Turning a waitlist into customers

Diagram was a design tools company reimagining UI design in the era of generative AI. They were a small team of builders, creatives, and prototypers looking to grow individually and together.

Their vision was to create powerful tools to improve the lives of Product Designers and allow anyone to design their digital world. Combining intelligent systems and tasteful execution, they aimed to make design more fun, inclusive, and creative.

Diagram was acquired by Figma in June, 2023. 

Problem

Diagram aimed to create design tools that opened the design process to people who aren’t designers. 

By targeting both Product Designers and design newbies alike, Diagram’s hype and waitlist grew rapidly.

They quickly needed to find a solution to stay in touch with their growing email list to ensure they were up to date on the newest experiments and tools from the team.

They knew what they needed: They needed an email tool that would give them just enough design control to craft something interesting but had the correct abstraction level to remove the most frustrating and confusing parts of custom email creation and sending.

Enter Loops.

Solution

Through our early talks, we knew that Diagram was looking for a clean but powerful visual interface for designing custom emails as well as an easy way to manage and send out campaigns for their product updates.

Fighting against a tight deadline, the Diagram team ran into a small hiccup leading up to their biggest announcement that would be sent via Loops. 

“I reached out to the Loops team and received a quick reply that the issue was being looked into, only to receive another reply a couple hours later explaining what had happened and that the Loops team fixed it for me on my behalf.

It was the best possible support you could ask for during a big launch week where there were so many other things we needed to get done.”

Going forward

Diagram was recently acquired by Figma and we wish them nothing but the best going forward!

“I’m super excited about how AI can enhance the design process, making it more intuitive and efficient, but most of all, more creative. By combining our AI-driven approach from Diagram’s early efforts with Figma’s platform and team, we’re poised to elevate the skills of experienced designers while making design more approachable for newcomers. This aligns perfectly with our original vision of making design more inclusive, fun, and creative.

The future of design and design tools has never been more exciting.” - Marco