A Longer Project Name That Wraps to Two Lines
Two-to-three sentence lead: name the product, the audience, the role you played, and the headline outcome. End with the quantified result that earns the reader's next scroll.
Team and role.
A one-sentence positioning of the product.
Product description in plain prose. Establish the domain, the users, the scale, and the existing market context. Save the conflict for the next section — here we're orienting the reader, not selling the work yet.
A specific, quantified failure mode.
Open with the number that tells the story — e.g. only 24% of users returned after their first session. Then describe what was producing that gap: the navigation buried features, the onboarding overwhelmed, the AI couldn't personalize fast enough. Show that the problem wasn't a mystery; the fix was.
“The one-line design brief, framed as a question or principle the rest of the work answers.”
What the research told us.
Describe the research method — interviews, diary studies, card sorts, data audits — and the sample size. Be specific: "12 hours of moderated sessions with 8 power users" beats "we talked to users." End with the synthesis that triggered the design decision in the callout below.
The one sentence that defined what the design had to do. Pulled out so a skimmer who reads nothing else gets the crux of the work.
Optional follow-up paragraph that grounds the insight in concrete user behavior or quotes from the research.
Three directions worth testing.
Brief framing of why three concepts and what each one bet on. Naming each concept ("Sidebar Drawer", "Dashboard Style", "Step-Driven") gives the reader a vocabulary to follow the rest of the case study.
Option 01 — Concept name
Option 02 — Concept name
Option 03 — Concept name
Tested before it shipped.
Describe the test protocol — A/B, moderated usability, internal TestFlight — sample size, and what you measured. The point is to show that the design choice was settled with data, not opinion.
Caption: what the reader is looking at
The shipped design, in one sentence.
Feature highlight headline
Paragraph describing the specific feature, the user-facing change, and why this approach beat the alternatives. Keep it concrete — name the screen, the gesture, the affordance.
What changed.
Before — the old experience
After — the new experience
What shipped, what moved.
“A direct quote from a user, stakeholder, or teammate that backs up the outcomes. Keep it short, specific, and unedited — paraphrased quotes read as marketing.”
Tools and methods.
“The one sentence about what this project taught you, or changed about how you approach the next one. Reflection beats summary — show the reader what you took with you.”