Claire Butler: commitment

Transcript context

…Awesome. Let's get into it. All right, cool. So the first one's making it, the products easy to try and share. So we talked about this a little bit, but if you go to figma.com today, it's very easy to sign up for a free account. I have a free account myself on my personal side for designing my house, which is a thing I used to before, but you just go and you can try the tool. And I think that's so important for us to allow someone to use it over time for a long time until they have confidence enough to be able to want to spread it within their organizations. But then it's also pretty easy to create a free team and share stuff with your organization. In the early days, you could just share a link and that was it, and you could use the tool and everything was free. Once we implemented pricing, which was about two years after we launched, we had this thing called a starter team. And this is actually something that was switched. So initially the way that it worked was our starter team was that you could have unlimited files but only collaborate with two or three people, and that was the starter team and you wanted to add more people to collaborate with, and then you hit the paywall. We realized that wait a minute, that's hurting us. And so we switched it and now it's like you can have something like three files, but unlimited collaborators. And that was huge for us. And that's a place where you can see it in the metrics very clearly, where it's like, oh, this is really easy for people now to share before they have to start paying. This is huge. And so then you get people to start using it for free with their teams and the teams get confidence in it before then they all have to start uploading it to their procurement team or whoever it is to start paying for it. So not introducing payment too fast and giving people that time to build that advocacy and to try it out with their teams, with people before they have to pay, I think is huge there. That's such a good and important topic that I want to pull a thread on a little bit. So what you discovered there is you don't want to get in the way of the growth engine of the product. If it's going to grow through people spreading it, you don't want to cut it off at three. That seems like a monumental decision that changed everything. Any sense of just how you came about to realizing that? Or was it just obvious, okay, of course we need to change this?…

Stored transcript either side of the excerpt. The highlighted words are the published quote; the surrounding text is unedited source, never generated.