The Web Is a Customer Service Medium: Why Figma Wins

The Web Is a Customer Service Medium: Why Figma Wins

In today's digital age, the web has become a powerful medium for customer service and engagement. Humans have a fundamental need to be consulted and engaged, to exercise their knowledge and power. No other medium before the web has been able to tap into this need as effectively.

One example of this is the concept of "Why wasn't I consulted" (WWIC). This is the fundamental question of the web and the rule from which other rules are derived. It represents the human desire to be heard and have their opinions valued. Platforms like Wikipedia, Reddit, YouTube, and others have successfully tapped into this need, allowing users to contribute and be part of the conversation.

Wikipedia is a prime example of WWIC at work. It was created for free by unpaid labor, tapping into the basic human need to be consulted. The same goes for YouTube, which allows anyone to upload and distribute videos, giving individuals a platform to be seen and heard. These platforms have thrived because they understand and cater to the human need for consultation.

The web has also given rise to platforms like MetaFilter and Reddit, where users can filter and discuss the best of the web. These platforms focus on moderating and managing the community, putting the emphasis on consulting and engaging with users. It's WWIC all the way down, but it's acknowledged, understood, and turned into something positive.

Figma, a design tool, has taken this concept of WWIC and applied it to the design process. Designs in Figma are not just stored in the cloud; they are edited in the cloud as well. This means that Figma users are always working on the same design, promoting collaboration and consultation among team members. Figma's browser-first approach, utilizing technologies like WebGL and CRDTs, has made this seamless collaboration possible.

What sets Figma apart from its competitors is its focus on collaboration, not just individual design features. While other tools may excel in specific design aspects, Figma is built for teams to design together. It recognizes that the constraints on design at companies are often not a problem of pixels, but of people. By creating a platform that allows non-designers to be involved in the design process, Figma has opened up new possibilities for collaboration and innovation.

Figma's success lies in its alignment between product and core distribution loops. Its browser-first approach and focus on collaboration have resonated with designers and non-designers alike, creating a cross-side network effect. The true potential of Figma lies in its ability to become a platform, pushing progress in design as a discipline.

In conclusion, the web has become a powerful customer service medium, tapping into the human need to be consulted and engaged. Platforms like Wikipedia, Reddit, and Figma have harnessed this need, creating spaces for collaboration, consultation, and innovation. To leverage the power of the web, businesses should focus on creating a service experience around their products, defining boundaries within their communities, and embracing collaboration. By understanding and aligning with how people collaborate, businesses can tap into the true potential of the web as a customer service medium.

Actionable advice:

1. Create a service experience around your products and engage with customers to tap into their need to be consulted and heard.
2. Define clear boundaries within your community and enforce them to maintain a positive and engaging environment.
3. Embrace collaboration and involve non-designers in the design process to unlock new possibilities for innovation.