Why “Start Local” Is the Best UX Career Advice No One Talks About
When you’re trying to break into UX, most of the advice you’ll hear starts with the same script:
- “Get a job at a tech company.”
- “Apply to 100 roles on LinkedIn.”
- “Make sure your portfolio is pixel-perfect.”
But there’s one approach that I think is far more powerful (and far less talked about):
Start local.
I don’t just mean geographically (although that’s part of it). I mean look around you. Talk to people. Notice problems. Pay attention to where your skills might quietly unlock value.
Some of my best opportunities came this way.
I found a few potential clients — and a hobby — when I Googled “horseback riding near me” and ended up helping a riding instructor overhaul her website. Another client came from a casual conversation at my orthodontist’s office. I asked about their outdated site, and that conversation turned into a $10,000+ client relationship.
Starting local works. And here’s why:
1. Local Businesses Have UX Problems — They Just Don’t Call Them That
You don’t need to wait for a job title to validate your skills. Small businesses struggle with UX every day, but they don’t use the same language. They say things like:
- “People keep calling with the same questions.”
- “I don’t think our online form works right.”
- “Everyone complains about how confusing our website is.”
They may not post on job boards or hire a “UX designer,” but they feel the pain of poor usability. If you can solve those problems, even in a small way, they will see the value.
Start listening for those signals. They’re everywhere once you know what to tune into.
2. You Already Know More People Than You Think (and They Already Trust You)
When I say “local,” I don’t just mean within driving distance. I mean your network, your people. Think of it as relationship-local.
That might include:
- Your hairstylist, dentist, or yoga studio
- Your aunt’s bakery business
- Your friend’s side hustle
- Your gym’s front desk manager
These people already know you. That means you don’t need to pitch with a perfect résumé, you just need to start a conversation. And that conversation doesn’t have to be fancy. It can be as simple as:
“Hey, I’m building experience in UX and accessibility. I’d love to take a look at your website and offer a few suggestions, no strings attached.”
It sounds small, but this kind of local relationship can open real doors. (And yes, even turn into multi-thousand-dollar clients.)
3. Real Projects Build Confidence (and Case Studies)
The fastest way to gain confidence in your UX skills isn’t by watching another YouTube video or tweaking your portfolio for the 19th time. It’s by working with a real client on a real problem and seeing the result.
That’s what happens when you start local:
- You get to test your skills in the real world
- You learn how to talk to stakeholders and frame your ideas
- You start building case studies that show outcomes — not just mockups
And yes, those case studies will make it easier to land bigger roles later. But even more than that, they give you momentum. They help you see your own value, which is something most early-career designers struggle to recognize.
This Is Exactly Why I Wrote Practical UX
I’ve seen too many talented people sit on the sidelines, waiting for a job to “give” them experience — when the truth is, you can create your own experience by helping the people around you.
Practical UX is your guide to doing exactly that.
It walks you step-by-step through how to:
- Find and approach small businesses (both geographically and relationship-local)
- Evaluate their websites for usability and accessibility
- Communicate your value
- Deliver real results (and turn that work into a case study)
If you’ve been trying to break into UX, this book will help you get unstuck and take action — with clarity, confidence, and purpose.
👉 Grab your copy of Practical UX and start where you are. Because your next opportunity might be closer than you think.
I’m Maigen Thomas and I’m on a mission to empower early-career designers and other digital technologists with the skills and tools they need to increase their socio-economic status.
I’m the Founder of Level 11 Technology, an Apprenticeship Agency. I bring 11+ years of experience in enterprise software SaaS product design and a background in full-stack development to UX and Gamification Design Consulting. I taught 3 cohorts of the UX/UI Design Bootcamp at UC Berkeley and wrote the $1m flagship UX/UI Design curriculum. Follow me on LinkedIn or join the MaigenUX Patreon for exclusive access to professional mentorship and motivation, and Accessibility and Usability learning content.
