We’ve all heard it before: “The UX job market is tough.” And while that’s true, I’ve seen plenty of UX designers land great roles—even in a competitive market. So why do so many talented UX designers still struggle to get hired?

I get a lot of messages asking me to review CVs and portfolios. And honestly? I see the same patterns over and over again.

Let’s break down the key mistakes that might be holding you back—and how to fix them.

1. Your Portfolio looks great, but doesn’t prove Impact

A beautiful portfolio doesn’t guarantee interviews. Hiring managers aren’t just looking for nice UI, they want to see how you solve real problems.

❌ Common mistakes:

• Too much focus on UI design and visuals, and not enough on process and decisions.
• Generic case studies that lack clear impact and business value.
• Overcomplicated layouts that make recruiters work too hard to find the key insights.

 

✅ How to fix it:
✔ Tell the story behind your decisions
What was the problem? What constraints did you face? How did your solution improve key metrics?
✔ Make it scannable
Recruiters spend seconds reviewing your case studies. Keep them clear and structured.
✔ Show business impact
Did your work improve conversion rates? Reduce churn? If you don’t have numbers, use qualitative feedback from stakeholders or users.

2. You’re applying like a Junior UX Designer (even if you’re not one)

Mid-level and senior UX designer s often apply to jobs the same way juniors do—by mass-sending CVs and hoping for the best.

But at a senior level, hiring managers expect more than just execution skills. They’re looking for:
✔ Leadership potential
Have you led projects, mentored juniors, or influenced strategy?
✔ Stakeholder management
Can you work with business, product, and engineering teams?
✔ Strategic impact
Do you understand how UX decisions impact revenue, retention, or efficiency?

✅ How to fix it:
✔ Rewrite your CV and portfolio to reflect the role you want
If you’re aiming for senior or lead roles, highlight strategy, business impact, and leadership experience.
✔ Personalise your applications
Apply to fewer jobs, but tailor each one. Show how your skills solve that company’s specific challenges.
✔ Network strategically
A warm introduction always beats a cold application. Engage with hiring managers and industry peers before you apply.

3. You’re overusing AI & making your application look generic

AI is a great tool, but many UX applicants use it in a way that backfires.

❌ Common mistakes:

• Submitting AI-generated CVs and cover letters that all look the same.
  Hiring managers can tell when an application lacks personal touch.
• Over-relying on AI-written case studies instead of crafting a unique story.
• Not adapting AI-generated content to reflect personal experiences and achievements.

✅ How to fix it:
✔ Use AI to refine—not replace—your voice
Let it help with clarity and structure, but make sure it still sounds like you.
✔ Personalise everything
If your cover letter could apply to any company, it’s too generic. Mention specific challenges that company is facing and how you’d solve them.
✔ Make your portfolio stand out
AI-generated case studies often lack depth. Hiring managers want to see your thought process, not just a polished summary.

4. You’re losing the Interview, not the Application

If you’re landing interviews but not getting offers, the issue isn’t your portfolio. The issues is how you present yourself.

❌ Common mistakes:

• Over-explaining design details instead of focusing on business impact.
• Struggling to answer stakeholder-related questions. (e.g., “How do you handle pushback from leadership?”)
• Not asking strong closing questions at the end of the interview.

✅ How to fix it:
✔ Structure your answers clearly.
Use problem > process > impact to explain your work.
✔ Prepare for leadership and stakeholder questions
Hiring managers want to see that you can navigate challenges and influence decisions.
✔ Ask strong closing questions
Instead of “What’s the company culture like?”, ask:

• “What’s the biggest UX challenge your team is facing right now?”
• “How does UX currently influence product strategy here?”

5. The Market is tough, but the right Strategy still works

Yes, the UX job market is competitive. But here’s what the most successful candidates do differently:

✔ They position themselves as strategic UX professionals, not just UX designers.
✔ They apply with a clear, tailored narrative, not a one-size-fits-all CV.
✔ They build relationships, instead of relying solely on job boards.