The thinking layer
before the portfolio.
We built Forma because talented product designers were spending weeks fighting website builders instead of communicating their strategic impact.
Most design portfolios fail in the first 15 seconds.
Every week, thousands of talented bootcamp graduates and mid-level product designers apply for competitive design roles. They spend weeks agonizing over website builders, font pairings, and responsive CSS grids.
Yet when hiring managers open their case studies, they are greeted by an overwhelming scroll of uncaptioned wireframes, generic “Double Diamond” process charts, and zero explanation of what actually moved the needle.
Forma is not a portfolio site builder. It is the editorial workbench where product designers shape, stress-test, and refine their thinking.
By breaking the case study down into 7 deliberate sections — Context, Problem, Role, Process, Solution, Impact, and Reflection — Forma ensures your craft, constraints, and business outcomes are immediately legible to hiring committees.
The builders behind Forma.
Meet the product designers, engineers, and talent advisors building the thinking layer for your design career.
Ololade Adesuyi
Founder & Head of Product
"Designers should not have to spend 40 hours fighting website builders and CSS layout bugs. We built Forma to give product designers the dedicated editorial workbench to articulate executive stakes and strategic craft."
How we approach design writing.
Our 4 editorial pillars guide every feature, critique prompt, and transform we build in Forma.
Story before screens.
Senior designers explain why a problem mattered before showing the final UI. If a recruiter does not understand the business stakes, 50 Figma frames will not save you.
Structured, not formulaic.
The 7-section framework is not a cookie-cutter template. It is an editorial taxonomy that gives hiring committees the exact signals they need in under 90 seconds.
Feedback over blank pages.
Staring at a blank screen causes weeks of portfolio paralysis. Guided conversational intake turns rough discovery notes into structured drafts instantly.
Your authentic craft wins.
Forma structures the narrative and sharpens the metrics, but the decisions, trade-offs, and design taste remain 100% authentically yours.
Ready to write a case study that gets you hired?
Start free with your first 3 case studies. Guided intake, 7-section narrative framing, and instant export.