Designing AI products: Insights from Figma's 2025 report
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What insights does Figma's 2025 AI Report provide?
Welcome back to the Insights Unlocked podcast. In this episode, we're diving into Figma's 2025 AI Report, the year of AI at work. With Andrew Hogan, Head of Insights at Figma, he joins User Testing's Jason Giles to explore how AI is really being used in design and development and why design is more important than ever in shaping these new tools. It's a thoughtful, energetic conversation packed with real-world insights. Enjoy the show. Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, viewers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, Principal Content Marketing Manager at UserTesting. Joining us today as host is Jason Giles, UserTesting's Vice President of Design. Welcome, Jason. Hello, everyone. And our guest today is Andrew Hogan. Andrew leads Insights at Figma. His research focuses on the digital product and design industry and the ways the most successful teams work. Previously, Andrew spent seven years at Forrester, a leading research firm, analyzing the intersection of design and tech. Welcome to the show, Andrew. Thanks for having me. Glad to be here. Andrew, it is so nice to talk again. We would love, before we dig in, you've got this big juicy report. We'd love if you could just give us a little bit of background. You've been researching the intersection of design technology for years now, first at Forrester and now at Figma. Just on a personal note, what drew you to this space?
I mean, at some point a long time ago, I learned that you could find out a lot if you spent time researching a topic, talking to people about it, trying things out. And the origin of that is actually being better at video games. A million years ago, I wanted to be better than my brother at – a particular game um and his friends and so i did a lot of research in that and then that was just this fantastic jumping off point to the power of research and analyzing synthesis and i've just been doing that for different sets of technologies for you know now like definitely more than a decade i think we're like coming up on like two decades actually wow Amazing. I can imagine that your perspective has evolved dramatically over that time.
I mean, the possibilities, though, I don't know. It's just made me optimistic and excited for the things that you can find and the things that humans discover. So I would say that that part has not necessarily changed. Ah, amazing. I hinted at it at the top, but you guys just released Figma's 2025 AI Report. It's the state of AI according to the people designing and building it. Can you tell us more about the survey? And specifically, I always like to ask this of researchers, you know, what surprised you most about how teams are building with AI right now? So the origin of the survey is that executives and AI experts get asked a lot about AI and what they think will happen. And we have a unique view at Figma in that many of the people using Figma are building
products powered by ai and there's something fascinating about the sort of like meta view and what do those people who are working on it every day actually think and how could that perspective differ um so we did a survey with 2500 designers and developers um and asked them you know how has your work changed how has your perspective changed what do you think about the products that you're building and i would say the most surprising thing um was the the The power of design and how it carries through even with a brand new design material. And what I mean by that is we asked them, you know, is design as important, more important, less important with a generative AI powered product? and you probably know this better than anybody working directly on it, design is for 95% of the respondents just as important and for more than 50% is actually more important when working with gender. I mean, when you're inventing something new, thinking about design.
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