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How we built stuff nobody asked for – Cindy Chang, Intercom

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What do you do when you’ve heard the same feature requests from customers time and time again? Do you just build the darned thing to appease them? In these situations, we’re all probably trained to deeply understand the user’s problem first. But just how far should we go down this rabbit hole, and what good does it actually do? What results does it yield?

In this talk, Cindy will explain how her team designed and built key features in Intercom’s Respond product that began as simple customer requests yet ended up far beyond their origins.

Published in: Design
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How we built stuff nobody asked for – Cindy Chang, Intercom

  1. 1. How we built stuff nobody asked for Cindy Chang
  2. 2. Cindy Chang Senior Product Designer at Intercom @cindyjchang
  3. 3. Our mission is to make internet business personal
  4. 4. You Your customer
  5. 5. You Your customer
  6. 6. You Your customer
  7. 7. Support teams need a simple and consistent way to understand how well they’re helping their customers PROBLEM
  8. 8. Automated invitation at the end of a conversation asking customer to rate how it went Messenger & email, multichannel Ratings / teammate over time SOLUTION
  9. 9. Automated invitation at the end of a conversation asking customer to rate how it went Messenger & email, multichannel Ratings / teammate over time SOLUTION
  10. 10. Automated invitation at the end of a conversation asking customer to rate how it went Messenger & email, multichannel Ratings / teammate over time SOLUTION
  11. 11. Automated invitation at the end of a conversation asking customer to rate how it went Messenger & email, multichannel Ratings / teammate over time SOLUTION
  12. 12. Automated invitation at the end of a conversation asking customer to rate how it went Messenger & email, multichannel Ratings / teammate over time SOLUTION
  13. 13. Automated invitation at the end of a conversation asking customer to rate how it went Messenger & email, multichannel Ratings / teammate over time SOLUTION
  14. 14. Automated invitation at the end of a conversation asking customer to rate how it went Messenger & email, multichannel Ratings / teammate over time SOLUTION
  15. 15. Positive adoption and continuous growth since release Messenger engagement rate 54% vs 30% target Email engagement rate 20% vs 20% target RESULTS
  16. 16. Hi - Do you have customer surveys? Can you enable ratings on your chats? hello, do you support an nps style measurement on intercom Do you have any suggestions to measure whether customers were satisfied with our response? Can users who spoke with us receive a last question, if they were happy with the way they were helped? Like thumbs up/ down or with smileys Can we send a message like "Please click the emoji that best describes your support experience” I want to set up automatic feedback survey to have our members rate their satisfaction with our support team. Why is not possible to have Users leave a score for the chat they just had, 1-10, smiley or similar...? How do I activate the option to rate your response inside our Intercom? Do you have a CSAT rating feature to measure customer satisfaction?
  17. 17. What does it mean to look beyond the request and really understand the problem?
  18. 18. What does it mean to look beyond the request and really understand the problem?
  19. 19. What does it mean to look beyond the request and really understand the problem?
  20. 20. ways we work
  21. 21. Design from first principles Think big, start small Ship to learn Build the team on open and over communication Design for emotions to win hearts and minds
  22. 22. Design from first principles
  23. 23. Think big, start small
  24. 24. ship to learn
  25. 25. *Other support tools *
  26. 26. *
  27. 27. *
  28. 28. Help Intercom understand how they’re doing. Rate your conversation.
  29. 29. Help Intercom understand how they’re doing. Rate your conversation.
  30. 30. Help Intercom understand how they’re doing. Rate your conversation.
  31. 31. Build the team on open and over communication
  32. 32. Design for emotions to win hearts and minds
  33. 33. How might we deliver positive feedback to teammates in an immediate way and celebrate their successes?
  34. 34. Lightweight and ephemeral. Fun and unexpected. Don’t distract or get in the way of work. No counters. Be positive and celebratory, not stressful. PRINCIPLES
  35. 35. Design from first principles Think big, start small Ship to learn Build the team on open and over communication Design for emotions to win hearts and minds
  36. 36. Thanks! @cindyjchang

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