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Dylan Field live at Figma's Config: Intuition, simplicity, and the future of design

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The bottom line

Good products come from treating intuition as a hypothesis to test against real user problems, then keeping the result simple and shipping it fast. That matters more as AI floods the world with software, because craft and simplicity become the differentiators.

Key takeaways

  • Design is art applied to problem solving. 7:30
    • Design needs creative expression and a match to a real user need.
    • Solving the problem without the art makes the result utilitarian and soulless.
  • Intuition is a hypothesis generator that has to be tested. 11:19
    • Dylan reads feedback everywhere, from social media to support channels, and asks questions to reach the root problem. People who ask for X often really want Y.
    • Hypotheses are debated and checked against data until a working hypothesis remains. He still doubts Figma's Pages, yet shipped them because users demanded them.
  • Simplicity needs constant attention because complexity compounds. 22:48
    • Evan Wallace's idea of irreducible complexity: one plus one sometimes equals one and a half, so each addition makes a tool worse.
    • Everyone is responsible for simplicity: Keep the simple things simple. Make the complex things possible.
  • Ship early to learn faster, and hold a minimum quality bar. 27:49
    • Figma took about three and a half years to launch, which Dylan calls far too long. FigJam and Slides shipped fast and drew feedback sooner.
    • On quality, features and deadline you can pick two. Software can be improved after launch, but the first version must be minimally awesome.
  • As AI creates more software, craft and unique design become the differentiator. 3:28
    • Figma's Make Design feature gives the most obvious thing in the most obvious form possible, which shows why taste still matters.

If you lose the art and you're just solving the problem, it's totally utilitarian and it lacks soul.

Dylan Field

Chapter summaries

0:00 Introduction

The episode is the podcast's first live recording, staged at Figma Config in front of a live audience.

  • The conversation was recorded live at the Moscone Center in San Francisco. 0:05
    • It is the first live recording of the podcast.
    • The Config team built a stage that recreates the podcast studio.
    • Topics previewed: product taste, keeping Figma simple, early Figma stories and the future of product management.
    • Dylan's favorite AI tool, websim, comes up near the end.

1:11 Welcoming Dylan Field

Dylan came to his first live podcast with no idea how elaborate the setup would be.

  • The studio replica made a room of a thousand people feel like a private recording. 1:28
    • Dylan had no idea the Config team was building the set.
    • The two joke about the microphones, which may or may not be wired.
    • Dylan says it felt like being in Lenny's studio with a thousand people watching.
    • Lenny checks in on how Dylan is doing as Config wraps up after two days.

2:36 Highlights and surprises from Config

The best part of Config was the community, and the AI conversation it started is the one Dylan hoped for.

  • The community was the highlight, even with Dylan running on caffeine and exhaustion. 2:06
    • Dylan calls the people at Config an amazing community and says he feels lucky to be part of it.
    • He would improve parts of his own demo.
    • He praises Emil and Mihika for their demos and presentations.
  • Online reaction to the AI themes was split, as he expected. 3:11
    • Some people agree that design is a differentiator in a world of more AI software. Others disagree.
    • He says that range of opinion is the conversation he imagined would follow the keynote.
    • When critics said Make Design only gives something obvious, his reply was I agree.

6:58 The philosophy of design

Dylan prefers a definition of design that keeps both the creative and the practical side.

  • "Art applied to problem solving" is one of many definitions, and the one he likes best. 7:04
    • He says the line is not original to him.
    • Other definitions he names are design is dialogue and design is problem solving.
    • He says design is not pure art, and he finds the combination of the two really beautiful.

8:01 Raccoon feet and muffin hands

A silly would-you-rather question became a Figma tradition born at the early lunch tables.

  • The question grew out of long, meandering lunch conversations in early Figma. 8:11
    • The team gathered at lunch tables before getting back to work.
    • The question was whether you would rather have raccoons for feet or muffins for hands.
    • Dylan calls it deeply philosophical and still has no single answer.
    • Lenny's follow-ups: who controls the raccoons, whether muffin hands can type, and whether the muffins regenerate when eaten.

9:57 Building and refining intuition and product taste

Taste is a decisive sense of what you like, and Dylan feeds his by pulling the whole team into customer feedback.

  • Rick Rubin's value is the confidence he has in his taste. 10:24
    • In the clip, Rubin has no technical ability and says he knows what he likes and is decisive about it.
    • Colleagues describe Dylan's superpower as intuition and a sixth sense for what will work.
    • Lenny frames the clip as a loose parallel, not a claim that Dylan has no skills.
  • Dylan makes outside feedback a shared habit, not a private one. 11:52
    • A Slack channel collects the tweets that mention Figma, and he shares them with others.
    • He also encourages the team to dig for the root problem behind each request.
    • He says this habit leads to really good outcomes in what Figma ships.

12:50 How to influence leadership

A leader changes his mind when the case is concrete and debatable, and he trusts people enough to let them try things that aren't fatal.

  • Concrete artifacts and examples move Dylan most. 15:05
    • He asks for examples and follow-up questions until he fully understands the idea.
    • If no one has the answers yet, he sends the team to find them and returns to the talk later.
    • Some people find this slow and think he is being dense. Sometimes they come back with the data and are right, and then he moves on.
    • He calls it a perfectionist habit that gives good outcomes, as long as it doesn't bottleneck the organization.
  • He lets people run with ideas he doubts when the risk isn't fatal. 13:51
    • He states his skepticism, then says to go with it and see what happens.
    • Sometimes they return to say they were right, usually politely.
    • He says he doesn't always change his mind, but he builds deep trust with people.
    • On Pages, he thinks a long, unconstrained effort would not have produced today's design. He shipped it because users said they needed it.

16:14 The role of product managers

Great product managers give the team a shared strategy and point of view, and they fail when they treat the job as process.

  • The lines between PM, designer and engineer are blurry, and each needs a bit of the others' skills. 18:13
    • PMs and designers need technical understanding. Designers and engineers need a sense of business goals and user wants.
    • Engineers and PMs need taste, craft and care for the visual result.
    • Research can make it four legs of the stool instead of three.
    • All of them should be in dialogue with users.
  • PMs fall down when they treat the role as process. 19:36
    • Good process helps, but they must keep solving real problems, talk to users and hold a strategy.
    • A good PM has a point of view and a sense of taste.
    • The team must also be celebrated at milestones. If everyone is unhappy, you failed, even when the goal is reached.
  • The best PMs wrap strategy into a framework everyone can follow. 21:57
    • Everyone then knows the destination and how to get there.
    • The framework carries the strategy and point of view, so the team shares one head space.
    • Dylan jokes about last year's Brian Chesky talk: a PM did a Chesky impression to the whole product team, and he arrived 40 minutes late to say he believes in them.

21:12 The future of product management

The roles will stay, even as each person does a bit more of the others' jobs.

  • Product, design and engineering will all keep their value. 21:24
    • Everyone is learning to do more of everyone else's job right now.
    • He still sees immense value in each of the three roles.

22:20 The importance of simplicity in design

Simplicity must be guarded by everyone, because good local decisions can add up to a system that is too complex.

  • Good local decisions can still make a system too complex. 24:02
    • Parts of Figma are too complex as a system, even though each choice was right at the time.
    • The fix is to revisit the whole system.
    • Making Figma more powerful without making it more complex is extremely hard.
    • He declined to say which parts of the old Figma bugged him most, saying only many things.
  • Simplicity is everyone's job, not only the leader's. 25:46
    • Dharmesh Shah describes the fight against entropy as a top-down role for leaders.
    • Dylan says it is easy to make simple things complex, unfortunately.

26:10 The long road to Figma's launch

A hard product and slow hiring stretched the launch, and one new leader helped push it out.

  • Hiring speed and product difficulty delayed the launch. 26:38
    • The first paying customer came slightly less than five years in.
    • Dylan says the product was hard to build and hard to pull together.
    • An earlier chief people officer, Nadia, would have meant faster hiring and an earlier market entry.
    • A new engineering director, Sho, now VP of product, told the team they were close and needed to ship.
    • Sho's first-week presentation named the gap, everyone agreed on it, and the team moved.

27:44 Advice for aspiring entrepreneurs

Shipping quickly pays off, yet a simple-looking product can still take years to get right.

  • Get the product out fast, but expect some products to take longer. 27:49
    • Dylan says the standard advice to ship quickly is totally true, and he now builds with that bias.
    • Dev Mode took longer because it needed repeated rebuilding.
    • Some directions failed before the team understood the developer user and believed it added value.
    • Dev Mode looks simple, yet it took at least three times as long as FigJam.

29:07 Knowing when it's time to ship

Speed never excuses dropping the quality bar, and quality matters in later iterations too.

  • Hold the quality bar even while shipping early. 29:09
    • Lenny notes the bar has risen, especially for B2B software where craft decides whether users switch.
    • Dylan doesn't always ship with weak quality. Sometimes he fixes quality and deadline and cuts features.
    • That means a minimum feature set at a set quality bar.
    • Iteration should not chase features alone. It must improve quality too.

30:39 Early user acquisition strategies

Figma's first users came from sincerely seeking feedback from admired designers, not from a growth hack.

  • Network analysis found the designers, and admiration led Dylan to approach them. 31:07
    • A LinkedIn internship introduced him to Gephi, a network visualization tool.
    • He mapped the central designers, then offered coffee to those whose work inspired him.
    • The Twitter API that made this possible in 2012 and 2013 no longer exists.
    • Tim Van Damme's icons were his test cases for vector networks. Tim now does the icons for UI3.
  • Feedback, not promotion, won the early users. 33:42
    • Designers are unusually good at giving feedback, so showing them the product worked.
    • Payam wrote a very long wish list after a user study.
    • The study took hours because text editing was slow, so Dylan brought a bottle of wine.
    • Coda, then Krypton, was the first team customer. Dylan turned the car around to fix an outage, and its founder Shishir didn't know he was first.

35:50 Spotting trends and future innovations

Websim shows generative UI as playful world building, a different path from Figma's own.

  • Websim turns an AI model's context into an invented internet. 36:42
    • Figma Ventures invested in it, though it differs from Figma's own goals.
    • Users pick models like Claude or GPT-4o, and the growing context builds a universe.
    • Dylan sees it as a lean-forward entertainment tool.
    • Typing gmail.com/dylanfield produced an invented inbox that looked plausible.
    • A Figma employee dreamed up "Frog Jam," and websim built a toad-pun site with lily-pad sticky notes.

39:20 Reflections on leadership and growth

Leading a growing company takes a constant willingness to learn, and the people Field serves are both his source of pressure and his motivation.

  • Mentors can come from anywhere, so a leader has to stay ready to absorb new ideas. 39:51
    • Sources include the community, hires, investors, coaches and the people he mentors.
    • New founders and Figma interns have taught him things he had never considered.
    • Someone he advised years ago repeated his answer back to him. Others had grown and returned with a new framework.
    • He says scaling took all of it: coaches, peers and hired execs, plus a mindset of constant adaptation.
  • Serving the Figma community is a responsibility he tries to use as fuel, not as a weight. 41:32
    • He says the community is made up of people shaping the world's technology.
    • That means making Figma simpler and more powerful, finding real needs, and championing design and quality.
    • He admits Figma sometimes messes up, and thanks users for being patient.
    • He asks people to message him on email or Twitter/X, or send him something built on websim.
  • Computing is still early, so there is a lot left to build. 43:24
    • He expects people in the room to build incredible products in their lifetimes.
    • He wants to see what they make.

44:16 Lightning round

Short answers show a curious, product-minded view of LLMs, advice and his own early career.

  • Different LLMs are each uniquely good at something, and the right prompting brings it out. 44:52
    • He finds it fun to hack models into the right mood and see what they do.
    • He gave this as his diplomatic answer instead of naming a favorite product.
  • Advice says more about the giver than the receiver. 45:22
    • His line is that people giving you advice are really giving themselves advice in your shoes.
    • He applies this to his own advice too.
  • As a child actor, he saw himself as a product with differentiators that faded. 46:06
    • At about five and a half, he could read, sit still and was decently cute.
    • Puberty ended those advantages, and he turned to computer science.
    • He closed by noting that the toy-store ad played to end the show helped bankrupt the company.

In the growth library

Dylan Field, Co-founder and CEO of Figma. Figma's CEO explains how he treats intuition as a hypothesis generator, fights product complexity, and ships early while holding a quality bar. He also tells how Figma found its first users by asking design heroes for feedback, after a slow three and a half years to launch.

Lessons that draw on this:

More from Lenny's Podcast · The whole library, and ask it anything

Transcript526 lines
Introduction 0:00
0:02

Today I am excited to bring you a very special episode, which was recorded live at Figma Config with Figma CEO and co-founder, Dylan Field, in front of a live audience at the Moscone Center in San Francisco. This is the first ever live recording of this podcast and it was so much fun. If you watch this on YouTube, you can see the epic stage that they built specifically for us to recreate my podcast studio. I could not be more thankful to the Config team for making this happen.

0:28

In my conversation with Dylan, we dig into how he builds and refines his product taste and intuition, how intuition is a hypothesis generator, the future of product management. How Dylan attempts to operationalize keeping Figma simple and to continue simplifying the experience. A bunch of stories from the early days of Figma that I've never heard before. Also, he shares his favorite AI tool called websim, which is wild. And if you wait till the very end, you can see a very young child actor Dylan Field in a clip that I found online that was hilarious.

1:00

If you enjoy this podcast, don't forget to subscribe and follow it in your favorite podcasting app or YouTube. It's the best way to avoid missing future episodes and it helps the podcast tremendously. With that, I bring you Dylan Field.

Welcoming Dylan Field 1:11
1:12

Dylan, thank you so much for joining me and welcome to the podcast. Thank you, Lenny. Hi all. Is this your first live podcast? This is my first ever live podcast. Also, a big thank you to the Config team who set up this crazy studio. I had no idea this was going to happen. I feel like I'm in my studio here with a thousand people watching us. It's very impressive. I very much dig the background and also the mics that may or may not be wired.

1:40

That's right. Don't say that. Don't tell people. Oh, sorry. There's no wires coming out of them. There's no one behind the curtain either. Okay, so Dylan, I want to start by just checking in on how you're doing. So Config is about to wrap up. We've been at it for two days now. I know how much lift goes into doing these sorts of things. I imagine you've been thinking about this for a long time now. I'm just curious how you're doing, any surprises, any highlights, any low lights?

2:06

The highlight is the community and just the incredible, incredible people here at Config. Y'all are awesome. I don't know why I keep talking in the mic like this. It's instinctual. But seriously, it's just the most amazing community to be part of and I feel so lucky. And then in terms of how I'm doing at this exact moment, exhausted, but riding on caffeine and whatever this really cool probiotic drink is.

Highlights and surprises from Config 2:36
2:36

Any surprises from the past couple of days? Anything that's like, "Oh wow, that went a lot better than I thought, maybe less well." Demo, definitely things I would've improved. But also Emil and Mihika were phenomenal, and it was just so awesome to see them do their demos and present materials. I was just really pleased with the conversation, I think, that's getting started at Config around AI. I was looking online on social media and I think people are already zeroing in the right conversation, which is, okay, in a world of more software being created by AI, what does that mean and the impact on craft and

3:28

the impact on quality and the need to have more unique design and how design is a differentiator. And I think some people are saying, "I agree with that." Some people are saying, "That I disagree with that", and that's exactly the bounds of what the conversation I imagined would emerge from yesterday. It was funny, the make design feature, I think that I said on the keynote, I was like, "This is going to give you the most obvious thing in the most obvious form possible."

4:02

And then people online are like, "It's just going to give you some obvious thing." I agree. This episode is brought to you by WorkOS. If you're building a SaaS app, at some point your customers will start asking for enterprise features like SAML authentication and skim provisioning. That's where WorkOS comes in, making it fast and painless to add enterprise features to your app. Their APIs are easy to understand so that you can ship quickly and get back to building other features. Today, hundreds of companies are already powered by WorkOS, including ones you probably know like Versal, Webflow and Loom. WorkOS also recently acquired Warrant, the fine-grained authorization service. Warrant's product is based on a groundbreaking authorization system called Zanzibar, which was originally designed for Google to power Google Docs and YouTube. This enables fast authorization checks at enormous scale

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The philosophy of design 6:58
7:00

said that the definition of design is art applied to problem solving. Can you just add a bit more to that? What do you mean by that? Because that's an amazing line. Well, I don't think it's my original line. I think someone else said it, but there's a lot of definitions of design out there too. There's also 'design is dialogue' or 'design is problem solving'. You just go straight there. I could go with 10 more. But I like art applied to problem solving because I think that design is often... There is some component of creativity to it and unique expression that you're trying to provide and create and put out into the world. But you are also trying to do it and match it to a user need, a problem that needs to be solved. And I think that it's not pure art, but if you lose the art and you're just solving the problem, it's totally utilitarian and it lacks soul. And so the combination of those two things is to me really beautiful.

Raccoon feet and muffin hands 8:01
8:02

I'm going to pivot to a very hard hitting question. I hope your PR people don't kill me for asking this. Many people asked me to ask you this question. Very important. Please explain a Figma tradition called raccoon feet and muffin hands. I should probably just leave this interview now. So this is a conversation, I'm not sure exactly where it started, but it started in early Figma. And basically we had these lunch tables at Figma where we would just all gather and have very long, interesting meandering conversations before we got back to work. And one of the questions that, was a 'would you rather', was would you rather have raccoons for feet or muffins for hands? And I think this is a deeply philosophical question. I have pondered it since I've heard it. I still don't have one answer.

9:00

If you've got an answer, I'm curious what it is. I've got follow up questions. Can you control where the raccoon take you or are they just deciding on their own what's happening? I think that raccoons probably wouldn't even agree with each other where to go. Okay, that's complicated. If you had raccoons for feet right now, do you think that it would interfere with this podcast? But muffin hands would also interfere with my newsletter and I feel like I'd be out of work.

9:25

I don't know if you can type. I'd need a special keyboard. This is very difficult. You haven't even thought about the upsides of this yet. What are the upsides? We can get there, it's all- Maybe I could eat some of the muffins. It's the case for optimism. Cupcakes? If you have muffins for hands, maybe if you're hungry... Do they regenerate as you you eat them? That's a good question. There's no answers here, just questions. Do your nails grow?

9:49

Yes. Oh, okay. Interesting. It's deeper than you might think.

Building and refining intuition and product taste 9:57
9:58

I'm going to play a short clip with Rick Rubin and then I have a question about it. So we'll see if that plays. But exactly what he does and how is difficult to describe. Do you play instruments? Barely. Do you know how to work a soundboard? No. I have no technical ability and I know nothing about music. Then you must know something. Well, I know what I like and what I don't like. And I'm decisive about what I like and what I don't like.

10:29

So what are you being paid for? The confidence that I have in my taste and my ability to express what I feel has proven helpful for artists. So I'm not going to say this is you. You need to grow the beard. But I think this is a little bit you because what I've heard from a number of your colleagues is that one of your superpowers is intuition and product taste. And someone said that you have the sixth sense for what's going to work, when you're designing Figma and you're making decisions in the product. So I'm curious how you've built and refined your intuition and product taste when it comes to Figma and then even broadly.

11:12

That's a lot kinder than I thought you were going to be. I thought you're going to be like, "You don't know how to code and you don't know how to design." No. But no, here's my framework for it. I think intuition is like a hypothesis generator and you're constantly generating these hypotheses and others are generating hypotheses as well. And you then take these hypotheses and you put them forward and you debate them and you try to find data to support them or negate them. And then you winnow it down into what is our working hypothesis? And from that you move forward.

11:48

I heard that you read every tweet that mentions Figma and share them with folks. There's a Slack channel where you paste them. I imagine that is a part of this where you're just constantly watching what people are saying about Figma, what people are complaining about. I definitely look everywhere trying to constantly ingest information about Figma, and it's not just Twitter/X, whatever that's called now, but anywhere on the internet, support channels, et cetera. And I'm always trying to understand. I also ask a lot of questions and I try to get to root problems and understand where people are coming from and what are they actually trying to solve. Sometimes people are saying, "Hey, I need X", but they really want Y or Z. And trying to do that myself and engage and dive deeper there, but also to encourage our team to do that, I think leads to really good outcomes in terms of what we ship.

How to influence leadership 12:50
12:51

Is there something you've changed your mind about, building on that, either based on customer feedback or some employee just making a case and like, "Okay, you're right." Is there something that comes to mind of something you've changed your mind about recently? Somebody said Flides. For when we started out Flides. I have not. It's Figma Slides. Well, it's not recent, but one good example of me changing my mind is that you all have Pages in Figma, you're welcome.

13:23

But I think I have deep skepticism of Pages still. I'm not sure they're... If you could freeze time and I could just go in with my team, work on Figma for a very long time, I'm not sure we'd come to the same implementation of Pages that we are at today. I just don't think it's the most elegant solution in the context of the entire system of product design that you could create. The world told me and our team that that did not matter and they needed Pages. And don't worry, we're not shipping Pages. But I am still very skeptical of them and I think that in general, probably my team would tell you that I don't always change my mind, but I also build trust with people in deep ways.

14:22

And I think across our organization, if things are not going to be fatal, then if I hear from someone, "Hey, I really think we should do X", then I'll say, "Okay, just go with it. And here's my feedback, here's what I'm skeptical of, let's see what happens." And then sometimes they come back to me and they're like, "See I was right." But usually they're pretty polite about it. Just to build on that, something a lot of people try to work on is being good at influencing leadership execs, CEOs. What do you find works to change your mind? What do people come to you with that helps you like, "Okay, you're actually right?"

15:05

I think the more concrete an artifact is or the more you can debate something, the better. I ask for examples a lot, I try to ask follow up questions about things and make sure I fully understand it. And I think where I get stuck sometimes is if I ask follow up questions and we don't have answers yet, and then my response might be, "Let's go find the answer to these questions and then let's go back to this conversation", if I think it's something that's really important. And I think for some people they might go, "Okay, this is actually really obvious. I can't believe you're so dense and you don't get it yet." And sometimes they're right and they come back and they're like, "Okay, here's the data now, can we move on?" And we do, we move on and they're right. And I just think that it's important though to just really understand something from first principles for a lot of decisions. And maybe it's just a perfectionist quality repeated over time, I think

16:09

it leads to good outcomes as long as you make sure it's not bottle-necking the organization.

The role of product managers 16:14
16:15

So following up on that, let's talk about product management. So last year you had Brian Chesky here, I think maybe on this stage, maybe a bigger stage. And he said that they got rid of product management at Airbnb and everyone cheered and all the PMs were very sad. And he didn't actually mean they got rid of product management, they changed the function and evolved it. I'm curious just to get your take. It's funny. This year we have you here Lenny, so that's your answer. No...

16:43

I had him on the- Before and after, all. Surprise. We're still here. We're still here. I want to get your take on product management. You all have amazing product managers at Figma. I've had three of them on the podcast already. I'm curious just what value you find the best product managers bring to Figma? It was really funny last year after that interview, so Yuhki, our chief product officer, had invited me to a dinner for our PM team. And it took a while to get out of Config at the end of the day, and I eventually made the dinner but I was 40 minutes late. And I walk in and Mihika who was on stage yesterday, presenting Figma Slides, Flides, she was standing up and doing a mock Brian

17:39

Chesky impersonation. And she's standing up in front of the entire product team and she goes, "And then Brian Chesky's like, 'There don't need to be any PMs.' And Dylan's like... Ooh." And I'm like, "Hi, Mihika." And I'd never seen her so red. And then I gave a quick, "Hey PM team, I believe in you. Thank you for your hard work." Seriously, I think that if you zoom out, it's always tricky whenever you're asked to formally define, what is the separation between a product manager, a designer, and an engineer? It's always hard to actually create those clear lines. And I think in many organizations they're blurry. But at the end of the day, a PM and designer, they need to have some technical expertise or at least understand how some systems work to probably create the best things they can possibly make. A designer, engineer, they should probably have some sense of the business objectives. They should have some sense of what users want. An engineer

18:49

and a product manager, they should have taste and craft and some sense of the option space, and some

19:02

desire to care about the visual implementation. And I think you can include research in there too, if you want to make it four legs of the stool rather than the trio. And you can talk about all three probably should have exposure to users and be talking in dialogue with users. So I think that if you think about that group holistically, each is important. If you think about a team, there's all these qualities that you have to have to make a great product. And that said, I think for product managers and the product function... I think sometimes when you see people that fall down in that function is because they treat it too much like process. Which is very important too, don't me wrong. Good process can help support good outcomes. But I think that you can't lose sight of the problems that you're solving. You have to go talk to users and you have to actually have a strategy. And if you're really good, you should have a point

20:07

of view. And some point of views are going to lead to good outcomes and some point of views aren't. And there's some tense sense of taste. And you also have to bring everyone together and make sure that they get to the objective, that it's celebrated, and that at the end of the project or when you complete a milestone, everyone's stoked. Otherwise, it's not going to be a team that gels, you're not going to get to the next outcome. Even if you get to an outcome and it's a milestone, but if everyone's unhappy, you failed. And so somehow good product people are able to do all this and they're able to create great frameworks that bring everyone along with them. And so everyone's able to have a shared head space around what it is they're trying to get to.

20:54

Someone once said that if PMs disappeared or if a PM goes on vacation, everything's okay for a week or two or three and then things start to crumble a little bit because they glue everything together. Do you find that sort of thing? Let me actually ask a different question along those lines,

The future of product management 21:12
21:12

are you bearish or bullish on the future of product management? Do you think PMs will continue the way they are? Do you think PMs will dwindle any sense of the future of product management? I think probably everyone's learning to do a bit more of everyone else's job in this current moment. That said, I definitely think there's still immense value in product, immense value in design, immense value in engineering. And so I think those roles will continue to exist.

21:43

So maybe I just want to come back to the question of just, with the best PMs that you work with, do you find, what value do they most bring? I guess is there anything that's like, "Here's what would be gone if we didn't have these PMs"? The best PMs, I think again, create those frameworks that bring everyone else along and those frameworks also have a point of view and a strategy associated with them. So you're able to take the strategy, take the point of view, wrap it all up in a framework, and then make it so that everyone knows what the destination is and how to get there.

The importance of simplicity in design 22:20
22:20

So along these lines, something I've heard you're really big on is simplification. Somebody told me that when you're in a designer view and things just feel too complex to you, quote, "You furrow your brow and insist there must be something simpler." Why is simplification so top of mind for you, why is it so important for you and just why is it so hard to do? Oh, gosh. Well, I think probably anyone here who's worked on product knows how hard it is. I think the more that you add, the harder it is to create something that's coherent. One essay that Evan, my co-founder, introduced me to early on in famous history, I think from Stevie's [inaudible 00:23:06] grants or something like that, contains the term irreducible complexity.

23:10

And it's basically this idea that one plus one does not equal three, it sometimes equals one and a half. And the more that you add and the more that you continue to put in something, the more complex it gets and the worse it gets. And I think this is definitely true for tools. So in the context of Figma, we can make it more powerful, but to do that in a way that's not making it more complex at the same time is extremely hard. And we have to always be paying attention to how complex or how simple things are because if we don't, it just becomes a monstrosity really fast. And there's parts of our product that, I don't want to dive into that part of the conversation, the self-critique, but definitely as I'm in conversation with a bunch of our product leaders at Figma, there's parts where it's like, "Okay, this thing is too complex as a system and we made all the right local decisions and yet together

24:08

they're too complex and they're not working anymore. And let's go revisit the system now." This episode is brought to you by UserTesting. Transform how you build products and experiences with UserTesting. Get fast feedback throughout the development process so that you can build the right thing the first time. Make better decisions that lead to better business outcomes. Companies are being asked to do more with less. They need to move quickly to build experiences that meet changing customer expectations and do so faster than ever, all while minimizing risk and costly rework. With UserTesting, you have a trusted partner in experience research. They empower user research product and design teams to make higher confidence decisions with human insights. Learn more today at usertesting.com/lenny.

24:59

I know you just redesigned Figma. I imagine part of that came from things are just getting too complicated, not as simple as we want. Is there anything that's been bugging you in the old Figma but like, "Oh, this is way too complicated, I really want to simplify this thing"? Yes. What's that? We'll move on, but many things. Sounds good. And in terms of how to keep things simple, so I had Dharmesh Shah on the podcast, he's the co-founder of HubSpot, and the way he described it is that you're always fighting the second loft through more dynamics of entropy, just the product getting more complicated. And he sees himself as part of the solution, of top down, you have to be on top of that. Is that the way you see it? That's your role, to keep things simple. Do you think people further down the ladder can do that?

25:46

Absolutely, everyone's responsible for simplicity. And I think another quote that is not mine but is a really a good one is "Keep the simple things simple. Make the complex things possible." And I think that's a really important principle to hold as you're designing tools. And I'd say that it's really easy to make the simple things complex, unfortunately.

The long road to Figma’s launch 26:10
26:10

I want to pivot to talking about early days Figma. So I don't know how many people know this, but it took three and a half years to launch Figma from when you were beginning to work on it. Way too long, don't do that. This is my question. So it took three and a half years to launch and then five years to get your first customer. Dylan, what the hell were you doing all that time? I don't think it took five years for a first... Well okay- Paying.

26:32

First paying customer, sure. Okay, fine. Slightly less but approximately five years, it gets to be round up. I think that if I had been probably better at hiring and recruiting... I see Nadia in the audience, making eye contact with her the entire time, for some reason. She's our chief people officer. If she had been at Figma from day one, we would've hired probably faster and we would've gotten to market faster. But I think that it was a hard product to build and to get everything to come together with. I also see Sho. And I think for... Sho's joined us as a director of engineering. He's a VP of product now. Again, people can wear many hats. And he was someone that joined Figma and said, "Hey, y'all need to ship this thing, you're really close." And he really helped catalyze us to ship in that moment. And I think, in week one, he gave a presentation. It was like, "Here's what we got to do, here's the gap. Everyone agrees on it. Let's go."

Advice for aspiring entrepreneurs 27:44
27:45

You already said that you wish you shipped earlier. Is there any advice there for just people building something today of- Get it out as fast as you possibly can. Everything they tell you about making sure that you get a product out really quickly is totally true. The faster you get it out, the more feedback you get. That is a positive thing. And now I index on that when we try to build. And FigJam's a great example of that, we shipped it incredibly fast and it helped us get to market and get feedback faster. Figma Slides, great example of that too. Dev Mode, for what it's worth, it took us longer. We just had to keep iterating and building it and building it again.

28:30

Certain directions we tried didn't work out and we really had to get to a place where we were able to really believe that we were adding value and really understood the developer's user, and it just didn't happen for a long time. So it's interesting because I think people look at Dev Mode and sometimes they go, "Oh, this is quite simple", to the point about simplicity. Figma, is this simpler than FigJam? And the reality was it took at least three times as long.

29:04

So your advice is ship quickly. There's also this push the-

Knowing when it’s time to ship 29:07
29:09

I'd hold the bar, for sure. That's the question I have, is there's also a lot of talk of just the bar has risen. You need, especially B2B software, craft is really important. Linear talks a lot about this, just the bar is very high for people to switch from something out there. Is there anything... I don't think you'll have, "Here's the answer. When you're ready to ship...", but just any advice of just like, "Here's good enough" versus "No, you should probably wait."

29:32

Well, another thing that Evan taught me was that for a new launch, you got quality, features, deadline, choose two. And I think that the beautiful thing about software is you can keep iterating on it. So it's not like a physical product where you have to always have quality in there, otherwise it's never going to have quality. You can ship it with features and deadline and then improve it iteratively over time. I'm not saying you should always do that. Sometimes you need to at least have a minimum bar of quality for the things you have and you're going to ship less features maybe.

30:04

So you choose quality and deadline and sometimes you say, "Actually here's the minimum feature set and we're going to have this quality bar and you're willing to push it out." But I think you have to know when you're introducing a new thing, what it's going to take and then to make that minimally awesome product. But also I think that when you're iteratively improving it, you shouldn't just be focused on the features, you have to focus on the quality too.

30:33

I like this term you use, 'minimally awesome product'. Love it. So the way you got your

Early user acquisition strategies 30:39
30:41

early users for Figma is quite fascinating. I don't know how many people know this story, but you basically wrote a script to scrape Twitter and create a graph of the most influential designers on Twitter, and then you made it your mission to convince them to use Figma and make them evangelists. Is there anything more to the story there? And then I have a question along those lines. You can't do this anymore, first of all, because the Twitter API doesn't exist anymore. Rest in peace, Twitter API. But look, I was an intern at LinkedIn and when I was there I saw some really cool work people had done with Gephi, which was a network visualization tool. And based on that I thought it'd be interesting to try to, like you said, look at who the design network was, who the central nodes were, which you can just run [inaudible 00:31:31] on and see. And you could do that for other communities too, which I have done in the past just because I'm curious about social

31:39

network dynamics and social network analysis. And you could just do those things back in 2012, 2013 when Figma started. So I constructed this list of, "Here are the most central designers in the graph", but also then I looked at their work. And the ones that I was really inspired by as a total fanboy, and someone who wanted to learn as much as I could about design, was inspired by these folks, the ones I was inspired by I reached out to and said, "Hey, can I buy you a coffee?" And most of them are really kind. The design community is amazing.

32:16

And they said yes and then from there was able to learn from them, show them Figma, get their feedback. And I think it started honestly more as me fanboy and me getting feedback. One example is Tim Van Damme. I saw him on Dribble. Max [inaudible 00:32:35], I'm like, "Oh, my God, this guy is just genius. These icons are incredible." I think the first time I met Tim was at Dropbox and think I had this total fanboy moment. I'm like, "I've been tracing your icons." He's like, "Hi."

32:54

And I had been working on vector networks with a team, and my test cases were a lot of his icons. Because they were just beautiful and I liked looking at them and studying them. And to now have Tim on the team and have him doing the icons for UI 3 is such an honor, and privileged to work with someone of that craft. So reaching out to your hero sometimes works. It's interesting because when people hear that story, when I've heard that story many times, it was always like, "Here's a growth hack. Find the most influential people in your field, go try to convince them to use your product." And the way you're describing it is you were using it more as feedback. "I just want to show you the product, get your feedback, make this better", and then it ended up working. They're like, "Oh, I love Figma, I'm going to use it."

33:42

Well, I think it especially works for designers that way, because designers are really good at giving feedback. It turns out that not everyone is good at giving feedback, but designers are awesome at that. So we're really lucky. And literally early on in Figma's existence, folks... I think Payam [inaudible 00:34:00] is here somewhere. I'm not sure if he's in this room, but I was hoping to see him before the end of Config. Payam wrote a very long doc for us about all the things that he wanted to see in Figma after we did a user research study with him. With a bottle of wine because our text editing didn't work very well then. So I ran him through the user study, I knew we'd need a bottle of wine to finish and it took hours. The type of sentence in Figma was so slow.

34:27

That reminds me of a story I've heard where... One of your first customers was Coda, sponsor I think of Config. It used to be called Krypton. And there's a story where you installed Figma, you helped them get set up, you drove home and then they called you like, "Hey, Figma is not working anymore." And you drove back yourself to help fix them and it ended up their wifi was down or there was a wifi issue. Is that the story?

34:52

I don't remember what the solution was, but- That's what I heard. ... we were halfway home and somehow I saw... I'm sure I was not looking at my email while driving, definitely is not something anyone here should do. But somehow found out that they had an issue and we turned the car around. Shishir is amazing by the way, and has been a mentor for a long time to me and many people on our team. And he, I think, at the time did not know he was the first customer. And later on he came over to Figma's office and I introduced him without really thinking about that. And I was like, "This is Shishir, he's team was really the first user of Figma as a team." And he goes, "Wait a second, I am?"

35:48

I want to talk about something totally different. Something I've noticed you are good at is you

Spotting trends and future innovations 35:50
35:52

spot trends ahead of other people. So obviously WebGL you were on early and that's what allowed Figma to exist, to link it in the browser. I saw you tweeting about CryptoPunks way before they were worth millions of dollars. You're just like, "Look, CryptoPunks. Look, I got a few, they're really cool. They're super cool, little pipe." I'm curious if there's anything these days you're really excited about that might become bigger in the future?

36:15

Well, we talked about websim. We were just talking about them backstage and I think before this conversation too. Talk about websim. And that's an example of something where it's so interesting because there's a generative UI component and yet it's not what we're going for, for Figma, it's totally different. So we actually invested in websim with Figma Ventures. Maybe explain what websim is for folks. Websim is a hallucinated internet basically. If you go to websim.ai, you can use different models like Claude or GPT-4o, and you can do that either through their defaults or you can use open router to get a bigger context window. And the more that you use it, the more you construct this context window of this almost universe that you're building up in websim. And as you do it, it's almost like you're world building. And I just have gone deep and geeked out on this when I've had time, and they've evolved the platform a lot. So we were back there and they were showing

37:23

me some new functionality that's really cool too. But I think it's so interesting to see it as this almost lean forward entertainment tool using the internet. So I thought you would answer this and so we're going to have a picture come up here, that I tried websim and played around with it. And hopefully a photo comes up somewhere. So all I typed here was gmail.com/dylanfield. So this is in an invented Gmail. Just came up with this using AI of what your inbox should look like and it looks pretty accurate. There's Adobe stuff- DOJ, not FTC.

38:00

... financial. This is not actual information. Nobody buy stock based on this. So it's pretty- No comment on 75% year over year. So the way it work- I hadn't ever tried Gmail before. Did you try you? What was your inbox? I didn't do me. I don't think it would have anything. It'd be like, if it does- Who are you? So the way it works is just you type a URL or a prompt in the URL field and it'll just invent what that website looks like. It's hilarious.

38:29

It's awesome. It's awesome. So I think they're going to get a lot of traffic right now. One time someone posted in our random channel on Slack, they said, "I had a dream last night." It's always a good start for the random channel. "I had a dream last night that I was working on FigJam, but it wasn't FigJam, it was Frog Jam. And websim was like figma.com/frogjam

39:01

and it came up with a whole marketing website complete with toad puns for Frog Jam. The sticky notes were lily pads and you were supposed to... It had this whole metaphor of hopping from lily pad to lily pad to generate new ideas. This is genius. Interestingly, before Figma, your only other job was an intern at three

Reflections on leadership and growth 39:20
39:27

different companies and now you're leading this juggernaut of a business, a thousand plus people. I imagine there's a lot you've had to learn over this time. So I'm not going to ask you what you've learned because I think it's probably a lot. I'm curious just what has most helped you scale and learn? Is it exec coaches, is it co friends? Is it hiring execs? What's most helped you scale with the business and become the leader you are today?

39:51

I think all the above. And also just having a mindset of, you have to constantly adapt and grow and change and adapt. But I would say that mentors can come from anywhere. It can come from the community, all of you. Mentorship can come from the people you hire. It can come from folks that you actively seek out as investors or explicit mentorship and mentors. It can come from people that call themselves coaches. And what's interesting too is it can come from people you mentor as well. There have been plenty of people where they ask me a question at some point and I give them an answer and they think it's insightful for whatever reason. And then years later where we're talking again and I ask them a question and they're like, "Well, years ago you told me..." And they repeat back what I told them like, "That's a really good point."

40:45

Or they've grown and they've changed and they've learned and they tell me something completely different. They give me a new framework. And so I think that when you're... A lot of times when I talk with new founders, they teach me things that are totally things that I've just never thought about. Or interns at Figma have been mentors to me, in many ways. So you really have to have a ready mindset and just always be ready to absorb new information, I think.

41:09

When you were just tinkering around with Figma 12 years ago, I think at this point, did you ever imagine you'd be running a thousand person company and audience just spell bound by what you're building? There's people lining up to take photos with your logo in the lobby. That doesn't happen. That's very rare. Just to give you a chance to reflect on just how it feels to have built that over time, how does that feel? I'm sitting here right now.

41:32

I feel very, very lucky, but also very humbled by just the community that is around Figma. I mentioned in the keynote, but just the people that are in the Figma community are the people that are shaping the world's technology. And the chance to serve them and to make software for them and hopefully improve their life in some little way is such a privilege. It's a responsibility and one I don't take lightly, but also I try not to carry that as a weight, but rather as pump me up and get me excited to go build for them.

42:10

When we were talking about this idea earlier... The first thing you said is it's a responsibility, which I didn't expect. Is there anything more there just like, "Wow, I really have to help make..."? Well, again, going back to the simplification point, it's very important that we continue to make Figma more and more simple. We make Figma as powerful as we can for the people that are in our community. That we figure out what people's needs truly are and that we advance the state of the craft, make it so that we do that in a responsible way. And that we champion design and champion quality. So we're trying to do all those things. We sometimes mess up, but people have been very patient with us and we're very thankful for that. And thankful for the support of just everyone here and in our community that are giving us a chance to make this impact.

43:06

Is there anything else you want to... Oh, there's some applause. Love that. Thank you. Applause break. Is there anything else you want to share? Anything else you

Lightning round 43:16
43:18

want to leave listeners with before we get to a very quick lightning round? Well, no, one thing I'll share is I think we're so early on this journey of computing in general. And in our lifetimes, we're going to have the chance to just build such incredible technology and incredible products. And I'm really excited to see what everyone in this room builds, but also everyone on the internet that [inaudible 00:43:48] maybe also builds and send me cool stuff. If you build something cool, message me somewhere and share it with me.

43:56

What's the best way to message you? Email's good. You can probably figure out my email if you- Just use websim. ... [inaudible 00:44:03] for five seconds or use websim. Twitter/X is good. Those are two places at least you can find me. Dylan, with that, we've reached our very exciting lightning round. We only have a couple of minutes left. It's a very short one. Do you have a favorite product that you've recently discovered that you really love other than websim?

44:28

Well, I'll say that, and it's not like a favorite product, but I will say that if you get... Hesitate if I should say this or not.

44:44

We'll cut it out in post, don't worry about it. I'll say this, it's so fascinating to look at all the different LMs out there right now and what each one is uniquely good at. And it's really fun if you can hack them the right way and get them in the right mood, what they'll do. That's what I'll say. Whoa, what does that mean? It's my diplomatic answer. Interesting. Do you have a favorite life motto that you come back to, repeat to yourself, share with friends or family, that you find really useful?

45:22

I don't know if I've got a life motto, but one piece of advice I've always appreciated is when people give you advice, they're not giving you advice, they're giving themselves advice in your shoes. I think that's an interesting one. So if I gave you advice here, I'm giving myself advice in your shoes. Final question. Not many people know this, but you were a child actor when you were five years old. Do you think you made the right career move? Do you feel like you sometimes regret acting?

45:54

Yes, definitely. That's my mom. My mom's in the audience and she says yes. No. We've been

46:06

talking about product. If you're an actor, you're a product in some way. And that's not to disparage actors, actors are awesome. Acting is awesome. I loved it. But my differentiators when I was five, five and a half I think, was that I could read and I could sit still and I was decently cute. And I hit puberty and those things were no longer differentiators. And then it was like, let's do some computer science. So to close, we're going to play a... Oh, applause. We're going to play a clip, something I found on YouTube to close and enjoy. 30 seconds clip.

47:09

Where will you find a world of ideas for your child? Only at eToys. From Barbie to Brio to SwimWays. eToys, where great ideas come to you. That was a good find. Thank you. Dylan, thank you so much for doing this. Thank you. Can I make one comment about that commercial? Okay, one comment. One comment before we end. That commercial made that company go bankrupt. Thank you all for joining. Thank you for having me, Lenny.

47:40

Good luck. Thanks Dylan. Bye everyone. Thank you so much for listening. If you found this valuable, you can subscribe to the show on Apple Podcasts, Spotify, or your favorite podcast app. Also, please consider giving us a rating or leaving a review as that really helps other listeners find the podcast. You can find all past episodes or learn more about the show at lennyspodcast.com. See you in the next episode.