Applying for a design role, whether an internship or a full-time position, can feel overwhelming. How do you stand out? What makes a strong application? And how do you avoid the common pitfalls that can hold you back?
After reviewing many design applications over the years, designers here at Harmonic noticed some recurring challenges. Many candidates find it challenging to position themselves effectively, articulate their design process clearly, or showcase the genuine value of their work. However, these challenges are not limited to early-career designers; even seasoned professionals encounter them at various stages of their careers.
In this blog, we’ll break down these common mistakes and give you actionable strategies to strengthen your application. Whether you’re applying for your first role, transitioning to a new design discipline, or refining your portfolio after years in the field – these insights will help you craft a compelling, well-structured application highlighting your skills and potential.
Finding Your Positioning and Telling Your Story
What we noticed: Some applicants had difficulty positioning themselves—balancing their skills, experiences, and career goals in a way that told a clear, compelling story. They often struggled to define their primary design discipline, use the right titles, or align themselves with the values of the organizations they were applying to (in this instance, Harmonic).
Positioning and self-presentation are crucial for applicants transitioning into service design. It’s important to clearly define your primary design discipline, use appropriate titles, and understand and align yourself with the values of the organization you are applying for. Additionally, it’s equally valuable to leverage your past experiences and identities into your narrative since we understand that the field of service design is all-encompassing and no industry is left untouched.
How to strengthen this:
- Embrace your unique background. Whether you’re coming from graphic design, education, or another field, your past experiences bring a fresh perspective to service design. Instead of downplaying your previous work, find ways to connect it to the role you’re applying for. For example, a graphic designer moving into service design can highlight their expertise in visual storytelling and creating user-friendly artifacts that support design research.
- Highlight transferable skills. Many of your existing skills are already relevant to service design—you just need to frame them correctly. For instance, an educator moving into service design can showcase their ability to facilitate workshops, break down complex information, and engage diverse audiences.
- Show adaptability and strategic thinking. Illustrate how your skills have helped you tackle real-world challenges across different contexts. Instead of just listing skills, demonstrate their practical application.
- Create a compelling narrative. Connect your past experiences to your service design aspirations. Explain how your journey has led you to service design and how your unique background enhances your approach to the field. To craft this narrative, ask yourself a few questions: Where did you start? What led you to service design? How does your background shape your unique approach?
Showcasing Your Design Process (Not Just the Final Outcome)
What we noticed: Many applicants focused too much on polished, high-fidelity deliverables but didn’t adequately explain their thought process, decision-making, or the challenges they faced along the way. This made it difficult for reviewers to assess their problem-solving abilities.
While polished deliverables are valuable, they don’t fully capture a designer’s problem-solving abilities or the unique skills and perspectives that define your practice. Focusing solely on finished products can leave reviewers with unanswered questions and shift attention to less relevant aspects of your work. To avoid this, curating a well-balanced case study that effectively highlights both process and outcomes is essential.
How to strengthen this:
- Go beyond the final product. Your case studies should highlight the why and how, not just the end result. Hiring teams want to understand your approach, critical thinking, and ability to navigate design challenges.
- Clearly define your role. What was your role in the project? What decisions did you make? How did you contribute to the outcome? Providing clarity here helps hiring managers assess your impact.
- Highlight key challenges and trade-offs. Be honest about what went well and what didn’t. Did you have to pivot your approach? Did constraints like time or resource limitations shape your decisions? Showing how you navigated obstacles demonstrates maturity and adaptability.
- Make your methods visible. Don’t assume the reader knows what went into your work. Spell out your research methods, testing processes, and design iterations so your process is transparent and easy to follow.
Centering Your Work Around Real Value (Not Just Metrics)
What we noticed: Many applications relied too much on OKRs (Objectives & Key Results) or success metrics without deeply connecting their work to user needs or business goals. While metrics are important, they don’t tell the whole story.
This overreliance on metrics without context reveals a crucial gap in how many candidates present their work. While measurable impact is valuable, it’s only part of the story. The most compelling portfolios and interviews go beyond numbers to showcase a deep understanding of user needs and project objectives. To truly stand out, candidates need to shift their focus from simply reporting results to demonstrating the real-world impact and value of their work. Let’s explore how you can strengthen your approach to presenting your projects and achievements.
How to strengthen this:
- Start with the why. What problem were you solving? Who was impacted? A strong case study makes it clear why a project matters. Whether it is a school project or client work, it’s essential to set the stage by demonstrating a thorough understanding of the audience. Overlooking this can significantly weaken a portfolio and interview performance.
- Balance metrics with meaning. Instead of simply stating, “We increased user engagement by 20%,” explain what that actually meant for users. Did it make their experience more seamless? Did it remove friction from an existing process?
- Show strategic thinking. How did you balance business goals with user needs? How did you ensure your design was both effective and meaningful? Hiring teams want to see that you think beyond surface-level outcomes. While demonstrating core Service Design principles is crucial, it’s equally important to highlight the unique values and principles that guide each project. This nuanced approach shows your ability to adapt and apply Service Design methodologies across different contexts.
- Tell a cohesive story. Every project in your portfolio should clearly communicate: What problem were you solving? Who were the stakeholders? What decisions did you make and why? How did your work provide value?
Balancing Multidisciplinary Skills Without Losing Focus
What we noticed: Applicants with diverse skill sets sometimes struggled to position their strengths cohesively. This could include having too many titles, leaving reviewers uncertain about your central practice.
Having a multidisciplinary background is a powerful asset, but without a clear focus, it can dilute the impact of your application. Service design roles require candidates to demonstrate a strong grasp of its principles and practices, so it’s essential to align your diverse skills with the core expectations of the role. By framing your expertise in a way that supports your service design capabilities, you can showcase both breadth and depth without losing focus.
How to strengthen this:
- Prioritize your core expertise. If you’re applying for a service design role, ensure your application clearly reflects your knowledge of service design principles, methods, and tools.
- Frame your other skills as enhancements. Instead of listing every skill you have, explain how they support your service design work. For example, if you have UX design experience, show how that makes you a stronger service designer by helping you craft intuitive touchpoints within a service ecosystem.
- Provide clear examples. Show how your diverse background has given you unique problem-solving abilities. For instance, if you have a psychology background, explain how your understanding of cognitive processes informs your user research or journey mapping.
- Tailor your application. Different companies have different approaches to service design, so take the time to research each organization and adjust your application to align with their values and focus areas. While it may take extra effort, customizing your application materials to emphasize how your skills and experiences align with a specific role can significantly impact you. Just as every service design project has unique requirements, so should your application. Taking the time to highlight specifics will resonate with the hiring team and improve your chances of making a strong impression.
While having a diverse background and multiple skills is undoubtedly beneficial, applicants must ensure that their core expertise in service design is the most prominent aspect of their application for a service design role. This doesn’t mean that other skills should be hidden, but rather that they should be presented to support and enhance the applicant’s Service Design capabilities.
Not Showing Enough Interest in the Company You Are Applying For
What we noticed: It’s often clear which applicants have taken the time to genuinely understand the company they’re applying to. Those who demonstrate a deep knowledge of our values and mission stand out significantly from those who appear to be applying without much research.
Candidates who can articulate how their own goals and values align with ours show a level of interest and commitment that is both impressive and compelling. On the other hand, applicants who don’t demonstrate this level of engagement often struggle to leave a strong impression, as it suggests they may not be truly invested in the company’s vision or culture.
While we know this isn’t always the case, here are some ways to ensure your curiosity and enthusiasm come through—both in your deliverables and during interviews.
How to strengthen this:
- Research beyond the company website. Explore recent blog posts, case studies, or talks from team members to understand the company’s work, priorities, and impact. (There’s lots available on LinkedIn!)
- Reference specific projects or materials. Mentioning a piece of material, service, or case study that resonates with you shows that you’ve taken the time to learn about the company’s work. For example, taking the time to read thoroughly our CEO, Patrick Quattlebaum’s book, Orchestrating Experiences!
- Show enthusiasm in your application materials. A thoughtful cover letter or portfolio introduction about why you want to work at the company can set you apart.
- Engage with the company’s content. If they publish articles, host events, or share insights, engaging with these materials can give you a more substantial perspective and provide great talking points.
- Ask insightful questions in the interview. Go beyond the basics—ask about team dynamics, challenges the company is tackling, or how design shapes strategy.
- Find connections between an employee’s career path and your own. If a team member has pivoted from a non-traditional background, transitioned without formal design education, or taken an unconventional career path, highlight how their journey resonates with yours. This can be a great way to show alignment with the company’s values and culture.
- Follow what employees are doing outside of work. Look into whether team members speak at conferences, write articles, or run side projects or consulting practices. Referencing their work in conversations can demonstrate genuine curiosity and a deeper connection to the industry.
Final Thoughts: Creating a Stronger Application
A successful application isn’t just about listing skills—it’s about telling a compelling story, demonstrating your thinking, and fostering meaningful conversations with potential employers.
By positioning yourself clearly, showcasing your design process, emphasizing value-driven work, and balancing your multidisciplinary skills, you’ll be in a much stronger place to make a lasting impression.
We hope these insights help you refine your application and feel more confident as you take the next steps in your service design journey. Good luck—we can’t wait to see what you bring to the field of Service Design!
If you’re looking for more guidance on crafting a compelling application, don’t stop here! A strong portfolio and resume start with a well-defined career story—one that highlights your unique path and impact. Check out How to Craft Your Career Story by Design for insights on shaping your narrative, and if you’re considering a shift into service design, Six Telltale Signs to Remix Your Design Career into Service Design can help you determine if it’s the right move for you.
No matter where you are in your journey, intentional storytelling and strategic positioning will help you stand out—so keep refining, iterating, and pushing forward!
