Notes from Config 2025: the rise of full-stack builders.

Intro

Figma’s Config 2025 showcased a trend that goes beyond the evolution of design tools, indicating that design is becoming closer to the essence of all products. As designers’ roles and capabilities expand, the values of craft and quality are being emphasized once again.

Changing Status of Design

Config 2025 presented a vision of how designers’ influence is expanding throughout the entire process, from rapidly visualizing ideas to development and marketing. Design is becoming a core aspect of organizations, which signifies new opportunities and challenges for designers.

New products introduced by Figma

1. Grid: A Liberation for Complex Layouts

   
   

   

   The Grid feature allows for much easier implementation of complex layouts, surpassing the limitations of the previous auto layout. You can now set the desired columns and rows at once, eliminating the need for multiple nesting.

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   Practical Tip
   Convert your existing complex components to Grid. This will simplify the layer structure and make maintenance much easier, especially for responsive components that need to adapt to various breakpoints.

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2. Site: From Design to Website Deployment in One Go

   
   

   

   The Site feature was one of the most applauded at this Config. Now, you can publish websites directly from Figma, significantly shortening the process from design to actual website publishing. Optimizations for breakpoints, adding interactions, and even CMS connections are now possible.

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   Practical Tip
   Try creating a simple internal landing page or promotional page directly. This allows you to solve the question, “When will this be developed?” yourself, especially with CMS functionalities for sites with repetitive content structures like blogs or portfolios.

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3. Draw: A Tool for Sensational Visual Expression

   
   

   

   The Draw feature has evolved from a rigid Path tool to a more natural, hand-drawn-like capability. You can create expressive graphic elements within Figma without needing to open Illustrator. This feature allows for natural control of curves and brush styles, enabling quick visualization of ideas.

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   Practical Tip
   Spend 5 minutes daily drawing simple icons or illustrations with Draw. Enhancing your tactile sense will improve the overall delicacy of your designs, especially for icons and line illustrations that require a sensory touch.

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4. Make: The Future of Design with AI

   
   

   

   Make is a prompt-based generation tool connected to Claude-based AI. You can generate functional UIs or components by describing them in natural language. The results vary based on how you structure your prompts, making the ability to articulate your thoughts crucial.

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   Practical Tip
   Instead of saying, “Make a nice button,” try, “Create a prominent CTA button suitable for mobile, with soft corners and a gradient.” The ability to clearly explain what you want and effectively use the tool, known as 'AI literacy,' is becoming increasingly important.

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5. Buzz: A New Companion for Content Creation and Marketing

   
   

   

   Buzz is a tool for quickly producing marketing content and branding assets. You can generate bulk content connected to spreadsheets or transform images and copy using AI. This enhances designers’ efficiency in content design and emphasizes the importance of collaboration with marketers.

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   Practical Tip
   Create images for social media campaigns in multiple ratios at once, or template seasonal promotion banners for easy updates. This tool is particularly useful for designers contemplating how to deliver content.

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The Figma community has already seen a surge of templates for Sites and Buzz. It seems we are moving toward a world where anyone can design more easily.

The Relationship between a tool and a designer: A reflection of capabilities required

The new products announced by Figma clearly show the core capabilities that designers must continue to focus on. Each tool requires specific expertise from designers, enabling more efficient work and decision-making.

Figma's new features reflect the diverse capabilities designers are now required. Each announced tool serves as a mirror that expands designers' abilities, enhances efficiency, and enables better decision-making.

• Dev Mode → Effective communication skills with developers

• FigJam → Ability to structure and visualize complex problems

• Buzz → Ability to collaborate with marketers to design content

• Make → Ability to use AI with structured prompts

• Site → Ability to understand and implement responsive UI and web structure

• Draw → Ability to create visual elements and expressive features

These tools provide designers with a more efficient work environment to invest more time in important decision-making. The key is not the tools themselves, but rather how they help answer the questions of "what to implement and who to connect with."

Evolution of Designers’ Roles

The Future of Designers

In recent years, the design industry has shifted from UI designers to UX designers and product designers, taking on roles in data-driven decision-making and experimental design. However, the industry is now refocusing on the essential value of designers.

The Return of Craft and Quality: The Essential Value of Designers

In the past few years, we have applauded the 'universal designer' who can analyze data, design experiments, and improve business metrics. Designers who possess both design and business acumen have been regarded as 'good designers.'

However, the biggest realization from my trip to the U.S. is the message to “focus on the essential value of being a designer.” It’s time to reflect on why we became designers in the first place.

Remember when we all began our journey as designers because we loved the process of 'creating'? The excitement of moving a pencil across a sketchbook, the satisfaction of adjusting each pixel on the screen, and the pride in seeing users smoothly interact with the products we designed were the driving forces that led us to this path.

Good UX goes beyond functionality; it should be visually appealing, intuitive without explanation, and leave users feeling good with repeated use. Beauty and usability are not separate; they must be addressed from the start to create designs that are loved for a long time.

Quality and Design differentiation in the Age of AI

With the advent of AI, possibilities that were once constrained by technical limitations are now becoming reality. In an era where everything is possible, AI is raising the baseline quality of products. In a market where all products possess a certain level of quality, what will be the true differentiating factor? It is the designer's final touch and the quality of the design.

Users' expectations have risen to the point where they leave reviews stating, “The design is poor,” or “The usability is inconvenient.” To maintain competitiveness in a standardized market, we must create significant gaps through subtle differences, which is why the value of Craft and Quality is being highlighted.

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Checklist for Enhancing Craft and Quality

• At the start of a project: “What emotional experience does this design provide to the user?”

• When reviewing a design: “What if I changed the smallest detail on this screen?”

• Final check before launch: “What impression will someone have when they first see this product?”
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The Meaning of Craft: Artisanship and Attention to Detail

Craft signifies the 'artisanship' of design. It goes beyond merely creating visually appealing designs; it represents an attitude that pursues meticulous detail and refined completion.

Let's look at some examples of how real designers contemplate Craft:

• The intense deliberation over whether to set the button radius to 8px or 12px. This process is not just about making it “round”; it involves finding the most suitable value that aligns with the product's nature, brand tone, and the target users' sensibilities.

This obsession with detail is the essence of Craft. While these differences may seem minor on the surface, such meticulousness ultimately determines the overall quality of the product.

The Meaning of Quality: Consistent Experience and Refined Usability

Quality refers to the overall experience quality of the product. It encompasses consistency, reliability, and satisfaction that users feel throughout their entire journey using the product, beyond the completeness of individual elements.

Designers’ actual concerns for Quality manifest in the following ways:

• Designing user experiences in error states by scenario planning for all possible failure cases and providing appropriate messages and alternatives to prevent user frustration.

• Thoroughly reviewing and updating the design system to ensure that dozens of components function consistently in both visual and functional aspects across different screens.

• Adjusting color contrasts to meet WCAG accessibility standards while finding the optimal combination that does not compromise brand identity.

Quality signifies the consistency and completeness of the overall user experience. No matter how beautiful individual UI elements may be, if the overall user flow is not smooth, it cannot be considered true Quality.

Methods to Enhance Craft and Quality

1. Implement a Design Critique Culture

   Leading design organizations like Google conduct regular design critique sessions to share feedback on work. Evaluating designs from various perspectives and identifying areas for improvement enhances the design sensibility of the entire team.

2. Develop the Ability to Analyze “Why Something is Beautiful”

   The ability to articulate and logically explain beauty is a core competency for designers. Go beyond subjective evaluations like, “This is pretty,” and analyze specifically why a UI feels harmonious, such as, “The reason this UI feels balanced is due to consistent whitespace ratios and appropriate color contrasts.”

3. Gain Experience Beyond the Digital Realm

   Engaging in physical activities like cooking, gardening, or hand lettering enriches one's design sensibility. Presenters at Config emphasized the importance of ‘experiences beyond the monitor.’ A variety of sensory experiences can provide new inspiration for digital work.

Changes in Design Leadership and the Role of Super IC

A notable trend observed during Config 25 and meetups with local designers in the U.S. was the evolution of organizational structures and design leadership. Many companies, especially in Silicon Valley, are reducing middle management and expanding the role of Super ICs (Individual Contributors).

The Meaning and Importance of Super IC

Super ICs are individual contributors who possess high levels of expertise and influence without holding managerial positions. They lead the design direction and quality standards of the organization based on their exceptional Craft and Quality.

Expected Roles of Super ICs:

• Possess outstanding technical expertise.

• Influence a wide range of projects.

• Provide technical direction for the organization.

• Contribute to team capability enhancement through mentoring and knowledge sharing.

Design Leadership and Practical Skills

In modern design organizations, there is a strong expectation for leaders to maintain practical skills. In recent design leadership interviews, questions about Figma shortcuts have been common, indicating that even in managerial roles, it is important to maintain depth in design practice.

Consider the fashion design field, where the significance of this change becomes clearer. Chief designers at renowned fashion houses personally handle every detail, adjusting hems and ensuring the final touches right up to runway shows. They are both managers and creators.

In the digital product realm, we have often overlooked the importance of quality and detail, focusing instead on speed and volume of releases. However, the increasing importance of practical skills in leadership roles and the significance of Super ICs signal a return to valuing Craft and Quality.

Design Leadership Trends

Leaders who design together are more effective than those who merely direct.

Just as a designer at Dior understands every process from pattern-making to sewing, digital product leaders must also grasp everything from pixels to code to provide true direction.

Adapting to a changing environment: Attitudes of Designers

In the past, design tools changed every ten years, but in the age of AI, new tools and concepts are emerging every six months to a year. What attitudes are necessary to succeed in this environment?

Reassessing the Essential Values of being a designer

It is crucial to focus on the essential value and core competencies of being a designer. While it is not bad to take on PM tasks, expanding roles based on a designer's expertise is more effective.

Reflecting on why we became designers likely points to a passion for the process of creating beauty. The thrill of drawing, shaping, and harmonizing function and beauty is what drives us forward.

As AI and automation advance, human sensibility, aesthetic judgment, and creativity will become even more important.

Flexibility in the Face of Rapid Change

Tools are merely means to an end; the ability to effectively utilize them to implement what you want quickly and efficiently is key. We have learned to adapt to new tools like Photoshop, Sketch, and Figma, enhancing our digital literacy along the way.

This pace of change will only accelerate. Learning agility and flexible thinking will become essential competencies for designers.

Building Learning Agility: Cultivate the habit of lightly experimenting with a new tool every month, in addition to your primary tool, Figma. This will reduce fear of change and enhance adaptability.

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Flexibility in Silicon Valley

An important characteristic observed during meetups with designers in the U.S. was a flexible attitude toward roles. In Silicon Valley, there is a tendency to focus on problem-solving abilities and influence rather than specific titles like 'platform designer.'

Defining oneself as “someone who can do what is needed” rather than “someone who only does this” brings more opportunities and influence. This approach does not mean losing sight of the essence of design; rather, it encompasses an approach that spans various domains based on core design competencies.

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Conclusion

The evolution of tools demonstrated at Figma Config 25 and the insights from Silicon Valley designers indicate that the role and importance of design continue to expand. Simultaneously, the essential values of designers—obsession with Craft and Quality, visual sensibility, and user-centered thinking—remain core competencies.

As the era of AI arrives, technical constraints are gradually disappearing. In a time when everything becomes possible, the quality of design and meticulous details will be the differentiating factors of products.

As designers, we need to adapt flexibly to changing tools and environments while not forgetting the essential values of design. This balance is how we can continue to grow and exert meaningful influence.

The insights shared here reflect the stories of those leading the industry in Silicon Valley. Given the significant time difference and the distance, it may take time for these ideas to be applied in South Korea.

Realistically, declaring the value of Craft and Quality in our current work environment and instigating immediate change may be challenging. However, as designers, we may have overlooked these values while focusing on rapid execution and frequent cycles. Moving forward, we should adjust our mindset and persuade makers to prioritize quality, even in parts of epics or features.

Just as everyone has defined themselves as product designers, I believe change will come swiftly, like a wave crashing down. I hope this article serves as a helpful resource for fellow designers navigating this fast-paced era.

“Make something you're proud to put your name on.”

© 2025. Eugene Kim, All Rights Reserved.