Figma Buzz
Buzz is a new editor inside Figma that helps marketers and brand designers create on-brand content from shared assets. The product had to serve two very different needs: marketers needed flexibility to move fast, and brand designers needed control to protect the brand. I was responsible for designing the entire product, with a focus on its core differentiator — the editing system.
Figma Buzz helps marketer scale content edits across layouts, without altering the design
At the center of that was Focused Editing, a mode that lets marketers change only what’s intended, while everything else stays locked. To design it, I had to rethink how editing works in Figma — including how selection behaves across mixed objects, how overrides and styles apply at scale, and how edits flow across templates. I also had to extend Figma’s Design Systems infrastructure into a new context. It wasn’t built with structured editing for Marketers in mind, so I adapted a complex, abstract system while keeping the experience intuitive and consistent across the platform.