— WORK
Content Design for
B2B SaaS
— ROLE
Senior Content Designer
— DATE
2025
I owned all UI content across Intercom's customer service experience. Working in Growth and R&D, my projects covered setup, education, guidance, navigation, purchase, monetisation, and more.
At the core of the Intercom product is Fin AI Agent, the #1 AI agent for customer service. I worked on all aspects of Fin, from training and testing flows to deployment across channels and analysing Fin's performance.
Project 1: New Onboarding Homepage
Problem: Our old onboarding experience had low adoption rates during the free trial period, leading to low completion rates of Fin + Intercom setup.
Solution: Create a new onboarding homepage, delivering a checklist of setup steps that are personalised by a profiling survey.
Impact: 24% increase in setup completion during trial.
Project 2: New Settings IA
Problem: Customers weren’t aware of or couldn't find Intercom's full feature offering when first setting up. Settings were scattered across the product.
- Solution: Restructure the entire IA of settings and introduce a central settings “Home”.
Impact: Average # of visits to Settings increased by 4X.
Project 3: New Messenger Installation
Problem: The Messenger is where Fin AI Agent chats to customers. Our users found the Messenger installation page very overwhelming. We lost 26% of users who visited that page.
- Solution: Refine the Messenger installation flow, making it easier for users to complete this crucial setup step.
Impact: Messenger installations increased by 18%. Messenger installation time decreased by 71%.
Project 4: Fin AI Agent
Fin AI Agent: I drove the content design of Fin, Intercom's flagship AI feature. Touchpoints included:
- Tutorials: educational modals to educate users about Fin, informed by research and real customer pain points.
- Guidance: a way to instantly customise Fin's behaviour, by writing prompts in natural language.
- Tone of Voice: a framework to control the tone of Fin's replies. I helped define the instructions given to Fin's LLM.
Project 5: Intercom Design System
Intercom were revamping their design system. Initially it was reworked in Figma, then migrated to Storybook. I took this opportunity to write the company's first set of guidelines for content design.
Foundations: provided answers to the most common questions about content in our product. How to write links, dates, numbers. How to use periods, why we Don’t Use Title Case, etc.
Components: provided specific content guidance at component level. Accordions, pills, toggles, banners: whatever the component, it now had content rules.
This was a first for the Intercom product design team. All existing language guidelines were:
- 5 years out of date
- - Unavailable in Figma or React
- - Didn’t cover individual components
As a result all product designers, PMs, engineers – and anyone who shipped product – were given a better way to make quick and consistent content decisions.
