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IntercomAnnouncement
Designing our new blog - The Intercom Blog
Summary
Intercom invested in its blog by hiring a full-time editor and increasing publishing frequency, but recognized risks such as content calendars forcing lower standards and production focus undermining the insights needed for useful posts. The blog had amassed nearly 200 articles, yet the previous design only allowed reverse chronological browsing, making it hard to find related content. The redesign introduces category pages for six main topics—Business, Customer Success, Design, Engineering, Product Strategy, and Intercom Updates—now in the primary navigation, along with tags for deeper topics like jobs-to-be-done. A search tool was finally added to help readers find specific content, and the design is fully responsive for mobile devices. The redesign, credited to Frantisek Kusovsky with input from Jeff Kriege and implemented by David Barrett and Daniel Husar, aims to improve content discoverability without sacrificing the quality insights that come from doing the work.
Context
Intercom had invested in its blog by hiring a full-time editor and increasing publishing frequency, but recognized risks such as content calendars forcing lower standards and production focus undermining insights. The blog had nearly 200 articles but only allowed reverse chronological browsing, making content discovery difficult.
Approach / What changed
The redesign introduced category pages for six main topics in the primary navigation, tags for deeper topics, author pages, a search tool, and a fully responsive mobile design.
Takeaways
Content calendars can force lower standards because quality cannot be scheduled; insights come from doing the work, not from a calendar.
The previous blog design only allowed reverse chronological browsing, making it hard for readers to find related content among nearly 200 articles.
The new design includes category pages, tags, author pages, search, and responsive mobile design to improve content discoverability.
FAQ
What risks did Intercom identify with scaling content production?
Intercom identified that content calendars can force dropping standards because quality cannot be scheduled, and focusing too much on production can mean losing the insights needed to write useful posts, leading to bland theory articles or reactions to news.
What features were added in the blog redesign?
The redesign added category pages for six main topics in the primary navigation, tags for deeper topics like jobs-to-be-done, author pages to follow specific writers, a search tool, and a fully responsive mobile design.
Why was the redesign necessary?
The redesign was necessary because the blog had nearly 200 articles but only allowed reverse chronological browsing, making it difficult for readers to find related content. The old design no longer worked for the increased frequency and volume of content.
Source and freshness
- Source
- intercom.com
- Published
- Added to Yomu
Summaries are generated from the original by a language model. Check the original before relying on it.
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