Case Study: Intercom improves blog navigation and user experience with Optimal Workshop

Intercom redesigns its blog with Optimal Workshop for a more user-centered experience

Intercom, a software company specializing in business messaging, faced challenges with its blog, Inside Intercom. The blog lacked search functionality, had display issues, and its navigation was not optimized for its expanded audience and content variety. To make the blog easier to use, Intercom used Optimal Workshop's Treejack product to conduct tree testing and benchmark the existing information architecture.

Optimal Workshop helped Intercom identify critical navigation bottlenecks through pie tree visualizations from Treejack studies. This research informed a complete redesign, resulting in a more user-centered blog with improved layout and navigation focused on surfacing relevant content for readers. The new design better serves Intercom's audience and makes the site easier for both readers and internal staff to use.

Intercom