The UX Job Market Has Changed—Here’s How to Adapt

Why Specialization and Networking Matter More Than Ever

A few years back, landing a UX job meant showing off a decent portfolio, demonstrating some understanding of user flows, and hoping your enthusiasm stood out. That scenario is no longer the norm. Companies now face an overwhelming number of applicants, and they’re adopting extremely focused hiring filters. You often won't even get a courtesy rejection if your background doesn’t align with their immediate needs.

Yet this shift isn’t just a hunch or a rumor. I’ve seen it across the board through my experience leading design teams at Google and mentoring designers who are desperate to stand out. I also run an investment syndicate where I regularly evaluate startups, and their hiring patterns confirm that specialization and referrals drive many decisions.

Below, we’ll explore how to adapt to this new reality, using data from a comprehensive TrueUp report on the global UX market. You’ll see where design roles are most abundant, which companies and industries are hiring, and how to position yourself so you’re not lost in a sea of applicants.

The Brutal New Reality of UX Jobs

A few years ago, recruiters reached out to designers on LinkedIn, eager to fill newly created UX roles. Now, even highly experienced designers send out dozens—sometimes hundreds—of applications before getting a phone screen.

Why is this happening?

1. Crowded Talent Pool. Growth in design boot camps, the increased visibility of UX as a career path, and (maybe most importantly) large layoff rounds from big tech companies have brought an influx of skilled designers into the market. This intense competition makes each open role that much more challenging to land.

2. Hyper-Specific Hiring Requirements. Companies need to see a precise match between your background and their needs. If they build enterprise analytics dashboards, they want someone who can handle dense data and complex user flows from day one. If they build a social network for dentists, they want someone who’s designed for dentists (kind of kidding, but not really).

3. Referral-Heavy Culture. With hundreds of applications rolling in for each opening, recruiters look for ways to trim the list. Inside connections and employee referrals often become a shortcut for shortlisting candidates.

TrueUp Data: The Global Landscape

Recent data from TrueUp paints a detailed picture:

The San Francisco Bay Area still leads , followed by New York City. However, other global hubs—Bengaluru, London, Tel Aviv, and Singapore—are on the rise.

Even in a slowdown, tech giants still hire and expect top-notch portfolios.

Public tech companies advertise the most roles, but early-stage startups offer 568 openings, which can be prime opportunities if you align with their niche.

Add up these numbers and you’ll see a vibrant market—if you can play by its rules.

---

Why a Generic Portfolio Won’t Cut It

The Importance of Branding Yourself

When recruiters wade through hundreds of resumes, they look for evidence that you’re exactly what their team needs. Generic “UX/UI Designer” labels no longer impress. Vague claims like “I’m passionate about users” or “I’ve designed across all platforms” fade into the background.

Here’s a real-world example:

I’ve been working with a designer with a solid track record but he lacked a defined focus in his portfolio. Companies saw him as “one more mid-level designer” until we dug into his strongest work—an ambitious redesign for a performance management platform that required deep research into manager and employee workflows. His application response rate shot up by elevating how we talked about his work. His story went from talking about how he designed a new feature, to how he used user research, his knowledge of HR processes, and critical thinking, to identify a gap in the company’s product strategy.

Lesson: Hiring managers want to see an immediate fit. Convincing them you’re a perfect match involves anchoring your portfolio and professional story in a specific domain or skill.

What Companies Expect to See

1. Domain Relevance. If you’re applying to a fintech startup, show fintech case studies. If it’s game tech, highlight your experience (or side projects) related to game design or game mechanics in business products.

2. Tangible Outcomes. Demonstrate real impact—did you reduce sign-up friction, boost revenue, or shorten the onboarding process? Data helps hiring managers see you as a proven problem-solver.

3. Depth and Process. Make it clear you can handle research, strategy, and stakeholder alignment. In short, show that you’re not just pushing pixels but delivering thoughtful design solutions at scale.

Carve Out a Niche That Sets You Apart

Specialization isn’t about limiting yourself. Instead, it’s about positioning yourself so hiring managers can immediately understand your value.

#1 Pick an Industry or Domain

Look at where the jobs are. TrueUp says consumer products are the lead, but B2B SaaS and GameTech aren’t far behind. If you already have experience in any of these areas—even tangentially—position yourself as an expert. Be explicit:

• “FinTech UX Consultant with a flair for data visualization.”

• “Enterprise SaaS Designer with deep knowledge of cloud infrastructure products”

• “Conversation Designer for AI-driven chatbots and voice interfaces”

Companies want specialists who can hit the ground running with minimal onboarding. Adopting a more precise label allows you to stand out in a sea of generalists.

#2 Brand Yourself Around a Superpower