Case Study: How Figma Outdesigned the Giants: A $20B Disruption Story

Figma turned rivals' strengths into fatal weaknesses. Game over

By Chris Kernaghan 5 min read
Case Study: How Figma Outdesigned the Giants: A $20B Disruption Story
Photo by Alexander Shatov / Unsplash

Imagine a world where designers no longer email PSD files back and forth, where version control nightmares are a thing of the past, and where teams—whether in the same room or across continents—can collaborate on designs in real time, as effortlessly as editing a Google Doc.

That world exists today, thanks to Figma.

Launched in 2016, Figma didn’t just enter the design tool market—it rewrote the rules. While giants like Adobe and Sketch dominated with desktop-only software.

Figma bet big on the cloud, unlocking instant collaboration, cross-platform accessibility, and a frictionless workflow that designers didn’t even know they needed.

What started as an ambitious experiment became one of the most disruptive forces in design history. In less than a decade, Figma:

  • Dethroned industry leaders (Adobe XD, Sketch) by making collaboration its superpower.
  • Won over millions with its freemium model—turning casual users into evangelists.
  • Became a $20 billion acquisition target (before regulators stepped in).