At Intercom, they strive to design products that are both functional and appealing to users by balancing strong opinions about the future of customer support with a goal of meeting a wide variety of customer needs. This balance between opinionated design and flexibility is crucial for creating products that are easy to use out of the box but can be customized to suit specific needs. When designing individual features or interaction designs, they express their opinions through defaults, templates, and education rather than restrictions, offering customers a clear solution that can be tailored to meet their unique requirements. However, striking this balance becomes more challenging when designing complex products with multiple product areas or capabilities that should work across several areas. To overcome this challenge, Intercom aims to design simple, flexible, scalable systems that address core problems while allowing for easy use cases and scalability. They think big but start small, focusing on problem spaces to ensure solutions are scalable and not too narrow, and introducing flexibility and control through features like Custom Objects to offer customers more freedom in modeling their data and using it as needed. By keeping the principle of "opinionated by default, flexible under the hood" in mind, Intercom aims to create products that are easy to adopt, powerful when needed, and not complicated for users despite organic complexity.