Figma and the cost of collaboration
uxdesign.cc
How Figmas pricing is anti-product-led growthLast month, I paid for Figma for the firsttime.I wrote about the upgrade experience on Medium and showed that the number of paying teams is a big KPI for Figma right now, as well as the average revenue perteam.I got this sense from seeing a whopping eight prompts to upgrade in a single session and seeing a notable increase in the urgency of their upgrade messaging; now its all last file, 0 left, and youre runningout.The prompt I finally gave intoThis monetisation push shows in their numbers too: Figma hit $600 million in annual revenue last year (up 50% from $400M in 2022) and reported a 150% net dollar retention rate (i.e. every $100 spent results in $150 in the future). Well come back to Figmas tactic that boosts their net dollar later...but the TL;DR is that its darkAF.Thoughtful prompts toupgradeFrom a business perspective, these are incredibly attractive numbers.From a user perspective, I didnt feel annoyed about this persistent push topay.It was contextual and relevant to me. I use Figma for so much, I thought: its about time Ipay.And I was happy to pay - I love(d) thebrand.That was until I came to my first billing period where I almost paid 2X what Id just paid for my annual subscription.I also found 5+ examples of dark UX, bad friction by design and a pricing strategy that penalises Figmas core competitive advantage: the ease of collaboration.Ouch.Well walk through my customer journey map and build a picture of how Figmas payment flow and team management flow have degraded the trust I have in thebrand.How their pricing strategy is inherently anti-product-led growth.And why, now Im genuinely considering moving to Canva for all mydesigns.First up, where it all started: the upgradeflow.Initial red flags in Figmas upgradeflowIn June, I got to my last free FigJam file and was tired of deleting oldones.So, I decided toupgrade.I tapped the upgrade now on the module that told me this is your last free file in my top bar navigation, taking me to the pricingpage.And what a busy pricing page itis.Figmas Choose a plan pricing page is overwhelming for a few keyreasons:Theres 9 features listed, some with different details for eachplanTheres 5 prices on there: Dev mode, FigJam, Figma Design (for professional versus organization)The claustrophobic, boxy UI and small uniformfontsIm getting major choice paralysis and information overload hereWhats more, Im just confused.Is it just me or is it odd that 11/mo for a seat Figma Design in the Professional plan is way cheaper than the 40/mo/seat in Organization?The numbers dont seem toscale.The maths isnt mathsing.And even if the maths does make sense: your customers should not have to do maths on your pricing page. This is the job of the UX writing and UIto help the decision-making process.On the topic of UI, on one hand, I understand that boxy, almost-brutalist designs are popular in UX (think Reddit)brutalist UXis:Characterised by minimalist structures and raw materials, this digital design style emphasises simplicity, boldness, and a raw aesthetic.Angele LenglemetzAnd you can see these themes clearly in Figmas pricing flow: boxy modules, a raw look and simpleshapes.However, a pricing page should draw out the most important parts for you, and minimise the extradetail.With Figmas page, the difference between the information hierarchy is minimal, meaning it all feels like detail after detail: its hard to scan and makes me feel like I have to read every singleline.My least favourite (and most important) point, is that this page is in no way personalised for me. Im a consultant. I have no team. Just clients and their teams. So the messaging on professional alienates me: for your and your team. Org-wide libraries are lost onme.Once Im finished the maths and reading homework Figma has set me on this page, I pick the middle option and get to the Adjust seatspage.Where I have to do yet moremaths.Firstly, Im shocked to have gone from my expectation of 3/mo to 204 per year. I also see multiple math formulas 14 reduced to 11 X 1 seat X 12 mo = 168, but then 22%off6 reduced to 3 x 2 seats x 12 months = 120, but then 40%offNo idea where the 14 has come from or why theres 22% off my design seat in the first formula. It is also unclear if this is pre/post taxes based on the micro copy above theCTA.I also have annual selected, so unsure why the X12mo is in the formula (makes me think Im paying monthly).So. Many. Questions.So. Few.Answers.Moreover, I see that my client has been added to my team (hey Max).Whats odd, is that I have many clients, which leaves me questioning why is just one listed. Whats the logic that adds Max and notMaria?Curious.Anyway, I untick Max, and I untick Figma design to get a better total for 1 FigJam seat (all Ineed).By this point, Imtired.This is too much thinking for theuser.The lack of clarity around the numbers on the pricing page starts to erode my trust in Figmas ability to bill me correctly.A better flow would havebeen:Identify my user persona/cohortRecommend a plan formeSuggest I pay annually as itscheaperVery much like Canva, who personalise your paywall and UX flow to yourcohort:With that, theres one decision to make and I feelseen.Perhaps Figma have tested it and it worksbetter.Perhaps the confusion is bydesign.Who knows. A brief moment of joy as I get to the rightpriceI finally get to the review page, where I see a much better and surprisingly good total of43.20.This is a mini magic moment for me where I think: wow, this is socheap.My motivation trends up on my customer empathymap.I think: Such goodvalueOne year of Figma for ~40 (the cost of a meal out in London).Great. Post-payment another moment ofjoyI pay.Success!I even get a post-purchase experience on home, making me feel welcomed toPro.Its a very attractive module.Until you read it and realise the chronic lack of personalisation persists.The joy quicklydwindlesAs I read the module, I find myself becoming more and more alienated.I already know Figma isnt personalised for me as it hasnt got a tier for me (an individual needing more files). After reading the post-payment pop up, this feelinggrows.The copy lets this module down for two mainreasons:There is no personalisation: I havent paid for dev mode, but its listed here (bug perhaps?). I also dont really care about organising my files. I want to deliver for clients and create great workspecifically collaborate in workshops and in my UX review files. I also want secure files to keep my clients designssafe.The language is internal-speak: Files, projects, Dev mode. Theres little in the way of customer desires and pains written in my language.Whats interesting is that some of the messaging from earlier in the funnel really spoke tome:More control over yourfilesManage file permissions, password protectionReview who hasaccessI feel like either a different team has worked on the start of the flow versus the end, or Figma is in the process of improving the flow and theyre starting at the beginning with entrypoints. A clear email confirmationNext, I get a clear email summarising what Ivebought.At this point, Im clear Ive paid for one seat and for a year. All fine anddandy.Done anddusted.I can now get on with my workright.Right?Wrong.Before long, the maths and confusion resume. Going round in circles to find thesettingsAfter 5 years using Figma I still dont get drafts, files, projects, folders and teams (hmu in the comments if you can explain it tome).Figmas project and team set up confuses me to thisday.So, one morning I had a scare about permissions.I saw one client was part of my team and I was worried theyd have access to all projects in that team (i.e. access to other clientsfiles).So, I went to check my permissions settings for my wholeaccount.Or at least thats what I tried todo.I headed to the top left avatar Rosie and tapped settings in the drop downmenu.I hit a dead endno permissions, no billing settings.Back I go to my Figma home and tap the Professional badge, then view settings.After view settings I see a pop up with two tabs, when I tap members tab theres just me listed as part of theTeam.Which makes me relax alittle.Phew, only me with access to thisteam.In the settings tab, I then try to get to billing and find a hyperlink halfway down the page. Theres also a second route there via admin view in the black dropdown.Feels like amaze.And, Im starting to feel this is harder than it should be. Are they hiding my settings from me? Or is this just the results of multiple teams working on one flow? The jury isout.Then, I get to billing page and see a 74 bill waiting for me (almost 2X my annual plan that Ive just paidfor).What?!Mind-boggling. Sneaky seats added to mybillI see that, without notification via email or in the interface, Figma haveadded:3 Designseats5 FigJamseatsAt a total cost of 74 that will be taken in 4 daystime.Despite already confirming its just me in the team (via the first members tab), I head to the second members tab to see 14 peoplelisted.Five of whom Im now payingfor?Im shocked that Figmahas:Hidden the settings in a maze ofUXTold me in one place called members I have 1memberTold me in the second (hidden) place that I have 14membersAdded 5 members to my bill without notifying me via email or in the experienceIm also up against more confusion on this page, where I have to manage their permissions across three areas (team, design and Figjam) and choose between: Full, Viewer, Viewer-restricted (?!).Meaningif we do more mathsI have 42 decisions to make on this page in order to take people off my invoice. If that isnt friction by design I dont know whatis.Not only is this an example of unethical, dark UX, it is also anti-product-led-growth (PLG).One of the core components of PLG is that pricing is self-serve and simple. Its a no brainer to start and continue using the product. Youre also able to seamlessly share with others, who go on to adopt thetool.With Figma, Im charged for sharing and collaborating with others. Im penalised for collaborating.Instead of being rewarded for sharing and demo-ing the tool with 10s of people whove never used Figma before (which happens in my workshops regularly), Im penalised for collaborating withothers.If I have 5 clients each with a team of 10 in my workshops by Figmas logic, I should pay for 50 people. It becomes a very expensive workshop forme.Figmas pricing strategy, whilst adding revenue and resulting in a net revenue retention rate of 150%+, is anti-product led growth as it penalises the very growth-loop that gives Figma its competitive edge: collaboration.So, one-by-one, I meticulously change the 14 peoples access. I have to notify them all to duplicate the workshops, UX reviews and other boards into their files so they canedit.Annoying AF.Also annoying that free users get 3 files that can be collaborated on to an unlimited degree, but this isnt available for paidusers.A quick Google search shows Im not the only one whos experiencing this. According to various threads on Reddit, the dark pricing schemes are impacting not just freelancers, but businesses working with multiple freelancers (i.e. most businesses).one cannot, indeed, collaborate. Reddit threadhereThis is a knownproblem.a shady model indeed zyumbik. Reddit threadhereKnown by some for a while now, at least since this pricing strategy was inplace.And whilst Figma have made it easier to bulk-remove people (select then downgrade), in my eyes it isnt enough. They have also have a setting where you can add people as viewer-restricted bydefault.However a) I only found this out via contacting support and b) thats a poor workshopping experience.The 24hr live sessions also dont help, as I send my work out ahead of time for people to interact with async before our workshops. Which takes over24hrs.Now, each month Im going to have to add check Figma invoice to my admin list before Imbilled.Result?Complete lack of trust inFigmaAnxiety of foretting to un-seatpeopleMonetary cost of forgetting ()Apprehension about workshops with a large number ofpeople= A huge cost of collaboration.Compare this experience to the pricing page ofCanva:Canva is so clear in their seat costs and caps on their paywall. They also give me one decision tomake.Their policies around sharing are also created for the purpose of collaboration. Canva lets you collaborate with guests right away; you share a link that lets anyone edit your design without signing-in.Canvas FAQs aroundsharingIs it more expensive? Yes.Can I run workshops easier with Canva?Yes.Do I trust it more? Hellyes.Whats funny with Figma is that the base cost could just increase (given its so cheap), and instead of paying per collaborator you pay for up to X people, after which people are added. This would reduce anxiety and increase clarity aroundbilling.At the bare minimum be clear about your policies and notify people of invoicechanges.Its sosimple.This is so, so basic, that Im leaning towards the reason being dark UX by design, versus Figmas flow being built by multiple siloedteams.My customer journey in a nutshell Trust takes years to build and minutes to erode. For me, it took 5 years of loving Figma and 30 days of decline into distrust.Heres the customer journey map of how itwent:What have welearned?For me, theres 6 key takeaways from Figmas pricing strategy and monetisation flow:Price in a way that accelerates your value proposition: if collaboration is one of the competitive advantages of your product, price in a way that allows users to do that 10X. Paid users should feel like theyre getting the best deal: i.e. they can collaborate even more. Gating collaboration is a risk to growth, whilst it may bring in short-term revenue.Easy access to settings: as soon as managing users or billing is hidden, distrust rises. You want to show users that you have nothing to hide and you have their interests at heart. Transparency in billing and settings placement within the navigation iskey.Communications around billing: similar to the above point, communication is key. If changes are made to the invoice or subscription, users need to know inadvance.Personalisation: one way to increase retention is to make users feel seen and heard. If Ive paid for a product, only to become alienated with language that doesnt resonate with me, Im more of a churn risk. First understand your users, and then start with small changes to paywall language, payment flow and welcome message to make peoplestick.Expectation management: ensure that prices and numbers you use throughout the payment flow match. If Im promised 3/month and see a 200 bill, Im feel surprised, then confused, then suspicious. We want people to feel confident, assured and clear. So check your promises and manage expectations.UX writing: stop making people do maths throughout your payment flow and instead help them make the right choices. Make the flow feel easy, and calm their fears and anxieties through concise, clear, customer-centric language. Its the simple things that matter themost.Any more? Whatve I missed. Let me know in thecommentsFollow on LinkedIn & Medium for more deep divesFigma and the cost of collaboration was originally published in UX Collective on Medium, where people are continuing the conversation by highlighting and responding to this story.
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