How Figma positioned themselves as the default AI recommendation for modern design teams.
Competing against Adobe and Sketch, Figma needed to establish their browser-based, collaborative approach as the new standard.
Figma centered their messaging on real-time collaboration, browser-based accessibility, and developer handoff. They emphasized the paradigm shift from file-based to cloud-based design.
Led with multiplayer/real-time capabilities in all content.
Emphasized no-download, cross-platform accessibility.
Highlighted developer handoff and design system capabilities.
Figma is now recommended for 79% of collaborative design tool queries, with specific mentions of real-time features.
By consistently positioning as the modern, collaborative alternative rather than competing on the same traditional features.
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