If you are familiar with the design industry landscape of the 2010s, you know that Adobe Creative Suite was virtually the sole system for all specialists, from graphic designers to video editors, from illustrators to web designers. While Adobe’s powerful features supported the design process, its high cost and complex or sometimes unnecessary functions created difficulties for many users.
It was at this point that Figma entered the market with a solution based on team collaboration and modern web technologies. Through its innovative approach, it became the primary design platform for creative teams and managed to become Adobe’s most serious competitor in a short time.
Ten years later, Figma was acquired by Adobe for $20 billion. This massive acquisition clearly demonstrates how effective Figma’s community-based development strategy has been. Let’s take a closer look at how Figma built its community and what achievements it has made through this approach.
Figma caught public attention after its official launch in 2016. However, the foundation for this rapid success was laid much earlier, in 2012, when it was founded by Dylan Field and Evan Wallace. These two entrepreneurs, who had previously worked at Microsoft, aimed to create an online collaboration opportunity that was not available in the design programs of that time.
Field and Wallace knew from the outset that collaboration would be a crucial factor for Figma’s future success. For this reason, they introduced the beta version of the web application in 2014, which allowed multiple users to work on projects simultaneously.
Over the next two years, Figma gradually expanded its community through word-of-mouth marketing and strategic partnerships. In 2015, Figma partnered with major venture capital firms such as Google Ventures and Greylock Partners. These firms, recognizing that Figma’s team-based approach could create significant opportunities in the future, decided to invest in it.
From the very beginning, Figma chose a community-centered marketing strategy and remained committed to it for years. Claire Butler, their chief marketing officer, and her team focused heavily on gathering valuable feedback by demonstrating the Figma beta to design teams. They managed to generate excitement and interest by creating a wide network before Figma’s official launch.
“Demonstrating the product to users and gathering feedback throughout the entire process was essentially part of community building. We identified the initial users and then connected them to each other,” says Claire Butler.
This approach was fully supported by the Figma team. They invested in their communities, focusing on generating interest rather than perfection. After four years of meticulous preparation, Figma was officially launched in 2016, which turned out to be a successful debut.
After its launch, Figma consistently continued its content marketing and community management initiatives to engage its users. They actively involved the design community on Twitter, established close connections with corporate designers, and promoted the product on a large scale in collaboration with organizations.
Role of ‘Design Advocates’
One of the strategies that played a crucial role in Figma’s success was engaging “design advocates.” These influential individuals actively shared their experiences with others, which strengthened trust in the product among a wide audience.
This approach created a “snowball” effect: positive feedback from renowned designers attracted new users, resulting in many users who tried the free trial of the product converting into paid subscribers.
Figma also organized design competitions as another effective approach. Their first design advocate was Brent, who met the team at a chance encounter and proposed a unique strategy.
“Every Friday, Brent would invite his designer friends to a live competition called ‘Pixel Pong’,” says Claire Butler. “This was a fun and interactive event that involved determining the winner through voting on Twitter.”
Conferences, Meetings, and Online Platforms
Over the years, Figma continues to maintain its success through its community-based strategies. The following initiatives are prime examples:
- Config Global Design Conference: Figma organizes this conference annually, bringing together designers, developers, and product teams. The event primarily focuses on the latest industry news and trends, but it also leads to an increase in the number of people with deeper interest in the Figma platform and attracts new users.
- Meetings and Friends of Figma: Every day, Figma organizes meeting groups in various parts of the world. These events are planned and announced through Figma’s community platform called “Friends of Figma.” The events are organized by volunteers, which facilitates their large-scale implementation and replication. Volunteers are users who are genuinely passionate about the product and successfully conduct events without any financial incentives, driven solely by their own enthusiasm.
- Figma Community Online Platform: Figma has created an online platform that serves as a resource and support hub for designers worldwide. Designers can post “portals” that link to their work, allowing other users to find inspiration. This initiative not only showcases the skills and talents of community members but also further reinforces Figma’s commitment to the principle of “community first.”
Such strategies help Figma connect with a wider audience and contribute to maintaining its leading position in the global design community.
Prepared by Zukhrakhon Mansurova
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