Interview with a Freelance Designer

With over 6 years' experience in Website design, Cindy Chong decided to leave the corporate environment and become a freelance designer in May this year, starting her own business as 72dpi pixelartist.

What made her choose this path? How has she managed her business? Who are her clients? How is her time and personal life managed? Cindy tells us all this and more...

SP: Firstly, can you tell us a bit about yourself? How long have you been freelancing for now? And how many jobs have you had in that time? Did you freelance when you had a full-time job, or have you just started since you became unemployed? Also, what qualifications and skills do you have?

Well, I have a traditional graphic design background; followed the "proper path" and got a degree at Royal Melbourne Institute of Technology. However, during my first stint in the industry, I was more or less hurled in to the big, wide world of Web. I have since accumulated 6+ years of experience, working with various Web development companies, as well as taking on a couple of in-house positions. I've worked on numerous client projects ranging from little brochure-ware sites to mega-budget labyrinths. And in terms of roles, I've done the lot -- from multi-tasker to team leader, cutter-upperer to creative lead. I even dabbled in programming.

Like many others, I began to feel disillusioned, disheartened and dispensable in the work place. After much soul searching, I decided that I have enough experience under my belt to give contracting a go. Armed with a retrenchment package and a contract gig with the Australian Broadcasting Corporation, I left the security of full-time employment. That was in May 2002.

I've kept busy the last few months, but I have yet to see the monetary rewards.

I didn't freelance before leaving full-time employment. I prepared for the challenge by doing a short course in small business, speaking to friends who'd taken similar paths, consulting recruitment agencies, and just letting friends within the industry know of my intentions.

Getting Work

SP: Who is your typical client at the moment? What kinds of sites have they asked you to develop?

I haven't been in this long enough to have a "typical client". However, most of the people who enquire about my services are small business owners who are after more than the simple template solutions typically offered to small budget clients. They don't necessarily require a big, technically advanced site, just a smart one that's effective.

SP: How have you found the work you've had to date -- has most of it come from completely new clients, or companies you've worked for previously? Did you have a good portfolio before you began, and has this helped you win new jobs?

So far, all my enquiries have been through word of mouth. They are new clients. I don't see myself as competing for the same market as my previous employers.

Without a doubt, having an extensive folio helps. I also find having an online version as well as a portable printed version useful. Potential clients generally want to have an overall feel of your style, and they gain confidence in you if they know you've tackled a good range of work.

SP: How do you find new clients that are interested in your services? Through recruitment firms? Freelancing sites like eLance? Friends? Cold calling? And how has the economy affected your ability to drum up new business?

In all honesty, I haven't really got around to promoting my services, although I have a pretty clear idea of who I should target and how I should go about it. I plan to do a combination of things. I expect to make some cold calls, advertise my services through marketing materials, and do a few proposals. I'm not in a position to tell you which is more effective, but I suspect that different approaches for different markets will be necessary.

I've registered with a couple of recruitment agencies, but I can't rely on them to get me work, especially in the current environment.

I've never bid for a project on eLance. The system seems to benefit the client more than the service provider. It looks as if it's a very competitive arena. You're asked to invest a lot of time and effort as well as fork out a substantial membership fee, and at the end of the day, you may not get the job. For me, it just doesn't seem worthwhile.

My friends and family had been an invaluable asset. They've nudged projects my way and are helping to spread the word.

In terms of getting work in general, I find that I have to be more resourceful and intentionally keep my options broad... not limit my services to just Websites. Offering print work, logo design, banner ads, invitations and illustrations will only increase my chances of landing a project.

SP: Considering the skills you have, which ones do you consider to be the biggest asset for securing clients?

My industry experience is definitely my biggest asset. I am able to consult and offer solutions because I've learnt the dos and don'ts through my previous work. I was also able to gain extensive client liaising, presentation, and project management skills. Every little bit helps!

SP: Do you freelance internationally? How do you compete with international freelancers and the availability of abundant talent often times willing to work for a fraction of the cost that you were used to seeing while you worked for a company?

You don't have to compete internationally to have to confront issues in regards to costs. And pricing is never an easy question to answer because it's all rather subjective. Personally, I set my rates based on what I know I'm worth to an agency, and how much my target market is paying for similar services. It's not necessarily a disadvantage to be a little more expensive than your competitors, as long as you can justify that the additional cost covers services and benefits that your competitors may not be offering, for example consultation time, research or maintenance.

I've adopted a process whereby I ask the client what their budget range is, understand their requirements, and then offer them a solution I can deliver that falls within that range.

I guess it also helps to remember that some jobs just aren't worth it. For example, are you really willing to spend a full week developing a site and be paid only slightly more than a KFC family meal deal?