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Designing for clarity: How we restructured Intercom’s information architecture - The Intercom Blog

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Learn how we simplified the Intercom navigation, enhanced the user experience, and created space for AI innovation.

Every product reaches a moment when its foundation begins to strain under the weight of growth. For Intercom, we encountered this moment when it became clear that our information architecture (IA) – the framework that organizes how features, settings, and workflows fit together – was struggling to keep pace with the development of our product. It wasn’t broken, but it wasn’t serving our users anymore. Workflows were harder to locate, settings were scattered and confusing, and some navigation labels left users unsure of where to go. One user described it as “wandering through a maze of features

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