It was a massive undertaking. We began by working with Figma to take inventory of all the different types of websites all their different audiences were looking to build. We organized them into five use case buckets, ranging from personal to business. We considered the various types of site designs that might live within each category. Brainstormed which features each template could and should offer. And explored how infinitely customizable each of those features could be to satisfy every user’s every little desire.

We rigorously researched design craft across categories to inform the 50 different brands we created across the 50 templates. Acknowledging that most brands want to have a unique identity, we still followed commonly accepted guidelines that brands within certain sectors tend to follow. For example, sleek type and minimal color palettes for tech vs. expressive, blocky type with high contrast patterns for consumer goods and services. While working within a given selection of Google fonts and copyright-free photography, we challenged ourselves to push each brand’s visual identity into something wholly original. Whether it be for a contemporary art gallery catalog, a Silicon Valley startup, or someone’s quirky vegan diet journal.

Our UX designers were invaluable in helping us pin down the primary objectives of every website template based on its focus i.e. event promotion, personal portfolio, etc. Then strategizing to optimize the content flow for each template. Wireframe after wireframe after wireframe followed.

As we delved into the nitty gritty of template design, we focused our attention on the easy-to-use customizable interaction features offered in Figma Sites. We carefully curated each template with brand-appropriate interactions like hover effects, load-in animations, and even scroll-tied transitions. We also designed UI elements like buttons, dropdowns and specific iconography within each template.