Iterative is a venture capital firm that invests in early-stage startups in Southeast Asia, providing funding and support to founders through a structured program.
Key people at Iterative.
Key people at Iterative.
Figma is a cloud-based collaborative design platform that enables teams to create, prototype, and iterate on user interface (UI) designs in real time via a web browser. It serves designers, developers, product managers, and other stakeholders involved in digital product creation, facilitating seamless collaboration across distributed teams. Figma’s product suite includes core design tools, prototyping, developer handoff features (Dev Mode), online whiteboarding (FigJam), AI-driven app prototyping (Figma Make), and website publishing (Figma Sites). Its platform addresses the problem of fragmented, offline design workflows by enabling real-time, multiuser collaboration, significantly accelerating product development cycles. Figma has experienced rapid growth, with over 4 million users by 2024 and a dominant market share exceeding 40% among design collaboration tools, serving major clients like Airbnb, Microsoft, Netflix, Alphabet, and Salesforce[1][2][3][4][5].
Figma was founded in 2012 by Dylan Field and Evan Wallace, who envisioned a fully collaborative, browser-based design tool that would bring interface design into a real-time workflow akin to Google Docs. Initially experimenting with various ideas, they settled on web-based graphics editing to solve the limitations of traditional desktop design software that lacked collaboration. The company publicly launched its platform in 2016, quickly gaining traction among designers and developers. Key milestones include rapid adoption during the rise of remote and hybrid work, an attempted acquisition by Adobe in 2022, and a successful IPO. In 2025, Figma expanded its AI capabilities by acquiring Israeli startup Weavy, integrating advanced AI-powered image and video editing tools into its platform[2][5].
Figma rides the trend of digital transformation emphasizing remote collaboration, cloud computing, and product-led growth. Its timing was critical as the pandemic accelerated the shift to distributed workforces, making real-time collaboration tools essential. Market forces such as the increasing complexity of digital products and the need for cross-functional teamwork favor Figma’s integrated platform. By bridging design and development with shared systems and developer modes, Figma influences the broader ecosystem by setting new standards for collaborative product design and accelerating innovation cycles across industries[1][2][5][6].
Looking ahead, Figma is poised to deepen its AI capabilities and expand its ecosystem to further streamline the design-to-development workflow. Trends such as AI-assisted design, increased demand for no-code/low-code tools, and global digital product proliferation will shape its trajectory. Its influence is likely to grow as it continues to unify design, prototyping, and development in a single platform, empowering teams to build faster and more collaboratively. Figma’s ongoing innovation and enterprise focus position it as a foundational tool in the future of product design and digital collaboration[1][2][5].
