Design principles: in-app messaging

We recently released the second generation of Intercom's core feature, in-app messages, which has been redesigned to prioritize personal conversations between businesses and customers. The new design follows three key principles: designing conversations not transactions, supporting the spectrum of interruption, and supporting non-verbal communication. These principles led to the creation of three message styles - big announcements, small announcements, and chats - that cater to different levels of interruption and formality. To minimize risks associated with a large release, Intercom ran extensive private and public beta tests, released the feature on an opt-in basis, and implemented a mandatory review and edit phase for customers switching to the new in-apps.

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