Figma

Leading design advocacy across APAC

  • company

    Figma

  • role

    Design Advocate, APAC

Figma logo

Building a design-driven culture

A 49-page report I authored on how product teams scale design beyond a single function, through working in the open, inclusive workflows, and shared systems. Alongside it, I wrote Why design is for everyone for Figma's blog.

Report cover and page 4 of Building a design-driven culture
Chapter opener spreads from the report
Four chapters across 49 pages.
Why design is for everyone on the Figma blog Article intro: No one owns design

Config APAC 2024

Figma's first Config in Asia, held at Marina Bay Sands in Singapore in July 2024 with more than 1,000 attendees. I led content direction for the event, bringing Figma's leadership together with designers and founders from across the region.

Config APAC, live in Singapore

Figma in Japanese

Figma's first language beyond English, launched in July 2022 across Figma, FigJam, the website, and the help centre. I helped localise Figma-specific and design terminology into Japanese, coordinated testing with local designers, and supported the go-to-market launch.

Figma interface in Japanese

Figma in Korean

Figma's third localisation, after Japanese and Spanish, launched in April 2025 with a full product translation, culturally adapted interfaces, and dedicated support for Korean users. I coordinated localisation testing and supported the go-to-market with a launch of on-the-ground events and content in Korea, including speaking at launch events.

Figma Design and AI tools in Korean

Design systems education

Office Hours webinars I created to help teams scale design systems in Figma: Design Systems 101, a primer on what design systems are and how to build one, and An Introduction to Variables, covering setup, organisation, and migration. The original content was scaled across multiple languages, and both decks are published on Figma Community.

Design Systems 101 and Introduction to Variables decks
Design Systems 101 slide: mid-size team, not all consumers are creators
Design Systems 101 slide: variable naming schemes
Introduction to Variables slide: primitive colours aliased into semantic variables
Introduction to Variables slide: consolidating light and dark colour styles into a single variable
Inside the decks: team structures and naming from Design Systems 101, aliasing and consolidation from An Introduction to Variables.
Design Systems 101 guides in eight languages
Scaled to eight languages.

Design advocacy on stage

Alongside launches and events, I spoke to designers and business leaders across APAC about design culture and how teams build together.

デザイン経営2023 · Tokyo · March 2023

Figma Japan's first-anniversary conference on design and business, Great DX is not done without great Design.

Corey on stage at デザイン経営2023

Featured Projects 2024 · Tokyo · May 2024

「人を動かすストーリーのデザイン」, a talk on using storytelling to design presentations that move people, at Japan's design festival Featured Projects, later covered in an interview with designing.

Corey on stage at Featured Projects 2024

The Outlook 2025 · Melbourne · July 2025

Australia's flagship conference for product, design, and innovation.

Corey on stage at The Outlook 2025
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