On magical software... - Inside Intercom

Summary

Product design is a cost-benefit analysis, and software feels magical when it dramatically reduces user effort relative to the value delivered. The post identifies three modern sources of magic: Uber-fication, which reduces repeated tasks to a single tap; eliminating data entry by pulling existing data from external services; and ambient awareness, which delivers insights automatically without user action. Uber-fication requires unbundling complex products into single-purpose apps, as Facebook did with Messenger, and using context-aware defaults based on time, location, and previous actions. Eliminating data entry involves connecting to services like Facebook for friends, email for receipts, or Stripe for revenue, rather than asking users to input information. Ambient awareness means designing systems that push valuable analysis to users, such as Intercom’s daily report on new users and slipping customers, rather than requiring them to log in.

Takeaways

1. 1

   Uber-fication means reducing repeated tasks to a single tap by unbundling products into single-purpose apps and using context-aware defaults.

2. 2

   Eliminating data entry involves connecting to external services (e.g., Facebook, email, Stripe) to pull existing data rather than asking users to input it.

3. 3

   Ambient awareness means designing systems that push valuable analysis to users automatically, such as daily reports, rather than requiring them to log in.

FAQ