How Kimberly-Clark brings your favorite paper products into your home | Figma Blog

Kimberly-Clark responded to slowing growth, competition, and rising costs by prioritizing its digital presence. By adopting Figma as a collaborative, browser-based design platform, the company replaced fragmented workflows with a shared source of truth and faster stakeholder feedback. This collaboration produced measurable results, including a 71% increase in signups after redesigning a form.

Digital transformation at global scale

• Kimberly-Clark manages more than 400 consumer websites across 175 countries.
• Its digital systems support pricing, manufacturing, distribution, merchandising, sales, and operations.
• The company needed a more efficient way to create and localize consistent digital experiences for brands such as Kleenex, Scott, and Huggies.

Problems with the previous design workflow

• Designers spent weeks working individually in proprietary Mac applications.
• Files had to be uploaded to separate cloud prototyping tools for review.
• Stakeholder feedback created repeated edit-and-review cycles.
• Developer handoff was difficult when developers did not use Macs.
• These delays slowed the launch of new products and digital experiences.

Figma as a collaborative design platform

• Figma consolidated design, prototyping, feedback, and editing in one browser-based tool.
• Files were no longer stored locally, and invited stakeholders could view or edit them easily.
• Feedback meetings became real-time working sessions rather than discussions held after designs were completed.
• Brand, marketing, design, and other teams could participate directly and see changes immediately.
• The approach created a shared “single source of truth” and improved alignment.

Redesigning for measurable user impact

• The UX team tracked metrics such as bounce rates, returning visitors, time on site, and signup rates.
• One website’s signup form contained 13 fields because marketing wanted extensive information upfront.
• The teams collaborated in Figma to reduce the form to five fields.
• After launch, signups increased by 71%.
• Faster collaboration helped the company resolve design problems quickly and move products to market sooner.

Next steps

• Kimberly-Clark planned a design system connected across Figma, Storybook, and its code repository.
• The company viewed its digital transformation as the beginning of a more design-led phase ahead of its 150th anniversary.

The case suggests that collaborative design tools are most valuable when paired with user-focused metrics: they can improve internal workflows while directly increasing customer engagement.