Portraits by Linh
Website design for photography services. Using fundamental UX principles, strong information hierarchy, and an intuitive customer journey to ensure storytelling while meeting business objectives.
Project Type
Web design
Role
Product Owner
UX Designer
Users
Potential customers
Context & Problem
The challenge with portfolios is that they often feel like art galleries—great for viewing but not for engaging. I wanted to shift that dynamic, ensuring the site doesn’t just display my work but also clearly communicates that my services are available. This isn’t a museum; it’s a showroom—an open invitation for visitors to connect and book.
Goals
Guide viewers through content while subtly encouraging conversion by a visually compelling design and a strategically structured experience. By leveraging strong information hierarchy and an intuitive flow, I ensured that storytelling remained engaging while business objectives were met.
Define
Key Objectives
Visual & Narratives
Present visuals and narratives in a seamless, engaging manner.
Captivating
Maintain a natural yet compelling flow that captivated users.
Strategic Conversion
Identify and integrate strategic moments for conversion without disrupting the experience.
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Solutions
Approach
Visual & Narrative Structure
I implemented a clean layout with a hierarchy that guided users smoothly from key visuals to supporting stories, ensuring effortless readability.
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A consistent thematic component system is used throughout the site, reinforcing strong information hierarchy and creating a cohesive flow across different portfolio moments.
Clear information hierarchy and color contrast to guide users through business values and offers, balancing text and visuals for an engaging and cohesive flow.
Storytelling Moments
By using progressive storytelling, I structured content so that each section built upon the last, keeping users engaged and leading them toward action.
Editorial style design to heighten sentiments.
Prominently featured on the homepage, allowing visitors to purchase photoshoot sessions as gifts for others.
Capturing Different Potential Customers
Introducing all types of services early and throughout the site
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Showcasing all services upfront by strategically placing the service list early on the homepage and throughout the site.
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"Book a gift" option, prominently featured on the homepage, allowing visitors to purchase photoshoot sessions as gifts for others.
Conversion Optimization
CTAs are strategically placed subtly at key engagement points, making them feel natural and inviting rather than intrusive.
CTAs are positioned where visitors naturally pause or seek the next step, such as at the end of a gallery or a storytelling section, guiding them toward booking or exploring more work.
Book now as the primary navigation category: Strategically placed for high visibility, ensuring seamless access at every stage of the user journey.
Results
Outcomes
Visit final website
Intuitive Navigation
Users navigated content effortlessly, staying engaged longer.
Cohesive Storytelling
Storytelling naturally aligned with business goals, increasing user retention.
CTA Strategy
Strategic CTA placements led to higher conversions, validating the importance of timing in the user journey.