Figma expands creative ecosystem with new tools at Config 2025

Figma’s latest updates signal a strategic pivot from pure UI design to a full-scale digital creation platform, aiming to serve entire teams with integrated tools for illustration, web publishing, branding, and AI-driven development — all within one ecosystem

Leading collaborative design platform Figma has signalled a major strategic shift at its flagship Config 2025 conference. The company introduced five powerful new tools aimed at expanding its core offering beyond user interface (UI) design, marking its evolution into a full-scale, end-to-end digital creation and publishing ecosystem.

The announcements cater not just to designers but also to developers, marketers, and content teams — a clear indication that Figma is working to become a central, collaborative platform for the entire digital product lifecycle.

Figma Draw: Where interface design meets illustration

A key highlight was Figma Draw, a new drawing mode designed for more expressive, illustration-oriented work. This tool brings long-awaited features including lasso selection, shape building, multi-edit, and text-on-path. Designers can also apply new dynamic brushes, create radial and linear pattern repeats, and use modern fill effects like noise and texture.

One standout addition is the dynamic stroke tool, allowing animated, wiggly stroke paths that mimic hand-drawn lines. A variable stroke-width option is also in development, signaling Figma’s push to rival traditional vector illustration tools such as Adobe Illustrator — all while keeping users inside the Figma ecosystem.

Figma Sites: Seamless web publishing without code

Among the most ambitious rollouts is Figma Sites, a fully integrated website builder. It allows users to turn design frames into live, responsive websites using pre-built templates, design systems, and interaction support such as parallax scrolling. Real-time HTML previews and direct publishing options make the tool a serious competitor to no-code platforms like Webflow.

Currently in beta and limited to paid users, Figma Sites aims to streamline web publishing without leaving the design environment.

Figma Grid: Streamlining responsive layouts

To address one of the more complex challenges in UI work, Figma launched Figma Grid, an auto-layout system based on CSS grid principles. It supports track sizing, grid cell spanning, and is fully aligned with Dev Mode, making it easier for designers and developers to maintain layout integrity across devices.

The feature, still in beta, is especially useful for building flexible, content-rich layouts like dashboards, galleries, or bento-style interfaces.

Figma Buzz: Scalable content creation with brand precision

Figma Buzz is a new offering aimed at marketing and operations teams. It allows teams to convert designs into reusable templates with locked components to ensure brand consistency. Users can generate hundreds or even thousands of assets using spreadsheet-based data and use AI-assisted tools for background removal and text rewriting.

By automating tedious asset production while maintaining brand guidelines, Buzz helps marketing teams move faster without compromising on quality.

Figma Make: AI-driven prototyping in seconds

Lastly, Figma Make brings generative AI into the spotlight. This feature allows users to type natural language prompts to generate working prototypes, complete with visual and code-backed elements. Whether starting from a blank slate or a design frame, users can edit visually or dive into the code — and even turn prototypes into live web apps.

Figma Make is still in early stages but hints at the platform’s direction toward AI-driven development acceleration.

A bold shift in product strategy

These product updates underscore Figma’s ambition to go beyond UI design and position itself as a complete digital creation platform. With tools now touching illustration, web publishing, branding, and AI development, Figma is targeting a broader user base and enabling more integrated workflows.

Though several features remain in beta, the direction is clear: Figma is building not just for designers, but for entire teams aiming to streamline creation, collaboration, and deployment — all in one place.