Onboarding project | Figma

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Elevator Pitch

"Are you ready to revolutionize the way your team designs?

Figma, the world’s leading collaborative design platform, empowers your team to ideate, create, and iterate together in real time, no matter where they are. With Figma, turn ideas into interactive prototypes effortlessly. Streamline feedback, speed up production, and bring your creative vision to life faster. Join millions of teams who trust Figma to design better, together."

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Product Core Value Prop

Rapid prototyping and Designing

Accelerate and Streamline the Design to Dev process

Real time collaboration and live updates

Large thriving community and pre-built plugins for accelerated development

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Define the ideal customer profile (ICP)?

Ideal Customer Profile for Figma

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Define user goals and JTBD

(Understand user goals and their JTBD on the platform. When looking at user goals, look at 4 themes, user goals will always be within one of the four)

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1. Who is signing up?
2. 1. ICPs as defined above
3. What are they trying to do?
4. 1. Users are looking for a product that helps them build prototypes, wireframes, design elements, flow charts, mind maps and any other artifacts that are usually built as part of the product design and development process. They would also like to be able to collaboratively work on projects by sharing with their teams and and seek real time feedback.
5. Why are the user signing-in to Figma?
6. 1. Users value Figma for it’s ease of use and the convenience, intuitiveness it offers, the variety of features for the target audience, the simplicity of designing and prototyping, and the real time collaboration features. Users also value the fact that no prior training is needed before users start using the product.

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Do user research to validate or invalidate these goals

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Secondary Research analysis

A quick analysis of various B2B review validated my hypothesis on why the user would want to sign up for Figma.

On G2, Figma is rated 4.5/5 (~1200 reviews) with most positive reviews highlighting the below themes

1. Ease of use
2. Features offered
3. Collaboration
4. Intuitive UI

On Trust radius, Figma is rated 9.1 out of 10, with the below common themes for positive reviews

1. Real time collaboration
2. In-depth designing capabilities
3. Easy to use interface

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Among all the ICPs defined here, Figma largest target audience and customer base comprises of SMEs and Large enterprises. Since the pricing is based on the number of seats, it makes most sense to target enterprises with large user base as this brings in most value to the features offered by the product. The CVP of the product is focused on collaboration, the use cases of which are most likely to occur in larger organizations where teams are dispersed across the globe as compared to small start ups which have a handful of people working within the same office and can easily collaborate offline/in person. Also, larger organization have diverse teams who prefer using the entire suite of features offered by Figma, like Figma Design, FigJam, Dev Mode, Slides. Hence, it justifies picking ICP 3 as our preferred user base to evaluate the onboarding process

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Onboarding Teardown

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​Figma Onboarding Teardown.pdf

Defining your Activation Metric

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Metric 1: Number of team members added .

Ex: 5 members added by user within 7 days of sign up

Hypothesis - There are higher chances of user activation if team member emails are added by a user during the onboarding.

Rationale - Users usually add their team members to a project when they feel confident about the value prop of the product. Adding more team members during onboarding signals a sense of confidence about the product within the user. Since Figma is all about Collaboration, more the members added, greater are the chances that they will virtually collaborate as a team. Adding more users to the platform creates the sunk cost fallacy when it comes to switching out of the product and hence it is a good way to make sure users are activated and invested.

Metric 2 - Number of artifacts created (Design board/Prototype Files/Presentations) created .

Ex: 4 documents created by user within 7 days of sign up

Hypothesis - Greater the number of artifacts created by a user, higher are the chances of activation.

Rationale - As user start creating more artifacts, it is likely that they would discover more features within the app. They would continue to invest time and effort on the platform. After the free trial limit, there would be greater willingness for users to pay for the product, hence get activated during the course of time.

Metric 3: Number of collaborative actions on a shared file ( edits, comments etc. )

Ex: X collaborative actions in Y hours of sign up.

Hypothesis - Higher the number of collaborative actions taken on the document, better are the chances of user activation.

Rationale: Figma is all about collaboration. Willingness to share the projects is an indicator of the fact that users are confident of the application and are deriving value from it as they continue to use it. As more collaborative actions are taken, users are more likely to engage deeper with the product and get activated.

Metric 4: number of Advanced features used -

Ex: 10 advanced features used by a customer within first 7 days of sign up.

Hypothesis - The more advanced features used by a user, higher are the chances of activation.

Rationale : Usage of more advanced features suggests that there is deeper and broader engagement with the product. It also signals that users are willing to engage more with the product and are willing to stay with it.

Metric 5 - No. of communities joined by users

Ex: Users joining at least 2 communities within a week of sign up.

Hypothesis - There are higher chances of a user activation if the user joins a community sooner and when a user joins more communities.

Rationale - Communities at products like Figma are always user led and are thriving ecosystems of user interaction and engagement. Users who engage actively with communities are more likely to stay onto the platform as more community engagement helps forms networks and as networks grow, more users continue to engage with it, improving chances of activation.

Metric 6 - Number of projects shared with team members.

EX: At least 1 project created and shared with 3 team members within 7 days of sign up

Hypothesis - There are higher chances of a user activation if more projects are shared with team members.

Sharing a project is a core action of collaboration. Shared projects make other users engage actively with the product improving chances of activation.

Onboarding Metrics to track to validate efficiency of onboarding process

1. Total free trial users.
2. Total users signing up via Google account v/s users creating local user name password.
3. % of users contributing on community v/s signed up users
4. % of onboarded users creating at least 1 artifact - Design File, FigJam flow, Slides
5. % of signed up users adding team members during onboarding
6. % of projects shared with team members out of total projects created
7. % of onboarded users raising support tickets related to ‘onboarding’
8. %age of onboarded users accessing support videos/resources
9. % of signed up users completing onboarding workflow
10. User drop off rate during onboarding
11. % onboarded users accessing pricing section
12. % onboarded users creating a team project
13. % onboarded users exploring advanced features (FigJam templates)
14. % flows created using predefined templates
15. % of prebuilt component libraries imported by user
16. D1/D7/D30 Retention
17. Subscription v/s retention rate
18. % of free trial users buying subscriptions
19. DAU/MAU

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Happy designing!

Nitin

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