{
  "schema_version": "1.0",
  "generated_at": "2026-07-11T00:03:08.506Z",
  "slug": "figma",
  "domain": "figma.com",
  "funnel_type": "saas",
  "provenance": {
    "facts": "measured",
    "design_tokens": "measured",
    "proof_language": "measured",
    "steps": "measured",
    "screenshots": "measured",
    "favicon": "measured",
    "score": "derived_deterministic",
    "agent_brief": "rendered_summary"
  },
  "score": {
    "source_type": "derived_deterministic",
    "score": 45,
    "band": "Thin",
    "stars": 2,
    "categories": [
      {
        "id": "offer",
        "label": "Offer clarity",
        "pts": 8,
        "cap": 8
      },
      {
        "id": "action",
        "label": "Action path",
        "pts": 0,
        "cap": 20
      },
      {
        "id": "trust",
        "label": "Trust & proof",
        "pts": 6,
        "cap": 11
      },
      {
        "id": "friction",
        "label": "Friction reduction",
        "pts": 6,
        "cap": 10
      },
      {
        "id": "value",
        "label": "Value reinforcement",
        "pts": 7,
        "cap": 10
      },
      {
        "id": "urgency",
        "label": "Risk reversal & urgency",
        "pts": 0,
        "cap": 0
      }
    ]
  },
  "devices_available": [
    "desktop",
    "mobile"
  ],
  "facts": {
    "source_type": "measured",
    "profile": {
      "funnel_type": "saas",
      "score": {
        "score": 45,
        "band": "Thin",
        "stars": 2,
        "categories": [
          {
            "id": "offer",
            "label": "Offer clarity",
            "pts": 8,
            "cap": 8
          },
          {
            "id": "action",
            "label": "Action path",
            "pts": 0,
            "cap": 20
          },
          {
            "id": "trust",
            "label": "Trust & proof",
            "pts": 6,
            "cap": 11
          },
          {
            "id": "friction",
            "label": "Friction reduction",
            "pts": 6,
            "cap": 10
          },
          {
            "id": "value",
            "label": "Value reinforcement",
            "pts": 7,
            "cap": 10
          },
          {
            "id": "urgency",
            "label": "Risk reversal & urgency",
            "pts": 0,
            "cap": 0
          }
        ]
      },
      "funnel_depth": 3,
      "proof_points": 0,
      "proof_steps": 0,
      "components_present": 7,
      "free_gifts": 0,
      "discount_present": false,
      "has_countdown": false,
      "subscription_detected": true,
      "checkout_form_fields": 0,
      "price_continuity": {
        "continuous": false,
        "shared": []
      },
      "tactics_detected": 4,
      "tactics_total": 9,
      "checkout_reached": null
    },
    "patterns": [
      {
        "id": "comparison_table",
        "label": "Us-vs-them comparison",
        "category": "objection",
        "present": true,
        "count": 1,
        "evidence": [
          "p2: Compare all features"
        ]
      },
      {
        "id": "demo_docs",
        "label": "Demo / docs entry",
        "category": "checkout",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "faq_objection",
        "label": "FAQ / objection handling",
        "category": "objection",
        "present": true,
        "count": 1,
        "evidence": [
          "p2: Pricing FAQs"
        ]
      },
      {
        "id": "free_trial",
        "label": "Free trial / freemium",
        "category": "offer",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "lead_form",
        "label": "Lead-capture form",
        "category": "checkout",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "pricing_tiers",
        "label": "Pricing tiers",
        "category": "offer",
        "present": true,
        "count": 1,
        "evidence": [
          "p2: free, $16/mo, $12/mo, $3/mo"
        ]
      },
      {
        "id": "proof_above_fold",
        "label": "Proof above the fold",
        "category": "proof",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "trusted_by_logos",
        "label": "Trusted-by logo wall",
        "category": "proof",
        "present": true,
        "count": 2,
        "evidence": [
          "home: logos: A mock website showing Texture values, UI showing different brush stokes that can b",
          "p2: backed by"
        ]
      },
      {
        "id": "usage_proof",
        "label": "Usage / adoption proof",
        "category": "proof",
        "present": false,
        "count": 0,
        "evidence": []
      }
    ]
  },
  "design_tokens": {
    "source_type": "measured",
    "summary": {
      "roles": {
        "primary": "#ffffff",
        "accent": "#ffffff",
        "bg": "#ffffff",
        "surface": "#f3ffe3",
        "text": "#000000"
      },
      "font": {
        "display": "figmaSans",
        "body": "figmaSans"
      },
      "radius_scale": [
        2,
        4,
        6,
        8,
        16,
        40,
        50
      ]
    }
  },
  "proof_language": [],
  "steps": [
    {
      "n": 1,
      "id": "home",
      "label": "Homepage / Lander",
      "url": "https://www.figma.com/",
      "reached": true,
      "copy": {
        "title": "Figma: The collaborative canvas for design, code, and AI",
        "hero_copy": "What you can do in figma | Explore all products | Additional product resources",
        "h1": [
          "The intelligent canvas for infinite creativity"
        ],
        "h2": [
          "What you can do in figma",
          "Explore all products",
          "Additional product resources",
          "Use cases",
          "Roles",
          "Organizations",
          "Get started",
          "Learn"
        ],
        "ctas": [
          "Products",
          "Solutions",
          "Community",
          "Resources",
          "English",
          "Get started for free",
          "Get started"
        ],
        "prices": [],
        "form_fields": 0
      },
      "proof": [],
      "tactics": [
        "sticky_cta",
        "trust_badges",
        "press_logos",
        "social_proof_logos"
      ],
      "screenshots": {
        "hero": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/01-home/hero.png",
        "full": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/01-home/full.png"
      },
      "crops": [
        {
          "region": "primary_cta",
          "label": "Primary CTA",
          "url": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/01-home/crops/primary_cta.png"
        }
      ]
    },
    {
      "n": 2,
      "id": "p2",
      "label": "Pricing",
      "url": "https://www.figma.com/pricing/",
      "reached": true,
      "copy": {
        "title": "Plans & Pricing | Figma",
        "hero_copy": "What you can do in figma | Explore all products | Additional product resources",
        "h1": [
          "Pick your plan, choose your seats"
        ],
        "h2": [
          "What you can do in figma",
          "Explore all products",
          "Additional product resources",
          "Use cases",
          "Roles",
          "Organizations",
          "Get started",
          "Learn"
        ],
        "ctas": [
          "Products",
          "Solutions",
          "Community",
          "Resources",
          "Monthly Annual",
          "Full seat",
          "All features Key features",
          "Figma Design",
          "Components",
          "Auto layout",
          "Advanced drawing tools",
          "Styles"
        ],
        "prices": [
          "$16",
          "$12",
          "$3",
          "$55",
          "$25",
          "$5",
          "$90",
          "$35"
        ],
        "form_fields": 0
      },
      "proof": [],
      "tactics": [
        "comparison_table",
        "faq_accordion",
        "trust_badges",
        "press_logos",
        "social_proof_logos",
        "pricing_tiers"
      ],
      "screenshots": {
        "hero": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/02-p2/hero.png",
        "full": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/02-p2/full.png"
      },
      "crops": []
    },
    {
      "n": 3,
      "id": "p3",
      "label": "Signup",
      "url": "https://www.figma.com/signup",
      "reached": true,
      "copy": {
        "title": "Sign Up for Figma",
        "hero_copy": "Welcome to Figma",
        "h1": [
          "Welcome to Figma"
        ],
        "h2": [],
        "ctas": [
          "Continue with Google",
          "Continue with email"
        ],
        "prices": [],
        "form_fields": 1
      },
      "proof": [],
      "tactics": [],
      "screenshots": {
        "hero": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/03-p3/hero.png",
        "full": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/03-p3/full.png"
      },
      "crops": []
    }
  ],
  "favicon_url": "https://api.uxxray.com/api/v1/teardown/figma/favicon",
  "agent_brief": {
    "source_type": "rendered_summary",
    "note": "generated only from measured facts — see facts.patterns[].evidence",
    "markdown": "# Funnel Teardown — figma.com\n\n> An evidence-based read of figma.com's live conversion funnel, captured 2026-07-10.\n> Every claim is measured from the page; each detected tactic carries the exact\n> on-page string it fired on. Deterministic extraction — no LLM opinion. Read this\n> to understand WHY this funnel converts (or leaks) — the persuasion principles it\n> uses and the ones it's missing. It is a report to learn from, not a template to clone.\n\n**Funnel type:** saas\n**Evidence Coverage Score:** 45/100 (Thin)\n**Path captured:** Homepage / Lander → Pricing → Signup\n\n## Scorecard — where the points come from\n| Category | Earned |\n|----------|-------:|\n| Offer clarity | 8 / 8 |\n| Action path | 0 / 20 |\n| Trust & proof | 6 / 11 |\n| Friction reduction | 6 / 10 |\n| Value reinforcement | 7 / 10 |\n| Risk reversal & urgency | 0 / 0 |\n\n## What's working — tactics in play, with proof\nEach is a persuasion mechanism the funnel actually deploys; the quoted string is the on-page evidence.\n- **Us-vs-them comparison** — A comparison table framing the brand against alternatives.  \n  _Proof:_ `p2: Compare all features`\n- **FAQ / objection handling** — An accordion / FAQ block answering objections.  \n  _Proof:_ `p2: Pricing FAQs`\n- **Trusted-by logo wall** — Customer/company logos or a \"trusted by / used by\" claim.  \n  _Proof:_ `home: logos: A mock website showing Texture values, UI showing different brush stokes that can b`, `p2: backed by`\n- **Pricing tiers** — Named plan tiers with per-month / per-seat pricing.  \n  _Proof:_ `p2: free, $16/mo, $12/mo, $3/mo`\n\n## What's missing — gaps for a saas funnel\nConversion tactics that apply to this funnel type but weren't found — the openings a competitor could exploit:\n- **Proof above the fold** — not detected. Social proof rendered within the first viewport on at least one step.\n- **Free trial / freemium** — not detected. A free trial, free tier, or \"no credit card\" entry offer.\n- **Usage / adoption proof** — not detected. A count of developers / teams / companies / stars using the product.\n- **Demo / docs entry** — not detected. A \"book a demo\" or documentation / API entry point.\n- **Lead-capture form** — not detected. An on-page form collecting contact details (email / name / phone) outside a checkout.\n\n## Proof language observed\nThe exact phrasing this funnel uses to build credibility — study the *mechanism* (specific numbers, named counts, guarantees), not the wording:\n- _(none extracted)_\n\n## Measured design signals (facts, not a style to copy)\n- Palette, area-weighted from live CSS:\n\n| Hex | Usage | Likely role |\n|-----|------:|-------------|\n| `#ffffff` | 94.5% | background |\n| `#000000` | 5.4% | support |\n| `#f3ffe3` | 0.1% | background |\n| `#67ff7f` | 0% | accent/brand |\n\n- Type: display `figmaSans`, body `figmaSans` · size scale (px): 12, 14, 16, 30, 44, 56, 88 · radius (px): 2, 4, 6, 8, 16, 40, 50\n\n## Funnel facts\n- Depth reached: 3 steps\n- Proof points: 0 across 0 steps\n- Free-gift line items (max on a step): 0\n- Discount/anchor pricing: no · Countdown: no · Subscription: yes\n- Price continuity lander→checkout: not detected\n\n---\n_Full machine data: `tokens.json`, and the JSON bundle at api.uxxray.com. The value here is the analysis of a real competitor's funnel — what it does, what it doesn't, and the evidence for each._\n"
  },
  "_links": {
    "self": "https://api.uxxray.com/api/v1/teardown/figma/bundle",
    "html": "https://uxxray.com/ux-report/figma",
    "brief": "https://api.uxxray.com/api/v1/teardown/figma/brief",
    "tokens_json": "https://api.uxxray.com/api/v1/teardown/figma/tokens?format=json",
    "tokens_w3c": "https://api.uxxray.com/api/v1/teardown/figma/tokens?format=w3c",
    "tailwind": "https://api.uxxray.com/api/v1/teardown/figma/tokens?format=tailwind",
    "css": "https://api.uxxray.com/api/v1/teardown/figma/tokens?format=css",
    "openapi": "https://api.uxxray.com/api/v1/openapi.json",
    "mcp": "https://api.uxxray.com (MCP)"
  },
  "devices": {
    "desktop": {
      "score": {
        "score": 45,
        "band": "Thin",
        "stars": 2
      },
      "steps": [
        {
          "n": 1,
          "id": "home",
          "label": "Homepage / Lander",
          "url": "https://www.figma.com/",
          "reached": true,
          "copy": {
            "title": "Figma: The collaborative canvas for design, code, and AI",
            "hero_copy": "What you can do in figma | Explore all products | Additional product resources",
            "h1": [
              "The intelligent canvas for infinite creativity"
            ],
            "h2": [
              "What you can do in figma",
              "Explore all products",
              "Additional product resources",
              "Use cases",
              "Roles",
              "Organizations",
              "Get started",
              "Learn"
            ],
            "ctas": [
              "Products",
              "Solutions",
              "Community",
              "Resources",
              "English",
              "Get started for free",
              "Get started"
            ],
            "prices": [],
            "form_fields": 0
          },
          "proof": [],
          "tactics": [
            "sticky_cta",
            "trust_badges",
            "press_logos",
            "social_proof_logos"
          ],
          "screenshots": {
            "hero": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/01-home/hero.png",
            "full": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/01-home/full.png"
          },
          "crops": [
            {
              "region": "primary_cta",
              "label": "Primary CTA",
              "url": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/01-home/crops/primary_cta.png"
            }
          ]
        },
        {
          "n": 2,
          "id": "p2",
          "label": "Pricing",
          "url": "https://www.figma.com/pricing/",
          "reached": true,
          "copy": {
            "title": "Plans & Pricing | Figma",
            "hero_copy": "What you can do in figma | Explore all products | Additional product resources",
            "h1": [
              "Pick your plan, choose your seats"
            ],
            "h2": [
              "What you can do in figma",
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              "Additional product resources",
              "Use cases",
              "Roles",
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            ],
            "ctas": [
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              "Figma Design",
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              "Advanced drawing tools",
              "Styles"
            ],
            "prices": [
              "$16",
              "$12",
              "$3",
              "$55",
              "$25",
              "$5",
              "$90",
              "$35"
            ],
            "form_fields": 0
          },
          "proof": [],
          "tactics": [
            "comparison_table",
            "faq_accordion",
            "trust_badges",
            "press_logos",
            "social_proof_logos",
            "pricing_tiers"
          ],
          "screenshots": {
            "hero": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/02-p2/hero.png",
            "full": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/02-p2/full.png"
          },
          "crops": []
        },
        {
          "n": 3,
          "id": "p3",
          "label": "Signup",
          "url": "https://www.figma.com/signup",
          "reached": true,
          "copy": {
            "title": "Sign Up for Figma",
            "hero_copy": "Welcome to Figma",
            "h1": [
              "Welcome to Figma"
            ],
            "h2": [],
            "ctas": [
              "Continue with Google",
              "Continue with email"
            ],
            "prices": [],
            "form_fields": 1
          },
          "proof": [],
          "tactics": [],
          "screenshots": {
            "hero": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/03-p3/hero.png",
            "full": "https://uxxray.com/reports/figma.com/2026-07-10/desktop/03-p3/full.png"
          },
          "crops": []
        }
      ]
    },
    "mobile": {
      "score": {
        "score": 45,
        "band": "Thin",
        "stars": 2
      },
      "steps": [
        {
          "n": 1,
          "id": "home",
          "label": "Homepage / Lander",
          "url": "https://www.figma.com/",
          "reached": true,
          "copy": {
            "title": "Figma: The collaborative canvas for design, code, and AI",
            "hero_copy": "What you can do in figma | Explore all products | Additional product resources",
            "h1": [
              "The intelligent canvas for infinite creativity"
            ],
            "h2": [
              "What you can do in figma",
              "Explore all products",
              "Additional product resources",
              "Use cases",
              "Roles",
              "Organizations",
              "Get started",
              "Learn"
            ],
            "ctas": [
              "English",
              "Get started for free",
              "Get started"
            ],
            "prices": [],
            "form_fields": 0
          },
          "proof": [],
          "tactics": [
            "sticky_cta",
            "trust_badges",
            "press_logos",
            "social_proof_logos"
          ],
          "screenshots": {
            "hero": "https://uxxray.com/reports/figma.com/2026-07-10/mobile/01-home/hero.png",
            "full": "https://uxxray.com/reports/figma.com/2026-07-10/mobile/01-home/full.png"
          },
          "crops": [
            {
              "region": "primary_cta",
              "label": "Primary CTA",
              "url": "https://uxxray.com/reports/figma.com/2026-07-10/mobile/01-home/crops/primary_cta.png"
            }
          ]
        },
        {
          "n": 2,
          "id": "p2",
          "label": "Pricing",
          "url": "https://www.figma.com/pricing/",
          "reached": true,
          "copy": {
            "title": "Plans & Pricing | Figma",
            "hero_copy": "What you can do in figma | Explore all products | Additional product resources",
            "h1": [
              "Pick your plan, choose your seats"
            ],
            "h2": [
              "What you can do in figma",
              "Explore all products",
              "Additional product resources",
              "Use cases",
              "Roles",
              "Organizations",
              "Get started",
              "Learn"
            ],
            "ctas": [
              "Why choose Starter?",
              "Monthly Annual",
              "Why choose Professional?",
              "Why choose Organization?",
              "Why choose Enterprise?",
              "Full seat",
              "All features Key features",
              "Figma Design",
              "Components",
              "Auto layout",
              "Advanced drawing tools",
              "Styles"
            ],
            "prices": [
              "$16",
              "$12",
              "$3",
              "$55",
              "$25",
              "$5",
              "$90",
              "$35"
            ],
            "form_fields": 0
          },
          "proof": [],
          "tactics": [
            "comparison_table",
            "faq_accordion",
            "trust_badges",
            "press_logos",
            "social_proof_logos",
            "pricing_tiers"
          ],
          "screenshots": {
            "hero": "https://uxxray.com/reports/figma.com/2026-07-10/mobile/02-p2/hero.png",
            "full": "https://uxxray.com/reports/figma.com/2026-07-10/mobile/02-p2/full.png"
          },
          "crops": []
        },
        {
          "n": 3,
          "id": "p3",
          "label": "Signup",
          "url": "https://www.figma.com/signup",
          "reached": true,
          "copy": {
            "title": "Sign Up for Figma",
            "hero_copy": "Welcome to Figma",
            "h1": [
              "Welcome to Figma"
            ],
            "h2": [],
            "ctas": [
              "Continue with Google",
              "Continue with email"
            ],
            "prices": [],
            "form_fields": 1
          },
          "proof": [],
          "tactics": [],
          "screenshots": {
            "hero": "https://uxxray.com/reports/figma.com/2026-07-10/mobile/03-p3/hero.png",
            "full": "https://uxxray.com/reports/figma.com/2026-07-10/mobile/03-p3/full.png"
          },
          "crops": []
        }
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  }
}