FigmaConfig2024 - Leadership Collective


TLDR – FigmaConfig2024

The FigmaConfig2024 was filled with numerous interactions, learnings, and reflections on the evolving design practice, particularly in light of AI taking more maturity in the digital industry. Indeed, the whole AI thing was a big deal at the event. Some panels focused on how generative AI will help designers make digital products and manage design systems. My key takeaway was that “prompt engineering is the art of getting the right answers by knowing how to ask the right questions“.

I’m not sold on how it’ll change my work yet, but I see similarities between how the mobile-first approach disrupted digital design and what generative AI might bring.

Generative AI that can generate code, designs, and even whole experiences with the proper prompts is cool. It can assist teams in going from ideas to finished products faster than ever. Plus, it makes the whole product design process more accessible for all sorts of people to get involved, not just designers. Generative AI can play a significant role in supporting teams in shipping design that unlocks business value.

The facts

“Prompt engineering is the art of getting the right answers by knowing how to ask the right question”

Amber Bravo
Director, Story Studio at Figma

Here are the top three talks I enjoyed from this year’s FigmaConfig2024:

Rituals to unbreak planning by Shishir Mehrotra and Yuhki Yamashita. I found this talk inspiring, as it relates to how to enable teams to be more efficient in planning and executing. I was amazed and inspired by the walkthrough the speakers gave to us regarding the different methodologies to prioritise, plan, estimate and execute. The critical insight I will bring with me in the next iterations with the design team and its stakeholders is to reach the ambitious goal of investing a maximum of 10% of our time in planning. I will invest heavily in this goal to enable us to focus more on the execution and the related outcomes.

First incumbent to an innovator with Commbank by Helen Hey. I had an epiphany looking at Helen’s slide with the headline “Business must speak design, and design must speak business”. This means that both disciplines need to understand and communicate with each other effectively to reach a collaboration level that unlocks value for our organisations. The user’s angle robustly confirms my thesis of design in the digital industry.

A look inside Teenage Engineering by Jesper Kouthoofd. I didn’t know anything about this company and its creator. As soon as he started to speak, I had confirmation that he was one of the ‘rebel designers ‘, a term I use to describe those who break the rules in pursuit of their need to express their creativity fully. These individuals, with their unique perspectives and approaches, always trigger a sense of admiration in me. While I do not align with their aesthetic and rule-breaking-focused approach, I deeply respect their commitment to pushing the boundaries of design.


Wrapping up the FigmaConfig2024 was a whirlwind of incredible human connections, insights, and the exciting revelation of the upcoming Figma updates, all accompanied by delicious food, self-driving cars, and strong AC in the Moscone Center. On top of the exciting design insights, what truly captivates me instead is “HI”—human intelligence—and the remarkable value it brings through interactions. The connections I established and my exchanges with other designers will fuel my creativity for months ahead.

My first in-person FigmaConfig2024 event was a truly momentous occasion. It was an honour to be invited by Figma to join the Leadership Collective. This opportunity to share and exchange knowledge with industry-leading design, tech, and business talents was invaluable.

Caveats and feedback

Your feedback is precious to me!
What is your angle on Generative AI in the design industry? What are your takeaways from FigmaConfig2024?

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