When I joined, Figr’s vision was clear: help designers get to meaningful work faster — by automating the friction-heavy, decision-heavy, non-creative parts of early-stage product design.
The product I led, Figr Identity, started as an internal prototype and went on to become the flagship tool in Figr’s ecosystem — a design system generator built for real design workflows.
As the sole designer on the founding team, I worked directly with the founders and engineers to define the problem, build fast, validate continuously, and scale impact.
Designers don’t struggle to design — they struggle to start.
When I joined, we already had this thesis from early user conversations:
“I spend more time setting up styles than designing.” Early design work often breaks down not in creativity, but in coordination
We mapped this friction to three core problems: