The secret sauce of why Figma wins!
I built my first prototype using Figma in 2018 when the tool was still new. Using design tools like Sketch or Photoshop was out of the question since I was a student who looked at free tools to use. I started using Figma so extensively that I ditched the PowerPoint tool at some point. For a non-designer like myself, Figma appeared intuitive & easy to use.
‘Nothing great has ever been made alone’ is the brand line along which Figma has grown up. I believe Figma has positioned itself as a fun and collaborative design tool for designers, developers, managers, marketers, & any collaborator who needs to create and co-create design resources & an entire system around it. Now there are so many reasons why I believe that Figma wins as a Saas product.
- There is always something for everyone
- Jamming with the FigJam
Whether you are a designer, developer, marketer, manager, or student, there is a value offering for everyone. Figma originally was purposed for a seamless collaboration between designers and engineers. But as they grew, they started acquiring new markets with its fresh products like FigJam. The launch of Figjam for planning, brainstorming, diagramming, and strategy made it relevant for education and businesses to use.
- Planting the design in education
Making classrooms engaging and fun through FigJam’s whiteboard tool makes Figma a winning product and we can see how it is still centered around strong collaboration & communication. With interactive features like audio chat, comments & voting, there’s more personalization for the students. It removes the necessity of using multiple applications for different tasks.
2. Alone we can do so little, together we can do so much
Transparency & Open collaboration are the literal values by which Figma has been planted and developed. With access to thousands of free & paid UI kits, templates, components, widgets, etc., anyone can get started to build their ideas with the existing resources, sell their ideas, and share them with the world. One can also reach out for help in the comment section, search for topics using clearly structured segments, and bookmark their most favorite topics or resources.
- Flock in Groups
I like how Figma addresses their users as ‘Friends of Figma’. With self-facilitated steps, one can find local groups close to their cities. Currently, they have local groups across 8 countries in the world where you can join a group near your city and connect with fellow-figma users in the city. The main objective is for ‘Friends of Figma’ to meet each other and nurture a community to learn & share.
- Become a creator
Centered on collaboration & creation, Figma is the ideal torch bearer of the creator economy. Figma facilitates the platform for creators who can make and sell resources for the ‘Friends of Figma’. A creator can be a designer, coach, developer, or anyone who wants to build and sell their creation to the community. A creator can also request a grant to build and share resources.
3. Becoming a lifelong student
While writing on this topic, I kept thinking about what kept me hooked on Figma as a new user. From a product point of view, the continuous launch of resources, guides, webinars, podcasts, etc. keeps new users hooked on to the platform. I’m curious to know and learn about design systems, hand-offs, and other cross-topics.
Extending the professional package for students & faculty for free is a long-term user acquisition & retention strategy. A classroom-style learning blended with an entrepreneurial approach offered by FigJam is a win-win for both Figma & its users. It provides upskilling and teaches students about communication, leadership, frameworks, and other management skills.
4. Let’s talk Freemium
This is a core part of why Figma wins every time. Starting from acquiring the users, and engaging & retaining the users, Figma has distinct user journeys covered for every user type, and all the basic features are still available for free. Unlike Adobe or Sketch, you can build your small or big ideas, and share them with teams for free. Of course, they have limitations on the features and resources that can be used, but they are good enough for the start.
If you compare the Freemium features with the Professional, Organisation & Enterprise features, they have the basics covered except the Admin & Security, Dev Mode, & other advanced features.
Prototyping is my favorite feature. I have been using them for personal and work-related projects. Life has been at ease since the quick visualization of apps and interfaces, does not require immediate intervention from developers. With the necessary annotations, measurements, REST APIs, and third-party integration, the workflow between the trio (designers, developers & product managers) has improved.
Overall, if you look at the winning components in their product, I find all of the below ones most relevant:
- Freemium offering
- Community-driven features & resources
- Easy user experience
- Access to new & continuous learning resources
- Partnership with influences & experts
Figma’s growth from a $3.8 billion seed-funded company in 2013 to a $12.5 billion valuation company in 2024 has been a long journey. As a friend of Figma, I cannot wait to see how they will unfold the world of design after its skyrocketing valuation.
