I helped a seasoned UX consultant step out from behind his huge portfolio and show a visible, relatable persona.
This UX consultant from Singapore had spent two decades working on high-profile global platforms, with a portfolio packed with recognisable names and projects. Yet, he struggled to attract new clients online. His site was elegant but impersonal. His presence on LinkedIn was infrequent. He relied entirely on referrals, but they had slowed since the pandemic.
Every conversation with potential clients began with: “Impressive work … but I don’t quite know who you are.” Despite the strength of his case studies, there was no sense of the person behind them. His expertise was clear … but his personality, point of view, and presence were missing.
This wasn’t a credibility problem … it was a visibility disconnect. His portfolio did the talking, but nothing else did. People saw his work but couldn’t imagine working with him. His brilliance lived in projects, but not in posts, videos, or commentary. He had no visible ‘front of brand.’
I realised the solution wasn’t to shrink the portfolio … it was to shine a light on the person behind it. Clients didn’t just want polished interfaces … they wanted someone with values, opinions, empathy, and process clarity. I had to move from a showcase brand to a shared-experience brand.
“Shift from Case Studies to Character.” I built a narrative bridge between his portfolio and his person. I created a Story Layer … a way of wrapping each portfolio piece with his reflections, challenges, and what he’d do differently now. That changed everything.
Suddenly, he wasn’t just showing what he’d done … he was showing how he thinks. Each post became a conversation starter, not a project highlight. I launched a content thread called “UX Behind the Scenes” … which doubled as thought leadership and subtle self-promotion. Clients began to see his mind at work.
I kept his site minimal but added an “In My Words” section … short, first-person audio clips that humanised the portfolio. On LinkedIn, I created a weekly rhythm of posts: one portfolio reflection, one UX philosophy point, one mistake-to-lesson story.
Next, I reframed his case study navigation from sector-based to problem-based … so prospects could find themselves in the challenge, not just admire the result. I also wrote a welcome sequence for new email subscribers that walked through “5 UX Lessons I Learned the Hard Way” … and signed every email in his real voice.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
LinkedIn Series: ‘UX Behind the Scenes’: Weekly posts dissecting a UX decision he made and why it mattered.
“In My Words” Audio Layer: Personal audio clips woven through his portfolio to show how he thinks.
5-Lesson Email Series: A welcome sequence titled “UX I Learned the Hard Way” … full of candour and insight.
Redesigned About Page: No résumé … just a story: who he helps, how he works, and what he values.
Video Shorts of ‘Micro UX Wins’: 30-second screen recordings showing subtle UX touches that made big impacts.
Twitter (X) Thread Experiments: Synthesised UX philosophies as digestible threads that gained shareability.
Case Study Overlays: New text layers over old visuals explaining why certain design choices were made.
Medium Blog Revival: I wrote once a week on topics like “Why Buttons Should Never Beg” and “The UX of Apology.”
Personalised Pitch Decks: Each client pitch contained one case study with a 3-slide analysis of relevance.
Sunday Newsletter ‘UX Weekly Unseen’: Roundup of his week’s lessons, live links, and curated UX picks.
3X increase in direct outreach via LinkedIn and Medium.
42% site traffic increase from repeat viewers.
2 high-ticket international retainers signed after reading full portfolio overlays.
Media invitation to speak at a regional UX Summit in Bangkok.
CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.
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