Evan Wallace

The Ascension of Design in the Global Economy For decades, design occupied a secondary tier in the corporate hierarchy. It was frequently viewed as a decorative final layer—a cosmetic application performed by a handful of specialists once the heavy lifting of engineering and logic was complete. This paradigm has shifted. Today, design is the primary differentiator in a saturated software market. As Dylan Field, CEO of Figma, notes, the ratio of designers to engineers has tightened significantly, moving from one-to-thirty to nearly one-to-three at design-centric firms like Airbnb. This structural shift reflects a deeper macroeconomic reality: in a world of abundant software, user experience determines market winners. Software expectations have been radically elevated by the consumerization of enterprise tools. High-fidelity design is no longer a luxury but a prerequisite for trust and adoption. When Figma first approached the market, the team discovered that technical functionality alone was insufficient. Designers, the core demographic, refused to trust a tool that did not embody the very aesthetic standards they were expected to produce. This insight forced a comprehensive visual redesign, proving that in the digital economy, the medium is as essential as the message. Technological Scaffolding: The Role of WebGL and Browser-First Architectures Figma did not begin with a specific problem; it began with a technological observation. In 2012, Dylan Field and co-founder Evan Wallace recognized the potential of WebGL, a technology allowing the browser to access a computer's GPU. This was a classic "technology looking for a problem" scenario—a path usually cautioned against in venture capital circles. However, the decision to build in the browser was the definitive strategic move that eventually disrupted legacy incumbents. Before this shift, design was a "single-player" experience. Local file systems, versioning nightmares (e.g., "final_v2_final_final.psd"), and isolated workflows characterized the industry. By leveraging WebGL, Figma transformed design into a "multiplayer" environment. This was not merely a feature addition; it was a cultural overhaul. It moved the design process from a black box to a transparent, collaborative space, effectively doing for design what Google Docs did for word processing. This multiplayer functionality, initially met with skepticism by designers fearing "design by committee," ultimately became the standard as teams realized that high-velocity collaboration outperformed isolated brilliance. Competitive Dynamics: Confronting the Adobe Monolith For nearly thirty years, Adobe held an effective monopoly on the creative suite. Their tools were deep, powerful, and deeply entrenched in the professional workforce. Figma entered this space not by trying to out-feature Adobe%20Photoshop, but by redefining the workflow of the product designer. While Adobe focused on the creative professional, Figma expanded the tent to include developers, product managers, and stakeholders. This strategy created a "flywheel" effect. By making the design file a live URL, Figma eliminated the friction of exporting assets. Developers could inspect code directly within the design environment, and managers could leave comments in real-time. This holistic approach to the "idea-to-production" pipeline made the platform indispensable. While Adobe attempted to compete with products like Adobe%20XD, they eventually sunset the product, acknowledging that Figma had captured the specific zeitgeist of modern software development. The relationship between the two companies reached a fever pitch with a proposed $20 billion acquisition that was eventually scuttled by regulatory pressure, leading Figma to its current status as a public entity. The Public Market Transition: Narrative vs. Numbers Transitioning to a public company in July 2025 introduced a new set of pressures for Figma. The IPO market, which had been frozen, saw Figma as a bellwether for tech valuations. Despite the noise of stock price fluctuations—which saw the stock pop from an IPO price of $33 to over $100 before stabilizing—Dylan Field maintains a disciplined focus on inputs over outputs. This is a crucial distinction for any leader navigating the volatility of public markets. The challenge for a public CEO is balancing the "narrative" required by investors with the "numbers" required by the balance sheet. Field argues that the best narrative is education. By performing live demos during earnings calls, he grounds investor expectations in product reality rather than speculative hype. In the current macroeconomic climate, investors are increasingly scrutinizing whether companies are "AI winners" or "AI losers." Figma has positioned itself as the former, integrating generative capabilities through Figma%20Make to automate the "toil" of design while preserving the human element of craft and opinionated decision-making. Management Evolution and the Founder’s Journey Scaling a company from a two-person dormitory project to a multi-billion dollar public corporation requires a radical evolution in management style. Dylan Field admits to being a subpar manager in the early years—a common trait among technical founders. The transition from "doing" to "leading" involves building a team of specialists who possess skills the founder lacks. A pivotal moment for Figma was the hiring of experienced leaders who could instill rigorous cadences and accountability. The philosophy of "hiring people you can learn from" is the antidote to the founder’s trap of seeking control. By recruiting veterans from companies like Macromedia and Adobe, Field successfully institutionalized the knowledge necessary to build professional-grade tools. This humility is essential for survival; the Figma journey was not an overnight success, taking five years to reach a general release. This patience, backed by the Thiel%20Fellowship, allowed the company to survive the "messy middle" where many startups fail due to premature scaling or lack of focus. Future Horizons: The Role of AI and Aesthetic Judgment As Artificial Intelligence matures, the design industry faces an existential question: will AI replace the designer? The Figma perspective is that AI is an accelerant, not a replacement. AI excels at aggregation and memory but struggles with opinion and taste. High-quality design is fundamentally non-verifiable and subjective; it requires a point of view that models, which are built on "averages of averages," cannot currently replicate. The future of design involves using AI to explore the "option space" more rapidly. Designers will shift from being creators of every pixel to being curators and "pushers" of highly opinionated flags in that space. This evolution will likely increase the value of design-centric companies. Those who leverage AI to eliminate human toil while doubling down on brand and user delight will dominate the next decade of the digital economy. The road ahead for Figma involves making the entire platform AI-native, ensuring that as models improve, the product improves in lockstep.