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32 min listen

Google’s Matt Rogers discusses the challenges faced by SaaS companies both starting out and scaling in today’s swiftly evolving market plus AI trends in SaaS.


The design community is no longer talking about having to prove the value of design to get a seat at the table. Designers have demonstrated that design can be a central pillar of business success. But they’ve also lost something along the way.

Designers have stepped off their island where slick, yet ineffective and impractical design is made. They’ve embraced cross-functional relationships and work closely with partners all across the organization. More than ever, they understand who their customers are and what they care about. They design systems, not destinations. And instead of primarily thinking about interfaces, they think about the product strategy. They design for business outcomes.

But when you’re deep in all of these additional layers of building products, it’s easy to forget about the importance of also nailing the thing designers are experts at – interaction design.

When we recognized this issue in our own design team, we established the fundamentals of good interaction design. They are a reminder about the things that are deeply important to us, yet sometimes forgotten.

It’s by no means an exhaustive list and since they incorporate our product design principles, they are not universal to every company. They are fundamentals that we at Intercom care about. But hopefully they can serve as a reminder for you as well and maybe even get you thinking about what are the fundamentals of interaction design that are important for you.

1. Present the same object in a familiar way everywhere

Intercom, with it’s vast breadth and depth, can feel overwhelming. We can make it easier for our customers by making the core objects in the system (e.g. conversations, users, messages, etc.) easily recognizable and make them behave the same way everywhere. Recognising is easier than recalling.


Default to showing an object the same way everywhere. When you do have a strong rationale to deviate, make it feel familiar and consider if the object needs to be displayed differently elsewhere in the product.


Don’t make local optimizations that are not reflected or are inconsistent with other contexts. Don’t create multiple similar yet different variations of the same object.


  • How is this object shown elsewhere in the product?
  • Can we reuse the same component here?
  • If not, how can we make it feel familiar?
  • Do we need to update its elsewhere in the product?

2. Establish hierarchy in your interface

By establishing a clear visual hierarchy we can help our customers understand how the product works, what are the relationships between different parts of it, what’s important and what isn’t.


Use space, typography, grouping, and indentation to clearly communicate the hierarchy and relationships between different parts of the interface.


Don’t blur the lines between different hierarchy levels by not having distinguishable groups. Don’t create too many boxes within boxes.


  • Is content laid out in clear, distinguishable groups?
  • Is there enough space between these groups?
  • Is related information grouped together?
  • Are the correct text styles used to establish information hierarchy?

3. Create visual rhythm and balance

Make your interface easily scannable in order to help our customers understand it quickly. By making it aesthetically pleasing, you can increase their perception of how usable it is.


Anchor the most important part of your interface, use varying styles and layouts to balance your design and make it easier to scan. Use a grid system and pay close attention to alignment.


Don’t just lay everything out in a flat list. Don’t use long line-lengths.


  • Is it easy to scan the design and know what the most important part of it is?
  • Does it feel visually balanced?
  • Is the interface aligned to a grid system?

4. Use commonly accepted patterns and interactions

We can help our customers learn and use Intercom more efficiently by limiting the amount of interaction patterns that they need to learn.


Use existing patterns from our design system. Favor common interaction design patterns over clever bespoke optimizations. Follow industry standard interaction design principles.


Don’t introduce similar, yet different variations of our existing design system patterns. Don’t create custom patterns when there’s an established industry standard. Don’t misuse an existing pattern.


  • Can an existing design system pattern be used here?
  • If not, how does the industry standard pattern for this look like?
  • If you think you need a new pattern, have you talked to the design systems team and other designers? Can this pattern be fed back into the design system for other designers to use?
  • Are there clear affordances that the pattern can be interacted with?
  • Is there clear feedback when users interact with it?

5. Use progressive disclosure

By using progressive disclosure we can make Intercom simple for the majority of our customers while also enabling more flexibility for our more advanced customers.


Start with simple defaults and gradually reveal flexibility. Optimize for the most common use-case.


Don’t overwhelm by showing full flexibility right away. Don’t compromise the most common use-case for edge cases.


  • What is the most common use-case?
  • What should the defaults be so most people don’t have to change them?
  • How can we reveal information progressively?
  • Are we compromising the most common use-case for an edge case?

6. Be clear and concise

Language is the key to helping our customers understand how Intercom works. However, too much content can have the opposite effect where they just scan the page without reading it and therefore are not successful at what they aim to do.


Be clear and concise and when necessary progressively reveal additional information by using tooltips and links to help docs for learning more. Use illustrations to explain ideas. Edit ruthlessly.


Avoid using long, detailed content to explain how something works, instead consider what’s making it complicated and fix the underlying problem. Avoid falling in the trap of being technically correct, but difficult to understand.


  • Is it easy to scan and understand what it is without having to read all of the content from beginning to end?
  • What if you had to cut half of the content? Can you do it without losing meaning?
  • Is the value proposition clear?
  • Is it clear what the user needs to do?
  • Will this be clear to someone who has no previous knowledge?
  • What can we illustrate visually instead of explaining with content?

7. Consider responsiveness and speed

Performance is a feature that needs to be carefully considered. When ignored or mismanaged it creates a janky user experience and uncertainty.


Give users instant feedback when they interact with the product and set expectations on wait times.


Don’t forget about the loading states.


  • What happens right after interacting with the interface?
  • Is it clear that the action was received and is currently processing?
  • Is it clear when the processing will be complete?

8. Guide users to what they should do next

We usually start by designing for the happy path, but that’s not how most customers will first experience it. Without clear guidance they might not reach the happy path at all.


Make it clear what users should do next and make it easy to do. Specifically, consider empty states, error messages, and end-states.


Don’t create dead-ends where users have to figure out what to do next themselves.


  • What happens if you have no data to show?
  • What happens when there’s an error?
  • Is it clear what the user should do next?

9. Be mindful of accessibility

Although we haven’t yet established standards for accessibility there are things you can do to make your design more accessible.


Use existing design system components since they are made to be accessible. Use text styles and sizes that are easily legible. Add enough color contrast. Don’t use color alone to convey meaning.


Don’t introduce new colors or text styles without talking to the design systems team. Avoid introducing custom components because they might not be accessible.


  • Is there an existing design system component, color, or text style that you can use?
  • Is text legible enough?
  • Is there enough contrast?
  • Is there more than just color used to convey meaning?

Focus on our core craft

While the product design discipline has matured a lot over the years, it’s important that we don’t forget or de-prioritize our core craft. Increased focus on customer and business needs shouldn’t be an excuse for bad interaction design. Design fundamentals like these help set a baseline for interaction design quality, help avoid egregious errors, and ultimately act as a foundation on which to build excellent customer-focused software.

This was originally written as an internal document for our design team. If you’re interested in more content like this, check out for more content and our open roles.

Careers at Intercom – 2019 updated images

Intercom on Sales book ad


Intercom logo

We’re Intercom’s product design team. Our tools help businesses and customers talk with each other. You know, like it’s actually the 21st century.

Hi there! ?

We’re a team of ~20 product and content designers in SF, Dublin, and London. Intercom’s a product-driven company, so we work end-to-end to understand customer problems and design workflows, detailed interactions, and visual interfaces. Thanks for visiting! ❤️

From our blog

We value communicating about design and sharing what we’ve learned. Here’s some of our recent writing.

Design case studies

These product design case studies show our key insights from building Intercom.

From the stage

We encourage designers to speak about their work and support them with time, coaching, and more.

What we believe

These beliefs guide all our work, from designing products to growing our global team.

Our vision

Our vision at Intercom is to bring a Messenger-first, personal experience, to all customer and business communication.

Our principles

Principles help us repeat our successes, avoid failures, and align when we make decisions.

Learn more

How we work

How designers work at Intercom is a big part of what makes our team and products different.

We’re making these resources available to you with Creative Commons licensing. This means you can adapt them, re-use them with your teams, and republish them!

Our design processOur design process helps us work in a way that’s aligned with our principles.Learn more

Fundamentals of UI designThese foundational ideas are deeply important, but sometimes forgotten. They set a baseline for how to critique UI design.Learn more

How designers have impactThis is how we think about impact as it relates to product and content design.Learn more

Product and content design levelsTake an up-close look at our expectations for all designers at each level of seniority.Learn more

Get to know us

Meet (some) of the people who make Internet business personal around the world. Our global team is made up of people from over 10 countries!

Meredith Castile

San Francisco

We think big here. And we have to — we’re opening up a new mode of talking online.

Out of everything that makes Intercom a great place, I’ve always felt people are the most important: everyone’s smart, passionate, and fun.

Christine Yeh

San Francisco

It’s awesome to work with a design systems team, product research, and content design at Intercom.

Intercom is a great place to learn. You’ll grow faster because you’re surrounded by smart, motivated, and supportive people.

Jasmine Friedl

Director, Product Design


San Francisco

The keys to great business and customer results are an enabled, challenged, and motivated team. Kindness and care are prerequisites for this.

Patrick Mullen

Principal Product Designer



We have an unfathomable opportunity to vastly improve the way thousands of people work day to day.

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With designers among its founders, Intercom has always been a vision-first product company. So as a designer here, you’ll directly influence our strategy, shape our systems, and have meaningful product ownership.

We value kindness, so you’ll be able to be yourself, do your best work, and help grow our design culture. You’ll learn faster here than anywhere else.