January 28, 2025

Issue no.9: Memos for the future

Figma

An illustration of a squirrel holding an acorn, a person with pigtails holding an open laptop, a robot holding a flower, and a person writing in a notebook

In a time of blurred roles, new technology, and breakneck product cycles, how do we uphold craft and purpose in our work?

Hero illustration by Zoey Kim

We asked six members of the Figma team

A colorful illustration of a person with pigtails sitting at a green table, holding a pencil and writing on paper, surrounded by a playful scene. A white cat with one paw raised and a black cat lying down are on the table. To the left, there’s an image of a glowing light bulb, and to the right, an illustration of a robot with sparkling eyes. The background features vibrant shapes, including orange flowers and pastel-colored circles, creating a cheerful and creative atmosphere.

Six memos for the future of digital creation

We turned six big ideas percolating around the Figma office—written from the perspective of devs, designers, analysts, writers, PMs, card-carrying generalists—and put them on record. Here’s a look at what’s on our minds for 2025.

working across design, development, and community to offer up their vision for how we might approach building software in 2025. We hope these memos will help validate and challenge your team as you chart a course for the new year.

A squirrel holds an envelope in its paws

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Personalize the web

As more people and businesses go online, the demand for an internet that caters to a broad set of needs has grown. Product Designer Chia Amisola wonders what we may have overlooked in the process—and how we might get back to building sites that feel more personal and poetic.

An illustration of a person typing at a computer with a red flower on the screen, superimposed with frames depicting gnomes watering and arranging other flowers.

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A triptych of gardening-themed illustrations. Left: gnomes tending flowers. Center: a person working on flower designs on a computer. Right: a gnome with a watering can and a pot of flowers.

Making space for a handmade web

There’s a resurgence of small, handcrafted sites challenging the current trajectory of the internet. Joining the movement is as simple as making your own.

Build a competitive moat

Our relationship to technology changes over time. For Head of Insights Andrew Hogan, becoming a father to two kids has revealed why emotional resonance—not just features—makes software truly distinct and meaningful. He makes the case for why building for an emotional response can give apps a competitive edge.

An illustration of two squirrels inspecting an acorn under a magnifying glass

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Off-road the roadmap

Launching new products isn’t just about sticking to a singular vision, says Director of Product Avantika Gomes. In fact, great products are defined as much by unexpected twists and turns in the journey as they are by a carefully plotted roadmap. She outlines the risk of holding too tightly to specific solutions, and shares how to make room to pivot.