The Beginning: From Marketing Professional to Aspiring Designer

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Like many of us, Femke van Schoonhoven’s journey into design wasn’t a straight line. She didn’t graduate from an elite design school or land a dream tech job right out of college. Instead, she started her career in marketing, working closely with designers and developers.

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It was during this time that Femke discovered something fascinating: the intersection between creativity and problem-solving. She watched how great design could influence people’s decisions, improve user experiences, and solve business challenges.

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Curious and inspired, Femke decided to teach herself product design—UX research, wireframing, prototyping, and everything in between. But learning design on your own isn’t easy. She faced all the doubts and frustrations familiar to self-taught designers:

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• “Where do I start?”
• “Am I good enough to get hired?”
• “What if I’m wasting my time?”

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Despite the doubts, Femke stayed committed. She didn’t have a clear roadmap, but she took it one step at a time. She learned by doing—working on small projects, watching tutorials, and figuring things out as she went.And as she learned, she made a bold decision: she would share everything she was learning along the way.

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“When I started learning design, I didn’t feel like an expert. But I thought, ‘If I’m struggling with this, other people probably are too.’ So I started sharing.”

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The Leap: Documenting the Journey Instead of Hiding It

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Many designers wait until they feel like an “expert” before sharing their work. Not Femke.

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She started small—writing about what she was learning, the mistakes she made, and the lessons she picked up along the way. At first, she posted on Twitter and shared casual reflections with her small network. Then she took a bigger step: starting a YouTube channel.

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Her content wasn’t overly polished or technical. Instead, it was honest, relatable, and practical. She talked about:

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• How she handled UX research as a beginner.
• How to collaborate with developers and PMs without getting overwhelmed.
• How she organized her design files, presented her work, and managed feedback.

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Femke didn’t position herself as an “expert.” Instead, she became a guide—someone learning alongside her audience and sharing what worked.

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This approach resonated deeply. Beginners appreciated her relatable tone. Mid-level designers admired her transparency. And seasoned professionals respected her thoughtful approach.

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The key? Femke focused on helping others, not impressing them.

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The Turning Point: Consistency Creates Opportunity

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At the time, Femke was working as a Product Designer at Uber, a dream role for many. But instead of quietly enjoying her success, she leaned into creating content consistently.

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Her videos covered real-world challenges designers face—things that aren’t always taught in courses or bootcamps:

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• “How to present your design work to stakeholders.”
• “What I wish I knew before starting a design career.”
• “Navigating design feedback without taking it personally.”

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Her honesty made her stand out.

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But it didn’t happen overnight. When Femke first started her YouTube channel, her videos barely got views. Her Twitter posts often went unnoticed. And it would have been easy to quit.

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Instead, Femke focused on consistency. She kept showing up, week after week, month after month. Slowly, her audience grew.

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• Designers started sharing her videos with their peers.
• Beginners found comfort in her relatable advice.
• Industry leaders began noticing her thoughtful takes on design and career growth.

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Her commitment paid off. Before long, Femke had built a community of thousands of designers who trusted her and looked to her for advice.

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“It’s not about going viral. It’s about showing up consistently and helping others. That’s how trust is built.”

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The Work: Sharing What Designers Really Need to Know

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What sets Femke apart is her focus on the real stuff—the challenges, struggles, and skills that designers actually deal with in their careers.

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Here are a few standout topics she’s tackled:

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1. How to Present Your Work Like a Pro
   Designers often struggle to explain their decisions in a way that resonates with clients and stakeholders. Femke created videos that break this down step by step:
   • How to set up your presentation.
   • How to tell a story with your design decisions.
   • How to handle tough questions and feedback.
     
     Her advice helped designers feel more confident sharing their work—and that confidence led to better opportunities.
2. The Soft Skills That Make You Stand Out
   Femke emphasized that design isn’t just about tools and visuals—it’s about communication, collaboration, and empathy. She shared tips on:
   • How to work with developers without friction.
   • How to navigate disagreements with clients or teams.
   • How to listen to feedback and improve without taking it personally.
     
     These are the skills that separate good designers from great ones, and Femke made them accessible to everyone.
3. Getting Started with UX Research
   Research can feel intimidating for new designers. Femke broke it down into actionable steps:
   • How to set research goals.
   • What questions to ask during user interviews.
   • How to turn research findings into design decisions.

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Stepping into Freelancing: Reputation Opens Doors

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After years of sharing value, Femke made another leap: transitioning to freelancing.

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For many freelancers, the hardest part is finding clients. But Femke had already built a reputation:

• Clients knew who she was because of her content.
• They trusted her skills because she’d shared her process for years.
• They saw her as an expert—not because she claimed to be, but because she’d consistently shown up and helped others.

This trust made all the difference. Instead of chasing clients, opportunities came to her. She worked with tech companies, startups, and individuals who valued her expertise and perspective.

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“When you share consistently, you don’t just build an audience—you build a reputation. Clients trust you before you even meet.”

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The Results: A Career That Inspires Others

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Today, Femke is more than just a designer—she’s a mentor, educator, and role model for thousands of creatives worldwide. Here’s what she’s built:

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1. A Thriving Freelance Career
   • Femke works with high-profile clients, providing product design and UX expertise.

2. A Global Community
   • Her YouTube channel has over 100,000 subscribers, with millions of views.
   • Thousands more follow her on Twitter and LinkedIn, where she shares practical tips and reflections.

3. Mentorship and Leadership
   • Femke mentors aspiring designers, speaks at design events, and contributes to global design communities.

4. A Lasting Impact
   • She’s made design careers feel more accessible, proving that you don’t need to be perfect to succeed—you just need to show up and help others.

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What You Can Learn from Femke’s Journey

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Femke’s story isn’t about luck. It’s about showing up, sharing your value, and building trust over time. Here are five lessons every freelancer can learn:

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1. Start Before You Feel Ready
   • You don’t need to be an expert. Share what you’re learning, and others will relate.
2. Consistency Wins
   • Show up regularly. Your audience (and opportunities) will grow over time.

3. Be Real, Not Perfect
   • People connect with honesty. Share your challenges, not just your wins.

4. Focus on Helping, Not Selling
   • Add value first. Trust and opportunities will follow naturally.

5. Your Reputation Is Your Superpower
   • Sharing your work consistently builds a reputation that attracts clients, not just followers.

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Final Thoughts: Share Your Journey—It Matters

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Femke’s story proves that sharing your journey—no matter how messy or imperfect—can change your life.


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You don’t need to be the most experienced designer. You don’t need the perfect portfolio. All you need is the courage to show up, share what you know, and help others along the way.


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Because when you do that, amazing things happen:

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• You build trust.
• You attract opportunities.
• You inspire others to start their own journey.

So what’s stopping you?

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Feeling Inspired? Here’s Your Next Step:

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1. Share Your Work: Start small—a post, a video, a lesson you learned this week.
2. Learn from Femke: Check out her YouTube Channel for actionable design advice.
3. Grow Your Freelance Career: Use resources from Usefreelance kit to build your business and find clients who value you.

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Your journey starts with one post, one share, one step forward. Go for it.