Is there an award for the most delayed (and longest) Config reflections post?

I left San Francisco the weekend after Figma's mega-conference for more remote outdoor adventures further east and south of the city. A lack of connectivity during this part of my trip allowed me to reflect on three packed days at the Moscone Centre, and a combination of jet lag and starting a new contract after landing back in the UK last week has further lengthened the subsequent reflection time.

In short, Config was the most intense conference experience I've ever had, and I'm thankful that Figma's unfathomably huge annual shindig exists.

I'm also very thankful we have Figma the tool.

I remember the pain of UI design before Sketch and, subsequently, Figma. Back then, I could not have fathomed software that would one day bring designs to life and into production with such speed and ease.

I have no desire to return to the days before dedicated digital product design tooling. Having seen promising indie tools fall by the wayside, I'm also happy to rely on a well-funded and robustly developed piece of software that helps me earn a living as a freelancer.

It's one of many tools I rely on daily. However, as a design generalist and someone increasingly focusing on the strategy end of the spectrum, I rarely use Figma as extensively as many of those I regularly work with.

So, I'm happy Figma exists. But I'm no fanboy.

So why make a rare long-haul trip to a conference organised by a software company?

For the fans

I've read some reasonably reductive takes characterising the type of designer who would choose to spend two days at a conference organised by a monopolised design tool brand. More on that later.

Over the years, my own motivations for attending conferences and expectations of what I'll take away from them have evolved. I've been to conferences where the talk quality has blown me away, but I've left feeling no connection to my fellow attendees or the wider industry.

Conversely, I've paid for some disappointingly curated lineups only to walk away feeling energised and motivated by the atmosphere created by the organisers and community in attendance.

In truth, most events are somewhere in the middle. But the longer I've been in the industry, the more I've valued in-person conferences' social and connection opportunities over talk quality. There are annual events I'll happily buy a ticket to without looking at the lineup, safe in the knowledge there will be friendly and fun faces to hang out with.

My propensity towards valuing the social and community aspects of my industry has always made me envious of those a little older than me who reminisce about the heyday of a now faded star of the event calendar that I never had the opportunity to attend: SXSW Interactive.

SXSW revisited

Southby was the FOMO event of the Web 2.0 era. Friends of mine still talk endearingly of the lifelong friends, career-changing connections, and sheer fun they had at this global gathering in Austin each year before its star faded.

So many stories from those who attended Config last year echoed those I'd heard about SXSW, albeit with nearly two decades of generational change and design industrialisation providing an inevitable vibe shift.

Did I expect a conference organised by a design tool (with a corporate agenda) that appeals to an audience of all experience levels and types of organisation to curate a lineup that moves the needle on design discourse? I did not.

Earlier this year, I mentioned the South by Southwest comparison to a friend (and one of those former Southby regulars) who was mildly puzzled by my plans to attend Config. Their memories of those times in Austin were a little fuzzy and less enthusiastic than others, so my expectations for Config became slightly tempered.

Thankfully, my hunch was spot on, and Config 2024 delivered on the aspects I hoped it would: connections, community, and lots of fun.

Beyond the conference floor

I may not have left with this opinion if I only attended the actual conference days at Moscone Centre.

Conference days at Config are intense.

Fourteen thousand people, long queues, noise, partner stands galore—it's a lot for someone used to UK-scale events. It's not necessarily bad, but it is certainly an experience that can initially leave you feeling overwhelmed.

Config's real value is its enormous opportunity to connect with all types of designers from across the globe and across the experience and industry spectrum in one place.

But what of the talks? Isn't that the reason most people go to a conference?

I had low expectations for this aspect of Config.

Did I expect a conference organised by a design tool (with a corporate agenda) that appeals to an audience of all experience levels and types of organisation to curate a lineup that moves the needle on design discourse?

I did not. But I was pleasantly surprised.

Config is a multi-track affair. I inevitably struck gold with some of my choices and missed the mark with others. Thankfully, it's easy to respectfully leave a dark conference room seating 4000 people when you realise your agenda error.

Even a cursory look at the agenda shatters a common myth about Config: that most talks are about using Figma. I only attended one Figma-centric talk (the keynote) and spent most of my time in the product management and culture tracks.

Although the topics covered are more varied than you might expect, it's hard to deny that many talks feel slightly sanitised to mirror the positive atmosphere of the event and align with Config's broad appeal.

I don't expect that to change. And if you're looking to be challenged and stretched by the majority of talks at Config - or expect speakers to tackle the existential issues of our industry - you will leave disappointed.

Lighter days

The truth is, those heavier themes faded into the background for a few sunny summer days in San Francisco. And I can't deny how refreshing this short break from the deeper dialogue was.

That's not to say the conversations on and off stage lack depth or meaningful reflection, but the cultivated atmosphere is one of optimism and positivity with curation to match.

Figma's part in all this is one of many reasons why more cynical folks will continue avoiding Config. But they'd miss out on the best reason to be there: hanging out and having fun with the biggest and broadest gathering of design's tribe.

So, the talks are a reason to attend, but not THE reason to attend. Config's real value is its enormous opportunity to connect with all types of designers from across the globe and across the experience and industry spectrum in one place.

The closest comparison I can make to the Config experience is my memories of University Freshers or Orientation Week. And like a mature student trying to keep up with a younger cohort by attending as many society events as possible, my social and physical batteries drained before my overly optimistic diary.

If I were to attend Config again, I'd focus more of my energy on the fringe events where the fun stuff happened most—the meetups, parties, talks and networking mixers happening across the city in the days leading up to and immediately after the main event.

These smaller events benefitted from the buzz of the main event while being far more manageable. Attendees were less rushed to get to another session or join one of the famously long Config lunch/merch/photo spot queues. My favourite side events were outdoors, like Tuesday's 7:30 a.m. networking Lands End Trail hike along the coast, a refreshing start to Config's build-up day zero.

Network effects

I had the opportunity to meet so many interesting new people from an incredibly diverse range of experience levels, organisations, and locations the week of Config. Design provided the catalyst for chats that quickly dived into more refreshingly novel topics. The novelty of a global audience also meant that many conversations I enjoyed quickly turned to non-design chat, with cultural differences and similarities proving a fun way to get to know new people.

Figma's part in all this is one of many reasons why more cynical folks will continue avoiding Config. But they'd miss out on the best reason to be there: hanging out and having fun with the biggest and broadest gathering of design's tribe.

Those social and networking aspects of Config are many people's main reasons for being in town.

Not tools. Not swag. Not Figma fandom.

However, the queues for merchandise, swag customisation, and demand for related 'I was there' totems from the week make it clear that Figma does have its fair share of Apple-esque stans.

One newly formed friendship chose to remember their experience through matching Config tattoos took me by surprise. Gestures like this may say more about a community's need to recognise and remember positive shared experiences that can feel in short supply.

Recreating the magic

For better or worse, Figma's reach, Config's scale, and the Bay Area's persistent gravitational field are critical factors in making this multi-continental confluence possible.

A big part of me wishes it wasn't a corporation's resources facilitating such a large and broad coming together. The odds of an independent player reproducing all the ingredients facilitated by an organisation like Figma are long. Still, I am optimistic that newer events will start indexing more highly in the community, fringe and fandom elements that Config is getting right.

I enjoyed my time at Config, but it isn't for everyone.

Thankfully, design events aren't a zero-sum game. As someone who organises an event at the opposite end of the spectrum to Config, I love the opportunity to go to conferences of all shapes and sizes, serious or informal, in the UK and beyond.

If you're considering going to Config next year and have questions about my experience, please message me. I might be able to help you decide if it's a trip worth making.

Finally, thank you to the many people I connected with at Config; it was fun to hang out! I might see you back there one day :)