Aliena Cai left a six-figure product-design role at eBay after earning steady income from her YouTube channel to launch Fast Track UX, an online UX-design course. Organic YouTube marketing initially attracted over 1,000 students and restored her income to six figures, but sales relied heavily on existing subscribers. She realized she had completed only one-third of selling a product and needed broader promotion to make prospects aware of the problem and willing to pay for a solution. Cai began creating curiosity-driven videos and learned to value her services, outsource tasks, and manage time more effectively.
In my two years as a senior product designer at eBay, I worked on high-impact projects with incredibly smart people. During that time, I used my creativity to post on my YouTube channel about UX design as a side hustle. When I felt I was making a solid revenue from YouTube ads and sponsorships, I quit my six-figure tech job at eBay and went all in on my long-term goal.
I wanted to create my education program called Fast Track UX - an online course. In the two years since then, I've built a strong clientele and grown my income back to six figures, but I made several mistakes along the way. If I could go back, I'd tell myself to do four things differently to save time, money, and energy - including a warning that the grass isn't going to be greener on the other side of corporate.
I credit my initial program sales to YouTube subscribers who already trusted my UX advice and enjoyed my teaching style. Organic marketing on my YouTube channel helped me build a strong clientele of over 1,000 students, but I think there was likely a much larger audience out there that didn't know my course could be helpful. I had only done ⅓ of what's required to sell a product.
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