Approachable Design Tools
We've seen a lot of design tools try to take on Adobe; but none have saturated the market like Figma (and that's probably why Adobe bought them).
Designers loved using Sketch—but customers did not. No one liked using InVision (except for a few product managers…), and designers turned up their black-turtlenecked noses at lightweight tools like Miro, Marvel, and even Adobe's own XD.
Figma threaded the needle by being approachable enough for marketers while still being powerful enough for designers. That it's cloud-based, multi-user, and updates everywhere all at once so that no one ever has an out-of-date design file has made it an increasingly dominant platform. We see Figma in use with nearly 50% of our customers.
On the heels of Figma is Canva's emergence as a professional design tool. Canva once was the place where hokey coffee shop fliers, novelty t-shirts, and folksy yard signs were born and raised. But they've increasingly aimed at the professional market and improved their set of templates and template-building tools that we're seeing more and more requests around Canva for presentations, display ads, and social media.
We'll often design templates for customers to use in Canva; the design tools are powerful enough that we can make something professional, and the editing tools are robust enough that our customers can make use of them. I expect to see more overlap between Figma and Canva as they each try to grow to reach their lofty valuations (or acquisition price if the Adobe deal closes).