We didn’t really know what we were walking into.
Sure, we expected product demos. Some workshops. Probably some slick motion graphics.
What we didn’t expect was a conference that felt like Apple dropping a new iPhone, backed by a community of creators who were genuinely excited to be there.
We also didn’t expect to leave completely re-energized, deeply seen, and honestly, a little proud of how we do things back home at Noble.
This was our first time at Figma ConFig. And what we found went way beyond new features.
More Than Features. A Whole Philosophy.
The opening keynote felt less like software updates and more like a statement: Figma is building a future where one person can do the work of many, and do it well.
We’re talking about tools that let you:
- Build a working website inside Figma
- Create presentation-ready content without leaving the app
- Prototype with the fidelity of advanced AI tools, without needing those tools
And it’s all happening natively. No more hunting for random plugins. No more exporting and importing between platforms. Just clean, integrated functionality that lets designers and developers stay focused.
“It wasn’t about teams. It was about you. One designer, one developer, doing more without friction.”
Even the sponsors and partners followed that same thread. Conversations weren’t about scaling for enterprise. They were about helping a single person be better at what they already do.
And when we found ourselves in a deep chat with someone from a tool we liked, it turned out she was the co-founder. Just standing there. Talking like a peer. No booth barriers. No egos. Just curiosity and shared purpose.
A Community Bigger (and Cooler) Than We Thought
We assumed it would be mostly designers. We were wrong.
We met engineers, web developers, product managers, even project leads from places like Peacock, GitHub and Shopify. It felt like a 50-50 split between design and dev. And the talks? Some were so code-specific we started texting our own developers to say, “You should’ve been here.”
As an agency, we felt a little like outsiders at first. Most attendees were from SaaS, product, or in-house teams. But that made our presence feel even more valuable. We could offer a different lens, a different kind of agility that comes from working across industries in B2B marketing, ecommerce, travel and tourism, and beyond.
Then there was the environment itself. Figma didn’t just talk about accessibility. They built it into the event:
- A calm-down lounge sponsored by Headspace
- Specialized seating throughout the venue
- Labeled low-stimulation areas
- Live sign language interpretation on custom displays
And most impressive? Fourteen-hour activation stages, where Figma employees demoed real features, answered live questions, and even troubleshooted user workflows on the spot.
We walked up to ask a question and found ourselves talking to the VP of Product. Just standing there. Asking what we needed. That kind of access was unreal.
Everywhere we went, Figma folks were asking for feedback. Not just collecting it. Begging for it.
Pulling laptops out of backpacks to take notes. Not once did it feel performative.
It rebuilt our trust in the tool. Gave it a face. Made it personal.
The Human Element: AI, Communication, and Rediscovering Craft
AI was, of course, everywhere.
But the conversation wasn’t just hype. What we heard over and over was this: AI can help you get to MVP faster, but in doing so, it risks cutting out the human parts that matter. The nuance. The testing. The empathy.
“The time you save with AI? Reinvest it. Put it into user testing. Into validating what you made. Don’t just ship fast. Ship better.”
What really hit home was the recurring theme of craft. Of rediscovering the joy of making things with your hands. One speaker shared how she reclaims discarded fashion fabric and makes something completely new with it. It was a reminder that creativity isn’t just digital. It’s deeply human.
And speaking of human: we couldn’t help but notice a common pain point in many talks — the persistent disconnect between designers and developers.
We heard frustration. Miscommunication. Messy handoffs.
And that made us feel incredibly thankful. At Noble, our DX team works as one. Designers and developers sit together. Build together. Review each other’s work. We’re not passing files over a wall.
We’re solving problems as a unit.
We realized fast the industry still struggles with this. But we’ve been on the right side of that problem. And we were able to help others because of it.
What We Brought Home
We came back from Figma Config super jazzed. Recharged. And more than anything, validated.
We’ve been using Figma in a way that aligns with exactly how it’s evolving. We’re on the right path.
We’re using the right workflows. And we’re now more connected than ever — not just with the product team, but with an entire community of people trying to solve the same problems we are.
And it’s already paying off. Within hours of being back, we were answering questions from our internal team with fresh insight and real advice from people building the tools.
We’ve never been able to solve problems this fast before. Not like this. That’s what made it powerful.
Also, yes — we waited two hours in line for Figma merch. No regrets.
Want to Build Smarter? Let’s Talk.
If you’re thinking about how to streamline your web design and web development processes, or you’re a B2B marketing leader looking for better ways to align your team — let’s talk. Noble Studios helps brands get more from their tools, their people, and their creative potential.
Contact us to start a conversation.
And by the way: every session from Figma Config is recorded and free to watch online here. You’ll laugh, you’ll learn, you might even rethink how your team is structured.
Just maybe skip the CEO keynotes. Trust us.
Special thanks to Stephanie Kendziorski for attending ConFig and contributing her insights to this article, too.
