Chris from UX Playbook

I almost didn't give this talk.

Because who am I to talk about being independent?

I'm not Chris Do with millions of followers.
I'm not running a venture-backed unicorn.
I'm not the next Jony Ive.

I'm just a guy who:

→ Declined a $150k job offer
→ Nearly quit at the lowest point
→ Took 18 months to hit $10k/month

Not exactly a Silicon Valley success story.

But that's precisely why I needed to share it.

Thanks to Johnny Woo to FUSEON 2025.

I spoke about “how to be an indie designer”

Because I believe designers are born to:

→ be founders
→ make things
→ chart their own paths

And nothing makes me more proud than being independent.

But it’s…

Not easy.
Not sexy.
Not overnight.

Here’s 8 lessons I learned on my journey towards independence:

Lesson 1: Make it real

I "accidentally" launched UX Playbook.

Uploaded it.
Forgot about it.
Someone bought it a week later.

If I'd waited for "perfect," I'd still be waiting.

↓

Lesson 2: Define your cushion

Can you afford 6-12 months of runway?

Cool.
Jump.
Can't?

Build your side project til you can.

↓

Lesson 3: Commit or Quit

I wrote every single day.

Shit posts.
Good posts.
Didn't matter.

Building the skill > Chasing followers.

↓

Lesson 4: Money = Validation

Forget "would you pay for this?" surveys.

Launch.
Charge.
See what happens.

People vote with dollars, not hypotheticals.

↓

Lesson 5: One believer is enough

When I doubted myself, my girlfriend said…

"Just try."
That's all I needed.

We all need optimism at the beginning.

↓

Lesson 6: Reframe the context

October 2023.
Four months of flat growth.
Girlfriend: "Maybe we should quit."

We sat in silence for two days.

Then I asked myself:

"If money wasn't the goal, would you still do this?"
"Yes."
"Do you believe this will work?"
"Yes."

We kept going.
Next month: $10K.

↓

Lesson 7: Your narrative matters

I stopped thinking "I need to hit X revenue."
Started thinking "I'm building something I own. That's pretty cool."

Pressure disappeared.

↓

Lesson 8: It’s a slow burn

Month 28: finally surpassed that $150K job offer.
Month 30: $200K lifetime revenue.
Month 42: $400K+.

No hockey stick.
No overnight millions.

Just small tweaks, compounding over time.

↓

Most people quit before 18 months.

I almost did.

But here's the thing…

If we don’t hit $1M ARR, we assume we're failing.

We're not.

We're just playing a different game.

If you're not in the game, compounding can't work its magic.

You don't need to be Jony Ive.
You just need to start.

Make something.
Charge for it.
Stay in the game.

— Chris

🫳🎤

P.S. Who’s coming to FUSECON 2026? I’m already blocking the calendar.

Special shouts outs again to Johnny Woo and the team for putting on an incredible event, bringing together the community, and letting me tell my story.

📰 Listen to me moan weekly in my newsletter: newsletter.uxplaybook.org/

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2 months ago | [YT] | 4

Chris from UX Playbook

The greatest business book of all time said…

"Celebrate what you want to see more of"
(In Search of Excellence)

That’s why I track my wins.

This fuels my motivation for future success.

Steal my framework for building your own…

🥇 Brag Sheet 🥇

This helps you achieve 2 things:

1) Building Habits

Build a memory bank & database your proudest career moments

2) Motivation

Create momentum to achieve bigger success

Here’s the step-by-step

↓

1️⃣ Step 1–Create table

Include the following columns:

• Project name/description
• Company name
• Impact statement
• Status of project
• Data completed
• Categories or themes

↓

2️⃣ Step 2–Add projects

🔸 Brainstorm all career accomplishments

For example:

• Redesigned a platform
• Moved to a new country for a job
• Won an award
• Spoke at a conference

🔸 Refine your brainstormed list

Ask yourself:

• “Am I really proud of this?”
• “Does it align with my long-term goals/career?”
• “Would I be willing to share this with future employers?”

If the answer is no, remove.

🔸 If yes, **add them in your brag sheet**

↓

3️⃣ Step 3–Add artifacts

Dig through archives, find evidence, add this to your projects.

This could be:

• Emails
• Journal
• Calendar
• Design artifacts
• Peers’ feedback

↓

3️⃣ Step 3–Add impact statements

A simple formula that’s summarizes your accomplishments:

Accomplished {X} as measured by {Y} by doing {Z}

↓

Reflect, repeat, add new projects.

Some best practices to get you started:

1️⃣ Don’t just add BIG milestones
2️⃣ Do this regularly
3️⃣ Share will colleagues
4️⃣ Reward and celebrate

↓

Let me know if this was helpful with a ❤️

4 months ago | [YT] | 2

Chris from UX Playbook

Designers rarely talk about money.

It's boastful.
It's crude.
It's yuck.

That's what society tell us....

And we believe it.

It's not cool.

Money is just a resource.

Sharing how much you make can inspire others.

So here we go....

Income journey over the last 10+ years.

(All roles are emerging market-based, either Vietnam, Mexico, or Thailand)

- Freelancer: <$12k/yr
- Product Designer: <$24k/yr + options
- Product Design Lead: $54k/yr + options
- UX Lead: $50k/yr + travel expenses
- UX Manager: $72k/yr + travel expenses
- Head of Product Design: $105k/yr + relocation
- Co-Founder / Consultant: $64k/yr + equity
- Co-Founder / Consultant / Creator: $120k/yr + equity
- Soloprenuer / Creator: $160k/yr + ownership

From $12k to $160k.

It wasn't overnight.

This took time.
This took risk.
This took grit.

But if I can do it...

Why can't you?

Embrace the power of our worth.

Take the leap.
Build for yourself.

5 months ago | [YT] | 6

Chris from UX Playbook

5 hard truths about a designer turned solopreneur:

(that no “build in public gurus” would tell you)

↓

1️⃣ Instability is your new norm

There were weeks I had no money coming in
Other weeks I was drowning in dopamine hit from a successful launch.

The highs feel like soaring.

The lows are free-falling.

↓

2️⃣ Uncertainty is the only constant

It can bring you the thrill of endless opportunities

But most times the “What if?” keeps you up at night:

What if my new launch fails?
What if I can’t pay my bills this month?
What if my audience doesn’t find value in me?

It’s an emotional rollercoaster, that much I can guarantee you.

↓

3️⃣ You’ll wear way many hats

As a UX designer, I used to worry about… the company’s UX

As a solopreneur, I'm also:

- Marketer
- BD rep
- Accountant
- Project manager & general assistant?

It’s overwhelming, but it gave me a deep appreciation for every facet of business.

↓

4️⃣ Loneliness

Being a solopreneur is an isolating experience if you’re used to a team environment.

My home office quickly became a space where I could hear my own thoughts a bit too loud.

↓

5️⃣ Self-doubt

There were so many times I questioned:
My decision, my skills, my sanity.

Am I good enough?
Did I make a mistake leaving my steady job?

But through all the self-doubt…

I've found a strength and resilience I didn't know I had.

↓

These are not to scare you but to prepare you.

Solopreneur journey is a wild ride...

Full of highs, lows, invaluable growth.

To my fellow designers thinking of taking the leap:

- Embrace the uncertainty
- Learn from the journey
- Always believe in yourself

Go get 'em.

5 months ago | [YT] | 6

Chris from UX Playbook

5 years, 1 month, and 25 days ago...

I made my first YouTube video.

Then I started creating content.

I was writing on LinkedIn.

Every day.
No exception.

I have ~90,000 followers across all channels

Vanity metric aside...

Here’s 15 lessons I learned:
(no particular order)

1. Ask for help
2. Get personal
3. Rebrand less
4. To think better, write
5. Build & journal in public
6. Habits take time, gamify it
7. Habits shape your thinking
8. Start w/ reminders & alarms
9. Data doesn’t mean everything
10. It will be shit (at the beginning)
11. Automate, automate, automate
12. Accountability partners are crucial
13. Ideas & inspo comes from everywhere
14. Networking doesn’t just happen offline
15. Take a stand, you don’t have to be ‘right’

Excited for how my content will evolve in the next years to come…

Thanks for sticking around 🫶

5 months ago | [YT] | 5

Chris from UX Playbook

I failed as a Head of Design.

Which might be the best thing to happen to my career.

Let me explain…


In 2020, at the peak of my UX career...

I left my secure, high-profile job because I was…

Miserable.

After quitting, I regretted it a lot.

I felt like a failure 24/7.

Battled with:

• Anxiety
• Depression
• Immense peer pressure

I was barely earning a third of my cushy 6-figures salary.


Fast forward 4 years later....

My doubled income.

But it wasn't just about the money.

Building a personal brand has given me more opportunities than a high-profile job.

Every day, I interact with thousands of eager designers hungry for affordable education.

I realised my real passion was in teaching and inspiring
(not managing a team)

Passive income from digital products now funds my mission.

Why am I sharing all this?

To prove to my fellow designers:

→ Job titles might open doors
→ But personal brands keep them open.

When you share your journey...

You become more than just a resume.

Start by sharing a challenge.
Start by sharing a project.
Start by sharing a failure.

A strong personal brand is a legacy that survives beyond any job role.

If you're in the shadows, only designing and not sharing...

You're missing out.

Social media isn't just about likes.

It's about building genuine relationships.

It helps you foster growth, feedback, and evolution.

So, dear designers:

Step out of the dark.
Let your unique light shine.

Our voice, experience, and insight are invaluable to the design community.

After all, the world needs your design story, not just your design tools.

5 months ago | [YT] | 5

Chris from UX Playbook

I started 8+ companies since 2020.

Some got funded.
Some profitable.
Some failed.

But…

I work ~6 hours a day.

I still have time for:

→ Date nights with mumsie
→ Starting new projects
→ Gym 4 times a week

Here’s my daily routine for balancing work & life:

1. Wake up at 8am

→ Same time every day.
→ Make the bed.
→ Drink water.

2. Plan the day

→ I & my partner discuss our main focus for the day
→ Aligning our priorities for the businesses
→ Reflect & discuss new ideas

3. Gym at 9am

→ Most mornings are dedicated to health
→ Physical = weights, cardio, cold plunges
→ Mental = 1+ hour podcast to energize the mind

4. Break fast

→ Something light & quick
→ Sugar craves because of intermittent fasting
→ Sometimes I skip (longer than 16+ hour fast feels good)

5. Get to work

→ Always start with a strong cup of ice coffee
→ Quick revenue, traffic, and “is there a fire?” check
→ Keep priority in mind, push meetings later in the day

6. Early dinner

→ Order in or eat out (SE Asia life)
→ Minimal cooking/cleaning time
→ Watch something educational

7. Second work session

→ Unfinished high priority items, get that 1 thing done
→ Or smaller tasks, i.e. answering DMs
→ Or new projects

8. Chill with the mrs

→ Unwind
→ Drink water
→ Play with cats

9. Bed before 12am & repeat


It’s a pretty boring routine.

But it works for me.
It might not work for you.

Building anything (most of the time) is unremarkable.

Find your own consistency.

And stick with it.

You got this.

6 months ago | [YT] | 0

Chris from UX Playbook

I LIKE DESIGNING (again).

Surprising?

I'm suppose to be a designer?

Right?

Stepping in design leadership roles means…
⤷ I don’t get my hands dirty often.

I mostly write.
Have one-on-ones.
Conduct workshops & presentations.

And starting multiple businesses (8+ in the last 4 years)

I spend even less time designing.

And more time learning:

→ Sales
→ Writing
→ Finance
→ Marketing
→ Operations

However, I once again caught the design bug 🐞

IT FEELS SO GOOD 😇

→ Rejuvenated
→ Re-energize
→ Alive

Sometimes we forget why we started.

Sometimes we get lost on our journey.

Sometimes we need to go back-to-basics.

And that's ok.

6 months ago | [YT] | 2

Chris from UX Playbook

I’m learning Sales
(as a designer)

Something I thought I would never say!

But since starting my own business...

I’ve had to put my foot on the gas.

Here’s my attempt to "learn-in-public"

Here’s 4 core ways I’m getting leads:
(from $100M Leads by Alex Hormozi)

↓

1/ Warm Outreach (active)

1 to 1 — tap into my connections; people I’ve worked and referrals.
It’s the cheapest and quickest way to validate my business.
It’s matching their need with my offer.

Trust is already established = warm.

↓

2/ Cold Outreach (in progress)

1 to 1 — reach out to potential customers; solopreneurs, startups, other agencies.
Building a list of people in my target demographic.
Crafting sequences of emails that’s compelling.

Gain trust = cold.

↓

3/ Post Free Content (active)

1 to Many — provide value, educate, and entertain.
Create awareness by sharing the journey.
Demand creation vs demand generation.

Lean on authenticity through writing.

↓

4/ Run Paid Ads (haven’t started)

1 to Many — artificially grow demand by paying for it.
Create compelling ads targeting specific demographics.
Uncertain ROI and which platform to start with.

I’m most nervous about this.

↓

The feeling of “being a beginner” is daunting.

But we all have to start somewhere.

What’s one sales hack you can share with me?

6 months ago | [YT] | 2

Chris from UX Playbook

September 2023.

My business was dying.

Inflation over the last 10 years is ~5%.

We had:

→ 85%+ profit margins
→ Mostly passive income
→ Over $3k/mo consistently

It’s was not growing.

Which meant...

We are slowly dying.

Having a side income, on autopilot, was great, but…

→ Not life changing
→ Doesn’t match our ambition
→ Running on low leverage (based on output)

This was a great reminder for me.

I dropped everything I was doing.

Went monk mode.

And...

In November, we hit $10k/m.

I went even harder...

We 4x our revenue in 2024.

And it's still going...

January 2025, we did $40k/m.

I still can't believe it.

The hard work is finally paying off.

Years of not partying.
Years of sitting by a laptop.
Years of putting stuff out there.

For anyone who's feeling stuck in their work:

→ Don’t wait if you’re unhappy
→ Don’t wait if your inputs don’t yield outputs
→ Don’t wait for a small yearly 5-10% salary increase

You deserve more.

Go get yours.

Take action.

💚

6 months ago | [YT] | 4