Sometimes, life has a way of nudging you in a direction you didn’t expect. For Sarah Thompson, that nudge came in the form of a global pandemic. In 2020, while the world was at a standstill, Sarah discovered an opportunity to turn her years of experience into something life-changing. What started as sharing a few design tips online blossomed into a multimillion-dollar digital empire. And today, her flagship course, Design Like a Pro, and other digital products bring in millions of dollars annually. But let’s rewind and take a closer look at how she made it happen.
From Corporate Designer to Entrepreneur
Before Sarah became a household name in the design world, she was grinding away as a Senior UI/UX Designer for a Fortune 500 tech company. With 12 years of experience under her belt, Sarah had mastered the art of creating seamless user experiences and stunning interfaces. But despite her success in the corporate world, something felt off. She was overworked, unfulfilled, and constantly dreaming about a life where she could have more freedom. The freedom to choose her projects, her schedule, and ultimately, how she lived her life.
Then 2020 happened. Like so many others, Sarah found herself with extra time on her hands as work slowed down and the world adjusted to the new normal. She decided to use this time to share her expertise on Instagram, posting tips and tricks for fellow designers. What started as a creative outlet quickly gained traction. Her audience grew steadily, and she realized she had tapped into something powerful: there was a community of designers hungry for guidance, not just on design skills but on how to thrive as professionals.
The Gap She Saw in the Market
Sarah noticed something interesting as she connected with her growing audience. While there was no shortage of tutorials teaching designers how to master tools like Adobe XD or Figma, there was a glaring lack of resources focused on the business side of being a designer. How do you find clients? How do you price your work? How do you create systems that make freelancing sustainable? These were the questions her followers were asking, and Sarah knew she could provide the answers.
Building Her Digital Product Suite
With her audience’s needs in mind, Sarah got to work creating her first digital product: a comprehensive online course called Design Like a Pro. This wasn’t just another design tutorial. It was an 8-week program that covered both the technical side of design and the business strategies that so many designers were missing. She included live Q&A sessions and built a private community where students could connect, learn, and support one another. Priced at $997, it was an investment, but Sarah’s audience quickly saw the value.
Not stopping there, Sarah created additional products to serve her audience at different stages of their journey. For beginners, she launched the UI Design Toolkit, a $197 resource packed with templates and beginner-friendly design principles. It became the perfect entry point for those just starting out. And for designers looking to scale their businesses, Sarah introduced her high-ticket mentorship program, Design Agency Accelerator. At $4,997 per student, this program offered advanced training and personalized mentorship, making it ideal for those ready to take their careers to the next level.
The Power of Research and Feedback
Before launching anything, Sarah knew she needed to validate her ideas. She conducted over 50 interviews with designers in her audience to understand their pain points and goals. Based on these insights, she created a beta version of Design Like a Pro and invited 25 students to join at a discounted price of $497. The feedback she received was invaluable. Students loved the course and provided testimonials that Sarah would later use in her marketing. Most importantly, their feedback helped her refine the program before its official launch.
How She Marketed Her Products
Sarah’s marketing strategy was nothing short of genius. She focused on building trust and providing value before asking for a sale. On Instagram, she shared daily behind-the-scenes content, design tips, and success stories from her beta students. Her authenticity resonated with her followers, and her audience grew to an impressive 125,000.
But she didn’t stop at Instagram. Sarah also leveraged YouTube, where she posted weekly tutorials that positioned her as an authority in the design space. Her videos weren’t just informative; they were actionable, giving viewers a taste of the value they’d get from her paid products. And to keep her audience engaged, she sent out a bi-weekly newsletter packed with industry insights, tips, and updates.
When it came time to officially launch Design Like a Pro, Sarah’s hard work paid off. Her first official cohort included 186 students, generating $185,442 in revenue. With a 95% course completion rate, it was clear that her program was not just popular but effective.
Creating a Community-Driven Business
One of the things that set Sarah apart was her focus on community. She understood that her students’ success was directly tied to her own, so she made it a priority to create a supportive environment. Her private Slack community became a hub for students to ask questions, share wins, and network with one another. Sarah also hosted weekly live Q&A sessions, where she answered questions and provided additional insights. And whenever a student achieved a milestone (whether it was landing a high-paying client or transitioning to full-time freelancing) Sarah celebrated their success publicly, inspiring others in the community to keep pushing forward.
Scaling Through Systems
From the very beginning, Sarah knew she needed systems in place to scale her business without burning out. She used Kajabi to deliver her courses seamlessly and automated her email sequences to onboard new students. This freed up her time to focus on creating new content and connecting with her audience. Sarah also documented her processes, making it easier to bring on team members as her business grew. By 2023, her team had expanded to include five full-time employees, each specializing in areas like customer support, marketing, and content creation.
The Results Speak for Themselves
Sarah’s journey from side hustler to digital mogul is nothing short of inspiring. In her first year of business, she generated $285,000 in revenue. By her second year, that number had skyrocketed to $1.2 million. And in 2023, she brought in an incredible $2.3 million.
But the impact of Sarah’s work goes beyond financial success. Over 2,500 students have enrolled in her programs, with 89% completing their courses. More than 65% of her students reported an income increase, and 42% successfully transitioned to full-time freelancing. These numbers highlight the real-world impact of Sarah’s approach.
What We Can Learn from Sarah
Sarah’s story offers valuable lessons for anyone looking to build a digital business:
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Validate Your Ideas: Don’t assume you know what your audience needs. Take the time to ask, listen, and adjust.
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Focus on Community: People are more likely to invest in your products when they feel connected to you and your brand.
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Think Long-Term: Invest in systems and processes that will allow you to scale sustainably.
What’s Next for Sarah?
Even with all her success, Sarah isn’t slowing down. She’s currently working on a certification program for design professionals, a project management tool tailored for designers, and plans to expand her courses internationally. If her past achievements are any indication, these new ventures will be just as impactful.
Sarah’s journey is a testament to the power of combining expertise, passion, and strategy. She’s proof that with the right plan, you can take what you know and turn it into something extraordinary. So, the question is, what will you create next?
