I LOVE Axure - but there are 2 HUGE glaring problems that they need to catch up on to keep my attention.
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Styles. You can’t share styles between project files. At least not easily. You can’t change one color in one place and have it reflect elsewhere in other files. This is a token system that is used in Figma that I LOVE. Though Figma can’t do nearly the programmed interaction logic that Axure can.
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Components/Masters. Again, cannot be shared across files, and along with the styles problem, components can’t be updated from one place if colors change. Also, there’s no concept of flexibility with components. You can’t resize a component instance. It literally has to look exactly the same as the parent component in everyway. Even changing the text in something as simple as a button will not lengthen the width of the button. This is a big part of why I’ve been considering switching to Figma because I miss being able to do that with Sketch way back when.
In short - configuring components and styles so that you can modify the look of your primary buttons across all projects/many files from ONE place is available in those other applications. Axure cannot do that. Additionally, these other apps have way more flexibility in components and variants of components so there’s a lot less repetitive work to do.
What they don’t have… good interaction logic. Figma has glaring issues and bugs all over the place when just trying to make a few checkboxes trigger a button nearby to be enabled or not. Considering all the specs for interactions and whatnot are usually built into systems like Angular-Material components… I’d rather have all my styles and component libraries be easily configurable from one place instead of worrying about the speed at which a flyout enters or exists the screen.
So I’d guess those are the main reasons why people don’t want to use a VERY expensive piece of software that is really only good at one specific thing… realistic interactions in prototypes. It basically sucks at everything else design related (color, typography, layout, styling, consistent components)