Identity fog: symptoms and causes

This week, I sit down with Sarah Doody to talk about why so many designers feel stuck, and why it has nothing to do with talent. We explore how designers can apply their own UX process to their careers, create clarity through “compass statements,” and build a roadmap that actually leads somewhere.

What would happen if you stopped treating your portfolio like the product—and started treating yourself like the product?

This week, I’m joined by UX researcher, product designer, and career strategist Sarah Doody to unpack a hard truth: most designers aren’t broken; they’re just not applying their own process to their careers. After years of helping teams build the right products, Sarah noticed the same patterns designers use at work rarely show up in their job search. That gap is exactly what inspired her to start Career Strategy Lab.

In our conversation, we dig into the symptoms of “identity fog,” why so many designers struggle to articulate their own value, and how the industry’s obsession with FANG feeds unrealistic expectations. Sarah breaks down her “Product of You” framework—designing yourself, marketing yourself, and selling yourself—and shows how a single compass statement can influence everything from what projects you showcase to which jobs you apply for.

We also talk about experimentation, metrics, tailoring your materials, and the surprising reasons why designers waste months tweaking their portfolios without improving their outcomes. If you’ve ever felt stuck, lost, or unsure how to stand out in a crowded market, this episode will give you the clarity and the next steps you’ve been missing.

Give it a listen. You might walk away with a completely new way to think about your career.

Topics:
• 01:57 – Feeling Stuck in Your UX Career
• 03:28 – Understanding Career Identity Fog
• 06:00 – The Importance of an Elevator Pitch
• 09:57 – Applying UX Processes to Your Career
• 23:24 – Experimentation and Metrics in Job Search
• 26:39 – Tailoring Your Resume and Portfolio
• 34:02 – The Role of ATS and AI in Job Applications
• 37:47 – Rethinking Success Beyond FANG Companies
• 39:40 – Golden Handcuffs: The Reality of Working at FANG
• 41:17 – Creating a Life Roadmap Before a Career Roadmap
• 43:39 – Defining Your Perfect Day and Career Goals
• 45:17 – The Importance of Total Compensation Packages
• 46:57 – Effective Job Search Strategies and Networking
• 48:47 – Documenting Your Work and Portfolio Tips
• 53:56 – The Value of Paid Career Coaching

Helpful Links:
• Connect with Sarah on LinkedIn
• The Career Strategy Lab
• The Career Strategy Podcast

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