Figma's Ascent: Redefining Design in the Age of Collaboration and AI

The Dawn of Design Thinking

Dylan Field, co-founder and CEO of Figma, reflected on the shifting perception of design. "It used to be that design was an afterthought," he notes. "Now design is more than form and function. Design is how you win or lose." This perspective marks a significant departure from the internet boom of the late '90s, where the prevailing ethos was simply, "build it and they will come."

From Lipstick on a Pig to Apple's Philosophy

Design's role has undergone a dramatic transformation, evolving from a superficial layer to an integral component of a product's success. As Field observes, companies once viewed design as merely "putting lipstick on a pig,"tasking a lone designer to beautify a product at the end of the development process. However, the rise of design-centric companies like Apple has ushered in a new era where design is intrinsically linked to functionality. This "Apple philosophy" emphasizes that design is how a product works, not just how it looks.

The Rise of Collaborative Design

The shift towards design thinking has fueled a surge in design hiring. Companies now recognize that meeting market demands requires a strong emphasis on user experience. The design ratios within organizations have transformed, with some companies, like Airbnb, employing one designer for every two or three engineers, a stark contrast to the previous norm of one designer for every 30 engineers or even none at all.

AI's Amplifying Effect on Design

The rise of artificial intelligence has further solidified the importance of design. As Field puts it, "With AI, it is like absolutely unequivocally clear that that is true." AI has accelerated software creation, intensifying competition and making differentiation through design even more critical. To stand out, companies must possess a unique point of view, exceptional design, and a delightful user experience. Brand design and marketing also play a crucial role in communicating this point of view across every customer interaction.

From WebGL Exploration to Collaborative Design

Figma's journey began in 2012 with an exploration of WebGL, a technology that enables the use of a computer's GPU in a web browser. Initially, the focus was on the technology itself rather than a specific problem. This approach, while unconventional, ultimately led to the creation of Figma.

Overcoming Technological Hurdles

The early years were marked by experimentation with various applications of WebGL, including face swapping, background removal, and dynamic color gradients. However, the technology was not yet mature enough to deliver flawless results. It wasn't until the advent of deep learning that these applications could achieve 100% accuracy.

The Pivotal Moment

Recognizing the limitations of building a photo editor in a web browser, the team shifted its focus to addressing the challenges faced by designers. This pivotal decision marked the true beginning of Figma. Field recalls, "If I had said I'm going to give ourselves 6 months and then we'll make a call we would never have Figma today."

The Skepticism of Designers

Despite the team's progress, early versions of Figma were met with skepticism from designers. Many expressed a lack of trust in the browser-based tool. However, a redesign that prioritized visual appeal and user experience eliminated these concerns, paving the way for Figma's widespread adoption.

Embracing Multiplayer Collaboration

Before Figma, design was largely a solitary activity. Designers often worked in isolation, presenting a limited number of options to clients or stakeholders. Figma disrupted this paradigm by introducing a multiplayer experience, enabling real-time collaboration and a single source of truth. This shift was initially met with resistance, with some critics likening it to "a camel is a horse designed by committee" and even threatening to change careers if it represented the future of design.

From Skepticism to a New Way of Working

Despite the initial skepticism, a small group of designers recognized the transformative potential of multiplayer design in the browser. This feature eliminated version control issues and fostered a sense of shared ownership. Over time, users began to treat Figma as a collaborative space, using it for brainstorming and communication, even when other tools like Slack were unavailable. This unexpected use case led to the development of FigJam, a whiteboard tool designed for ideation and diagramming.

Competing with the Giant: Adobe

Figma's rise has inevitably drawn comparisons to Adobe, the long-standing giant in the digital design industry. While Figma initially saw itself as competing directly with Adobe, its focus has evolved to encompass the entire product design and development workflow. This broader scope includes tools like FigJam for ideation and Figma Slides for alignment, as well as features that facilitate collaboration between designers and developers.

The AI-Powered Future of Design

Figma is actively integrating AI into its platform, with Figma Make being a prime example. This AI-powered tool enables users to generate working apps from prompts, streamlining prototyping and development. The company envisions a future where Figma Design and Figma Make are seamlessly integrated, allowing designers to iterate rapidly and leverage AI to enhance their creative process.

The Enduring Value of Human Creativity

Despite the advancements in AI, Field believes that design remains a fundamentally human endeavor. AI can generate opinionated designs, sparking reactions and pushing designers to explore new possibilities. However, it is the human designer who ultimately makes the critical decisions, considering cultural context, brand ethos, and business constraints to create truly differentiated and impactful designs.

The Importance of Continuous Learning

Field candidly admits that he was not a good manager when he started Figma. However, he emphasizes that management skills are learnable. He highlights the importance of building relationships, providing context, setting goals, and holding team members accountable. One of the most valuable lessons he learned was to hire people he could learn from, rather than seeking to be the most knowledgeable person in the room.

Advice for Aspiring Founders

When asked for advice to aspiring founders, Field stresses the importance of pursuing unique insights, maintaining humility, and being willing to adapt. He also emphasizes the need to get started quickly and to avoid replicating existing solutions. Above all, he advises founders to choose a problem that they are passionate about and that they can envision working on for decades to come.

The Journey Ahead

Figma's journey is far from over. As Field aptly puts it, "the bigger the ambition, the more there is to go tackle." With a relentless focus on empowering designers and fostering collaboration, Figma is poised to continue shaping the future of digital design in the age of AI.