retrospective of ALL past work. Choose projects that are specific, recent, and outstanding, and present them as a design process.

Hiring/UX managers want to see: user research, research reports, sketches, wireframes, user flows, wireflows, user stories, customer journey maps, prototypes, user-testing, and the final product. If possible, it’s also good to include analytics tools used to see how successful the product was.

Here are a few other points to remember:

• Beware of technical jargon and splashy imagery—simple project descriptions and visuals are more effective.
• Wireframes are not pretty, so emphasize your structural ability. Share the process!
• Write clear project summaries. Make them easy to read—not too much text!
• If there are confidentiality issues blot out company logos and/or blur areas of the images. There is no bigger turn-off than encountering a page that is password protected. That is bad UX.
• Include a few stakeholder testimonials.
• Conclude each project case study with what you learned.

If you’re a UX designer, your UX portfolio should demonstrate exceptional UX.

A UX designer’s portfolio is more than a showcase of skills, it’s an opportunity to create an enjoyable user experience so designers need to prioritize good work, tell an engaging story, and demonstrate their UX mastery! Let’s take a look at some exceptional UX design portfolio examples.

Ten Inspiring UX Designer Portfolios

Karolis kosas.

Karolis grew up in Vilnius, Lithuania and currently lives in the San Francisco Bay Area where he is a product designer at Stripe . Aside from many other interesting, self-initiated projects, he is the co-founder of Anchovy , a free, extremely simple iPhone app that turns your words into beautiful color gradients that can be sent as real paper postcards to anywhere in the world or shared with friends on Facebook Messenger.

What’s Great About This UX Designer Portfolio

This is a nice-looking, well-designed UX designer portfolio. Clearly, Karolis spent time considering its UX. Apart from the sparse, clean layout and great UI designs, a lot of detail is provided on his design process. For example, on the CUJO project, he describes how he interacted with the user base while doing his research, identified the biggest user pain points, and worked out where they could add more value. On all of his projects, UX research takes center stage as the primary driver of design decisions, and he wraps up his projects by describing how successful they were.

His UX designer portfolio site is at: http://karoliskosas.com

Originally from Washington, D.C., Alex is an illustrator turned UX designer. As well as co-founding a business focused on B2B products, he has worked with the Local Search Team on Google Maps and on eCommerce and social gaming projects. He continues to put users first while considering simultaneous and future efforts, ensuring pixel perfection and a delightful user experience.

Taking one of his projects as an example—Google Live Popular Times—Alex clearly spells out what the project was about, what he did, and how he got there. He presents the problem and the UX research performed in order to dig deep and define the design problem statement . He also mentions design constraints on an existing product, and how he took user research insights to come up with a simple solution.

Taking back a few brownie points because among all of the great UX process case studies, he has a project thumbnail that links to a Dribble shot and offers no detail whatsoever about the project. It’s best for UX designers to demonstrate a consistency of design in their UX portfolios as it conveys professionalism and respect for the visitor.

His UX designer portfolio site is at: https://www.alexlakas.com

Hailing from a small town in Australia, Simon is a product designer currently based in San Francisco and has worked on projects for some major brands such as Uber, Amazon, Google, Medium, and Barclays (bicycle rental).

Simon’s case studies are very detailed and take visitors through his design process in a thoughtful way. His example of the London By Bike app for the Barclays bike rental system is especially thorough. He really researched potential users and came up with detailed personas that he uses throughout the project to guide design decisions, priorities, and to create empathy between the client and his team. He went out for a ride himself to “walk a mile in the user’s shoes;” in this case “ride a mile.” - :)

His UX designer portfolio site is at: http://simonpan.com

Niya Watkins

Niya is a freelance UX designer based in Washington, DC. She previously worked in international affairs and says that her time in the civil service is where she learned what a hindrance inefficient, poorly-designed websites were to productivity. She often found herself using creative solutions to save time, energy, and money, and was subsequently ‘accidentally’ pushed into user-centered design, ergo: UX.

What’s Great About Her UX Designer Portfolio

To kick things off, Niya gives us the background of each project, her role, and research process. She then goes into her process for: personas, card sort, information architecture, sitemap, interaction design, wireframes, prototypes, user testing and all the other typical steps a great UX designer takes to arrive at the best designs. She even includes a link to the InVision prototype for all to check out. Very comprehensive.

As with Rahul a few reviews down, we’re taking back a few brownie points because of site navigation issues (this could be a Squarespace template limitation—nevertheless, it’s poor design). Also, the “latest projects” section has four projects on her homepage, and when she invites visitors to “see all” we see the same four projects, nothing more. That’s not what was expected and it’s bad UX.

Her UX portfolio site is at: https://www.niyawatkins.com

Pendar Yousefi

Pendar didn’t grow up in 60s America, and never went to the moon, but has always done things because they were hard. Today, he finds himself leading the design team at Google Translate , with a mission to help the 10% of the world’s population who use their products every month.

Really juicy UX case studies. Pendar goes into great detail about his UX design process on every one of his projects, presenting the problem and the challenges each presented. Looking through his UX design case studies and the hypotheses the team came up with around the product problem, make for a fascinating and educational read. Often the product team assumed a bunch of reasons why a problem existed, only to find out after user research that those assumptions were completely wrong.

The UX design process case studies are very detailed—almost too much—but despite their volume are easy to read because there is just the right balance between illustrative images and text as he walks us through the process. When user testing shows the design is heading in the wrong direction, it’s fascinating to see how the team took a sharp turn and corrected course.

His UX portfolio site is at: https://mahimoto.com/projects

Rahul is a freshly-minted UX/product designer who interned at Google in the summer of 2018. He writes about his experience and what he learned in a detailed and self-reflective manner. Prior to his UX internship, he worked for 3 years as a UI and UX designer in both enterprise and start-up environments. His UX portfolio includes case studies of work for Amazon Go Plus, GE Appliances and the U.S. Department of Health and Human Services.

Rahul’s case studies are very detailed and walk people through his design process in an easily consumable way. Some designers make the mistake of adding way too much text to their case studies—most reviewers/ recruiters are busy and simply don’t have the time to go through that much detail. Use graphics and charts, they get to the heart of the process and speed up readability.

We’re taking back a few brownie points due to some site navigation issues and for using a general goal description. His designer goal statement: “ My goal as a designer is to create engaging, functional and accessible user experiences that delight people and solve complex business problems ” doesn’t differentiate him from fifty thousand other UX designers out there. UX designers need to make themselves stand out by sharing something that is unique about them.

The site’s navigation is not great. “Work” and the homepage are exactly the same. If you click on “About” it reloads the same page into a new browser tab over and over again.

A lot of UX designers use portfolio templates from Squarespace , Wix , etc. which is fine—nevertheless, it’s important to remember that your UX portfolio has its own UX, and you will be judged on the usability—the UX design of your portfolio.

His UX designer portfolio site is at: https://rahuljain.co

Samuel Medvedowsky

Samuel is a French UX & Interaction designer based in Paris currently working at Metalab . He has designed for both large and small companies and enjoys finding innovative ways to create useful, usable and engaging products as well as delightful user experiences.

In line with other successful UX designer portfolios, Samuel provides visitors with a given project’s background, his role, and the challenges he faced. When going through a project, he tells us how deep user research showed him where the user pain points were, and helped him define clear objectives and scope. His UX design process is demonstrated clearly throughout the project walkthroughs.

As with a couple of other UX portfolio examples included in this review, we’re taking back a few brownie points because of site navigation issues. When we’re on the homepage the “Case Studies” navigation link just reloads the page. Also missing is something that would have been the icing on the cake: there are no takeaways about what he learned at the end of each project.

His UX portfolio site is at: http://www.samuel-medvedowsky.com

Kristian Tumangan

Kristian is a California native with several years of in-house and agency experience. A self-motivated designer, he especially enjoys understanding user behavior and being able to use that information to design delightful experiences.

Kristian’s UX design process is demonstrated clearly throughout the project walkthroughs. The typical UX design methods and subsequent UX artifacts are shown step-by-step—discovery, personas, storyboarding , sketches, wireframes, prototypes, sitemaps, user testing and so on. And he finishes up with the key learnings he took away from the project. He addresses the problem, the solution, his role, the tools he used throughout the process, as well as providing a link to his live Marvel prototype.

Again, as with other UX designer portfolios included in this review, we’re taking back a few brownie points because of site navigation issues and silly stuff under his “About” page: “infrequent golfer, gamer, internet surfer, napper, sporadic traveler, and decent cook.” UX designers must pay attention to the UX of their site.

His UX designer portfolio site is at: http://www.ktumangan.com

Adithya Holehonnur

Adi is a software engineer turned UX designer who grew up in Kudremukh , a small town in the heart of the western ghats in India where he spent most of his childhood wandering around in jungles or playing cricket. He currently works as a UX design lead for Honeywell, Bangalore.

Replete with animated GIFs of final app designs, this UX designer portfolio stands out, not only because of the detailed case studies but also for the “reflections” section at the bottom of each project—as UX designers we continue to learn from every project we engage. Adithya also presents the results that were achieved at the end of his case studies so visitors can see for themselves what design goal was accomplished—the successful fruits of his product design process.

His UX designer portfolio site is at: https://www.adithyaholehonnur.com

Dora trained as an industrial designer at two of the world’s leading design schools. Fascinated by beautiful environments, creatures, and objects, she is also interested in the philosophy of design and in examining the social implications of product-making. She enjoys the complexity and fast pace of UX design and ‍likes to explore the possibilities of commercializing new product ideas because she believes that profitability and business success can ensure that artists and designers not only survive but also thrive.

Dora is a recent grad of Springboard ’s UX Course. Her UX designer portfolio case study for her capstone project “Five-to-Eight” is exemplary. It goes into great, step-by-step detail about her user-centered design process and how she arrived at her final designs.

Her UX portfolio case study can be found here: https://www.daorongfang.com/5-to-8

Further Reading on the Toptal Blog:

• UX Portfolio Tips and Best Practices
• Presenting Design Work: The Right Way
• The Best UX Tools (with Infographic)
• The Tried and True Laws of UX (with Infographic)

Understanding the basics

What is a ux portfolio.

A UX designer portfolio is designed to showcase a UX designer’s work. It typically contains detailed case studies of UX design projects, demonstrating skill and approach.

What is the work of a UX designer?

A UX designer is an advocate for the end-users of a website or product. Key areas of focus include information architecture, user research, branding, visual design, and content. They need to empathize with their subjects, tell a story well, and possess strong creative, technical and problem-solving skills.

What are UX methods?

Some UX design methods include service blueprints, customer journey maps, personas, use cases & scenarios, wireframes, user research & usability studies, prototyping, sketches, accessibility analysis, heuristic analysis, brainstorming, mood & storyboards, KPIs, competitive audit, stakeholder interviews.

What is a UX process?

There is overlap in the UX design process, but the key phases are UX strategy, research, analysis, and design.

What does a user experience researcher do?

A UX researcher engages user experience research which is used to communicate what is needed from the end user’s perspective to UX designers and product teams and includes a wide range of methods, eg. usability testing, interviews, surveys, card sorting, tree testing, heat maps, field testing, etc.

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11 Inspiring UX Case Studies That Every Designer Should Study

A UX case study is a sort of detailed overview of a designer's work. They are often part of a UX designer's portfolio and showcase the designer's skill in managing tasks and problems. From a recruiter's perspective, such a UX portfolio shows the skill, insights, knowledge, and talent of the designer.

Therefore, UX case studies play an important role in the recruitment and demand for designers.

What Makes a Powerful Case Study

Building a UX case study includes showing the design process through compelling stories. They will use plain language to demonstrate how they handled key design issues, offering a comprehensive view of their process. Well done case studies often include:

• A  problem statement and solutions with real applications.
• Relevant numbers, data, or testimonials to demonstrate the work and efforts.
• A story that directly connects the problem to the solution.

Any competent UX professional will know that creating a stunning UX case study is about the little details.

11 Best UX Case Studies for Designers

The best way to understand what a good case study looks like is to go over other examples. Each of these UX case study examples shows a designer's insights, basic skills, and other designers' lessons learned through their experience.

1. Promo.com web editor

For this video-creation platform , UX designer Sascha was brought on to revamp v2.0, adding new features that could work alongside the existing UX design. The point was to work on interface details that would help create a user friendly platform, and that users could find simple enough to use.

User personas mapped by the UX designer revealed the most common confusion to be the process of inserting particular features into the video, such as subtitles. The designer's goal, therefore, was to create a platform with improved editor controls.

The designer then used a common text-editor layout to include top and side navigation bars that made it easy to access and implement text editing.

Key Learnings from Promo.com

This case study focuses on addressing a particular problem that customers were currently facing. Its main theme is to show a problem, and how the product designer addressed this problem. Its strength points include:

• clearly highlighting the problem (i.e. inaccessible and limited video-text editor options)
• conduction research to understand the nature of the problem and the kind of solutions customers want
• implementing research insights into the redesign to create a platform that actively served customer needs

2. Productivity tracker app

The main concept behind this UX case study is to address a pre-existing problem through the design of the app. Immediately from the start, the study highlights a common pain point among users: that of a lack of productivity due to device usage.

This UX case study example addressed some of the main problems within existing productivity apps included:a poor UI and UX that made navigation difficult

• a poorly-built information architecture
• limited functions on the mobile application

Key Learnings from the Productivity app case study

The case study highlights the simple design process that was then used to build the app. Wireframes were created, a moldboard developed, and finally, individual pages of the app were designed in line with the initial goals.

3. Postmates Unlimited

This case study clearly identifies the improvements made to the Postmates app in a simple overview before jumping into greater detail. The redesign goal, which it achieved, was to improve the experience and other interface details of the app.

The problems identified included:

• usability that led to high support ticket volume.
• technical app infrastructure issues that prevented scalability.
• lack of efficient product management, such as batching orders.

A UX research course can help understand the kind of research needed for a case study. The app redesign involved bringing couriers in and running usability testing on improvements. The final model, therefore, had input from real users on what worked and what caused issues.

Key Learnings from Postmates

The Postmates redesign works as a great UX case study for the simple way it approaches problem-solving. Following an overview of the work, it addresses the problems faced by users of the app. It then establishes research processes and highlights how changes were made to reduce these issues.

4. TV Guide

Addressing the fragmentation of content across channels, this case study sought to redesign how people consume media. The key problems identified included:

• the overabundance of content across various TV and streaming platforms
• the difficulty in discovering and managing content across all platforms

To deliver on the key goals of content personalization, smart recommendations, and offering cross-platform content search, the design process included conducting interviews, surveys, and checking customer reviews.

The design of TV Guide enables users to get custom recommendations sourced from friends' and family's watchlists.

Key Learnings from TV Guide

Like previous UX design case studies, this one tackled the issue head-on. Describing the research process, it goes into detail regarding the approach used by the UX designers to create the app. It takes readers on a journey, from identifying pain points, to testing solutions, and implementing the final version.

5. The FlexBox Inspector

Designer Victoria discusses how she developed the investigator tool for the Mozilla Firefox browser. Surveys into understanding the problems with the existing CSS Flexbox tool revealed a need for a user-friendly design. Interviews with a senior designer and other designers helped developers understand the features design-focused tools ought to have. A feature analysis revealed what most users look for in such tools.

The final result of the development process was a design that incorporated several new features, including:

• a new layout
• color-coded design
• multiple entry points to make workflow management efficient

Key Learnings from the Flexbox

This UX design case study starts with a clear goal, then addresses multiple user needs. It clearly defines the design process behind each feature developed by the time, and the reasoning for including that feature. To give a complete picture, it also discusses why certain features or processes were excluded.

6. The Current State of Checkouts

This Baymard UX design case study looks into the checkout process in over 70 e-commerce websites. Through competitive analysis, it isolates problem points in the UX design, which, if addressed, could improve the customer's checkout process.

The study found at least 31 common issues that were easily preventable. The study was designed and conducted on a large scale, over 12 years, to incorporate changing design patterns into the review.

Recommendations based on findings include:

• prominent guest checkout option
• simple password requirements
• specific delivery period
• price comparison tool for shipping vs store pickup

Key Learnings from Checkout Case Study

Each identified issue is backed up by data and research to highlight its importance. Further research backs up each recommendation made within the case study, with usability testing to support the idea. As far as UX case studies go, this one provides practical insight into an existing, widely used e-commerce feature, and offers practical solutions.

7. New York Times App

Using a creative illustration website, the designers proposed a landing page feature "Timely" that could counter the problems faced by the NYT app . Its major issues included too much irrelevant content, low usage, and undesirable coverage of content.

The goal behind Timely was to improve user incentives, build long-term loyalty, and encourage reading. Design mapping for the app covered:

• identifying the problem
• understanding audience needs
• creating wireframes
• designing and prototyping

The end result was an app that could help readers get notifications regarding news of interest at convenient moments (at breakfast, before bed). This encouraged interaction and improved readability with short-form articles.

Key Learnings from NYT App

The UX case study proposes a problem solution that works with an existing information architecture, instead adding custom graphics to the mobile app. It leads from a simple problem statement to discuss the project that could address these issues without changing was customers already loved.

UX case studies focused on redesign include the FitBit redesign, which started off by understanding personas and what users expect from a fitness tracker. Developing use cases and personas, Guerilla usability testing was employed to assess pain points.

These pain points were then ranked based on their importance to users and to app performance. They were addressed through:

• Highlighting essential parts and features of the app
• Changing easily missed icons to more recognizable icons
• relabelling tracking options to guide users better to its usage

Key Learnings from Fitbit

While the case study maps user experiences and offers solutions, it does not begin with an intensive research-based approach. The prototype is successful in testing, but problem factors are not identified with research-based statistics, meaning key factors could have been ignored.

9. Rating System UX

The designer behind the rating system UX redesign sought to solve issues with the 5-star rating system. Highlighted issues included:

• the lack of subjective accuracy of a 5-point rating system
• the issue of calculating the average of a zero-star rating
• average ratings are misleading

Better alternatives include:

• 5-star emoticon rating that relates the user experience
• Like/dislike buttons that make approval/disapproval simple

The final design incorporated both these styles to make full use of the rating system.

Key Learnings from Rating System UX

The UX case study stemmed from insight into the limitations of the existing rating system. The new design addressed old issues and incorporated better efficiencies.

The Intuit redesign was focused on making content readable, more engaging, and accessible. Looking into product personalization, the content was found to be lacking aesthetic value, as well as being hard to find. The goal was to create content that was easy to find, clear, and consistent.

The implemented solutions included:

• increased readability with increased body text and header spacing
• table of contents on the sidebar for easier navigation
• visible and prominent search bar
• illustrations and designs for pretty visuals

Key Learnings from Intuit

The Intuit case study approaches the problem from a practical point of view. It begins with isolating problems with the interface, in particular with the content. This is an example of a case study that breaks down problems into broader categories, and solves each problem with a practical solution.

This UX case study about a social platform tackles a commonly-faced problem from existing platforms. It addresses the issue of recognizing non-monetary user engagement, to help creators identify their user base.

The case study addresses the problem statement and establishes the design process (building wireframes and prototypes) as well as conducting user testing. The final result is to develop "Discover" pages, engaging layouts, and animated interactions to increase usability.

Key Learnings from Jambb

The study goes into detail regarding problem identification, then moves on to propose solutions that take into account the perspective of all stakeholders involved. It then explains why each design decision was made, and proves its efficacy through testing and prototyping.

Key Takeaways

Developing good UX case studies examples is as much about the details you include as the ones you leave out. Going over UX courses can give you a better understanding of what your case study should look like. A good case study should provide an overview of the problem, include numbers and statistics, and offer practical solutions that directly address the problem. The above-discussed UX case studies provide a good example of the dos and don'ts of a well-structured UX design case study that should be part of every UX portfolio .

Additional Resources

Check out these resources to learn more about UX case studies:

8 UX Case Studies to Read

UX Design Case Study

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Website user journey case study: improving the experience to boost sales

This article is based on the talk by Tiziana d'Agostino, where she covered one of the recent projects — an overhaul of the website aimed at improving UX and driving generating more sales through it.

It’s nearly impossible to create a perfect product—delightful for users, successful from the business perspective, and technically feasible—from scratch. Even if you seem to have one, make sure to regularly check whether it works as expected and delivers the proper experience, and make necessary tweaks if needed. 

This is exactly what a San Diego ‌nonprofit organization did last year for their language school website. Realizing they had a problem with the enrollment flow on the site, they sought external help from Tiziana d'Agostino , UX Psychology and Interaction Design Consultant, and made the right call.

Keep on reading to learn how Tiziana used design thinking and empathy to improve the user flow and what role a journey map played in convincing the client to overhaul the enrollment process. 

• 1 An outdated website as a stumbling block to effective sales 
• 2 Turning raw data into the actual knowledge
• 3.1 Journey mapping is a journey itself
• 4 Visualizing the as-is Rosie’s journey
• 5 Explaining what’s wrong visually
• 6 Onward to a better flow with the to-be journey map
• 7 Summing up
• 8 Q&A session
• 9 The recording
• 10 About the author

An outdated website as a stumbling block to effective sales 

The nonprofit organization positioned their language school in the heart of Little Italy in San Diego as a perfect meeting point for people interested in Italian culture and Italian language events. They wanted to get a constantly high student flow through the website, as their survival as a nonprofit depended on the language classes. But it didn't work as well as they needed it to. Not only was the site outdated, but there were usability issues. These issues were the fault of limited user research and the usability testing that wasn’t done for the site.

On top of that, the school used Google Analytics to understand their audience, which measures things like how many people come to a site and at what point they leave it, while it doesn’t explain the reasons behind these people’s actions. As a result, such crucial questions as why visitors were leaving without purchasing a class remained unanswered. 

Turning raw data into the actual knowledge

Tiziana started with a survey to learn more about students taking Italian classes. While doing it, she found out that though the nonprofit had a lot of user data on hand, they never went through it and had no idea who their customers were. 

For instance, it soon became clear that the average student was over 60, while the client was sure that this was someone middle-aged or even younger.

“That kind of information that you would think is basic, but the client did not have at all.”

The next step was validating her data by interviewing some students who took the survey. And they confirmed that the school website wasn’t that friendly and easy to use—it was pretty hard to find the information they wanted.

Tiziana put the data into use by creating user personas (three in total) that represented the target audience. She focused on Rosie, who represented the older group of students. 

Rosie was a female about 65 years old from San Diego with a college degree. Having little knowledge of the Italian language, the persona chose the beginning classes and was very motivated, sometimes because of an upcoming trip. Rosie wasn’t very tech-savvy: she wasn’t always on the phone or checking out apps. So the maze-like website navigation was a real headache for her.

Then Tiziana took a mile in Rosie’s shoes by doing the most business-critical task on the website—enrolling in a class. By following Rosie’s path on the site, she experienced the non-smooth enrollment flow herself. In the best-case scenario, it would take about twelve or thirteen steps to enroll, while in the worst-case scenario, the personas would take up to eighteen steps. So obviously that was not a good flow. 

Bringing attention to the problem with journey mapping

As a UX designer, Tiziana first visualized the enrollment process in a proven way—with a screen flow diagram.

As such a representation is too complicated for people with no UX background, Tiziana needed to turn the spotlight on the usability problem and make it easy to grasp at a glance. That is why she transformed the scheme into a journey map.

“A journey map can come to the rescue when you see that there is a big problem, but it may be a bit difficult to ‌show the client where the problem is. Not because the clients are not smart enough, but they are just so involved with their project that they can’t see the problems.”

Being backed up with real data, a journey map is a great visual tool that can help you explain the current state of the user journey, their experience with an organization, and evoke empathy by making it really obvious where the problem is and users’ emotions about it. This all makes it times easier to get the client’s buy-in and convince them to make necessary changes. And these changes can sometimes be huge, like doing a complete overhaul of the site, which Tiziana did for her client.

Expert tip from Tiziana

To create a good journey map, the one that actually will work, you need to:

• Talk to your real customers and have them actually use the site. 
• Add depth, identifying not only the steps your customers take, but also the emotions they experience at each of these steps.
• Add visuals like screenshots to show where the problem is. 

Journey mapping is a journey itself

The mapping process is the last, fourth, step of the mapping journey. Before you visualize the persona's journey, there are three previous steps to take.

Also, journey maps come in a lot of different forms.

“If you google journey maps, you can see a million different variations, but you ‌notice those six elements that usually are always there.”

These are must-haves sections for any map, so be sure to include them in the one you’ll build one day.

Visualizing the as-is Rosie’s journey

With her map, Tiziana visualized the worst-case scenario by covering Rosie’s seventeen steps on the site. 

Besides must-have sections, she added some other sections (e.g., with screenshots to zoom them out during the presentation to the client), making her document even more descriptive and easier to grasp.

Tiziana also used color-coding to draw the client’s attention to specific document parts. By looking at the map, one can easily tell what the persona does and experiences at each step. For example, there’s a non-linear process when Rosie has to check the classes’ descriptions in the PDF file and then come back to continue with the site. 

So Tiziana highlighted the problems Rosie had. It turned out that not every step had one (and it’s perfectly normal). And she identified the areas for improvement for the journey step.

Being a firm believer in the power of emotions, Tiziana used smileys in the experience graph to tell the story of Rosie’s emotional experience.

“I think that the most effective part of a journey map is this line with smiles and emojis, because it tells you immediately how the user was feeling at any moment.” 

Explaining what’s wrong visually

To support her presentation with numbers, Tiziana looked at the analytics for three enrollment months to learn that the average bounce rate was 40%, which was pretty bad for such a site.

The numbers showed that website users seemed to be discouraged by the whole enrollment process, which led to low sales. 

Armed with this information, the journey map, and UX psychology power, Tiziana succeeded in explaining the problem to the client and convincing them they needed a complete overhaul of their site to improve the existing flow.

Onward to a better flow with the to-be journey map

Having the client's consent, Tiziana did some sketching to visualize a better way to organize the website pages and classes. Then she used the sketch to recreate a to-be Rosie's journey in a digital format.

The sketch became a new journey map:

Looking at it, you can see that the negativity level is lower in the new journey compared to the previous one. 

Then Tiziana created another version of her map, fixing almost all Rosie’s problems, and this document became the foundation for the new website.

Thanks to the overhaul, the enrollment flow has completely changed, and the website’s user experience has improved. Today, enrolling in a class takes fewer steps. 

The key idea behind a journey map is to put some visuals in front of the data. 

“Most people don't understand data, don't enjoy data. Don't figure out how it works. Especially abstract data. Humans love stories. We love storytelling.”

That’s why Tiziana used journey mapping to show the client what their customers go through and how they feel about it. After that, Tiziana did a great job redesigning the language school's website, cutting the enrollment steps almost in half, and improving the site’s usability. The result is a pleasant, easy-to-use interface that is friendly for current and potential students.

Q&A session

The Q&A session followed Tiziana's talk. Below are some questions and answers to them. Watch the event recording at the end of the article to learn them all.

Can you explain the difference between journey and story mapping?

A story map usually is based more on storytelling. So I see it as a precursor to a journey map with sticky notes and things that help to follow the story arc. With the beginning, an incident that inspires an action, a problem, and its resolution. It helps to position different experiences identified during the testing and cluster those together. Then I organize distinct steps into a journey map. 

How to identify persona's emotions without projecting? Or is it more of a guessing game? 

I believe that the best user experience professionals have empathy and they're kinda able to connect with people, but they also ask users during usability testing to rate how easy it was. Ideally, a good participant will speak out loud and tell you everything that goes in their head. But if they don't, you may have to pretend you're a therapist. What are you thinking about right now? How does that make you feel? And thus get the information. 

Why would you choose this specific technique?

I like to use journey mapping. Actually, there are two different ways I like to use it. One is for the redesign like it was with the language school’s website, which was initially built with no research and testing. The other is creating ideal maps for products that don’t exist yet. In such a case, I map to indicate my potential goals and validate those with user testing. It’s also an excellent technique to get your client on board and make it visual, showing a bunch of smiling or sad faces instead of a diagram they can’t read and understand. 

What did you do about other personas of the language school? 

I build separate journey maps for each task because I think you need to focus on one thing at a time. Otherwise, there are too many factors to calculate. I know other people may create one global journey map from beginning to end. Let's say it is an app from onboarding to off-boarding all the way through and for each area, then they have what is called sub-maps—smaller journey maps for different tasks. I would map each task individually.

The recording

Sometimes it’s better to see than to read. So watch the recording of our event with Tiziana to find out every tiny detail about the case and learn what other questions she answered during the Q&A session.

About the author

Tiziana d’Agostino has over 18 years of experience in the industry. She strives to create the best user experience that will persuade without manipulation. Tiziana earned her Master's in Media Psychology, and she is actively involved in ethical design, inclusion and human tech. Her presentations deliver key details for audiences to be mindful of in their own designs. She is also a senior faculty member at Platt College San Diego and New School of Architecture and design, where she teaches classes on Experience Design, UX/UI, and Interaction Design.

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7 powerful examples of UX research in action

After a lengthy planning and designing process, you’ve turned your website or app vision into a reality. But maybe you've noticed that despite its visual appeal, conversions are low while bounce rates keep soaring. Often, a poor user experience (UX) is to blame, affecting your brand perceptions and customer conversions.

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So, how can you create a frictionless, user-centric experience? Strong UX research and smart use of UX research tools are key.

While the research process can be a challenge, analyzing how other brands have successfully conducted UX research can inspire your own approach. This article dives into seven detailed case studies and shows you how to use UX research tools to identify and solve UX challenges and delight your customers.

Empower your team to do great UX research

Use Hotjar for effective end-to-end UX research campaigns that help you deeply understand user needs

Why and when should you perform UX research?

UX research is the strategic process of analyzing target users to understand their needs, behavior, and experience. Teams use UX research, feedback tools, and experimentation techniques to collect contextual insights.

Then, they translate these insights into a user-centric design that generates strong conversions and higher user retention rates.

UX research offers several other benefits, including:

Helping create customer delight: by understanding how users behave, you can design your product more accessibly and empathetically. UX research equips teams to create tailored experiences, maximizing customer satisfaction and improving product experience (PX). 

Replacing guesswork with data-driven insights : UX research involves collecting and assessing qualitative and quantitative data to make decisions based on comprehensive insights, rather than gut feelings.

Providing insight into the user’s needs : the better you know your audience's pain points, the better you can design a product that truly addresses their needs. UX research tells you exactly where your users struggle—so you can come up with solutions. 

Helping you achieve critical KPIs : research methods like concept validation and user feedback ensure every iteration moves you toward better user engagement, conversions, increased retention, and reduced churn, positively impacting your revenue.

The benefits of UX research are clear. So when should you start the process? 

Since you are creating a product for someone else and not for yourself, any time is good to start UX research. The beginning doesn't have to be sophisticated. It can start simple and evolve, adapting to the amount/complexity of the questions about the users and the resources of your business.

You only need curiosity, some time, and a willingness to base your product on facts and not assumptions.

Let’s take a look at how seven companies aced UX research and produced incredible results.

7 UX research examples to get inspired

UX research offers you opportunities for conversion rate optimization and personalization that can significantly increase business growth and enhance customer satisfaction.

Contrary to popular belief, you don’t always need a dedicated UX research team: a cost-effective tech stack can do most of the heavy lifting. Product experience insights tools like Hotjar help you assess your users’ experience, measure their behavior, and garner constructive feedback for UX analysis . 

Here are seven examples of great UX research with the help of product experience insights tools to get you inspired.

1. Zenprint: 7% reduction in bounce rate

Zenprint provides order and wholesale digital printing services in the Australian market.

Zenprint’s biggest challenge was identifying factors leading to drop-offs on their website. The brand’s marketing team struggled to figure out:

Where people spent their time

What users were interested in 

What caused them to drop off

They wanted actionable insights into how users interacted with their site . 

Action plan

Zenprint’s marketing team leveraged Hotjar (👋) to analyze web performance and understand user behavior at a granular level. They used:

Funnels to locate the exact drop-off points in the customer journey

Session Recordings to understand how each user behaved on the site, tracing mouse and scroll movements to see which elements users click on

Heatmaps to view color-coded representations of popular and unpopular site elements to help discover areas where users spend the most time and determine those that need improvement

This action plan helped the team zero in on their pricing table as a major blocker.

Once Zenprint identified the problem, the next step was split testing multiple layouts to optimize the pricing table. With a simple change in their pricing plan, the Zenprint team reduced drop-off rates by 7% and boosted its conversion rate by 2%. 

Key takeaways

For stellar UX research, collect real-time insights from users across different stages of the conversion funnel to identify bottlenecks. Supplement quantitative analytics with qualitative feedback by analyzing Hotjar Recordings and Heatmaps to understand user behavior.

2. Matalan: 400% ROI

Matalan is a British fashion and homeware retail and ecommerce brand.

Without qualitative UX research to interpret data points, Matalan's UX team was forced to make decisions based on gut feelings, relying on quantitative data alone, which gave them limited visibility. The checkout process was showing high drop-offs and they weren’t sure why. 

When Matalan migrated to a responsive website, its UX team used Hotjar to record and assess user responses to this change, and compare performance through A/B testing. They also viewed Session Recordings that flagged bugs and glitches early in the migration process.

They used Hotjar's Feedback tools to collect user feedback in real-time to capture the customer’s voice and make product changes to improve the user experience. Combined with user recordings, these provided a complete overview of the user journey, which helped eliminate areas of friction.

Using recordings to closely monitor user behavior, Matalan optimized its checkout process and increased conversions by 1.23%.

They created a bespoke experience dashboard by combining qualitative insights gathered by Hotjar with Google Data Studio analytics for a comprehensive UX research process. 

Instead of relying solely on numbers, collect user perspectives to add depth to your UX research . This concrete feedback can make your team aware of flaws in the user experience so you can proactively offer fixes.

3. Materials Market: 3x conversions

Materials Market is a UK-based marketplace for construction material manufacturers and customers.

Materials Market’s co-founder wanted to optimize their website experience by improving three problem areas:

Poorly placed calls to action (CTAs), where mobile users couldn’t see the CTA clearly enough to click on it

Customer drop-offs at the checkout step because users only wanted to check the delivery time

A complicated cookie policy that caused visitors to bounce as soon as they landed on the website

Materials Market used Hotjar Recordings and Heatmaps to dig deeper into these UX research issues . The result was a gradual upgrade of the website to meet—and exceed—customer expectations. Here’s what happened:

They improved the visibility of CTAs with changes to font, color, and design. The team also included a rating widget next to the CTAs to display social proof. 

They removed the need to set up an account to place an order and added an estimated delivery date for every product

They implemented design changes in the cookie policy pop-up to make it 30% bigger with better color and copy. They also placed the banner on the top of the page. 

Redesigning the checkout flow decreased drop-offs by 86%. On the flip side, the conversion rate more than tripled to 1.6% —massively boosting yearly revenue by more than £10,000.

UX research tools like recordings are a great way to understand user behavior on your website—you can sort and filter recordings with Hotjar by relevance. This can boost your UX research efforts without relying heavily on technical expertise and development knowledge.

4. Totally Promotional: increased sales while enhancing UX

Totally Promotional is a US-based manufacturer and retailer that produces customized promotional products for brands.

Totally Promotional wanted to evaluate on-site user behavior and improve the brand's UX quality but was struggling to collect meaningful user data that offered a complete insight into the user experience.

Relying on Google Analytics alone, the team lacked qualitative feedback to interpret customer needs and design empathetically.

The team added Hotjar to its tech stack to get a better view of user interaction and web experience. They used Hotjar Heatmaps to assess where users spent their time and dropped off—identifying underperforming pages and bugs. 

Hotjar’s Feedback and Survey tools were useful in capturing Voice of the Customer (VoC) insights, allowing Totally Promotional to examine why users behaved the way they did. They also watched Session Recordings to pinpoint where buyers felt stuck in the order process. 

This mix of UX research tools removed the guesswork from Totally Promotional’s website optimization process. The team took an evidence-based approach and incorporated both minor tweaks and significant updates in the ecommerce storefront design. 

However, the most crucial action they took was changing the order process for their branded pens page, which tripled sales for this product.

Behavioral data and user perspectives are both necessary for excellent UX research. Intuitive tools like Hotjar’s Feedback widget can help you collate meaningful information to supercharge your UX research campaign and implement strategic website changes. 

5. Hussle: fixed one bug every week

Hussle is a subscription-based network of gyms, spas, and digital fitness solutions. 

Hussle’s biggest challenge was high customer churn: the brand’s product team wanted to better understand why this was happening and deploy UX research to reduce churn with an unparalleled product experience. 

Hussle’s team leveraged Surveys and Recordings to find answers as to why users were leaving. 

It turned out there were three core reasons behind churn:  

High subscription cost

Changes in the user’s location 

Purchase of direct gym membership 

Deploying UX research tools to understand churn led to an improved UX and user interface and boosted Hussle’s growth. The team saw great results, including: 

A preemptive bug fix that would’ve hindered the buying process 

Streamlined the bug-fixing process by detecting and deleting at least one bug weekly

Gathered meaningful insights from users through 1000+ survey responses and over 73,000 seconds of Hotjar Session Recordings

The team has continued to use Session Recordings and Heatmaps to stay one step ahead—whether detecting bugs or finding where users get stuck. 

User feedback is a great way to understand the reasons behind churn so you can address them and improve retention . Additionally, you can also gather data to proactively fix bugs and improve UX.

6. Turum-burum: +55% conversion rate

Turum-burum is a digital UX design agency that provides conversion rate optimization strategies for clients like Intertop, one of Ukraine's biggest shoe retailers.

Intertop saw a rapid increase in traffic on their website and used Turum-burum’s services to maximize conversions from this influx of visitors. They used UX research to address three crucial challenges:

Simplifying and enhancing the customer journey once a visitor lands on Intertop’s homepage

Testing and implementing UX changes as quickly as possible

Anticipating and mitigating any potential risks resulting from UX changes

Using Hotjar’s exit-intent Surveys , the Turum-burum team identified a major problem in the conversion funnel: their complicated checkout process.  

Hotjar helped the team in two main ways:

They used the user feedback coming in through Surveys to prioritize improvements 

They used Heatmaps and Session Recordings to understand customer blockers and pain points 

Drawing on these UX research insights, the team decided to add a few small but crucial details to Intertop’s storefront, such as filters, intuitive product lists, and an improved checkout flow.

Product experience insights helped the team pinpoint exact bottlenecks and run feedback-driven experiments.  

These changes skyrocketed Intertop's conversion rate by 54.68% and reduced bounce rates by 13.35%. They also enhanced the product page and lists to increase conversion from the cart to the checkout page by 36.6%.   

Mapping the customer journey through your sales funnel is a critical part of successful ecommerce UX research. Monitor user needs at every stage through heatmaps, recordings, and feedback tools. 

7. eShopWorld: better UX and conversion fluctuation awareness 

eShopWorld delivers global ecommerce solutions to help brands scale their business at the international level. 

One of eShopWorld’s key services is conversion rate optimization. They monitor conversions for every client to identify drops and discrepancies. 

However, the team didn't have a reliable tool for evaluating user behavior and countering occasional dips in the conversion rate.

eShopWorld used Hotjar Feedback tools on its checkout page to collect real-time user opinions: customers were able to flag issues right before ordering, and the eShopWorld team could dig deeper into understanding the context behind their comments via Session Recordings .

Heatmaps also provided actionable insights into customer behavior so the team could holistically review user issues and prioritize them according to their impact on the UX.

eShopWorld studied all the user feedback to get to the root of key problems. They used research data to plan and communicate UX design and user flow changes to tackle each blocker.

The team also analyzed Hotjar Heatmaps and watched Session Recordings to assess whether UX redesigns and changes produced the intended effect for users.

UX research is a continuous process of striving to understand your customers and their preferences at every stage of design and development. By using research tools to identify key issues and dig deeper into their context, teams can produce user-centric interfaces and make data-informed decisions.

UX research is paramount to product success

For your site to attract quality traffic, deliver seamless buying experiences, and move the needle on conversion rates, you need to understand how your users behave and what they expect.

UX research tools can help you stay on top of your customer needs. Feature-packed PX insights tools allow you to easily observe user behavior, synthesize user feedback, and perform experiments to drive product growth. 

Frequently Asked Questions

What does ux research involve.

UX research is the process of studying the target audience to examine user behavior and identify opportunities for improving designs and workflows. UX research typically involves:

Monitoring user behavior 

Assessing what users like and dislike based on their activity

Collecting feedback and suggestions for potential bugs or friction areas

Experimenting to see user reactions and validate any design improvements

Asking users for feedback to bring the users’ voice into the design and development process.

What are some UX research methods?

UX research varies in terms of methodology. You can use qualitative, quantitative, behavioral, and attitudinal methods for conducting your research. Each method uncovers unique insights about the user experience, such as:

Qualitative : why and how users behave on a page

Quantitative : numerical assessment of their activity

Behavioral : what users do on a website/product

Attitudinal : how users perceive a website/product

Why do you need UX research?

UX research lays the groundwork for successful UX design strategies. It helps you understand your customers and their needs to create more empathetic designs tailored to your audience. 

It’s an essential factor for achieving goals such as lowering churn, bounce rate, cart abandonment, and improving UX. By helping you iterate your site or product informed by user feedback, UX research allows you to create a bulletproof website that meets user expectations.

UX research tools

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UX research methods

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20 of the Best UX Portfolio Examples

So, you’re looking for some UX portfolio inspiration?

Making sure you’ve got an impressive portfolio to your name is important for both fresh-faced UX designers and seasoned industry veterans.

In this article, we’ll try to inspire you with awesome UX portfolio examples and UX design portfolio best practices.

The 20 Best UX Portfolios

Without further ado, here are our picks of the best UX design portfolio examples.

1. Gloria Lo nails the high-impact introduction

Who is gloria lo.

Gloria Lo is a self-taught product designer based in Sydney, Australia. In her own words, she is passionate about improving the lives of others through design and is constantly looking to learn new things every day.

What makes Gloria’s UX design portfolio so great?

One of the first things your UX portfolio should do is introduce you as a designer. Employers and potential clients want to know who you are and what you’re all about—and they should be able to find this out within seconds of landing on your portfolio website.

Gloria has nailed her designer introduction with a three-tiered approach. First, she treats us to a bold, eye-catching headline that describes her in terms of her favorite activities.

In just four simple verbs, we know that Gloria is a creative, multi-talented soul with quite a few hobbies in her repertoire. Oh, and these verbs “light up” in different colors when you hover over them—a nice additional dash of personality!

After such an enticing headline, we’re inevitably curious to know more about Gloria—and sure enough, her portfolio delivers. Directly beneath that unmissable heading, Gloria tells us exactly what she does and what she’s passionate about in just two sentences.

Gloria has mastered the delicate art of brevity while still managing to convey the most important information—not an easy feat!

By now, Gloria has well and truly piqued the viewer’s interest. Luckily, her portfolio also features a comprehensive “About” page, complete with a video, a section detailing her values (with the help of emojis), a very thorough testimonial from a former employer, and links to her music and artwork.

Who is Olivia Truong?

Olivia Truong is a product designer based in Boston, Massachusetts. In her own words, Olivia likes to go out into the world and capture its beauty and weirdness.

What makes Olivia’s UX design portfolio so great?

Above all else, UX designers are problem-solvers. Your UX design portfolio should therefore demonstrate how you identify and tackle a variety of user problems. Olivia’s portfolio does a great job of this, as you’ll see in her Routr case study .

Olivia kicks off her case study by framing the problem in a personal, relatable way. She doesn’t just talk about the “user” problem—she frames it as “our” problem, inviting the reader to step into the user’s shoes, just as she has done.

Next, Olivia explains, in detail, how she set about trying to solve this problem—in a section aptly named “There Must Be Something Out There”. We learn how she scoured the internet and App Store for a solution, only to find that none of the existing solutions fit the bill.

In the section that follows, “Taking The Dive”, Olivia shares the next steps in her problem-solving journey: brainstorming the elements of a successful date.

After thoroughly framing the problem and describing her approach to solving it, Olivia moves onto “The Making Of Routr.” Notice how, even when talking about her solution, Olivia consistently refers back to the original user problem.

Olivia’s portfolio portrays her as a thoughtful problem-solver—granting her huge bonus points in the eyes of any recruiter or potential client. This focus on problem-solving also conveys another essential UX trait: empathy for the user.

When reading Olivia’s case study, you don’t get the feeling that she’s just going through the motions; she’s genuinely engaged in the problem and how she can solve it for the user. That’s the sign of a passionate UX designer!

What can we learn from Olivia Truong?

UX designers are problem-solvers, so make sure your portfolio reflects that. There are two key lessons we can learn from Olivia’s portfolio: first, start each case study by framing the problem in detail, and second, frame the problem in a way that conveys empathy.

Above all, think about the language you use. Don’t just state the problem; relate to it and put some emotion behind it! Olivia describes how planning dates was a “headache” because “coming up with ideas was not the easiest thing to do in our busy lives.”

This is much more personal and empathy-driven than if she’d said “Users struggle to come up with date ideas because they’re so busy.” Last but not least, refer back to the original problem throughout—even when you progress to the solution.

Your UX design portfolio should demonstrate your approach to problem-solving. Kick off each case study by framing the problem in detail, using emotive language to convey empathy. Refer back to the problem throughout.

View Olivia Truong’s full portfolio website

5. Priyanka Gupta is the queen of the unsolicited redesign

Who is Priyanka Gupta?

Priyanka Gupta is a product designer and tech enthusiast based in San Francisco. Aside from creating awesome user experiences, Priyanka is also pretty active on Medium .

What makes Priyanka’s UX design portfolio so great?

Early on in your UX career, you might struggle to fill your portfolio with real projects. As your career progresses, you might look for ways to make your portfolio stand out. So what can you do?

Cue the unsolicited redesign à la Priyanka Gupta.

When Priyanka runs into bad UX, she can’t help but do something about it. Where most of us might just abandon ship and find an alternative product, Priyanka goes above and beyond: she redesigns the entire experience!

So, in addition to real client projects, Priyanka’s UX portfolio also showcases some rather impressive unsolicited redesigns.

One can’t help but be impressed by Priyanka’s initiative and drive. She’s gone out of her way to redesign an entire digital experience, just because she’s passionate about good UX—how cool is that?!

What’s also interesting is how Priyanka chooses to showcase these redesigns. She could just stick to the standard case study format, but as we know, she’s the kind of designer who likes to go above and beyond.

Click on one of her unsolicited portfolio pieces and you’ll be taken to a full-on, published blog post. Nice!

Despite the fact that these unsolicited redesigns are pure “passion projects”, Priyanka lends them the credibility they deserve by documenting her process in detail.

In her redesign of the Sephora iOS app , she starts by framing the problem: “Despite using the app religiously, I had trouble navigating through it. After observing that other people also experienced issues with the app, I pursued this redesign as an opportunity to improve the experience in any way I could.”

What follows is a detailed breakdown of every step she took to redesign the app, from brand analysis, user research, and affinity mapping , right through to persona creation, prototyping, and implementation—not forgetting those all-important visual artifacts that are absolutely crucial to UX storytelling!

What can we learn from Priyanka Gupta?

Priyanka is an experienced UX designer who presumably has plenty of real projects for her portfolio. This doesn’t stop her from conducting unsolicited redesigns when she comes across intolerably bad UX—as she puts it, it’s like an itch she just needs to scratch!

If you’re a new UX designer trying to build up your portfolio, take a leaf out of Priyanka’s book and complete some unsolicited redesigns of your own. This is a great way to demonstrate initiative and show that you’re a proactive designer who is willing to go the extra mile.

Just as Priyanka does, be transparent about the fact that these are unsolicited projects—a simple disclaimer is all you need.

Another valuable takeaway from Priyanka’s portfolio is the power of blogging. Priyanka doesn’t just limit herself to her portfolio website; she also shares her case studies and tips via Medium (where she’s accrued over a thousand followers!).

There are many different ways to share your process, so don’t be afraid to try a multichannel approach.

Unsolicited redesigns are an excellent way to build up your UX portfolio and demonstrate your initiative as a designer. As always, frame the problem, document your process, and tell a good story—and don’t forget to include a disclaimer.

View Priyanka Gupta’s full portfolio website

6. Lola Jiang delivers measurable outcomes and metrics

Who is lola jiang.

Lola Jiang is a California-based UX designer currently working at Google. Lola’s impressive resume includes having worked at YouTube as an interaction designer.

What makes Lola’s UX design portfolio so great?

One of the biggest challenges you’ll face as a UX designer is measuring and demonstrating the impact of your work. You know you’ve improved the user experience, but how do you substantiate that?

Look no further than Lola Jiang’s portfolio. Lola does an extremely important (yet scarce) thing: she puts the measurable impact of her UX design in the context of business needs.

Take her AI Training Platform case study, for example. Following a brief introduction to the project (literally one sentence), Lola offers the project’s outcomes: “The new design reduced task times by 68% and improved users’ subjective satisfaction by 139%.”

It’s immediate and impactful. Lola then takes us through the flow of the project, outlining the scale and scope of the work. She details the challenges, different iterations, and design, and clearly demonstrates the motivations behind decisions.

Lola rounds off her case study with a post-relaunch analysis, using concrete data to validate the final redesign: “With the original design, the set of tasks took 19 minutes. With the new design, the set of tasks took 6 minutes. Nearly 68%. Users’ subjective satisfaction with the new design (4.3/5) was 139% higher than the original design (1.8/5).”

What can we learn from Lola Jiang?

Lola does a great job of showing how she works in a business setting. This is crucial if you want to practice UX for a living, but it’s a trick that many designers tend to miss. While it’s true that you’re there to advocate for the user, it’s also important to recognize that companies have their own goals to meet—and you need to show how UX contributes to that.

If, like Lola, you can demonstrate how your work brings value, you’ll set yourself up for some serious bonus points. If you have data related to the project, this will be easy—but what if there aren’t any concrete metrics to showcase?

Even without data, you can frame your work in a business context. Set a business or product goal at the start of the case study. What do you hope your work will achieve? This is separate from the user goal, but the two should go hand in hand.

For example, creating a more pleasant app experience for the user should help to boost customer retention.

Likewise, establish a few success metrics before you begin. How will you measure the impact of your work? What tell-tale signs will you look out for after you’ve launched or relaunched the product? The best UX designers are those who can advocate for the user while meeting the needs of the business, so try to convey this throughout your portfolio.

Use your portfolio to demonstrate how you add value to the business. Set business goals and success metrics for each case study, and, where possible, include data and tangible outcomes.

View Lola Jiang’s full portfolio website.

7. Daniel Autry features “just the right amount” of portfolio projects

Who is Daniel Autry?

Daniel Autry is a designer, developer, and behavioural researcher based in Charlottesville, Virginia. He is fascinated by the social product space and is currently researching the intersection between technology and mental illness.

What makes Daniel’s UX design portfolio so great?

Daniel Autry’s portfolio features some remarkable work in the mental health space, but that’s not the only reason he’s made it onto this list. Daniel’s portfolio also helps to answer that all-too-common conundrum: What’s the “right” amount of projects to showcase in your UX design portfolio?

Before we go any further, let’s be clear on one thing: There’s no “magic number” when it comes to portfolio projects. Some people will tell you five, others will say three—you might even hear that one is enough!

Daniel has opted to showcase four projects in his UX portfolio, and while we’re not saying that he’s found THE magic number, it is a magic number of sorts.

In other words, Daniel has found the number that works for him: He features just enough projects to showcase his range as a designer while still keeping it limited enough so as not to overwhelm the user—smart UX design in action!

In the space of just four featured case studies, we see that Daniel is a versatile designer who has worked on a variety of projects across a range of sectors—from mental health to financial trading to e-learning. So, it’s not just about how many projects you showcase; it’s just as important to pick a good variety.

Besides his four featured projects, Daniel’s portfolio also includes a section dedicated to “Other Works”. Here, he links to articles he’s written on Medium, additional projects he’s worked on, as well as upcoming endeavors.

This is a great way to divide your portfolio, especially if you’re struggling to decide which of your best work should feature!

What can we learn from Daniel Autry?

Daniel’s portfolio teaches us an important lesson about the “right” number of portfolio projects: There isn’t one! Every UX designer is unique, and your portfolio should reflect that.

Don’t get too hung up on whether you should include three projects or five; focus instead on selecting a handful of projects that best showcase who you are as a designer.

If you want to brand yourself as a versatile, adaptable designer, feature as diverse a variety of projects as possible.

If you see yourself as a specialist in a certain industry, highlight the projects that demonstrate this. At the same time, don’t overwhelm the viewer: a hiring manager looking through your portfolio probably won’t browse through ten UX case studies, so choose wisely!

There is no hard-and-fast rule when it comes to how many projects you should feature in your portfolio. Choose a good enough variety to showcase your skillset, while keeping it minimal enough so as not to overwhelm the user. If you’ve got lots more work you want to showcase, add a separate section.

View Daniel Autry’s full portfolio website

8. Vera Chen highlights the importance of context

Who is Vera Chen?

Vera Chen is a product designer and former Facebook intern. She has a Master’s degree in Human-Centered Design and Engineering, and has also dabbled in singing and acting.

What makes Vera’s UX design portfolio so great?

Not only is Vera’s portfolio a beautiful thing to behold (just look at those illustrations!); it also highlights the importance of context when presenting your UX work.

Vera doesn’t just outline the problem statement for each case study—she steeps it in a solid back story, describing the events that led her there. She also clearly explains her role on each project, who she worked with, and what design and prototyping tools and methods they used.

Just by including these few extra details, Vera paints a clear picture of what the project entailed and how she contributed. Another excellent example of UX storytelling!

Let’s take Vera’s Wedding Library case study , for example. See how she dedicates two whole sections to setting the scene? First, there’s the project background which lays out the scope of the project. Then there’s the context section, a detailed story about newlyweds Murphy and Diana and the frustrations they faced when planning two weddings.

Vera doesn’t just tell us what the problem is. She shows us exactly how it came to light, and in what capacity she was employed to help solve it. By the time we scroll down to Vera’s process, it’s easy to see where each step fits into the overall project.

It’s a bit like reading a novel: you need a little bit of background before you can start relating to the characters and the plot.

What can we learn from Vera Chen?

There are two very simple yet effective takeaways to be had from Vera’s portfolio. First and foremost, provide plenty of background context—this works wonders when telling the story of each case study.

Vera doesn’t start with the problem statement; she sets the scene, describing the people, events, and circumstances that surround and lead up to this particular design challenge. Aim to precede your problem statement with a small paragraph dedicated to “setting the scene”.

Secondly, state your role on each project. What were you commissioned to do? Where did you fit into the overall team? At the same time, listing your teammates is a nice touch; UX design is a highly collaborative field, so it’s important to demonstrate individual value while acknowledging that the end result was a team effort!

For each case study in your UX portfolio, provide as much context as you can. Set the scene with a brief backstory before launching into your problem statement. This includes stating your role on the project and, if necessary, who you worked with.

View Vera Chen’s full portfolio website

9. Zara Drei bedazzles with awesome UX and UI

Who is Zara Drei?

Zara Drei is a London-based UX designer. When she’s not solving problems with beautiful, user-centric web products, you can find her playing around with electronics, making video loops, building ceramic and metal sculptures, or producing electronic music.

What makes Zara’s UX design portfolio so great?

We’ve talked a lot about the importance of showcasing your UX design process. Now it’s time to contemplate the power of beautiful UI! This brings us to Zara Drei’s portfolio—the epitome of digital elegance.

Zara specializes in creating digital products and experiences for luxury, fashion, and beauty brands, and this is reflected in every detail of her portfolio.

In fact, scrolling through Zara’s portfolio is like wandering through the beauty department of a high-end store, or flipping through the pages of a glossy magazine—and that’s no accident.

She has given as much thought to her color palette , typography , and imagery as she has to writing up her case studies and sharing her process. The result? A flawless portfolio that truly makes its mark.

What can we learn from Zara Drei?

Your UX design portfolio is not just a website—it’s part of your personal brand. Like your case studies, the overall aesthetic of your portfolio should tell a story about who you are as a designer. Consider how Zara uses color and imagery to evoke a sense of luxury throughout her portfolio; how can you create a similar effect?

Spend some time figuring out your personal brand. Are you fun and quirky? Artsy and edgy? Corporate and serious? Perhaps you’re all about eco-friendly design.

Once you’ve got a theme in mind, you can start to think about the kinds of colors and imagery that will help to convey this. Just because you’re a UX designer doesn’t mean you can neglect the visual design of your portfolio.

Your portfolio should embody your personal brand, so treat it like any other UX project and give it the high-shine finish it deserves!

Your portfolio website should reflect your personal brand, and visual design plays a crucial role. The best portfolios offer the full package—detailed case studies wrapped in stunning UI design and flawless UX—so aim to tick all the boxes!

View Zara Drei’s full portfolio website

10. Minimalism from Victoria Kazakova

Who is Victoria Kazakova?

Victoria Kazakova is a Polish UX designer, web developer, and photographer. 

What makes Victoria’s UX design portfolio so great?

In the enormous and sometimes confusing online world we trawl through daily, Victoria Kazakova’s UX portfolio wins the prize for clarity and ease of understanding. 

Throughout Victoria’s portfolio, she sticks to a minimalist design palette and clear signage, a simplicity that makes for a delightfully smooth read. 

Better still, words that spring up on command stroll through the portfolio, leading the reader from section to section. 

Charts and graphics displaying her skills and experience are so simple they appear iconic. There’s no chance the reader could feel lost or confused.  

What can we learn from Victoria Kazakova?

When it comes to graphic design, sometimes simplicity is best. The last thing you want to happen when someone reads over your portfolio is for them to feel overwhelmed with data.

Victoria’s portfolio is a great example of how responsive screens can ease the user’s journey through pages of information. 

Don’t be tempted to overload. Stick to two classy fonts and an inoffensive colorway. These simple building blocks can lead the user’s eye as they navigate your work. 

View Victoria Kazakova’s full UX portfolio

11. Yu-Hsuan offers zero-gravity UX

Who is Yu-Hsuan?

Yu-Hsuan is a UX designer, currently working for Google as an interaction designer. 

What makes Yu-Hsuan’s UX design portfolio so great?

Yu-Hsuan’s impressive role at Google means that many of her current projects are “locked” due to non-disclosure agreements. This is a common problem in the UX design community and a hurdle many designers face when putting together their portfolios. 

Yu-Hsuan’s deft solution is to focus on the illustrative side of her UX portfolio, which showcases her passion and side projects as a graphic designer and game designer. 

She also uses her illustrations to depict the otherwise locked aspects of the projects she’s describing. This gives a lovely cohesion with the rest of the content in her portfolio and reduces the jarring effect locked projects can sometimes have. 

The floating designer illustration that seems to hover over the portfolio is very cool and points at a sense of fun and creativity necessary to succeed in illustration and gaming. 

What can we learn from Yu-Hsuan?

Through her illustrations, Yu-Hsuan has subtly displayed her UX skills in her portfolio itself. 

This visual approach means the separate parts of the portfolio hang together perfectly, even when some of the projects are locked off. 

Another tip from Yu-Hsuan is to be approachable in your portfolio. Dropping in the line “Please contact me if you want to go through the case study” gives a real sense of openness, collaboration, and sharing. 

If you can’t show direct evidence of a project, don’t hesitate to get creative. A strong visual style not only shows off your design chops but helps a large portfolio hang together nicely. Also, be approachable!

View Yu-Hsuan’s full UX portfolio

12. A holistic introduction to Cristina Gafitescu

Who is Cristina Gafitescu?

Romania-based Cristina Gafitescu is a junior UX designer with a playful approach to visual design.

What makes Cristina Gafitescu’s UX design portfolio so great?

Cristina’s UX portfolio makes a great first impression as it tells her story in an interesting-to-follow, visually engaging way. 

Her playful page layouts and graphics show Cristina’s panache as an illustrator and designer. They also provide a great backdrop as she offers a holistic introduction to herself. 

Through a post-it note, almost diaristic approach, the reader really gets a feel for what kind of person Cristina is, her education and experience, and what attracted her to UX in the first place. 

That’s not to say this portfolio is totally informal. Cristina also does a great job of showing her processes, identifying problems (with a focus on UX research), solutions, and testing. 

When the temptation may be to opt for oblique, abstract graphics that display your design chops in the coolest terms, save a thought for a more intimate approach. 

Cristina’s portfolio is emotionally honest, charming, and informative. The effect on recruiters—especially those suffering from portfolio fatigue—is likely persuasive. 

View Cristina Gafitescu’s full UX portfolio

13. The spatial awareness of Rucha Moghe

Who is Rucha Moghe?

Rucha Moghe is a UX designer with a background in architecture based in India. 

What makes Rucha Moghe’s UX design portfolio so great?

From start to finish, Rucha’s UX portfolio ticks all the right boxes. It’s visually strong and easy to digest. Her user journey map is smart and in context, and the user flows, wireframes, and usability study are all useful.    

Tehni: A Plant App is an especially great case study and easy to follow. On the whole, Rucha’s portfolio is incredibly strong on user personas. 

As Rucha suggests, her background as an architect provides her portfolio with a great sense of user-centered design principles, spatial awareness, and problem-solving skills transferable to digital spaces. 

No space feels wasted, nothing is jumbled, and the reader never feels lost or confused. This is architectural elegance in portfolio form. 

Reinventing the wheel in your portfolio isn’t necessarily a good idea. Rucha’s portfolio nails the basics: it’s logical with an easy-to-follow narrative that shows how user problems were solved. It’s bold and eye-catching and features great user personas.

View Rucha Moghe’s full UX portfolio  

14. Nguyen Duc Thang’s deep case studies

Who is Nguyen Duc Thang?

Nguyen Duc Thang is a UX designer based in Hanoi, Vietnam. Although just starting in his career, Nguyen Duc Thang knows how to put together a really strong portfolio. 

What makes Nguyen Duc Thang’s UX design portfolio so great?

Much like Rucha Moghe, Nguyen Duc Thang’s UX portfolio gets the basics right despite the difference in experience. 

Nguyen Duc Thang’s branding is particularly strong, with eye-catching graphics consistently holding the content together throughout the document. 

After introducing himself, Nguyen Duc Thang covers his skills and qualifications before launching into extensive case studies. No stone is left unturned in these exhaustive examples, which detail wireframing, prototyping, testing, user personas, visual design, and information architecture. Bravo! 

Don’t scrimp on your case studies. Tell the world how you nailed that project, from top to tail.

View Nguyen Duc Thang’s full UX portfolio

15. Precocious design from Gilbert Christian

Who is Gilbert Christian?

Gilbert Christian is an Indonesian UX design student in the early stages of his career. As Gilbert mentions in his portfolio, he’s open to all manner of part-time, voluntary work, or UX internship programs. 

What makes Gilbert Christian’s UX design portfolio so great?

Despite his relative inexperience, Gilbert’s UX portfolio is extremely easy on the eye, with strong data visualization and imagery leading you from one page to the next.   

Gilbert’s case studies show a maturity beyond his experience, with thorough documentation giving us insight into his work processes. 

Gilbert’s portfolio is stunning and applies the same key UX design principles present in his work. 

If in doubt, build a logical narrative showing how a problem was understood, defined, and solved. 

View Gilbert Christian’s full UX portfolio

16. Valentina Gigli’s bold branding

Who is Valentina Gigli?

Valentina Gigli is a junior UX designer based in Argentina.  

What makes Valentina Gigli’s UX design portfolio so great?

Aside from the bold color scheme and font choice, Valentina keeps things simple with her portfolio. 

After introducing herself, Valentina discusses her “aptitude palette”, before moving on to her design examples. 

Whether you’re a fan of purplish magenta or not, the bold titles and lurid colors certainly make for clear signposting and remain in the mind’s eye for some time after looking away, a key sign of successful branding. 

When it comes to color schemes and fonts, it’s tempting to play it safe. Taking some risks may mean your portfolio pops out from the crowd.

View Valentina Gigli’s full UX portfolio

17. Aleyna Aykanat raises a smile

Who is Aleyna Aykanat?

Akeyna Aykanat is a Turkish UX designer with skills in public speaking, 3D product modeling, and graphic design.

What makes Aleyna Aykanat’s UX design portfolio so great?

Aleyna’s work is in monochrome black and white, with grainy charcoal textures offering depth to each slide. 

The result feels mature and assured—and Aleyna has the content to match it, too. 

After what feels like a serious offering, Aleyna offers something of a UX visual joke at the end of her portfolio, including a fake loading page, before bidding us farewell. 

Overall, it leaves one with the impression of Aleyna as a fun-loving lateral thinker—just the kind of person we’d like on our team. 

Many UX design portfolios are made using guidelines shared amongst tens of thousands of junior designers at bootcamps and other learning establishments. 

These cookie-cutter portfolios can feel a little soulless and may result in recruiters developing a kind of portfolio fatigue. 

As Aleyna shows so elegantly, including a curveball element—in this case, the joke towards the end of her portfolio—shows the portfolio has been assembled with care and craft, not painted by numbers.  

View Aleyna Aykanat’s full UX portfolio

18. Sharon Kravanja’s scrapbook stylings

Who is Sharon Kravanja?

Sharon Kravanja is a Parisian UX designer at the beginning of her career.

What makes Sharon Kravanja’s UX design portfolio so great?

From the outset, Sharon makes no bones about her very junior status as a UX designer. This is reflected in her opening statement and the primitive doodles that annotate and decorate each portfolio page. 

Despite this seemingly youthful approach, Sharon’s visual scrapbook style demonstrates impressive self-branding. Scribbles and sweeps bring cohesion to all the moving parts of the portfolio while playfully communicating Sharon’s self-awareness as an inexperienced but sincere and brave designer. 

Be yourself. A recruiter will sooner remember Sharon’s somewhat youthfully exuberant portfolio over safer designs.

View Sharon Kravanja ’ s full UX portfolio

19. Sophisticated graphics from Anna Hlushko

Who is Anna Hlushko?

Anna Hlushko is a Ukrainian UX designer with a self-professed focus on minimalism. 

What makes Anna Hlushko’s UX design portfolio so great?

Anna Hlushko’s portfolio speaks of a detail-oriented UX designer with serious design chops. 

Modernist typography and dark, grainy hues glue the elements of this portfolio in place. Anna’s graphic design skills are at the higher end of the spectrum, and these pages wouldn’t look out of place in a MoMA brochure.

Beyond the slick exterior, Anna also touches on her approach to tackling stages of work, including research, and details some case studies. 

Play to your strengths. If visual design is your thing, make sure your portfolio pops. This may be the one chance you have to show off your chops. 

View Anna Hlushko’s full UX portfolio

20. Thorough research by Hoàng Kỳ Phong

Who is Hoàng Kỳ Phong?

Hoàng Kỳ Phong is a Hanoi-based UX designer passionate about art and design. 

What makes Hoàng Kỳ Phong’s UX design portfolio so great?

With black and white images projected onto a backdrop of cartridge paper, Hoàng Kỳ Phong’s portfolio has a classic feel. 

Structurally, it is a masterclass in logical layout and digestible design. Extra marks are awarded for detailed market research and survey information. 

Consider the user at every step by demonstrating the process and results.

View Hoàng Kỳ Phong’s UX portfolio

Why do you need a UX design portfolio?

When creating an impressive UX portfolio, it’s important to understand exactly what your portfolio should achieve. What information should your portfolio present? What do you want people to learn about you and your work when they land on your portfolio?

Your UX design portfolio is not just a virtual gallery of all your most beautiful work. It’s a carefully crafted story that offers a behind-the-scenes look at your methods and processes.

How do you tackle different UX design challenges? What’s your approach to solving problems? Are you user-centric?

It should introduce you as a designer and give the viewer an understanding of your work. And, of course, all of these insights should come gift-wrapped in a visually engaging, user-friendly package.

How to build an amazing UX portfolio

Since a portfolio is all about showcasing your work as a designer, it’s obvious that you need to get some experience so that you have work to spotlight in the first place.

But what if you don’t have any industry experience (yet)? Not to worry.

It’s entirely possibly to build a strong portfolio, break into the industry, and succeed without previous UX design experience . One great place to start is by taking a free UX design short course to make sure you’re cut out for this area of the design field.

Next, you can then to enroll in a UX design certification program —preferably one that provides personalized UX mentorship and portfolio reviews.

To see a live portfolio review with a seasoned UX designer, check out this video:

Beyond this, you want to make sure that your portfolio meets these criteria:

• Includes a memorable introduction
• Consists of just the right number of high-quality UX case studies
• Demonstrates reflexivity —shows your ability to reflect and learn
• User-friendly format (practice what you preach)
• Excellent UI design —shows you know what a good, polished final product looks like

To learn more about these five criteria (and how to meet them), read more in this guide: Five Golden Rules to Build a Job-Winning UX Design Portfolio .

Where else can you look for UX design portfolio inspiration?

That just about concludes our selection of awesome UX design portfolios from around the web. We hope this list has given you a feel for some of the most important UX design portfolio best practices and left you feeling suitably inspired.

For more portfolio inspiration, check out websites like Bestfolios , Behance , and Dribbble . For further tips and advice on building your own UX design portfolio, check out these articles:

• 9 Awesome Portfolios From UX Design Bootcamp Graduates
• How I Designed And Built My UX Design Portfolio From Scratch
• 9 Free Websites for Building You UX/UI Portfolio

And finally, if you’re a UX designer looking to specialize, we’ve also written guides to build portfolios for UX writing and UX research . If you spot any further examples of great portfolios while navigating the web, do let us know so we can add them to the list.

Want to keep exploring UX design? Here are a few other articles you might like:

• How to become a UX designer in under one year
• Do you need a degree to become a UX designer?
• 7 best practices to help keep your UX skillset in shape
• How Nikolaos became a UX designer

And if you’re on the hunt for even more UX design inspiration, here are 15 quotes from design masters .

Frequently asked portfolio (FAQ) about UX portfolios

What should be in a UX portfolio?

A UX portfolio should showcase your expertise, understanding, and passion for UX. A portfolio can include elements like case studies, design, personal projects, examples of your process, and should be presented in a visually pleasing way.

How do I start a UX portfolio for beginners?

A beginner’s UX portfolio is a vital tool for entering the industry. Highlight your passion and motivation for the UX design, include your personal approaches, and if you have minimal case studies to present, include personal projects. 

How do I build my UX portfolio?

With the amount of free templates available online, building your UX portfolio has never been easier. However, it’s important to not limit yourself to a standardized approach and showcase your own unique talent. 

First and foremost, choose your projects and case studies carefully. Then present them in a logical narrative that tells a story about your design process. In your descriptions, highlight your motivations and thought processes.

Across your portfolio, focus on showcasing your design skills and problem-solving abilities, and keep your portfolio up-to-date with your latest work. Be sure to customize your portfolio for the audience.

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• Frequently asked questions

User Experience (UX) Surveys: The Ultimate Guide

Imagine you're a business owner eager to improve your website's user experience. You want to know what's working, what's not, and where you need improvements. While you have various research methods (such as user interviews , usability tests, A/B testing, etc.) available, a user experience (UX) survey helps gather valuable insights and pinpoint the areas for enhancement.

UX surveys can offer actionable insights , presenting qualitative data that informs decisions. 

• Transcript loading…

Through this piece, you'll learn everything about user experience surveys. From market research professionals and business owners to website developers, anyone aiming for customer satisfaction will find this helpful.

You'll learn about UX survey best practices and the right questions to help identify pain points and understand different question types. 

What are UX Surveys?

UX Surveys, or User Experience Surveys, gather information about users' feelings, thoughts, and behaviors related to UX design , product, or service. These online surveys form a part of the broader field of usability surveys. They focus on understanding how users interact with a system, application, or website to create a user-centered design .

© Interaction Design Foundation, CC BY-SA 4.0

1. Customer Effort Score Surveys (CES)

CES surveys assess how simple it is for customers to complete tasks with your company. Think of it like this: It's a score that tells you if using your product or getting help from your service team was a breeze or a struggle for the customer.

Many people value quick, straightforward answers to their questions. Time is precious, so spending less effort resolving issues is better. Ease of experience can be more revealing than overall satisfaction. Experts now use the Customer Effort Score.

For instance, after a customer service interaction, the question could be:

"How easy was resolving your issue with our customer support?"

Very Difficult

This format helps companies understand the ease of interaction from the customer's viewpoint. It can be an excellent tool for identifying areas for improvement.

2. Customer Satisfaction Surveys (CSAT)

A CSAT survey measures how happy customers are with your company. 

The main question is, "How satisfied are you with our service?" 

Answers range from 1, meaning "very dissatisfied," to 5, indicating "very satisfied." 

CSAT surveys focus on individual interactions, like purchasing or using customer support. They use numeric scales to track satisfaction levels over time. These surveys help you understand your customers’ needs and pinpoint issues with your products or services. They also allow you to categorize customers based on their satisfaction levels, which helps with targeted improvements.

3.Net Promoter Score Surveys (NPS)

NPS surveys are simple and quick since they use just one question: “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”. Based on the score, you can do respondent segmentation into one of three categories:

Promoters (Score 9-10): These are your biggest fans, and they are likely to recommend your product.

Passives (Score 7-8): These folks find your product/service satisfactory but could easily switch to competitors.

Detractors (Score 0-6): These unhappy customers could harm your brand through negative word-of-mouth.

You can calculate the NPS score by subtracting the Detractors' percentage from the Promoters'. This gives a snapshot of customer loyalty and areas for improvement.

4. Close-ended Questions for Quantitative Research

Well-designed, close-ended questions are easy to answer. Users pick from predefined options like checkboxes, scales, or radio buttons. These surveys are suitable for gathering data. You'll see these in exit surveys asking users about their shopping experience. The answers provide actionable data, like customer preferences or standard problems.

Get more insights on quantitative research in this course on Data-driven Design .

You may ask,

"How satisfied are you with our delivery speed?" 

The options could be:

Very Satisfied

Dissatisfied

Very Dissatisfied

Here, users don't need to type out their thoughts. They select an option that best describes their feelings. It's quick for the user and easy for the company to analyze.

5. Open-ended Questions for Qualitative User Research

While closed-ended questions offer fixed options for quick responses, open-ended questions allow for more detailed, free-form answers. These questions ask for written responses. They dig deeper into how users feel and what they expect. 

It may take more time to analyze the responses you gather from this type of survey. But they're valuable because they offer nuanced insights.

For example, questions like "What feature do you wish we had?" can lead to ideas for product enhancements that meet users' needs .

When and Why Should One Conduct a UX Survey?

Conducting a UX survey is a strategic decision to understand various aspects of user interaction with a product or service. Here are vital scenarios and reasons for implementing them:

1. Feature Evaluation and Enhancement

You may find UX surveys better suited to assess existing products than development ones. These surveys can gather insights on how well your target audience receives a feature or service. Feedback from such surveys can guide adjustments or additions to your product.

For instance, if customers believe an existing feature lacks functionality, you can focus on enhancing it. UX surveys offer valuable data to refine a product to better align with customer needs and expectations.

2. Identifying Pain Points

Spotting pain points is essential for creating a user-friendly experience. UX surveys provide direct feedback from users about what's troubling them. These could be issues you're unaware of that make the customer experience less enjoyable or efficient. 

For example, users might point out that they find your checkout process too complicated or that they have trouble finding specific information on your website. These insights are like gold; they give you specific areas to focus your improvement efforts. Addressing these issues helps you fix problems and show users you value and act upon their feedback.

3. Assessing Customer Satisfaction

Customer satisfaction is crucial for any business. A well-timed UX survey can gauge how well you meet customer expectations after a critical interaction, such as a purchase or customer service call. 

Positive feedback helps identify vital areas, while negative feedback highlights issues that need attention.

4. Evaluating Customer Loyalty

Long-term success hinges on customer loyalty. NPS surveys, a type of UX survey, help gauge this. 

Identifying promoters, passives, and detractors can help you tailor customer retention and referral strategies. If you see a dip in loyalty scores, it's an alert to dig deeper into potential issues.

5. Journey Mapping

Journey mapping visually represents a user's interactions with your product or service. It tracks the entire experience, from the first touchpoint to the final interaction. A well-designed UX survey can provide insights at multiple stages of this journey.

For example, you can use CES surveys at various checkpoints to measure ease of use . Are customers finding it simple to navigate from one section of your website to another? CSAT surveys can check satisfaction at critical touchpoints like purchase or support.

Open-ended questions can offer qualitative insights into why users make specific choices. These answers fill gaps in the journey map that analytics data might lack.

6. During Major Transitions or Updates

If you're planning a significant change, such as a rebrand or major update, a UX survey becomes invaluable. It helps assess customer sentiment and expectations before you roll out the differences. 

Collecting survey data allows for adjustments that align with customer needs. This way, you can reduce the risk of negative backlash.

7. Continuous Improvement

The need for improvement never stops. Regular UX surveys create a feedback loop to help you track user sentiment and performance metrics. They allow for ongoing adjustments based on real-world usage. 

For example, if you notice a slight dip in satisfaction scores related to app usability, you can investigate and make adjustments before it becomes a significant issue. 

Continuous improvement through regular UX surveys keeps your product aligned with users’ needs and expectations. It helps you sustain your success.

6 UX Survey Best Practices From Experts

Conducting a UX survey requires careful planning and execution to achieve actionable insights. Here are five best practices from experts in the field:

1. Make it Quick

People value their time, and long surveys can deter participation. A quick and concise survey ensures that the participant remains engaged. Focus on the essential questions and remove any unnecessary ones. 

Steps you can take:

Limit your survey to 5-10 essential questions

Use clear and concise language

Preview the survey with a friend or colleague to get feedback on the length.

2. Keep It Relevant

Ensuring relevance in your survey questions is crucial for collecting valuable data. If questions stray off-topic, they risk irritating or baffling participants. Keep questions focused to ensure you get the insights for your goals.

Define your target audience and goals before writing questions

Avoid generic questions that don't relate to the product or service

Focus on specific user experiences that align with your objectives.

Provide not applicable/don’t know answers for all closed questions.

3. Avoid Bias

Bias can distort the results and lead to misguided conclusions. The objective framing of questions helps in collecting unbiased responses. Some of the common biases include: 

Question order bias: Affects responses based on the sequence of questions.

Confirmation bias : Only ask questions that affirm what you already believe.

Primacy bias: People choose the first options given.

Recency bias: People are more influenced by their last experience.

Hindsight bias: Respondents say events were foreseeable.

Assumption bias: Assumes respondents know certain information.

Clustering bias: People see patterns where none exist.

Avoid leading questions

Use neutral language

Consider asking an expert to review your questions for potential bias

Test the survey on a small group before launching it.

4. Mix Up Your Question Types

While multiple-choice and rating scales excel at gathering numerical data, open-ended questions offer rich, qualitative insights. The blend can give you a more comprehensive view of customer sentiment. 

Use a mixture of types of questions according to the information you need

Utilize open-ended questions for in-depth insights and multiple-choice for quick feedback

Consider using scale questions to gauge user satisfaction or preferences

5. Ensure Accessibility

Making your survey accessible helps you capture a wide range of perspectives. If you create an accessible survey for everyone, including those with reduced abilities, you'll get a more complete and diverse set of insights. This comprehensive view can enhance the quality of your data and decision-making.

Utilize easy-to-read fonts and adequate color contrast

Provide alternative text for images

Ensure that users can navigate the survey using keyboard controls

Test the survey's accessibility features

Avoid complex layouts and matrix-style questions

See the W3’s Web Content Accessibility Guidelines for more details.

6.Maintain Privacy

Prioritizing participants' privacy is critical to building trust. When people feel confident that their data is safe, they're more likely to engage fully in your survey. A strong privacy policy meets legal standards and boosts participation rates. It enriches the quality of your insights.

State your privacy policy at the start of the survey

Use secure platforms for conducting the survey

Assure participants that their responses will remain confidential

Put sensitive or personal questions towards the end

Following these best practices, you can make UX surveys effective for gathering insights and improving the user experience. The actionable steps outlined above make creating an engaging, unbiased, and insightful survey possible.

The Ultimate Guide to Conduct a UX Survey

Conducting UX surveys is essential for understanding user interaction with your product. Follow these steps to design, distribute, and analyze surveys for actionable insights.

Step 1: Define Your Objectives

Defining clear objectives sets the stage for a successful UX survey. It helps you understand the key insights you are seeking. To zero in on what you're aiming to discover, consider these questions:

What is the main goal? Understand if you want to measure user satisfaction or you want to focus on something else.

Which user behaviors are relevant? Is the survey targeting frequent users, new users, or both?

What are the key metrics? Do you want to look at completion rates, time spent, or other indicators?

New feature opinions : Are you seeking input on new rolled-out features?

Pain points : Are you trying to identify user frustrations and roadblocks? 

Clarity in the objectives will guide every next step and ensure you align the results with your project goals. Well-defined goals will streamline the survey's structure and help craft relevant questions. The sharper focus also helps in analyzing the data you collect later on.

Step 2: Identify Your Target Audience

Identifying your target audience is a pivotal step in creating a survey. Here's why:

Product awareness: Gauge how much your audience knows about your product. This shapes the depth and detail of questions.

Interests : Understand what topics engage your audience. Use that insight to make questions interesting.

Language : A professional audience may understand industry jargon. A general audience may not. Choose words carefully.

Region : Geography can affect preferences and opinions. Localize questions if needed.

Understanding your target audience helps you write questions that they can relate to. It leads to higher engagement and more accurate data in user research . You can also create customer personas and a user journey around them. 

Step 3: Craft Engaging Questions for the Questionnaire

Questions are the heart of your survey. Writing engaging, clear, and unbiased questions will provide the insights you need. 

Learn the art of writing good questions for surveys

So, here’s what you can do to craft engaging questions: 

Use different types, such as multiple-choice for quick feedback or open-ended for deeper insights. 

Use simple language, avoid jargon, and ensure each question serves a clear purpose. 

Be mindful of potential biases and keep the questions neutral. 

Your questions must captivate the user's interest and guide them through the survey.

Step 4: Select a Tool For the UX Research Survey

Selecting the right tool for your UX survey is crucial for data collection and analysis. A Google Form provides a quicker way to get started with UX surveys. Here’s why:

Ease of use : Google Forms is user-friendly. Even if you're not tech-savvy, you can create a survey quickly.

Customization : It offers various themes and allows question branching based on prior answers.

Integration : Google Forms integrates with other Google services like Google Sheets for real-time data tracking.

Free : For basic features, it's free of charge.

Data analysis : Offers basic analytics like pie charts and bar graphs for quick insights.

You can also use specialized UX research tools like SurveyMonkey with more advanced features. Consider what your objectives and target audience need. Then, choose a tool that best serves those needs.

Step 5: Pilot the Survey

Pilot testing is an invaluable step in refining the UX survey. It provides an opportunity to uncover unforeseen issues with the survey design, questions, or technology. 

Recruit participants in small numbers to test the survey. You can ask internal team members for help or contact professionals via LinkedIn. Use this test survey to understand their experience and make necessary adjustments. This can make the difference between a good survey and a great one. It helps iron out the kinks and ensures a smoother product experience for the primary audience.

Step 6: Launch the Survey

Launching the survey is more than making it live. It involves choosing the proper channels, timing, and even incentives. Promoting the survey ensures that it reaches your intended audience and encourages participation. 

Consider the time of day, week, and even platform that aligns with your audience. You must plan every aspect of the launch to maximize participation.

Step 7: Analyze and Interpret the Results

Data analysis transforms raw data into valuable insights. Use analytical tools to sort, filter, and interpret the data in the context of your objectives. Look for patterns and correlations but also for unexpected discoveries. 

Your interpretation should lead to actionable insights that guide product or service improvement. This step transforms the effort of surveying real value for your project.

Step 8: Share Insights and Implement Changes

Finally, sharing your findings and implementing changes completes the process. Create comprehensive reports and engage stakeholders with the insights. Sharing fosters a shared understanding and sets the stage for informed decisions. 

Plan and iterate on improvements based on the insights and use the learnings for continuous enhancement.

Each step is a building block that contributes to a successful and insightful user experience survey. Following this roadmap helps ensure that you create an engaging, relevant, and actionable UX research survey.

The 20 Best User Experience Survey Questions

These questions form a comprehensive framework for understanding various aspects of the user experience. Remember to use only a few of these to keep response rates high.

How did you find our website/app?

This question helps assess the effectiveness of your marketing channels. It shows you where people first encounter your brand. While Google Analytics reveals traffic from specific sources like AdWords or Facebook, it needs to track direct traffic. Knowing this can fine-tune your marketing strategy.

What was your primary goal in visiting our site today? Did you achieve it?

Focuses on why users visit and if the site meets their needs. It helps identify gaps in content or functionality.

How easy was it to navigate our site?

This question examines the effectiveness of your website. You're on the right track if people find it easy to navigate. If not, it's a red flag. Your site's layout or functionality may need tweaks.

What features did you use most?

This question identifies which parts of your product or service are most valuable to customers. If the majority say they often use a specific feature, that's a pivotal strength to highlight in marketing.

Were there any features that needed to be clarified or easier to use?

This question zeroes in on potential weak spots in your product design or functionality. A feature consistently labeled as confusing or complicated to use needs improvement.

How would you rate your overall experience?

Provides a general impression of user satisfaction.

What would you change about our website or app?

This question invites suggestions for improving your digital solution. It gives users a voice in the development process.

How likely are you to recommend our product to a friend or colleague?

Recommendations measure customer satisfaction and loyalty. Pop-up surveys commonly use this question based on a widely used metric called the Net Promoter Score (NPS). A high likelihood to recommend means customers are happy and likely to become brand advocates.

What other products or services would you like us to offer?

This question taps into unmet customer needs and wants. Responses can reveal gaps in your current offerings and inspire new products or services.

Did you encounter any technical issues?

Technical issues, like bugs, error messages, or crashes, can affect customer satisfaction.

What is your preferred payment/delivery method?

It may seem trivial, but some customers will only buy if their preferred payment method is available. So, you must understand the popular payment options that resonate with your target audience.

What is your preferred method of contact for support?

This question seeks to know how customers prefer to reach out for help. Understanding this helps businesses optimize their customer service channels.

How would you describe our product in one sentence?

This question aims to capture a concise customer impression of your product. The one-sentence descriptions can reveal key strengths or weaknesses.

How does our product compare to similar ones in the market?

This question seeks to understand your product's competitive edge or shortcomings. Responses can tell you where you excel or lag behind rivals.

Were our support resources (FAQs, live chat) helpful?

You need to understand the effectiveness of your customer support tools, like FAQs and live chat. If most people find these resources helpful, they validate your support strategy. If not, it's a cue to improve these areas. Understanding this aspect ensures that you offer assistance that benefits your customers.

How could our product better meet your needs in the future?

This question aims to collect suggestions for future improvements. Whether adding new features or refining existing ones, the feedback helps roadmap planning. If multiple customers highlight the same issue (like with pricing), that's a vital sign that needs attention. 

How did you find the speed of the site?

This question evaluates how site speed impacts user satisfaction. Slow loading can frustrate users and may even lead them to abandon the site. If multiple people report this issue, it signals a need for optimization.

What language options would you prefer for our website/app?

This question identifies the language preferences of your user base. If a significant portion prefers another language, it makes sense to offer that option. Adding new languages can broaden your reach and make your platform more inclusive.

Would you like a follow-up from our team regarding your feedback?

This question gauges interest in further communication. A 'yes' suggests the respondent is engaged and open to dialogue, indicating higher loyalty or interest. A 'no 'means they provided feedback but aren't looking for a discussion.

Would you be interested in future updates or newsletters?

This question gauges customer interest in staying connected with your brand. A 'yes' indicates a satisfied customer likely to engage with future offerings. A 'no' could suggest they're not fully satisfied or not interested in long-term engagement.

UX Survey Templates

Here’s a list of the eight best user experience survey templates that are free to use:

Client Feedback Form

Find out what clients think about your business. Use this form as a case study to gather thoughts on customer service and more. Make changes to the template to focus on specific aspects of customer interaction

NPS-Enhanced Software Survey

Experts have made this ready-to-use template to improve your software's Net Promoter Score (NPS). Gather critical insights to elevate your product.

Basic NPS Inquiry Template

Easily gauge customer loyalty with this template. Customers rate their likelihood of recommending you from 0 to 10. Adapt the template to explore additional areas.

Support Team Feedback Form

Assess the performance of your customer service team. Adapt the survey to delve into aspects you are particularly interested in.

Quick Response Customer Survey

Send this brief survey to understand customer perceptions . It encourages customers to elaborate on their answers. Make adjustments to fit your needs.

Product Feedback Survey

Use this template to collect comments on your products. It aims to identify issues and suggest resolutions.

Snapshot Product Assessment

Collect rapid feedback on your products. Use this form to get concise and actionable comments from customers.

Comprehensive Client Feedback Form

Capture detailed information on how your customers feel about your products and services. This is useful for pinpointing specific areas for improvement.

Final Thoughts

And there you have it. We have provided an in-depth guide to creating a successful UX survey. It covers all the essential aspects, from defining objectives to crafting engaging questions, ensuring accessibility, analyzing results, and implementing changes. 

We’ve included a curated list of 20 UX survey questions and eight templates, each serving a unique purpose in understanding the user experience. 

Two major takeaways from this content include: 

Align the survey with clear objectives : Understanding what you want to achieve with the survey sets the foundation for success. It guides every subsequent step.

Asking relevant and engaging questions : Crafting clear, interesting, and unbiased questions that cover various facets of the user experience is vital. It helps in capturing genuine feedback and insights. 

You can follow these guidelines to uncover profound insights that drive success in your product or service.

Data-Driven Design: Quantitative Research for UX

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Topics in this article, what you should read next, how to moderate user interviews.

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Writing Good Questions for Surveys

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Why and When to Use Surveys

Data Analysis: Techniques, Tools, and Processes

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Web Design Case Study: THT. Website Design for Engineering Service

Welcome to take a glance at one of our recent projects, created at the crossroads of the practical and creative, design and engineering. In this case study, we unveil the story of website design for THT, the company making electronics that breathe life into innovative products.

Client and Project

THT is a USA-based team that offers electrical engineering and firmware development and services that span from proof-of-concept prototyping to designs for mass production. As they describe themselves, they are committed to producing reliable technology that performs at the highest standard, with honest, well-organized, clearly documented, and trustworthy work. They back clients who they believe in and whose goals they can achieve.

The THT team approached us with a request for a website design to amplify their online presence, highlight the service’s benefits, tell about the projects that had already been accomplished, and enhance communication with their customers. We also implemented the website on Webflow .

Website Design

The general visual and interaction design for the THT website is based on the following points:

• the solid visual hierarchy that makes the web pages highly scannable and allows website visitors to quickly get into the essence of the service
• simple, elegant, and readable typography corresponding to the theme and not distracting visitors with decorative elements
• the deep dark color palette and the balanced usage of stylish gradients
• well-arranged content, allowing for quick skimming and uniting different sections into the integral user experience
• effective and consistent graphics performance and custom visual elements for the original presentation
• smooth, catchy web motion effects

Altogether, those factors do their best to make the website present the essence and benefits of the service, engage visitors, and create a quick and strong emotional connection.

The typography choice fell on Alliance, the sans serif typeface flexible for various goals and providing good legibility in both short and large texts.

And here’s a glance at the colors used for the website: deep, eye-pleasing, and providing a good background for various visuals and text blocks.

The home page of the website presents an overview of the services the company provides and the portfolio of completed projects. The hero section features a prominent custom illustration our team made to set the topic and activate instant visual connection to the theme of electronics, devices, and digital technologies even before the visitor reads the text. The image is supported with the blog tagline, a short, concise text block unveiling the main idea of the company activity, and a noticeable call-to-action button for those who want to connect the team right from the point.

Scrolling the page down, visitors can learn more about what the company can help with; all the services are well-organized in a clear, digestible list supported with neat line graphics. The following Portfolio section shows the cards with project previews. All preview cards are endowed with special custom illustrations in one style, which helps to reach visual consistency and integrity.

And here’s how web animation helps make the experience even more dynamic and impressive on the home page of the THT website.

This is a glance at the particular project page in the portfolio. It echoes the visual style set on the home page, with neatly arranged, hierarchic text blocks, illustrative and photo content, and supportive line graphics.

And here’s an example of the page presenting the tool dealing with different data. For the design here, we had to consider various types of infographics and stats that would look clear and consistent.

Another interesting design point to mention is the animation of the interactions with the tabs of different projects, imitating a sort of curtain moving up and opening an extensive preview of the project.

In the structure of the company website, a contact page is usually quite simple. Still, it has great importance as it sets the direct communication with the potential customer, so it’s crucial not to overdesign it to make the page fast to load, informative, and functional. That’s also the idea behind the contact page for the THT website: a contact form is added to the page to let the visitor quickly send the message right from there, or they could choose from other convenient methods like writing an email, giving a call, or arranging an online meeting.

All website pages are adapted to the efficient mobile experience to make the design work at its full and let the brand communicate successfully on any device.

After that our team implemented all the design solutions with Webflow, which ensured that designers monitored the slightest details of the development process.

New design case studies from tubik team are coming soon. Stay tuned!

More Design Case Studies

Here’s a set of more case studies sharing the design solutions and approaches to some of the design projects.

Glup. Delivery App Branding and UX Design

Decriminalize Poverty. Storytelling Web Design on Social Issue

MOVA Brewery. Ecommerce Website Design for Beer Producer

HP23. Website and 3D Animation for Prostheses Producer

Magma Math. Web Design for Educational Platform

Nonconventional Show. Website Design for Podcast

BEGG. Brand Packaging and Web Design for Food Product Ecommerce

Crezco. Brand Identity and UI/UX Design for Fintech Service

FarmSense. Identity and Web Design for Agricultural Technology

Carricare. Identity and UX Design for Safe Delivery Service

Otozen. Mobile App Design for Safe Driving

Originally written for  Tubik Blog , graphic and video content by  tubik

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Determining the true value of a website: A GSA case study

Cleaning up: A hypothetical scenario

Consider this scenario: you’ve been told to clean up a giant room full of Things Your Agency Has Made in the Past and Now Maintains for Public Use . This means disposing of the Things that no longer add value, and sprucing up the Things that are still useful. How do you determine which Things belong in which category, especially when all the Things in that giant room have been used by the public, and available for all to see?

When the “things” we’re talking about are websites, this determination is often much more complicated than it might appear on the surface. This scenario is one facing web teams across the government, including at the U.S. General Services Administration (GSA), every single day. If you’re in this situation, consider all the ways you might begin to tackle this cleanup job.

Evaluating by visits

You decide to start by determining how many people visit each website each month. Delighted, you pull those numbers together and produce a chart that looks something like this:

The chart states that the 10 least-visited GSA websites had only about 66 visits in the past 30 days, whereas the top 10 websites averaged over 629,000 visits, and the agency average websites averaged over 244,000 monthly visits. So there you have it: clearly, it appears the websites with only 66 visits are the least useful and should be decommissioned. (Note that the low-traffic websites all show 66 visits because of the analytics tool’s statistical sampling methodology.)

However, you stop to examine one of the low-traffic sites. In studying it, you realize that it was never designed to have many visitors. Instead, it was designed to support a very small audience that only appears at random, unpredictable intervals; say, when a natural disaster strikes. Clearly, you don’t want to get rid of that website, since it’s meeting a specific need of a small but well-defined and important audience.

Through this consideration, you realize that using the number of visitors to determine the usefulness of a website incorrectly assumes:

• Each visit across all your websites is of the same value.
• Each audience, whether 66 people, or 629,000, have the same level of urgency and need for each website, even if one website is intended to serve a large, continuous audience, while another is designed to serve a small, irregular audience.

Since both of these assumptions are false, visitor numbers are not enough to determine the usefulness of a website. You need another evaluation tactic.

Evaluating by accessibility

After some consideration, you realize that all the websites have to be fully accessible to everyone, regardless of ability. You also have the tools and processes to help determine whether that standard has been reached. Excited, you start by assembling and running your automated accessibility tests.

Five websites stand out as having the worst accessibility errors, according to your tests. Clearly, these websites must go. As you prepare to get rid of them, however, you notice that the vast majority of the errors in the worst website are identical and all seem to originate from the same part of the website. You look closer and realize that the problem causing all those errors is actually quite basic and can be fixed easily, taking the worst website out of the bottom ranking. Looking at the other websites in your list, you realize that other errors that have surfaced are only errors in an automatic test, not a human one. Many of them aren’t on critical paths for the website’s use, so while they should be addressed, they are not meaningfully blocking access to the website.

That throws your entire evaluation into question: how can you possibly batch and judge the usefulness of a website by accessibility, if the severity and impact of each accessibility error varies so much? Instead, you must pair automated accessibility tests with manual testing to reach conclusions on the least accessible websites. That won’t help you quickly get rid of the lowest value websites, so yet another evaluation tactic is needed.

Evaluating by speed and performance

After considering the number of visits and the accessibility, you realize that an evaluation of usefulness needs to consider a basic question: is the performance and speed of the website reasonable? If a product is so frustratingly slow that people don’t use it, then nothing else matters.

To figure out which websites are so slow as to be essentially non-functional, you find a free online tool that tests website performance. Additionally, you get smart based on your previous experiments: this tool tests for a few different parameters, not just one element of performance. It then compiles these parameters into a single index score, so its results are compelling.

This performance metric shows you that, on average, your websites perform at 84% of a perfect 100% score, and there are a few low-performing websites at 26% performance or lower. This works for you; you know you need to get rid of your agency’s low-performing websites. As you’re planning to decommission these sites, however, a user visits one of them to complete a task and provides some feedback.

Evaluating by customer research

The user waits while the website slowly loads. Then, they interact with the website and exit the page. To gauge their satisfaction, you prompt them to give you feedback on the page by asking, “Was this page helpful?” The user shares:

“This website does work; it just works slowly. I’m willing to wait, though, because I need the information. There’s nowhere else to get this information, so please don’t get rid of this website; I have to come back and get information from it every month.”

After taking this customer research into account, you realize that visits, accessibility, performance, and speed do not, on their own, fully reflect the website’s value, so you still don’t know which websites to decommission.

At this point, you’ve discovered that evaluating websites is a multidimensional problem — one that cannot be determined by a single, simple metric. Indeed, even when you consider several metrics, your conclusions lack a customer’s perspective.

Determining the value of agency websites therefore must use an index that is not just composed of similar metrics (like the performance index) but is in fact a composite index of different datasets of different data types. This approach will allow you to evaluate the website’s purpose, function, and ultimately, value, to your agency and your customers. This aggregation of dataset types is known as a composite indicator.

Methodology: The Enterprise Digital Experience composite indicator

This is the story of evaluating websites in GSA. Websites seem simple to evaluate: do they work or not? But in truth, they are a multidimensional problem. In taking on the definition and evaluation of GSA public-facing websites, the Service Design team in GSA’s Office of Customer Experience researched and designed a composite indicator of multiple data sets of different types to evaluate the value of websites in GSA. Since 2021, we’ve been doing this by examining six things:

Accessibility , scored by our agency standard accessibility tool ( quantitative data, 21st Century IDEA Section 3A.1 )

Customer-centricity , scored by a human-centered design interview ( qualitative data, 21st Century IDEA Section 3A.6 and OMB Circular A-11 280.1 and 280.8 )

• Stated audience : Can the website team succinctly and precisely name their website’s primary audience?
• Stated purpose : Can the website team succinctly and precisely name their website’s primary purpose?
• Measurement of purpose : Does the website have a replicable means to measure if the website’s purpose is being achieved?
• Repeatable customer feedback mechanism : Does the website team have a repeatable customer feedback mechanism in place, such as an embedded survey, or recurring, well-promoted and attended meetings, or focus groups with customers? (Receiving ad hoc feedback from customer call centers or email submissions does not meet this mark.)
• Ability to action : Does the website team have a skillset that can contribute to rapidly improving the website based on feedback and need, such as human-centered design research, user experience, writing, or programming skills?
• Ability to measure impact : Does the website team have the ability to measure the impact of the improvements they implement? Have they devised and implemented a measurement methodology specifically for their changes (an ability to measure impact) or do they rely solely on blanket measures such as Digital Analytics Program data (no ability to measure impact)?

Performance and search engine optimization , scored by Google Lighthouse ( quantitative data, 21st Century IDEA Section 3A.8 )

Required links , scored by the Site Scanning Program ’s website scan ( quantitative data, 21st Century IDEA Section 3A.1 & 3E )

User behavior, non-duplication , scored by Google Analytics with related sites ( qualitative + quantitative data, 21st Century IDEA Section 3A.3 )

U.S. Web Design System implementation , scored by Site Scanning Program’s website scan ( qualitative + quantitative data, 21st Century IDEA Section 3A.1 & 3E )

View all sections of the law and the circular mentioned above:

• 21st Century IDEA (Public Law No. 115-336)
• OMB Circular A-11 (PDF, 385 KB, 14 pages, 2023)

We visualize this evaluation in website maps, rendered as charts that are available internally to GSA employees. This helps us see examples of good performers, such as Website A (on the left), and not-so-good performers, like Website B (on the right.)

In addition, these charts, like all maps [1] , contains some decisions that prioritize how the information is rendered. They include:

• An equal weight to all datasets and data types, regardless of fidelity . In the charts above, the slices spread out from 0 along even increments. Our measurement of customer-centricity gives equal weight to whether a site proactively listens to their customers, as well as to whether it has the resources to implement change.
• A direct comparison by slice . For example, our customer-centricity slice gives the same amount of distance from the center for listening to its customers as our required links slice gives for including information about privacy, regardless of the fact that customer listening is foundationally different (and more complicated) as an activity than including required links.

We made these decisions because to weight all of the metrics would be to travel down the coastline paradox [2] , meaning: we had to identify a stopping point for measurement and comparison that is somewhat arbitrary because, paradoxically, the more closely we measure and compare, the less clear the GSA digital ecosystem would become. These measures are the baseline because, broadly, they are fair in their unfairness: some things are easier to do, and some things are harder, but what is “easier” and what is “harder” differs depending on the resources available to each website team.

But even in comparing websites using charts and maps containing multiple dataset types, we’re missing some nuance. “Website A” is a simple, informational site, whereas “Website B” contains a pricing feature, which introduces additional complexities that are more difficult to manage than simple textual information. To give visibility to this nuance, the Service Design team uses these maps as part of a broader website evaluation package, which includes qualitative research interviews and subsequent evaluation write ups. These are sent to every website team within three weeks after we conduct the research interview. Taken together, the quantitative and qualitative data in the website evaluation packages allow GSA staff to consistently measure how digital properties are functioning, and what their impact is on customers.

Concluding which websites should exist

The reality is: value exists in dimensions, not in single data points, or even in single datasets. To further complicate things, the closer you look at single datasets, the more your decision-making process is complicated, rather than clarified. This is because each data type and each data point in complex systems can be broken down into infinitely smaller pieces, rendering decisions made based on these pieces more accurate, but also of smaller and smaller impact. [3]

None of the measures in the Enterprise Digital Experience composite indicator or their use as a whole pie results in an affirmation or denial of the value of a digital property to the agency or to the public; value will always exist as an interpretation of these datasets. The indicator can tell us how existing sites are doing, but not whether we should continue supporting them.

To understand whether a website is worth supporting and how to evolve it, the Service Design team pairs qualitative and quantitative data with mission and strategic priorities to evaluate which websites to improve, and which to stop supporting. To achieve this pairing, three elements must come together:

• Technical evaluations
• Regular dialogue with each website’s customers, including internal stakeholders and leadership
• Enterprise-level meta-analysis of a digital property’s functions in comparison to other digital properties

Customer dialogue is the responsibility of each team, and technical evaluations are readily available, thanks to tools like the Digital Analytics Program (DAP), but enterprise-level meta-analyses require a cross-functional view. This view can be attained through matrixed initiatives like GSA’s Service Design program, or cross-functional groups like GSA’s Digital Council, in collaboration with program teams and leadership.

From an enterprise perspective, the next phase in our evaluation of GSA properties is to apply service categories to each website, to better understand how GSA is working along categorical lines, instead of businesses or brands. Taxonomical work like this is the domain of enterprise architecture. Our service category taxonomy was compiled by using the Federal Enterprise Architecture Framework (FEAF) [4] as a starting point, and crosswalks a website’s designed function with its practical function, evaluated through general and agency use.

We’re starting to leverage service categories, and working with teams to create a more coalesced view of website value as we do so.

What can I do next?

Review an introduction to analytics to learn how metrics and data can improve understanding of how people use your website.

If you work at a U.S. federal government agency, and would like to learn more about this work, reach out to GSA’s Service Design team at [email protected] .

Disclaimer : All references to specific brands, products, and/or companies are used only for illustrative purposes and do not imply endorsement by the U.S. federal government or any federal government agency.

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