Prototypes have always been alignment tools. Whether you’re testing with users or convincing leadership, the prototype’s job is to make the abstract concrete. That part isn’t new.

What’s worth noticing in Emma Webster’s case study roundup on the Figma blog is who’s doing the prototyping. Three stories. Three product managers. Zero designer protagonists.

ServiceNow’s Ram Devanathan explains the dynamic:

“They have a big portfolio, so they can’t always pivot directly to my project.”

So Ram built it himself in Make. His designer’s mockup missed the nuance he was after, so he took a crack at it:

“Make helped me show what I meant rather than trying to describe it in the abstract. I’m able to explain my ideas better. I’m able to convince people faster. That reduces the whole cycle for me.”

Ticketmaster PM Brian Muehlenkamp prototyped an AI assistant that wasn’t even on the roadmap and shipped it. Affirm’s SVP of Product Vishal Kapoor puts the value in craft terms:

“The real work lives in the variations, rabbit holes, and edge cases. It requires a lot of thinking, a lot of precision, and a lot of love.”

All three stories follow the same arc: PM has an idea, designer is unavailable or the mockup misses the mark, PM builds it in Make, team aligns faster. Designers aren’t the heroes of these stories. They’re the bottleneck the tool routes around.

I don’t think that’s Figma’s intended message. But it’s the one that came through to me.