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20Product: Figma CPO on How Figma Builds Products: What Works, What Does Not | How Figma Does Testing and Product Reviews | The Future of Design, Engineering and Product with Yuhki Yamashita

May 16, 2025

Yuhki Yamashita, Chief Product Officer at Figma and former Head of Product at Uber, dives into the art of product development. He challenges conventional wisdom, sharing insights on why 'simple is lazy' and the importance of user-driven innovation. Yuhki reveals the secrets behind Figma's product ideas and the relevance of the 'screenshot test' for clarity. He discusses the evolving role of product managers and the blending of design with coding for superior outcomes. Candidly, he reflects on Figma's biggest flop and the critical power of storytelling in product design.

01:01:51

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Episode guests

Yuhki Yamashita

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Episode notes

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Quick takeaways

Yuhki Yamashita emphasizes the importance of understanding diverse user backgrounds for creating inclusive and empathetic product designs.

The balance between simplicity and feature richness is crucial, allowing users to choose between novice and expert modes to enhance engagement.

Cross-functional collaboration between designers and engineers is essential, promoting a holistic approach that focuses on solving user problems rather than adhering to rigid roles.

Deep dives

The Impact of Upbringing on Product Design

Frequent relocation during childhood fostered a unique perspective on product design and user experience. This experience helped develop empathy by necessitating a constant questioning of assumptions and a keen awareness of diverse cultural practices. The ability to understand various user backgrounds and needs became a vital tenet in the approach to design. Such adaptability translates into a more inclusive design philosophy, ensuring that products cater to a wide range of users.

Intro

4min

Designing with Empathy and Innovation

9min

Designing for Clarity and Innovation

15min

The Evolving Role of Product Managers

8min

Balancing Playfulness and Utility in Product Design

17min

Navigating Challenges and Reaffirming Commitment at Figma

2min

Balancing Emotional Intelligence in Product Leadership

4min

Enhancing User Experience and Innovation in Technology

4min

Yuhki Yamashita is the Chief Product Officer at Figma, where he leads the development of one of the world’s most beloved design platforms. Previously, he was Head of Product at Uber, overseeing the core rider experience used by millions globally. A master of product storytelling and team-building, Yuhki has redefined how world-class digital products are built and scaled.

Items Mentioned in Today’s Episode:

04:30 – "Simple is Lazy?" — Yuhki Challenges Product Dogma

07:45 – The Secret Behind Figma’s New Product Ideas (Hint: Users Hack It First)

09:00 – From Hack Week to Roadmap: How New Figma Products Are Born

10:00 – Are PRDs Dead? Yuhki's Spicy Take on the Death of Specs

12:30 – The ‘Screenshot Test’: Can Your Product Explain Itself in 1 Frame?

14:15 – Code Layers and ‘Living Designs’—This Demo Blew Everyone’s Mind

15:30 – Designers vs Coders: Who Really Owns the Future of Product?

17:45 – The Most Controversial Product Decision Inside Figma

19:00 – Why Figma’s Org Structure Could Kill the PM Role (For Real)

21:00 – Should Everyone Be a Designer and a Builder Now?

23:15 – Will Figma Have Fewer Engineers in 5 Years?

24:00 – Cursor, Windsurf & AI Coding Tools—What Figma Engineers Really Use

25:30 – AI’s Dual Power: Lowering the Floor, Raising the Ceiling

27:00 – Figma’s Biggest Product Flop? Yuhki Owns It

29:30 – The Magic of Product Storytelling—Even for Boring Compliance Tools

31:00 – Why Joy Must Be in the Product (and How Figma Bakes It In)

33:00 – Does Product Market Fit Even Mean Anything in 2025?

35:30 – Is Great Design Enough? Or Is It ALL About Distribution?

37:15 – Dylan’s Secret to Early Growth: Hacking Design Twitter

39:00 – Community Mistakes Startups Keep Making

41:00 – The One Thing Yuhki Wishes He Could Change at Figma

43:00 – Should They Have Launched 4 Products at Once? Time Will Tell

45:00 – When Do You Know a New Product Is Doomed?

46:30 – Why Designers Still Don’t Ship What They Design (and How to Fix It)

48:00 – From Uber to Figma: Yuhki’s Playbook for Massive Product Swings

53:00 – The Adobe Deal Breakup—How Figma Rallied

56:00 – What Yuhki Needs to Improve as a Leader (His Own Feedback Review)

58:00 – The Product Leader He Admires Most—and Why

59:30 – What Figma Still Gets Wrong About Product Culture

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