Christopher Nguyen

I help UX designers go from Fuzziness to Focused (uxplaybook.org), now Freedom (backlog.design)

I went from 0 experience to Head of Design in 4 years

Then, in 2020, I quit

But, I wasn't ready to give up on UX

Working with 100s of designers, I saw most designers are in someway self taught. Thinking back to my non-linear & uncomfortable journey of:

– fired (multiple times)
– jobless with 0 savings
– broke in a foreign country
– overworked, over-titled, under-fulfilled

Somewhere in between all of that, I realised:

Most designers don’t fail because they’re untalented. They struggle because there’s no clear path in figuring out their craft, their career, and their calling. 

And most UX education is incredibly expensive, lack accessibility, and real-world practicality

I had a hypothesis

Designers craved for education that: 

1) cuts to the core
2) applies to every day scenarios
3) real examples from real experience 

So, I started an experiment in mid 2020

The results were pretty phenomenal, we grew 1400% in one year

It was clear people valued UX Playbook

That’s why I’m here—doing my part to be useful for designers dealing real constraints

3 pillars to my mission:

𝟭. 𝗖𝗿𝗮𝗳𝘁 — 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗱𝗼?

Your ability to execute
Your skillstack
Your taste

Helping you:

– build real, usable skills
– understand why frameworks work
– become more self-reliant as a designer

Through stories, breakdowns, & practical plays.

𝟮. 𝗖𝗮𝗿𝗲𝗲𝗿 — 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲 𝗸𝗻𝗼𝘄𝗻 𝗳𝗼𝗿?

Great designers don’t just design well. They build leverage in/outside their orgs.

Helping you:

– earn trust
– communicate clearly
– navigate stakeholders
– create impact that’s visible

So your work doesn’t just ship, it matters.

𝟯. 𝗖𝗮𝗹𝗹𝗶𝗻𝗴 — 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗹𝗲𝗮𝘃𝗲 𝗯𝗲𝗵𝗶𝗻𝗱?

This is the part no bootcamp talks about.

The quiet questions:

– who am I without my title?
– what does “success” actually mean to me?
– what kind of life am I building through this career?

My aim is to creates space for that reflection.

Not with answers.
But with courage.

My impact:

→ 20,000,000+ content impressions in the last 3 years
→ 500,000+ weekly newsletters & blogs read
→ 100,000+ people following my daily UX content
→ 20,000+ people downloaded my UX guides & templates
→ 1,000+ people, from 93+ countries, bought my products

If you’re a designer trying to:

– get better without ego
– grow without burning out
– build a career that is yours

You’re exactly who I help

Learn more about my FAST TRACK DESIGNER BUNDLE → https://uxplaybook.org/fast

Email: hello@uxplaybook.org
YouTube, Twitter, IG: @uxchrisnguyen

Co-Founder & CPO

UX Portfolio Do’s & Don’ts


Recruiters don’t hate designers.
They just hate bad portfolios.

Your’s probably look like:

• 12 case studies nobody asked for
• “I designed an app” with zero context
• Screenshots so blurry they need glasses
• Walls of text longer than Terms & Conditions

Reminder:

Your user is the recruiter.
Your portfolio needs good UX.

Design it like their attention span depends on it.

Repost ♻️ to save a designer from themselves.

Need a hand with your portfolio? Here’s my playbook: https://lnkd.in/gDje-7VQ

I help UX designers go from Fuzziness to Focused (uxplaybook.org)

I've reviewed something like 1,319 portfolios in my 10 years hiring UX designers. One piece of advice for you:

Your portfolio shouldn't impress the MOST people.
Your portfolio should convert the RIGHT people.

The portfolio structure everyone copies:

- Overview (meh)
- My role (okay fine)
- Personas (so boring)
- Designs (zero context)
- Impact (usually empty)
- Learnings (where are they?)

Interview → Sorry, denied!

The structure that actually works:

→ Outcome first (hook me fast)
→ Show 3 metrics (prove it worked)
→ Just enough process (don’t bore me)
→ Why failed (humility looks good on you)
→ End with what’s next (keep me curious)

Interview → When can you start?

I'm a hiring manager with a million tabs open and a meeting in a few minutes.

What I actually care about:

• Can you work fast?
• Can you think critically?
• Can you move numbers?
• Can you handle feedback?
• Can you deal with uncertainty?
• Can you take a project and run?
• Can I imagine working with you?

Question is, will you make my life easier or harder?

I've hired designers with mediocre portfolios because they clearly articulated the problem and showed visible business impact.

I've rejected designers with gorgeous portfolios because I had no idea if they could actually solve my problems.

Your Framer portfolio with the custom cursor and parallax scrolling?

It's impressive.
It's also unemployed.

Three sentences that'll change your callback rate:

1. "I design [specific thing] for [specific industry]"
2. "My last project [measurable outcome] in [timeframe]"
3. "I specialize in [the exact problem companies are hiring for]"

That's it.

Your portfolio has one job: make me pick up the phone.

Is your portfolio getting calls or cut?

Maybe this can help: https://lnkd.in/gDje-7VQ

P.S. Use “The Specificity Hack” on your portfolio’s homepage (example in comments)

P.P.S. Repost to save this post for later ♻️

Design terms, explained.
The 47-second stakeholder crash course:

🔹 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘀𝗶𝗴𝗻 𝘃𝘀 𝗨𝗫 𝗗𝗲𝘀𝗶𝗴𝗻

• Product Design → What, how, why the product is
• UX Design → How the product works

🔹 𝗨𝘀𝗲𝗿-𝗖𝗲𝗻𝘁𝗲𝗿𝗲𝗱 𝗗𝗲𝘀𝗶𝗴𝗻 𝘃𝘀 𝗗𝗲𝘀𝗶𝗴𝗻 𝗧𝗵𝗶𝗻𝗸𝗶𝗻𝗴

• User-Centered Design → Focuses on needs of the users
• Design Thinking → Focuses on desirability, feasibility, viability

🔹 𝗪𝗶𝗿𝗲𝗳𝗿𝗮𝗺𝗲𝘀 𝘃𝘀 𝗪𝗶𝗿𝗲𝗳𝗹𝗼𝘄𝘀

• Wireframes → Simple greyscale of UI
• Wireflows → Shows user interactions

🔹 𝗛𝗶𝗴𝗵-𝗙𝗶𝗱𝗲𝗹𝗶𝘁𝘆 𝘃𝘀 𝗟𝗼𝘄-𝗙𝗶𝗱𝗲𝗹𝗶𝘁𝘆 𝗗𝗲𝘀𝗶𝗴𝗻

• High-fidelity → Detailed & production-ready
• Low-fidelity → Simple representations

🔹 𝗨𝘀𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝘃𝘀 𝗨𝘀𝗲𝗿 𝗙𝗹𝗼𝘄𝘀

• User Journey → Emotion journey to a desired goal
• User Flows → Steps a user takes to complete a task

🔹 𝗨𝗫 𝗔𝘂𝗱𝗶𝘁 𝘃𝘀 𝗛𝗲𝘂𝗿𝗶𝘀𝘁𝗶𝗰 𝗘𝘃𝗮𝗹𝘂𝗮𝘁𝗶𝗼𝗻

• UX Audit → Evaluation based on best practices
• Heuristic Evaluation → Evaluation based on design principles

🔹 𝗨𝘀𝗲𝗿 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝘃𝘀 𝗠𝗮𝗿𝗸𝗲𝘁 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵

• User Research → Learn about users’ needs & behaviours
• Market Research → Learn about demand, competition, trends

🔹 𝗨𝘀𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝘃𝘀 𝗖𝗼𝗻𝗰𝗲𝗽𝘁 𝗧𝗲𝘀𝘁𝗶𝗻𝗴

• Usability Testing → Testing a product’s ease of use
• Concept Testing → Testing the product idea

🔹 𝗠𝗼𝗱𝗲𝗿𝗮𝘁𝗲 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀 𝘃𝘀 𝗨𝗻𝗺𝗼𝗱𝗲𝗿𝗮𝘁𝗲𝗱 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀

• Moderated Interviews → Facilitator guides the interview
• Unmoderated Interviews → Users complete tasks on their own

What’s missing in the list?

P.S. Do your friends now understand what you do? 👀

📌 Want more? Download my 47-page UX glossary: https://lnkd.in/gHQbV-Dy

📰 Get more honest notes about the work behind the (design) work in my 2-minute email each week: https://lnkd.in/gmTfNKwN

Your portfolio mockups don't matter.
These 5 things do:

1. The Problem
2. The Process
3. The Outcome/Metrics
4. The Specific Contribution
5. The Lessons Learned

I break it down in the carousel below ↓

When I was hiring designers…
I looked for thinkers (not just pixel-pushers).

Your portfolio should show:

🔲 How you think
🔲 How you solve problems
🔲 How you work with others
🔲 How you measure success
🔲 How you grow from experience

Use this as your checklist.

Now take a good look at your portfolio.
Did you miss something?

If yes, I built a playbook to turn 'no experience' into 'you're hired.'
↓
https://lnkd.in/gDje-7VQ

Repost ♻️ to share this with your designer friends.

5 must-haves for your UX portfolio

"How do I show design impact without having the numbers?"

I get asked this ALL the time.

What I learned is the numbers help. But they're not the whole story.

5 things that SELL your work ↓
(during your portfolio presentations)

𝟭. 𝗦𝗵𝗼𝘄 𝘁𝗵𝗲 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻

Before vs After tells a story numbers can't.

→ The messy problem
→ The solution you delivered
→ The aftershock that stuck

💡 Pro tip: Add a “Before / After” slide to every case study — literally label it that. 1 screen for the old flow, 1 for the new. Let contrast do the talking.

↓

𝟮. 𝗟𝗲𝘁 𝘀𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿𝘀 𝘀𝗽𝗲𝗮𝗸 𝗳𝗼𝗿 𝘆𝗼𝘂

Numbers tell one story. People tell a better one.

→ The PM who loved the sprint
→ The VP who finally got buy-in
→ The user who had raving reviews

💡 Pro tip: Add a “Voices” slide in every case study. Include 1–2 short quotes from stakeholders — ideally in their own words. Real voices build real trust.

↓

𝟯. 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘆𝗼𝘂𝗿 𝘄𝗼𝗿𝗸 𝘁𝗼 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗿𝗲𝗮𝗹𝗶𝘁𝘆

You don't need exact metrics to show impact:

→ "Accelerated onboarding for new hires"
→ "Eliminated a major customer pain point"
→ "Reduced support tickets" (even without the number)

💡 Pro tip: Frame your results in outcomes, not outputs. Write every impact sentence like this: “This design helped [team/user] do [thing] better.”

↓

𝟰. 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝘁 𝘁𝗼 𝘁𝗵𝗲𝗶𝗿 𝗽𝗿𝗼𝗯𝗹𝗲𝗺

Generic case studies = ignored
Tailored examples = conversations

→ B2B client? Show your enterprise work
→ Consumer app? Highlight your mobile projects
→ Startup pitch? Feature speed and scrappiness

💡 Pro tip: Before you present, look up their website. Mirror their language, tone, or colour palette in your slides. Make them see themselves in your work.

↓

𝟱. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗰𝗲𝘀𝘀, 𝗻𝗼𝘁 𝗽𝗲𝗿𝗳𝗲𝗰𝘁𝗶𝗼𝗻

How you think (more than what you made)

Show them:

→ What you'd do differently now
→ How you identified the real problem
→ Why you chose this approach over others

💡 Pro tip: End every case study with a slide titled “What I’d Do Differently.” It signals maturity and instantly builds trust.

↓

Don’t build your slides just to impress designers.
Build them to make clients nod: “They get it.”

This happens through:

1. Clear thinking.
2. Relevant work.
3. Not vanity metrics.

Start with these questions:

• Who is my ideal clients or companies?
• What am I really good at? (Or love doing?)
• How can I showcase work that bridges both?

Answer those first.
Everything else flows from there.

♻ Repost to help others present their work better.

P.S. If your portfolio were a LinkedIn post, would you actually read it? 🥶

📌 If you’re in the middle of portfolio updates, my playbook would help: https://lnkd.in/gDje-7VQ

12 months: 12 books + 12 skills for designers


I used to say I wanted to grow. Then I would:

→ Buy courses I never finish
→ Collect resources I never open
→ Read the same LinkedIn advice on repeat

Then, I approached it differently

Read one book per month
Not for credentials
For depth

If I started my design career again, I would put a 12-month reading plan for depth, not noise

Here’s what it would look like:

Jan—Usability fundamentals

𝗧𝗵𝗲 𝗗𝗲𝘀𝗶𝗴𝗻 𝗼𝗳 𝗘𝘃𝗲𝗿𝘆𝗱𝗮𝘆 𝗧𝗵𝗶𝗻𝗴𝘀 by Don Norman (a classic)
↳ Learn why things fail (and how to design so they don’t).

Feb—Visual literacy and power

𝗪𝗮𝘆𝘀 𝗼𝗳 𝗦𝗲𝗲𝗶𝗻𝗴 by John Berger
↳ Design is never neutral. Context decides meaning before users even notice.

Mar—Writing and communication

𝗡𝗼𝗯𝗼𝗱𝘆 𝗪𝗮𝗻𝘁𝘀 𝘁𝗼 𝗥𝗲𝗮𝗱 𝗬𝗼𝘂𝗿 𝗦𝗵𝘁* by Steven Pressfield
↳ If I can’t explain my work, it doesn’t matter how good it is.

April—Editorial judgment and timing

𝗣𝗼𝗸𝗶𝗻𝗴 𝗮 𝗗𝗲𝗮𝗱 𝗙𝗿𝗼𝗴 by Mike Sacks
↳ Clarity isn’t just what you say, but when and how much. Great designers edit like comedians.

May—Creative thinking

𝗣𝗿𝗲𝗱𝗮𝘁𝗼𝗿𝘆 𝗧𝗵𝗶𝗻𝗸𝗶𝗻𝗴 by Dave Trott
↳ Learn to see problems from a different angle, not straight on.

Jun—Platforms, incentives and decay

𝗘𝗻𝘀𝗵𝗶𝘁𝘁𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 by Cory Doctorow
↳ Learn why good products go bad and how incentives shape user-hostile design.

Jul—Money, trade-offs and long-term thinking

𝗧𝗵𝗲 𝗔𝗿𝘁 𝗼𝗳 𝗦𝗽𝗲𝗻𝗱𝗶𝗻𝗴 𝗠𝗼𝗻𝗲𝘆 by Morgan Housel
↳ Upgraded my trade-off instincts: ‘enough’ is a strategy.

Aug—Emotional intelligence and boundaries

𝗜’𝗺 𝗚𝗹𝗮𝗱 𝗠𝘆 𝗠𝗼𝗺 𝗗𝗶𝗲𝗱 by Jennette McCurdy
↳ Learn to draw boundaries without over-explaining yourself.

Sep—Research and decision-making

𝗡𝗼𝗶𝘀𝗲 by Daniel Kahneman, Olivier Sibony & Cass Sunstein
↳ The book that stops my team from mistaking inconsistency for ‘taste.’

Oct—Strategy and execution mechanics

𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗲𝗱 by Marty Cagan
↳ Shows how modern product orgs actually run, so I could execute without being trapped in process theater.

Nov—Long-term responsibility and systems thinking

𝗜𝗳 𝗔𝗻𝘆𝗼𝗻𝗲 𝗕𝘂𝗶𝗹𝗱𝘀 𝗜𝘁, 𝗘𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝗗𝗶𝗲𝘀 by Eliezer Yudkowsky & Nate Soares
↳ Designing powerful systems means thinking beyond features, metrics, and short-term wins.

Dec—Meaning, memory and movement

𝗠 𝗧𝗿𝗮𝗶𝗻 by Patti Smith
↳ Users don’t experience products logically. They experience them emotionally, over time.

↓

Reading won’t make you better by itself
But if you don’t read, your ceiling is already set

A year of consistent reading does something else:

• Sharpen your judgment
• Expand your references
• Give you language for what you already sense

The shift is subtle
And it’s exactly how design maturity forms

♻️ Save this if you want a slower, deeper 2026

What's the last book that changed how you work?

📰 If books aren’t your thing, I have a newsletter about designer’s craft, career and calling: newsletter.uxplaybook.org

Struggling with your portfolio? Don’t stress.

Here's your UX Portfolio Masterclass:

1. Your portfolio is a UX project. Launch, get feedback, iterate. If you're thinking it’s one and done, you're missing the entire point.

2. Remove the friction from password-protected case studies. Add a link or your email so the reader knows how to request access.

3. Each case study thumbnail needs a image that screams "click me." Not a generic mockup. Not a wall of text.

4. Your portfolio homepage should answer 3 questions in 5 seconds: Who are you? What do you do? Why should I care?

5. Your "About" page should be about THEM (the reader), not just you. Why should they hire you? What's in it for them? How are you a culture fit?

6. Everything needs to be legible. If I can’t read the text on mobile or the image is blurry, you've already lost half your audience.

7. Hot take but... Figma prototypes in portfolios are overrated. Most hiring managers won't click through screens without context. Plus they take forever to load.

8. Include your face. A real photo. Show you “in action” at a workshop, or on the laptop. Not an avatar. Not an illustration. Humans hire humans.

9. A condensed version of your resume should live on your portfolio website. Don't make me download a PDF.

10. Add testimonials from real people. Ask for their permission. A quote from your UX manager, PM, or an engineer carries weight.

11. White space is your friend. If I need to scroll past 3000 words before seeing design work... I won't.

12. Include a clear CTA on every case study. "View next project" → "Let's talk" → Make it easy to take action.

13. Your portfolio should load in under 3 seconds. Compress those images. Hiring managers are impatient (trust me).

14. Update your portfolio every 6 months. Outdated work = skills are no relevant in a hiring manager's eyes.

15. Case study structure that works: Problem → Solution → Impact → Key decisions → Learnings. I don’t want to know about your generic Process.

16. Your contact info should be visible on EVERY page. Put your email in the footer. Don't make recruiters hunt for how to reach you.

17. Curate and pick 2-3 max. If you’re a junior, show range: mobile, web, maybe a design system or research project.

Made it through all 17?

Guess what happens next…

You’ll bookmark this, forget about it, and your portfolio stays exactly the same (I know you mate 🙄)

Don’t be that person.
Make updates and share it.

P.S. Which tip made you think "oh shit, that's my portfolio"? 🫣

P.S.S. If you in the middle of updates, here’s the full playbook → https://lnkd.in/gDje-7VQ

Designers, is he right?

Naval Ravikant said "UI is pre-AI."

This rage-bait hit a nerve.

Did designers panic because deep down they know there’s some truth to this?

If we consider:

Pre-AI → Click, scroll, type, search
Post-AI → Tell it what you want

Then AI turns navigation into intention.

Example: To-do apps

Today, AI could scan your:

→ Chats
→ Notes
→ Emails
→ Calendar
→ Reminders
→ Screenshots

Then ask:

"Do this today?"
“Yes or No”

That might be the new interface.

If this happens then…

The AI is the app layer.
UI becomes confirmation.

So why did designers lose their minds?

The counterarguments revealed some fears:

"UI inspires!"
"Chat is not enough."
"Precision needs interface!"

Translation:

"I'm scared. I'm obsolete."

UI isn't dying.

The paradigm of interactions are changing.

From Googling a specific keywords to find a website, to asking a contextually aware AI in natural language.

From deciding what to watch, to letting the algorithm show you what you already like.

From searching for new music, to a recommended playlist to listen to.

This is a world we already live in.

The REAL debate isn't about interfaces.

It's about prediction.
It's about intention.
It's about control.

And maybe designers are scared the machine will…

→ Predict better than they can design
→ Wrongly guide our intentions
→ Take control

And they're not wrong to be.

What do you think?
Is UI pre-AI?

———

📰 Get more honest notes about the work behind the (design) work in my 2-minute email each week: https://lnkd.in/gmTfNKwN

Design terms, explained. (Part 2)
The 1-minute stakeholder crash course:

🔹 𝗔𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻 𝘃𝘀 𝗛𝘆𝗽𝗼𝘁𝗵𝗲𝘀𝗶𝘀

• Assumption → What we believe to be true
• Hypothesis → Testable statement we can validate

🔹 𝗦𝗲𝗿𝘃𝗶𝗰𝗲 𝗗𝗲𝘀𝗶𝗴𝗻 𝘃𝘀 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘀𝗶𝗴𝗻

• Service Design → End-to-end experience
• Product Design → Digital product experience

🔹 𝗨𝗫 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝘃𝘀 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆

• UX Strategy → How design drives user value
• Product Strategy → How the product wins the business

🔹 𝗨𝗫 𝗠𝗲𝘁𝗿𝗶𝗰𝘀 𝘃𝘀 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗲𝘁𝗿𝗶𝗰𝘀

• UX Metrics → Ease, efficiency, satisfaction
• Product Metrics → Retention, revenue, growth

🔹 𝗨𝗫 𝘃𝘀 𝗨𝗜

• UI → Visual interface & presentation
• UX → Overall experience & usability

🔹 𝗨𝘀𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝘃𝘀 𝗔𝗰𝗰𝗲𝘀𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆

• Usability → How easy it is to use
• Accessibility → Who is able to use it

🔹 𝗣𝗿𝗼𝘁𝗼𝘁𝘆𝗽𝗲 𝘃𝘀 𝗠𝗼𝗰𝗸𝘂𝗽

• Prototype → Interactive & clickable
• Mockup → Static visual representation

🔹 𝗗𝗲𝘀𝗶𝗴𝗻 𝗦𝘆𝘀𝘁𝗲𝗺 𝘃𝘀 𝗦𝘁𝘆𝗹𝗲 𝗚𝘂𝗶𝗱𝗲

• Design System → Complete design + code + principles
• Style Guide → Visual rules only (colours, fonts, logos)

🔹 𝗨𝘀𝗲𝗿 𝗡𝗲𝗲𝗱𝘀 𝘃𝘀 𝗨𝘀𝗲𝗿 𝗪𝗮𝗻𝘁𝘀

• User Needs → Problems to be solved
• User Wants → Preferred solutions

🔹 𝗨𝘀𝗲𝗿 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝘃𝘀 𝗨𝘀𝗲𝗿 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀

• Feedback → What users say
• Insights → What behaviours reveal

🔹 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝘀 𝘃𝘀 𝗣𝗿𝗼𝘁𝗼-𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝘀

• Personas → Research-based representations
• Proto-Personas → Educated assumptions

🔹 𝗘𝗺𝗽𝗮𝘁𝗵𝘆 𝗠𝗮𝗽𝘀 𝘃𝘀 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗠𝗮𝗽𝘀

• Empathy Maps → What users think, feel, say, do
• Journey Maps → End-to-end experience over time

🔹 𝗛𝗮𝗽𝗽𝘆 𝗣𝗮𝘁𝗵 𝘃𝘀 𝗨𝘀𝗲𝗿 𝗙𝗹𝗼𝘄

• Happy Path → Ideal scenario with no errors
• User Flow → All possible paths users can take

🔹 𝗤𝘂𝗮𝗻𝘁𝗶𝘁𝗮𝘁𝗶𝘃𝗲 𝘃𝘀 𝗤𝘂𝗮𝗹𝗶𝘁𝗮𝘁𝗶𝘃𝗲 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵

• Quantitative → Numbers & metrics (what & how many)
• Qualitative → Insights & behaviours (why & how)

🔹 𝗥𝗲𝗺𝗼𝘁𝗲 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝘃𝘀 𝗚𝘂𝗲𝗿𝗿𝗶𝗹𝗹𝗮 𝗧𝗲𝘀𝘁𝗶𝗻𝗴

• Remote Testing → Users test from anywhere
• Guerrilla Testing → Quick tests in public spaces

🔹 𝗔/𝗕 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝘃𝘀 𝗠𝘂𝗹𝘁𝗶𝘃𝗮𝗿𝗶𝗮𝘁𝗲 𝗧𝗲𝘀𝘁𝗶𝗻𝗴

• A/B Testing → Tests one change at a time
• Multivariate Testing → Tests multiple variables at once

🔹 𝗖𝗮𝗿𝗱 𝗦𝗼𝗿𝘁𝗶𝗻𝗴 𝘃𝘀 𝗔𝗳𝗳𝗶𝗻𝗶𝘁𝘆 𝗠𝗮𝗽𝗽𝗶𝗻𝗴

• Card Sorting → Users group & label content
• Affinity Mapping → Team clusters research findings

What’s missing here?

P.S. Read part 1: https://lnkd.in/gfRyaPeK

P.P.S. Want more? Download my 47-page UX glossary: https://lnkd.in/gHQbV-Dy

📰 To designers, read more honest notes about the work behind the (design) work: https://lnkd.in/gmTfNKwN

I almost quit UX Design because I f***ed up so much.

In my early days, I was so afraid of asking questions.

Most designers I worked with were experts.
I didn’t want them to think I was “terrible”.
(I was, but my ego didn’t like to accept).

So I made mistakes, huge ones.

— Tested the wrong version of design, silly me
— Overslept important meetings with stakeholders
— Aesthetic-obsessed but technically useless designs
— Misread clients’ briefs, took weeks and big bucks to fix

I was filled with guilt and insecurity 24/7 at this point.

One day, after so many hiccups…
A senior designer asked me:

“Have you been learning from your mistakes?”

I was speechless.

He didn’t shame me.
He didn’t say what was wrong with me.
He simply asked, what were the lessons?

And that’s one of the biggest lessons I’ve learned.

Of course, we make mistakes, we are humans after all. But our humanity makes us capable of designing for humans.

The messy, error-ridden process is where growth happens.

→ It's where good designers become great.

Designers, if you’re also drowning in comparison, guilt, shame:

• Each setback is a set-up for a better design solution.
• Each mistake is a step up the ladder.
• Each f**ckup brings a lesson.

Share your stories.
Own your mistakes.
Celebrate the learning.

Let's redefine what your success looks like.

♻️ Repost and share your lessons 🫶

I've publicly roasted 86 UX portfolios since 2021

Every mistake, every win, every "what were they thinking" moment — recorded and saved for you to learn from.

I wanted to help entry-level designers stop guessing what hiring managers want. Because most portfolio advice out there is either too generic or straight-up wrong.

So I started recording live portfolio critiques:

→ Real portfolios from designers
→ How to stand out without gimmicks
→ Common mistakes that kill your chances
→ What actually makes recruiters stop scrolling
→ Unfiltered feedback from a hiring manager's POV

Then something clicked:

Designers started fixing their portfolios using these critiques and landing jobs (even within weeks).

Why it worked:

• Skip months of trial and error
• See what "job-ready" actually looks like
• Learn from other designers' mistakes (not your own)
• Get hiring manager's perspective you can't find elsewhere

This vault gives you years of wisdom, distilled into real examples you can apply today.

No fluff.
No theory.
Just what works.

Want the Portfolio Critique Vault?

🔗 Here’s the link: https://lnkd.in/g6epu4PK

"I’ve never needed a portfolio"

I hear this on LinkedIn every week…

Usually from designers who say:

"I prefer conversations”
"I explain my work better in-person"
"I don’t have time, I’m busy designing"

That works for you. But it doesn’t work for everyone.

Sure, nothing beats a real conversation. But first question we should ask is…

How do you even get into those conversations?

Without referral.
Without network.
Without connection.

Your portfolio is your first introduction.

It might not your best work. But it's your entry ticket to Willy Wonka’s chocolate factory.

Your portfolio doesn't have to be:

• An award-winning website
• A fund-raising pitch deck
• 5 perfect case studies

It could be:

• A single compelling project
• A 3-minute walkthrough video
• A Notion doc linked to your work

Something that shows:

• You understand craft
• You're worth talking to
• You can solve problems

The designers crushing it right now?

They're not choosing between portfolio OR conversations. They're using portfolio TO GET conversations.

Not having your work online isn't a power move. It's leaving money on the table.

You’ve been warned.

🫳🎤

P.S. Portfolio or No portfolio? Which camp are you in? (And why are you so wrong? 😂)

You might know me on LinkedIn. But you probably don’t know about my non-linear and uncomfortable journey.

I’ve been:
– fired (multiple times)
– jobless with 0 savings
– broke in a foreign country
– overworked, over-titled, under-fulfilled

I’ve also been:
– paid well
– promoted fast
– trusted by big teams + brands
– responsible for products used by millions

Somewhere in between all of that, I realised:

Most designers don’t fail because they’re untalented. They struggle because there’s no clear path in figuring out their craft, their career, and their calling.
It’s a daunting endeavour.

That’s why I built UX Playbook
That’s why I write online
That’s why I’m here

Not another “design-fluencer”

But doing my part to be useful for designers dealing real constraints.

3 pillars to my mission:

𝟭. 𝗖𝗿𝗮𝗳𝘁 — 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗱𝗼?

Your ability to execute.
Your skillstack.
Your taste.

In hopes of helping you:
– build real, usable skills
– understand why frameworks work
– become more self-reliant as a designer

Through stories, breakdowns, and practical plays.

Feeling I want you to have: “I can do this tomorrow.”


𝟮. 𝗖𝗮𝗿𝗲𝗲𝗿 — 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲 𝗸𝗻𝗼𝘄𝗻 𝗳𝗼𝗿?

Great designers don’t just design well. They build leverage in/outside their orgs.

In hopes of helping you:
– earn trust
– communicate clearly
– navigate stakeholders
– create impact that’s visible

So your work doesn’t just ship, it matters.

Feeling I want you to have: “I got this.”

𝟯. 𝗖𝗮𝗹𝗹𝗶𝗻𝗴 — 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗹𝗲𝗮𝘃𝗲 𝗯𝗲𝗵𝗶𝗻𝗱?

This is the part no bootcamp talks about.

The quiet questions:
– who am I without my title?
– what does “success” actually mean to me?
– what kind of life am I building through this career?

My aim is to creates space for that reflection.

Not with answers.
But with courage.

Feeling I want you to have: “I need to live my own life.”

↓

I didn’t build UX Playbook because I had it all figured out.

I built it because I didn’t, and I wished it existed when I was stuck, doubting, or starting over.

If you’re a designer trying to:
– get better without ego
– grow without burning out
– build a career that is yours

You’re exactly who this is for.

If you’re new here — say hi 👋

Tell me where you’re at in your design journey.

We’ll figure this out together.

Chris.


P.S. Best way to join me on this journey, is my newsletter: https://lnkd.in/gmTfNKwN 

Just honest notes about the work behind the (design) work with 2 emails a week.

2016 → 2026

Ten years. Same person. Different perspective.

2016: Six months into my first design job. I was on a flight to Seattle, filling out a landing card, Occupation? I wrote “Designer”.

I paused.
Then smiled.

That was the first time I felt like I'd "made it" in my career. Last time I felt that rush? November 2024. When UX Playbook hit $10k/m.

Apparently, I never stopped chasing that feeling.

That year I travelled to Thailand, Korea, Hong Kong, Japan, Malaysia. Not because I was “well-travelled”. But because I said yes before I felt ready.

I took my parents to Bangkok with my sister. For Christmas and New Year. That trip quietly turned into a promise.

We’ve been repaying them ever since.
They worked too hard for us not to.

I also gave my first public talk. Small room. Shaky voice. Holding a beer like emotional support.

Now I speak on main stages. 1,000+ people. Livestreams. No beer. Still nervous. Just better at hiding it.

The rush at the end never left.
That’s why I keep doing it.

I visited my sister in HK then. I still do now. Different cities. But same rule. We make the effort every year. No excuses.

Travel feels different now too. Less ticking boxes. More living, working, staying longer than planned.

What changed:

○ No 9–5
○ No Silicon Valley fantasy
○ No desire to raise millions
○ No obsession with ladders
○ No early-career designer label

What didn't:

● Still travel a lot
● Still feel guilty when I rest
● Parents still mean everything
● Still working toward something
● Work-life balance still… not great
● Still unsure about the next five years

2016 didn't give me clarity.

It gave me direction.
That's been enough to keep going.

What's one thing from 10 years ago you're still chasing?

📰 Get more honest notes about the work behind the (design) work in my 2-minute email each week: https://lnkd.in/gmTfNKwN

2016 vs. 2026

Last week, someone asked this: "Should I add my web design work to my UX portfolio?"

Surprisingly (lol), my answer is:

𝑰𝑻 𝑫𝑬𝑷𝑬𝑵𝑫𝑺

Here's when you SHOULD include it:

1. You want more of this work

Your portfolio attracts the work you show.

Display websites → get website projects
Display UX research → get research roles

↳ Simple rule: show what you want to get hired for

2. You want to show a range of skills

Even marketing-focused websites require:

• Copywriting skills
• Micro-interaction design
• User flow considerations
• Hierarchy and navigation choices
• Information architecture decisions

↳ If you can articulate that? Add it.

3. You're genuinely proud of it

This could include:

• Extremely complex sites
• Rigorous accessibility compliance
• Company raised $$$ after site launched
• Your favourite project for a specific reason

↳ If it speaks for your standards, let it speak.

↓

Here's what I'd do:
(WITHOUT diluting portfolio)

Create a separate navigation item called "Websites" or "Playground"

Don't give them full case studies.

Instead:

→ Show the visual work
→ Brief context (2-3 sentences)
→ Highlight the thinking involved
→ Link to live sites (if possible)

Keep it clean.
Keep it simple.
Keep it intentional.

Let the website work support your range.

In under 180 seconds, hiring managers want to see:

• Can you execute visuals?
• Can you solve problems?
• Can you think strategically?

If three YES, add them.
If three NO, skip them.

Make sure every single piece argues for you.

Drop a link to one of case studies (in comments below) and I’ll reply with one word: either “Remove” or “Keep”

P.S. Get more detailed guidance in my playbook: https://lnkd.in/gDje-7VQ

You can't prove your impact if you can't see the numbers.

Most designers & researchers are stuck:

→ You can't quantify what you deliver
→ You're blocked from the data
→ Your work feels invisible

Somehow, career conversations get awkward, fast.

Sound familiar?

Nikki Anderson is joining me on The Design of Everyday People for a career impact AMA.

We're covering:

1. How to measure impact without data access
2. Tracking contributions without controlling the numbers
3. Building a case for your work that actually lands

Nikki runs User Research Strategist. She's coached researchers at Google, Amazon, Meta, and Spotify, and helps teams turn insights into decisions that move the business.

If you're tired of feeling like your work disappears into the void...

This one's for you.

📌 Drop your burning questions below ↓
🎙️ Join us Wednesday, Feb 4th!

———

Together with Mobbin

Join 2M+ designers using the world's largest mobile & web design reference library with…

→ 1,200 industry-leading apps
→ 260,000 user flows
→ 500,000 screens

Try Mobbin for free: https://lnkd.in/gC6DZy9v
(use my link to get 20% off ↑)

∗ new subscribers only
∗ 1st year of pro plan

#mobbinpartner

Christopher Nguyen, Sanjoli Chauhan and 3 other connections attending

AdTech Account Leader with 10+ years of experience across SaaS, programmatic, and digital media. I specialize in scaling publisher and brand revenue, closing multimillion-dollar renewals, and driving ROI through CTV and programmatic strategies. Skilled at aligning cross-functional teams (product, marketing, ops) to deliver measurable client success and reduce churn.

At FreeWheel, I grew sports publisher partnerships, optimized SSP connections, and packaged PMP deals that increased programmatic yield. Passionate about helping publishers and platforms unlock revenue in a fast-moving ecosystem.

Key Achievements
Grew programmatic publisher revenue by optimizing SSP connections and packaging PMP/PG deals.
Managed $10M+ enterprise pipeline across SaaS/AdTech accounts; exceeded quarterly targets.
Onboarded 8+ sports publishers into FreeWheel Marketplace, activating live CTV inventory and PMPs.

Expertise
Programmatic Advertising & CTV/OTT
Publisher Monetization & Yield Optimization
DSP/SSP Partnerships (DV360, The Trade Desk, Amazon DSP, FreeWheel)
Private Marketplaces (PMPs), Programmatic Guaranteed, SPO
Enterprise Sales, Renewals & Revenue Retention
C-Suite Relationship Management & Strategic Account Growth

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