The reality of going freelance
Hey there and welcome back. I’m fresh off 10x Conference, which is run by designer Fons Mons. It was an incredibly interactive virtual conference with more than 20 design talks on modern topics like AI, design workflows, and branding. My prediction is that 10x Conference will become a signature design conference by 2025. Fons runs a tight ship.
— Tommy
The Wireframe:
The Realities of Design Freelancing
Today, 1 in 5 UX designers work as freelancers. If 20% of the smartest people you know (😉) are doing something…it’s got to be good, right?
For some people, the answer is a clear yes. But before you march into your boss’s office (or more realistically, Slack them) to put in your two weeks, it’s worth getting familiar with some of the realities of breaking into freelance design work today.
Because no matter your reason for going solo (mine? I never really fit the industry mold), knowing what you’re getting into will set you up for success. Let’s break it down with the help of some freelance design superstars →
Reality 1: Client acquisition is changing.
Your mom was right: It’s all about who you know. But this isn’t your parents’ design world, and it’s definitely not their tech stack (unless your mom has a newsletter). My recs?
Start with the right foundation. Before you go into outreach mode (more on that in a sec), build your online presence—showcase your 5-star projects, talk openly about your creative process, toss your portfolio link everywhere, build a following. “It’s the best way to provide evidence that you can do the work someone is looking for,” designer Grace Walker told me (FYI, Grace just launched her course, Fast Forward Freelance…so she knows her stuff).
Tap into your network. “Post on LinkedIn or send a newsletter to let your network know that you’re open for business,” Alex Smith of Fuego UX told me. Share your news, what you’re doing, and why you’d love to hear from anyone who’s ever endorsed you for “JavaScript” on LinkedIn. (And if you want more insight from Alex, check out our chat on content creation, branding, and entrepreneurship as a designer).
Then tap out of your network. Design freelancer Kevin Twohy suggests that you “orient towards exploration,” because you might not know your perfect customer right away. With cold outreach, keep things tactical and portfolio-driven. Share your services and rates, and ask whether your potential lead needs design work now or in the future.
Reality 2: There are new models for building your freelance business.
“It’s easier to onboard a freelancer than a full-time resource or agency,” Alex said. Communicating that advantage will always be smart. But beyond that, there are a handful of new freelance setups worth considering:
The “individual studio.”
Clients often perceive freelancers as having one core skill—and that can be limiting. That’s why designers like Kevin position themselves as individual studios: “The studio framing can hold broader disciplines,” he’s said.
Plus, the studio framing lets you create your own direction rather than relying on clients to define it for you.
The productized agency.
In 2017, Brett Williams paved the way for the design subscription service with DesignJoy. Now, many talented freelancers are making the pivot to subscription services—they offer “unlimited,” à la carte design services for a recurring monthly fee, keep most client communication async, and work on one design request at a time.
But: This one is divisive among designers. Keep reading for my POV on why. 🧠
The “small on purpose” freelancer.
When you stay small, Grace explained, you can 1) adapt to changing timelines and 2) deliver what seems “too big” for one person. And if things do get too big for one person?
Find complementary collaborators. “Simplify your offering to what you excel at,” Grace said, “then find collaborators who can do the other parts of the process.
Reality 3: Tools are changing.
And staying on top of the tech (cough AI cough) will set you apart as a freelancer.
For example: Grace said she uses the typical design toolkit—Notion for project management, Slack and Loom for communication, Quickbooks for bookkeeping, etc.
“I’m pretty quick to subscribe to new things to give them a go. I know the tools I use now will be different from the tools I use in 10 years (or even 5),” Grace said, “so I’m always on the lookout for efficiencies and interesting outputs.”
Recommended by LinkedIn
One more thing: Here are some great freelancer tools as curated by design business expert Philip Wallage.
Bottom line: Each year, a bigger and bigger chunk of my design friends and followers make the jump to freelance. It can be a rewarding career pivot—take my word. But knowing what you’re getting into is key. 🔑
Poll: What part of freelancing are you struggling with the most?
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News, Tools, and Resources: Breaking Into Freelancing
Got a great tool, podcast episode, idea, or something else? Comment below and tell me what’s up.
Hot Take: The Productized Agency Debate
Design-as-a-service like we talked about up there ⬆️ is showing up across industries and specializations. And it’s gotten mixed reviews…
On one hand: There’s an advantage to demand-based pricing. Brett Williams’ initial subscription offering for Design Joy was $449 per month—and it got him his first customer in less than 24 hours. Once he got his reps in, demand increased, and he raised his prices. Nick Buzz used the same strategy with Baked Design. Now, both charge upwards of $8K per month.
But on the other hand: Some people think…well, this →
Critics say new look design agencies are putting out low quality work, racing to the bottom, and dragging the perceived value of designers with them.
My take? Productized agencies aren’t for every designer. With less client communication, you’re often designing in a vacuum…which can get tough for big-picture thinkers.
But some designers are making it work. Over the past few months, I’ve seen several folks innovate this model:
What do you think? Comment below and tell me your POV on productized agencies.
Thanks for reading! This one goes out to all the friends, family, and mentors who supported me in the early freelance days. Glad we kept grinding.
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UX/UI Lead & Scrum Master at Intercorp Retail | UX/UI Professor & Design Mentor | Content Creator @designcomma.blog | Founder of Club de Lectura UX EU-LATAM | NN/g UX Management Certificate
10moInteresting article, thanks for sharing. I agree with the emphasis on building a robust online presence and tapping into networks for client acquisition. The discussion on alternative business models like the "individual studio" and "productized agency" adds valuable perspectives. Staying updated on tech tools, including AI applications, is crucial, and the real-world insights from experienced freelancers make this a practical guide. The debate on productized agencies is intriguing; it's evident that it's not a one-size-fits-all solution. Overall, a well-rounded and beneficial read for those navigating the complexities of design freelancing.