The UX of Figma

The CEO of Figma recently visited me and gave me a quick tour of their product. I think it holds great promise as a prototyping/design tool and I am giving it a try. The main benefit is real-time concurrent usage. In other words, two designers can collaborate live at the same time the way you might use a Google spreadsheet. I know that Adobe XD has been promising this feature for 6+ months, but the tool doesn’t even have a workable Windows version yet. I ran out of patience and am trying the competition.

My initial usage is slow, I’m learning a new tool. ┬áRather than use it for a few days and then review, I am going to document my first few hours with it.

  1. Italics. It took me 2 minutes to figure out how to make text italics. I was looking for a button [I] but it was actually a drop down box. I need to get faster at it.
  2. Zoom. It’s just not very smooth. Slow it down with more intermediate points. Maybe provide a slider?
  3. Components. I am struggling a little of how best to organize. I am just guessing.
  4. Sizing. I really don’t need things to be 22.48px wide. 22px is fine. Can there be an option to make 1px the minimum increment?
  5. Moving things. I have a component with two elements in it. I am trying to move one of them. Not letting me. Grrrr…
  6. Rulers as guides. Hmm, innovative. I kinda like that.
  7. Publishing to the library. That works nicely.
  8. Projects. I think I need one of those, but how do I get to it? Oh, it’s called files? Hmm. A bit confused, but Ok.
  9. Preferences. Why aren’t there preferences in the desktop UI? Am I just missing where they are?
  10. Found preferences! Duh, make it available under Edit

I got better at it over the day. I think there are a bunch of little things that would smooth out the experience. Ill keep experimenting.

Plus one of their engineers actually reached out to me to ask about storyboarding and prototyping. The truth is that I can’t fully use the system until I have that.

Anyway, its good so far. More to come…

The Death of the Unsubscribe Link

I’ve been getting alot of email lately from SDRs using tools like Salesloft, Tout and Outreach. I have noticed a couple of important trend occuring.

  1. There is no unsubscribe link
  2. There is no content, just a request for a meeting/conversation
  3. They are not personalized or interesting to me the recipient

It is hard not to think of these emails as spam. I assume the reply rate is dismal. Most importantly, I feel like all of the content marketing techniques learned over the past 10 years have been tossed out the window. I have questions:

  • Who is writing these emails?
  • How do I unsubscribe?
  • Are we witnessing the death of the unsubscribe link?
  • Is marketing and SDRs emailing the same people at the same time?
  • Are SDRs the new marketing department?

Think about that last one for a minute. If you, the marketer, sit idly by while your SDRs send your targets unsolicited emails, they are hurting your ability to engage and nurture those people. Just because technology lets you send emails to lots of people, doesn’t mean it’s a good idea. I actually heard of a company whose corporate IP was blacklisted for this kind of email.

When I reply to these SDRs (which I often do), I give them a haiku.

Not personalized
Do not see unsubscribe link
Please leave me alone

You can google me and find a dozen things that will get my attention. You can read my blog or twitter or watch past speeches I have given. Any kind of personalization will get my attention. I still might not be the right persona for your company or care at all about your service, but at least I will treat you as a human being.

The unsubscribe link exists for a reason. It is when you send bulk mail with no personalization. There are laws that try and protect the rights of recipients from getting spam. These tools are blatently side-stepping these rules.

The point here is about choosing a side. Either send a truly customized email or include the unsubscribe link. What side are you on? Do you even know what your SDR team is doing?

I think I am going to start a kickstarter project called “Save the Unsubscribe Link”. The way it would work is when an email is uncustomized with no unsubscribe link, it will send 10 messages in reply every hour for 72 hours. The content will be the above Haiku. Anyone want to be the first to fund the project?