I’ve been busy working on some client work so it’s been a moment since I’ve shared a Product Magic post, and there’s no better moment than now! Figma’s 2025 Config event unveiled a suite of tools that could reshape how UX and product teams operate—from ideation to launch. These updates aren’t just flashy features; they signal a deeper shift toward integrated, AI-assisted, and audit-friendly workflows. I think they’ve done a great job of bringing together what intermediary providers have been offering and consoldating that into their product suite – what do you think? Have they gone deep enough or are just jumping on a trend?
Let’s unpack what’s new, what it means for your team, and how to stay ahead with a few practical tips.
🔧 What’s New?
Here’s a quick overview of the major updates:
- Figma Make: AI-powered prototyping from natural language prompts. Sketch out flows just by describing them — a game-changer for fast validation.
- Figma Sites: Publish real, interactive websites directly from Figma. Less handoff, more launch.
- Figma Draw: Enhanced vector tools for illustration, finally giving designers full creative range in one place.
- Figma Buzz: A tool to create brand-aligned marketing assets that draw from your product and team knowledge — and scale content creation with AI.
Figma isn’t just doubling down on design — it’s coming for prototyping, launch, comms, and more.
🧠 What This Means for UX and Product Teams
This launch quietly shifts the foundation of how product teams work. Here’s how:
1. Design → Build is Collapsing
With Figma Sites and Make, we’re no longer designing for handover. We’re designing to ship. This means the role of UX expands — and so does the need for robust design systems and content thinking. Messy design debt will show up faster. So will unclear messaging. You’ll need to audit your flows sooner and iron out any kinks.
2. AI Will Speed Things Up — and Reveal What’s Broken
AI can now create prototypes, flows, and marketing assets. But if your design system, messaging, or onboarding flow isn’t tight, it’ll just scale the wrong thing faster. It’s like handing a megaphone to a whisper.
3. Your Product Org Needs a Shared Source of Truth
With product, marketing, design, and growth now operating in one space, lack of alignment will get exposed quickly. Who owns what? Who sets tone and interaction standards? Do you even know what your current onboarding conversion rate is?
⚡ Tips to Stay Ahead
Here are five things your team should be doing now:
- Review your design system. With AI and Figma Sites in the loop, inconsistencies will break your output faster. Audit your components, naming, spacing, and usage rules. Keep it clean.
- Align with marketing now. Buzz will only work if your product narrative is already crisp. If your team can’t answer “Why now?” or “What pain does this solve?” in one sentence, start there.
- Create a prototype-to-production checklist. Define when something’s ready to ship — not just designed. Especially with Figma Sites on the table.
- Test your onboarding. Figma’s new tools will make it easier than ever to build onboarding flows — but if your core activation is fuzzy, faster flow building won’t help.
- Schedule regular UX audits. Before AI scales your work, make sure it’s the right work. A short monthly review of your flows, messaging, friction points, and product analytics can pay off big.
👀 So Where Does This Leave You?
This Figma update is brilliant. It’s empowering. But it’s also a wake-up call.
If your team is already struggling with alignment, inconsistent UX, or messaging that doesn’t convert — these new tools won’t save you. They’ll just amplify the noise.
That’s why I’ve been doing more audit-led work lately — helping teams uncover where friction lives, what’s holding users back, and what tiny changes will unlock growth. AI can solve for a lot of execution based tasks and creative but when it comes to analysing user behaviour, motivations and diving deep into friction from emotive feedback then a human touch still wins (for now!).