Behind the Plugins: Yitong Zhang, Product Designer @ Coinbase | Figma Blog
Yitong Zhang, a product designer at Coinbase, discusses how design can shape product strategy and address problems earlier in development. He is building a Figma plugin that quickly connects objects with lines to create user flows. His broader view is that designers should move beyond execution, contribute to defining problems, and focus increasingly on systems, strategy, and ethical outcomes. ## Building an Auto Flow Plugin - Zhang’s plugin uses the Figma API to connect any two objects with a line. - The goal is to make drawing user flows faster and easier. - He chose Figma because he enjoys the platform, considers its API strong, and sees Figma as the future of collaborative design. ## From Founder to Product Designer - Zhang entered technology as a startup founder who handled many different responsibilities. - After the startup failed, he pursued design work to support himself. - Design appealed to him because it preserved his favorite part of founding a company: imagining useful products into existence. - His prior experience with design tools came partly from creating anime fan art. ## Design as a Strategic Partner - Zhang is proud that Coinbase moved design beyond simply executing product requirements documents. - Designers now participate as equal partners in shaping product strategy. - He argues that designers should help define the problems they are asked to solve. - Strong execution cannot compensate for a fundamentally bad problem statement. - Early design involvement can lead to more effective, ethical, and impactful products. ## The Future of the Design Industry - Product designers will spend less time on pixel-level production. - Their work will increasingly involve system building and strategic definition. - Brand design is likely to become more distinct and important as technology companies recognize brand as a competitive advantage. - Zhang finds inspiration outside technology, recently looking to architecture for ideas about systems-level design. Designers can increase their impact by joining product discussions early, helping frame the right problems, and developing skills in systems thinking and strategy—not just visual execution.
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