Product marketers are practical, productive people.

If everyone on the marketing team is using a particular tool, PMMs will figure out not only how to use it but how to squeeze as much juice out of it as possible.

Figma is a prime example. Most technical teams use it to map out new workflows and get feedback on designs.

So when a product or feature launch rolls around, and PMMs are tasked with building product tours (on top of blogs, docs, LinkedIn posts, battle cards), Figma feels like an obvious shortcut. String together those screenshots, and you have yourself a tour.

But that “tour” doesn’t feel like your product or behave like it. Worse, you can’t tell what resonated with a prospect and what didn’t – only whether they viewed your file.

In this post, we explain what a product tour should cover, why Figma isn’t the best standalone demo tool, and how to use Figma and Navattic together to make the most of what you’ve already built.

When you hear the words “product tour,” a product walkthrough may be what comes to mind:

• A product walkthrough is a form of product onboarding in which a user is guided through a series of predefined steps inside of a mobile or web app. Each step explains what the product does and/or how it works.
• Interactive product tour software, on the other hand, gives prospects and customers a chance to get hands-on with your product without ever having to log in. Unlike product walkthroughs, interactive product tours are shareable replicas of your product – they don’t happen within the product itself.

The core idea with product tours is to let prospects explore the product on their own.

They get a sense of what it does and how it might slot into their workflow, enough context to come up with good questions to ask your SE and AE on a live call.

Figma clickable tours fit somewhere in the middle. They’re not happening in your app, but they’re not a replica of your product either.

They’re a static representation of what the product looks like. Which might be enough to spark someone’s interest, but doesn’t make them feel like they’ve actually used it.

Despite knowing that Figma tours don’t fully capture the product experience, PMMs still reach for it.

→ They don’t have to ask engineering to refresh their dev environment.

→ They don’t have to worry about circumventing error messages or messy data.

→ They don’t have to wait for the product to be ready for prime time.

→ They can easily share the Figma file over email, on LinkedIn, or drop the link in a deck.

As one Redditor points out, “Presuming you have high fidelity designs, you can stitch together clickable demos in Figma, then screen record you clicking through the demo or automate it so that it plays through like a simulation.”

Figma’s strengths as a design tool can be drawbacks when you’re trying to (1) show off your product to prospects who are skeptical of too-polished-looking screenshots, and (2) understand which parts of your product those prospects find interesting.

If you’re short on time, here’s a quick list of the pros and cons:

It Feels Like Screenshots

Figma prototypes look nice visually, but they don’t show your product in action. Prospects can’t see live hover states, transitions, or integrations.

And that can make it hard for them to see the value, let alone see how it would plug naturally into the work they do every day.

It’s why Phrase, an enterprise translation management system, decided against using static tours.

“We did consider building a tour using screenshots and animations, but quickly realized that we were missing the 'in-product' feeling.”

Steep Learning Curve

PMMs who don’t use Figma day-to-day might spend a lot of time linking frames and managing their prototypes.

And once a tour is built, it has to be redone for every product update. Not just to show new features, but to show any UI change.

Otherwise, you risk people seeing something different in the tour than in a live demo.

Not Built for Prospects

Figma was built for designers reviewing work with other designers. The sharing model reflects that.

Files typically require a Figma account or a view-only link.

There’s also no built-in CTA, so you have to find another way to nudge prospects to the next step, whether that’s a free trial or hopping on the phone with sales.

Can’t Embed

There isn’t a native way to add a Figma walkthrough to your homepage or embed it in an email. Which means you’re limited to a link.

Of course, there are workarounds – you could embed an image and link out to the Figma file, for example. But it’s not as dynamic as showing your product off on your website or in a looping GIF.

No Engagement Data

You can’t tell how far a prospect got or which parts they spent the most time on.

Figma’s View history only “displays a log of every logged-in team and organization member or invited guest who has visited your file, along with time passed since their most recent visit.”

Plus, Viewer history doesn’t work on files that were created before February 2025 (when this Figma feature came out).

Which means SEs and AEs walk into discovery without knowing what a prospect has already seen.

For one thing, they are interactive. Navattic’s demos, for example, capture real HTML, so prospects can click buttons, fill out forms, and watch AI responses to prompts roll in.

“I especially like that it takes an HTML snapshot of a web page so you can still interact with it and place modals on top,” notes one G2 reviewer.

“Overall, it feels like you’re actually navigating through the UI of the application you’re demoing, rather than just watching a screen capture.”

In fact, according to one user, “We’ve heard feedback more than once that people think they’re actually using our product when they take a Navattic tour!”

When prospects feel like they’re using the product, they often come to live calls with better questions. Beyond that, interactive demos are:

Built For Embedding

Whereas Figma files can only be shared as links, interactive demos can be embedded directly in your website, sales emails, docs, and other enablement materials.

One user reports: “Navattic makes it easy to show what our products do, help customers understand them, and influence buying decisions. We use it for everything from getting prospects in the door to onboarding new customers and even explaining upsell opportunities.”

Flexible

The average Navattic customer uses interactive demos for five different use cases, everything from ads to social media posts to conference booths and event follow-ups.

Per the team at Audiense, a leading audience intelligence company, “Navattic has saved me significant time compared to creating, editing, and branding videos, which allows me to be more creative with our demos.”

Easy to Gate

You can add a name and email form to verify who is viewing your demos and (if the use case calls for it) require an access code for an extra layer of verification.

There’s also a built-in share button in Launchpad that lets recipients pass the demo along to other stakeholders, and sends alerts to reps so they know when new people enter the buying process.

Built to Convert

You can add CTAs at the end of your demo or throughout it.

And they don’t just have to link to your book a demo page. You could also push people toward:

• Customer testimonials
• Your pricing page
• A reference call scheduling page
• Other collateral that tends to land with prospects

Whatever best meets prospects where they are in their buying journey.

Trackable

See who opened your demo, which steps they completed, and trigger Slack or email alerts when a prospect engages.

You can also send engagement data straight to HubSpot or Salesforce to track individual contact and company activity.

PMM-Friendly

You don’t need engineering help to build (or update) the exact demo you want. With Copilot, Navattic’s AI assistant, you can build a demo first draft by just clicking through your product.

Copilot will automatically apply your brand messaging, voice, and tone, and you can make bulk changes to step names, content, and CTAs using natural language.

One customer says: “The system is easy to use, especially with the rollout of their agentic features in the last few months. Our team can go from idea to implementation in minutes.”

Since onboarding to Navattic, this customer has 10+ product walkthroughs that are easy to update as their product evolves.

This is not to say you should scrap all your work in Figma. Instead, we recommend bringing those frames into Navattic.

Say your new product or feature is 80% of the way there, but there are still some loose ends.

To show users what the experience will look like end to end, you can import Figma frames as media captures and mix them in with HTML Captures of the parts that are live.

“The best part [about Navattic] is that you can build demos even when your product is still in the development phase. You don’t have to wait for the product to be fully built or go live,” one customer shares.

“Creating a real product-like experience for customers helps a lot in creating early impact and building excitement before launch.”

Turn your existing Figma frames into a free dynamic product tour with Navattic.