How Figma is Redefining Design Standards and Breaking the Mold

Heck Design Group had the privilege of attending Config 2024, the Figma Conference held in both San Francisco, California, and Marina Bay Sands, Singapore. This year marked a milestone as the event expanded internationally, acknowledging that 85% of Figma users are based outside the United States, with Asia being the fastest-growing region. The conference featured a wide array of discussions centered around the evolution of design, the role of technology, and the challenge of breaking away from conformity in an increasingly homogenized digital world.

One of the most compelling talks came from Shantanu Kumar, a designer from Delhi, India, and founder of skh.Design Studio. Kumar emphasized the importance of representing culture through design and shared his journey of becoming a digital nomad after the COVID-19 pandemic. His experience in Sikkim, a remote mountain village bordering China, Nepal, and Bhutan, transformed his approach to design. When tasked with creating a logo for a local coffee shop, he immersed himself in the community, learning from its people, art, and traditions. His process underscored the idea that meaningful design cannot be rushed; it must flow naturally, allowing creativity to emerge organically. By embracing the culture of the people he designed for, Kumar demonstrated that impactful work is rooted in human connection.

Although modern software streamlines design work, the conference reinforced that good design cannot be reduced to efficiency alone. Great design requires time, thought, and a deep understanding of the audience. The discussion highlighted how designers must act as cultural anthropologists, extracting elements of identity and tradition to create work that is not only visually appealing but also emotionally resonant.

Config 2024 also focused on how design agencies can use advanced technology while still prioritizing originality. Mihika Kapoor, a key speaker at the event, shared insights on the development of Figma Slides and the collaborative process involved in its launch. She discussed how storytelling has long been considered an essential component of design, but argued that it must go beyond narration. Design should not just tell a story—it should spark conversations. Kumar’s approach in Sikkim reflected this idea. He didn’t simply listen to local stories; he engaged in an exchange of perspectives, building a shared narrative. Design becomes powerful when it fosters dialogue rather than presenting a one-sided account.

Another standout session was led by Cam Worboys, Head of Design at Cash App, who tackled the complexities of modern design systems in his talk, "The Broken Promises of Design Systems." He explored three core factors often associated with great design: speed, cohesion, and quality. While each of these elements is crucial, he urged designers to approach them with nuance. Speed has helped bridge the gap between design and engineering, but it can also hinder creativity by discouraging exploration. Taking time to experiment leads to unexpected discoveries and more innovative solutions.

Cohesion in design builds trust, but overemphasizing consistency has resulted in a digital landscape where every app looks and feels the same. He argued that brands should strive for a balance—maintaining consistency without sacrificing individuality. Finally, quality is often equated with aesthetic appeal, yet its true impact lies in its ability to guide users toward better decisions. A well-designed interface is not just beautiful; it is strategic, intuitive, and purposeful.

The conference served as a powerful reminder of the risks of conformity in design. Whether in fashion, architecture, or digital experiences, sameness is pervasive. Breaking out of this cycle requires intentional choices and a commitment to innovation. The discussions at Config 2024 reaffirmed that at Heck Design Group, we prioritize creativity, authenticity, and strategic design to deliver work that stands out in a crowded digital space.

As a design agency that integrates Figma into our workflow, we appreciate its ability to enhance collaboration and transparency. Figma’s interactive tools allow our clients to actively participate in the design process, providing real-time feedback and adjustments. This fosters trust and ensures that every project reflects the client’s vision while maintaining the high standards we set at Heck Design Group.

Attending Config 2024 deepened our understanding of Figma’s ongoing innovations and reinforced many of the core principles we value as a company. Design is an ever-evolving field that must adapt to cultural shifts, technological advancements, and the needs of the people it serves. The opportunity to engage with other design leaders and learn from their experiences was invaluable. We are excited to take these insights and continue pushing the boundaries of what is possible in digital design.

At Heck Design Group, we remain committed to crafting unique, impactful designs that not only look great but also tell meaningful stories and foster real connections. The future of design is about more than efficiency—it is about creating experiences that resonate, inspire, and drive meaningful engagement.