Don't call it a (Sketch) comeback
A strategic option for Sketch in response to recent missteps by Figma
Recently, Figma paused its new AI feature after users noticed it produced designs very similar to Apple's Weather app. This issue, possibly in combination with some backlash against UI3, has brought Sketch back into the conversation. In response to this resurgence, and not that anyone asked, I started thinking about strategic options Sketch could build from. Here’s a breakdown of my thoughts, focusing on how Sketch might adapt and thrive in the current market.
Winning aspiration
I believe that any sound strategy needs to be built around a winning aspiration. The world, and our position in it, should look a certain way if the strategy is a success. Here’s where I landed for Sketch:
The go-to platform for the world’s best independent digital designers.
Rationale: Lean in to the notion of independence. Sketch is small (96 employees) and independent. Capture that spirit and speak to the thousands of designers who are (increasingly it seems) choosing this route and want to be world class. More on the upside of this direction after we talk about challenges.
Challenges
I’d work through each of these systematically, tinkering until there’s an answer. After all, strategy is a response to one or more obstacles in the way of our winning aspiration.
Interoperability with Figma. The client teams these independent designers work with will almost certainly use Figma. What’s the absolute best case scenario here? Can we deliver it? How?
We don’t know how needs differ between in-house and independent designers. What *are* those differences? How can we tailor the product to add undeniable value for independent designers? Is the independence angle strong enough to build from?
We don't know the extent to which our lack of Windows support could hinder independents from choosing us. This feels like a blocker for large orgs, but does it matter for independents?
To me, ‘tinkering’ is the operative word here. It’s really short hand for: Less planning, more learning by doing.
Sidesteps and leverage
A good strategy should press where there’s an advantage (leverage) and sidestep where there isn’t. Here’s how that plays out in this strategy:
It sidesteps corporate inertia and the massive switching cost of large orgs. I work on a design team of 150-200 and Figma is deeply imbedded in how we work. It feels like it’d be a massive lift to make a big change here. It’s much easier for small or solo shops to switch…especially with excellent Figma interoperability.
It sidesteps direct, core feature-to-feature comparison with Figma. Any *real* advantage Sketch creates here would be temporary.
It sidesteps Sketch's lack of support for Windows (subject to what's uncovered as part of Challenge #3).
It leverages Sketch’s pricing model that includes unlimited free Viewers (browse, inspect, comment) *and* what feels like general backlash to how Figma handles this. Independent shops likely aren’t interested in paying for extra licenses for collaborators and/or asking their clients to pay.
It leverages the ebb and flow of designers moving back and forth between indy and in-house. The long game here *might* be to build a groundswell of independents who, through both their contract work with large orgs and their eventual employment in them, create demand for Sketch. A new set of obstacles, and therefore a new strategy, would be present at the tipping point.
What do you think? What else could Sketch consider that leverages and avoids some of the points above? Am I overestimating the independence appeal?