They Prefered Figma Over Adobe. But WHY?

Hey there 🖐

The internet is evolving, and so is the importance of graphic design. As we are getting used to its pace, not a day we pass without coming across at least a couple of designs 🤔

From social media to improving the presentation of our project reports, designs can fit in anywhere 😃 While Canva can help us with social media posts and general designs, how do you think product designers design complex designs of some products?

While Canva says NO and Adobe say MAYBE, Figma says YES 🤗

Let's see what Figma did while other design platforms settled with what they once had 😊

Challenges Faced

Figma faced uncertainties and potential product-market fit issues before launching its MVP in 2016. Here's a breakdown of the key challenges:

1. Fragmented market with established players

• The design software market was already crowded with established players like Adobe Photoshop and Sketch. Although these platforms offered rich design capabilities, they lacked real-time collaboration features.

• As a new entrant, Figma needed to convince designers to switch from their familiar tools and workflows.

2. User needs and willingness to adopt a new model

• It wasn't clear how strong the user's need for a web-based collaborative design tool was. Designers hesitated to move their work online, especially with concerns about security and performance.

• The concept of real-time collaboration was relatively new. Users might not fully understand its benefits or require a significant enough pain point to explain a switch.

3. The viability of web-based design tools

• Web-based design tools were still in their early stages. Concerns existed around performance, particularly for complex design projects with large files.

• The reliability and responsiveness of web applications were crucial for designers who needed a smooth and efficient workflow.

4. Monetization strategy for a new tool

• Figma needed a clear monetization strategy. Freemium models were becoming popular, but the optimal pricing structure for a collaborative design tool was uncertain.

• Balancing features offered in the free tier with value propositions for paid plans was critical for attracting and retaining users.

Uncertainties Around User Behavior

Beyond the established software landscape, Figma also faced questions about how designers would use their tools:

• Collaboration Patterns: Would designers readily adopt a real-time collaboration model? How would handoffs and communication work within teams?

• Learning Curve: Would from desktop software to a web-based tool transition be smooth? How much time would it take for designers to learn Figma's functionalities?

• Integration with Existing Workflows: Could Figma integrate with existing design workflows and tools designers used (e.g., version control systems)?

By addressing these uncertainties through a well-defined MVP/MLP strategy, Figma tested its core functionalities, gathered user feedback, and iterated towards a product that achieved product-market fit and revolutionized the design collaboration industry.

Solution

Figma's strategy wasn't about creating a fully-fledged design suite in the initial stages. Instead, they focused on an MVP that addressed the core pain points of designers struggling with fragmented workflows. Here's a breakdown of the MVP's functionalities and how they tackled the market challenges:

1. Real-time Collaboration

• Shared Design Canvas: Figma introduced a web-based design tool where multiple designers could work on the same file together. This eliminated the need for file transfers and version control issues.

• Live Editing: Changes made by one designer were instantly visible to all collaborators. It enabled real-time communication and feedback, addressing inefficiency and communication gaps in traditional workflows.

2. Centralized Design System

• Shared Libraries: Figma's MVP included a central library feature. Teams could store and manage reusable design elements (fonts, colors, logos) within the platform to ensure brand consistency across all design projects.

• Reduced Design Errors: Figma minimized the risk of designers using outdated or incorrect elements by having a single source of truth for design assets.

3. Basic Prototyping

• Interactive Mockups: The MVP offered basic prototyping functionalities. Designers could create clickable prototypes that simulate user flows in the design only. Doing so allowed for early user feedback and testing before development began.

• Improved Design Iteration: Figma allowed faster design cycles and more informed decision-making by incorporating basic prototyping into their design system.  

Focus on Core Needs, Not Feature Overload

Figma's MVP wasn't about offering every possible design feature. Instead, it focused on the core functionalities that addressed the critical user needs of collaboration, consistency, and early feedback. This approach minimized development time, allowed for rapid iteration based on user feedback, and helped Figma establish itself as a valuable tool for design teams.

Why Web-Based Approach?

Choosing a web-based platform over a mobile application offered several advantages to designers, including:

• Accessibility: Designers could access their work from any device with an internet connection, increasing flexibility and mobility.

• Reduced Maintenance: Updates and bug fixes happened automatically on Figma's servers, eliminating the need for users to download and install new software versions.

By addressing the market uncertainties through a focused MVP and leveraging the benefits of a web-based platform, Figma laid the foundation for a design collaboration tool that transformed the design workflow.

Testing and Learning

Figma understood the importance of gathering user feedback early and often. They used various testing methods to gain valuable insights into how designers interacted with their MVP and what resonated most:

1. User Interviews

Figma conducted in-depth interviews with target user groups, including individual designers and design teams. These interviews focused on understanding:

• The specific challenges designers faced in their workflows.

• How they envisioned a collaborative design tool addressing these challenges.

• Their initial impressions and feedback on Figma's MVP functionalities.

2. Usability Testing

Usability testing involved watching designers use the Figma MVP to complete specific design tasks. Figma's team observed user interactions, identified areas of confusion or difficulty, and estimated overall user experience. This method helped them identify potential usability issues and refine the interface.

3. Online Surveys

Figma conducted online surveys to gather quantitative data on user satisfaction with the MVP. These surveys included:

• Likert scale questions to calculate user agreement with statements about Figma's functionalities and ease of use.

• Open-ended questions to get additional user feedback and feature requests.

4. Early Adopter Program

Figma recruited a group of early adopters – designers eager to test a new collaborative design tool. These early adopters provided valuable feedback on real-world use cases and identified potential limitations or bugs within the MVP. Their enthusiasm also generated buzz and attracted new users to the platform.

Combining Qualitative and Quantitative Data

The Figma team understood their user needs and perceptions by implementing these testing methods. Their conclusion was:

• User interviews provided rich, qualitative data on specific pain points and desired functionalities.

• Usability testing allowed them to observe user behavior and uncover potential usability issues.

• Online surveys offered them a way to quantify user sentiment and gather broader feedback.

Figma effectively tested its MVP/MLP by gathering crucial data that inform them about future iterations and product development through this approach.

Iteration

The user testing on Figma's MVP wasn't just about identifying bugs. The key learnings from user feedback formed the foundation for significant iterations that transformed the Figma experience:

1. Demand for more advanced prototyping

User testing revealed a strong demand for more advanced prototyping features beyond the basic functionalities offered in the MVP because designers wanted to create more complex and interactive prototypes to simulate user flows and gather richer feedback.

Figma's Response:

Based on this learning, Figma prioritized the development of advanced prototyping features. This included the ability to create micro-interactions and animations, allowing designers to craft more realistic and user-centric prototypes.

2. Improving collaboration and feedback management

User feedback highlighted the need for improved version control and robust commenting tools because designers wanted to easily track changes, revert to previous versions, and provide clear and contextual feedback on specific design elements.

Figma's Response:

Figma addressed this by implementing a complete version history system. This allowed teams to see changes made over time and revert to previous versions if necessary.

Additionally, Figma introduced robust commenting tools. Designers could now leave comments directly on specific elements within the design file, facilitating more targeted and effective feedback discussions.

3. Plugins and customization

User testing indicated a desire for customization and the ability to integrate Figma with existing design workflows.

Figma's Response:

Recognizing this need, Figma implemented an open API, allowing third-party developers to create plugins. This plugin ecosystem extended Figma's functionalities to address diverse design needs and integrate effortlessly with various design tools.

4. Balancing free and paid features

User testing provided insights into user preferences regarding the freemium model. Figma needed to offer enough value in the free tier to attract users while also creating exciting reasons to upgrade to paid plans.

Figma's Response:

Figma likely adopted a balanced approach, offering core functionalities for free and reserving more advanced features (e.g., unlimited collaborators, larger file storage) for paid plans. This ensured a smooth user experience for beginners while also addressing the needs of professional design teams.

Learning from Each Interaction

Figma continuously improved its product by actively listening to user feedback and iterating based on their learnings. This data-driven approach transformed Figma from a promising MVP into a comprehensive design collaboration platform that addressed the evolving needs of its user base.

Results

Figma's decision to launch with a focused MVP/MLP strategy proved to be a masterstroke, leading to its dominance in the design collaboration landscape. Here are a few results of this strategy:

1. Exponential user growth

• Community Growth: Figma's user community has millions of active members, fostering knowledge sharing and user engagement.

• Industry Recognition: Figma has consistently ranked high in design tool user satisfaction surveys, indicating widespread adoption by design professionals.

• Media Coverage: Figma has been featured in prominent design publications and tech blogs, highlighting its popularity and impact on the industry.

2. Industry-wide adoption by leading companies

• Tech Giants: Companies like Airbnb (reported 80% reduction in design handoff times), Netflix, Uber, and others leverage Figma's collaborative features to simplify their design workflows.

• Design Agencies: Leading design agencies worldwide have adopted Figma, using it for various projects from branding to user interface (UI) design.

• Freelance Designers: The affordability and accessibility of Figma's freemium model make it a popular choice for freelance designers working on individual or client projects.

3. Quantifying efficiency gains

• Reduced File Transfer & Version Control Issues: Studies suggest real-time collaboration can save design teams 20-30% of the time typically wasted on file transfers, version control conflicts, and manual updates.

• Faster Feedback Loops: Real-time editing and commenting features facilitate quicker feedback exchange, potentially saving another 10-20% of the time compared to traditional email-based feedback methods.

4. Plugin ecosystem

• Extended Functionality: Plugins cater to diverse design needs, allowing users to integrate Figma with other design tools (e.g., prototyping tools, and design asset libraries) and automate repetitive tasks.

• Customization and Flexibility: The vast plugin library empowers designers to tailor Figma's functionalities to their specific workflows and project requirements.

• Community Innovation: The open API fosters a culture of innovation, with developers constantly creating new plugins to address emerging design challenges. Figma has over 3000 plugins (as of June 2024).

While specific revenue figures are not public, Figma's widespread adoption suggests a successful monetization strategy through its tiered subscription plans.

Conclusion

Figma attracted a massive user base by addressing core user needs for collaboration and launching a web-based platform. User feedback fueled continuous iterations, adding features like advanced prototyping and a plugin ecosystem. The result? Figma simplified design workflows, improved communication, and revolutionized design collaboration, leaving a lasting impact on the industry.