Inside Intercom has revamped its website, killing the traditional blog format in favor of a more personalized and curated content platform. The new design features four core categories: opinionated, straightforward, personal, and playful, which guide the tone and style of the content. A cross-functional team conducted user research to understand reader behavior and preferences, revealing a desire for faster discovery and serendipity in their reading experience. The new platform organizes content into dedicated sections for Sales, Marketing, Support, Engineering, Product & Design, and Growth, with features like color-coded categories, typographic studies, and curated content groupings. This redesign aims to enrich the reader's experience without overwhelming them with content, while allowing for flexibility and growth as a publication.