GoKawiilI think Figma is increasingly becoming a go-to case study in the victims of the so-called "SaaSpocalypse". And Claude Design's recent launch last week just adds a whole new dimension of pain.
What happened to Figma?
Firstly, I should say that I love(d?) the Figma product. It's hard to understand now what a big deal Figma's initial product was when it launched in the mid 2010s.
The initial product ushered in a whole new category of SaaS - using the nascent WebGL and asm.js technologies to allow designers to design entirely in browser. It used to be the running joke that an app like Photoshop would ever run in the browser, but Figma proved it wrong.
It quickly overtook Sketch as the defacto design tool in the market. Firstly for UI/UX wireframing and prototyping, but increasingly for everything graphic design. As it was based in the browser, it was a revelation from the developer side to be able to open UI/UX files if you weren't on a Mac (Sketch is Mac only). It was also brilliant to be able to leave comments on the design and collaborate with the designer(s) to iterate on designs really quickly.
The collaborative features (without requiring anyone to download any software) quickly meant it got adoption outside of pure design roles - PMs and executives could finally collaborate in real time on the product they were building, without having to (at best) send back revisions and notes from badly screenshotted files that tended to be out of date by the time they were received.
I'll skip over the rest of the history, including a no doubt distracting takeover attempt by Adobe, that was later blocked on competition grounds. But (of course) LLMs happened and suddenly one of the most forward looking SaaS companies became very vulnerable to disruption itself.
Why did AI hit Figma so hard?
One completely unexpected development me and others noticed (and wrote up a few months ago at How to make great looking reports with Claude Code) was that LLMs started to get fairly "good" at design.
By good I do not mean as good as a talented designer, clearly it's nowhere near that - currently. But like many things, not everything requires a great designer. Even if you use a great design team to build out your core product experience (and many do not), there's an awful lot of design 'resource' required for auxiliary parts of the product, reports, proposals etc. It's not stuff that tends to get designers excited but can sap an awful lot of time going back and forth on a pitch deck.
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