Introduction:
Figma’s the cool kid on the design block. Designers love it, startups swear by it, and even big corporations are jumping on the bandwagon. But how did this scrappy startup outmanoeuvre design giants like Adobe? Let’s break down Figma’s rise to fame and see what lessons we can steal for our own ventures.
The Old Guard: Before Figma, It Was a Design Dinosaur Show
| Tool | The Good | The Bad | The Ugly |
|---|---|---|---|
| Adobe Photoshop/Illustrator | Powerful, versatile | Not designed for UI, clunky workflows | Designers tearing their hair out |
| Sketch | Simple, user-friendly, great for UI | Mac-only (sorry, PC users) | Limited collaboration features |
| InVision/Marvel | Prototyping powerhouses | Required separate design tools | More steps, more potential for errors |
Design was a fragmented mess. Teams were juggling multiple tools, struggling to collaborate, and wasting time on tedious tasks.
The Problem
Figma’s Genius Move: Collaboration, Cloud, and a Killer Combo
Figma swooped in like a design superhero with a triple threat:
- Real-Time Collaboration: Think Google Docs, but for design. Multiple designers could work on the same file simultaneously, making teamwork a breeze.
- Browser-Based Bliss: No more Mac vs. PC drama. Figma worked seamlessly in any browser, opening up the design world to everyone.
- The All-in-One Wonder: Design, prototype, handoff to developers – Figma did it all in one place, streamlining the entire workflow.
Why Adobe Was Late to the Party (A Classic Case of “We’ve Always Done It This Way”):
Adobe was busy ruling the roost with Photoshop and Illustrator. They underestimated the growing demand for collaborative, web-based design tools. By the time they launched Adobe XD, Figma had already captured the hearts (and wallets) of designers everywhere.
How to Carve Your Niche (If You’re Not Figma):
- Target the Underdogs: Cater to freelancers, small agencies, or non-designers who need simple, affordable tools.
- Be the Next Big Thing: Don’t just copy Figma. Innovate! Think AI-powered design suggestions, integrated user testing, or even AR/VR prototyping tools.
- Obsess Over User Experience: Make your tool so intuitive and delightful to use that designers can’t imagine going back to the old way.
Figma’s success story is a masterclass in disruption. They identified a pain point, built a product that solved it beautifully, and weren’t afraid to challenge the status quo.
The Smarketer’s Take
But here’s the real lesson: Even in a seemingly crowded market, there’s always room for innovation. Find your niche, build something truly exceptional, and you might just become the next Figma.
Day 8 of 100: Smarketer’s Startup Teardown Series
This Figma deep dive is just a taste of what’s to come. I’m on a 100-day mission to dissect the marketing strategies of 100 different companies. Why? Because I’m cooking up a comprehensive course/book on startup marketing strategy, and I want YOU to be the first to get your hands on it.
So, join the Smarketer community and get ready to rewrite the rules of startup growth. Subscribe to the blog and let’s get smart about marketing together!
