Figma should prioritize brand and marketing
Matthew Moore, Head of Design at Lime, on Figma vs. Adobe
The bigger expansion lane for Figma is non designer creative work, not general docs. Figma already wins where teams need shared canvases, reusable components, and live editing around product decisions, but it is still mostly a design team system. Canva proves there is a much larger pool of marketers, sales teams, and brand teams who need to make slides, social posts, videos, and one off assets every day, while Google Docs is harder to unseat because real time collaboration is already built in.
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Adobe is only partially vulnerable. Figma can replace XD and some Illustrator style product design work, but not Photoshop, Premiere, or After Effects workflows. That means chasing more of Adobe Creative Cloud through lighter weight brand and marketing creation is more realistic than trying to rip out Adobe's deepest specialist tools.
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Canva shows where the adjacent budget sits. In enterprise, teams often pay for both Figma and Canva because they serve different daily jobs. Figma is where designers, PMs, and engineers shape product screens and flows. Canva is where non designers make presentations, social assets, print materials, and quick videos. That overlap is limited, but the user base on Canva is much broader.
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Going after Google Docs is strategically harder because the wedge is weaker. Figma beat Sketch by replacing file sending with multiplayer browser editing. But for slides and docs, Google already offers multiplayer, comments, and easy sharing. Any move there needs a sharper workflow advantage, not just collaboration parity.
The path forward is a broader creative workflow stack that starts from Figma's canvas and moves outward into brand, presentations, and marketing production. The companies that win this layer will be the ones that let designers set the system once, then let everyone else safely remix it without breaking the brand or slowing down the product team.