The UX designer who built an app to help others in her industry thrive

Introducing Cat Achieng, founder of Dezignovate - the app that provides a safe space for designers to share their work.

Team Transmit interviewed Cat as part of our Female Founders series for International Women's Day 2023.

When did you start your current business?
I have just started! I left my full-time job in January 2023 and launched the Beta version of my app in March.

Have you ever started a business before this one?
When I was 22, I launched a fashion boutique. It was successful at first, but I got too ambitious and leased a space at a high-end shopping mall where the rent was way too expensive for what the profits were.

"I've learned from my mistakes and I am grateful for them today, as they have made me more resilient."

Is Dezignovate your main source of income, a side-hustle, or one of several income streams?
This is my main source of income.

What’s different about your business?
The Dezignovate app is built by designers, creatives and industry leaders – to serve the industry and help them thrive. The combination of community and course offerings sets it apart from competitors that only offer one or the other.

You can connect with other designers and showcase your work, but also access design courses and resources to improve your skills.

Do you employ any staff? If yes, how many are female?
I have developed and designed the app and the website myself. However, I have been contracting developers to help me when needed. Both are females, one is a graphic designer and one is an e-learning course creator.

"Thanks to my Start Up Loan from Transmit, I have now been able to take on two people to help me."

I love that I can follow my passion, create positive change in my industry and help other women progress their careers too.

How did Transmit Startups support your business?
The loan has allowed me to focus solely on creating the Dezignovate app. During the first iteration of user testing rounds, I've been able to implement extra features as designers have suggested.

I believe there is always a great deal more that can be learnt and accomplished, so I have tried to surround myself with mentors.

"I am grateful that Transmit Startups assigned me a great mentor to help me."

Have you personally experienced gender inequality in your working life?
A lack of representation can make it difficult for women to advance in their careers and can contribute to a culture of gender inequality within the workplace.

Have you faced challenges in running your business which you think are less common for male entrepreneurs?

"I have experienced subtle forms of sexism when communicating such as being talked over in meetings or having my ideas dismissed."

These microaggressions can be demotivating and contribute to a sense of not being valued or respected.

Are you planning to do anything to recognise International Women's Day on 8th March 2023?
Yes, a social media campaign to promote International Women's Day.

"I'm using the hashtag #DezignovateWomen to encourage women designers to share their work and stories on social media."

What do women in the UK need so that more of them are able to start their own business?

Women often have to balance work with caring responsibilities, which can make it difficult to commit to full-time hours. Offering flexible working arrangements, such as remote working or part-time hours, can enable women to start their own businesses while still managing their personal responsibilities.

What do you think are the key reasons why a woman with a brilliant business idea would lack the confidence to actually get it started?

Women are often socially conditioned to be more risk-averse and self-doubting than men. They may have internalised beliefs that they are not as capable or competent as men in business, which can make them hesitant to take the leap into entrepreneurship.

If you had one wish for the next generation of female entrepreneurs, what would it be?

"I wish for a culture that values and supports women's entrepreneurship, one that celebrates their successes and acknowledges the unique challenges we face."

Women should have equal opportunities, resources, and support. This means having access to the same funding, mentorship, networks, and training programs as our male counterparts, so that more women get the chance to turn their ideas into successful businesses. 

Has Cat's story got you thinking?

Transmit Startups can take your business from a dream to a reality, with a Start Up Loan and support to get started. Find out how we can help on our Start Up Loans page.