🎨 Teams iterate on their products and build out new features to increase functionality and differentiate from the competition. But they rarely think about the impact those additions have on their software’s UI/UX. Intercom found that many of their customers became frustrated with the app navigation after numerous changes to the product. Realizing they had made a mistake, they decided to take action. Their redesign prioritized two things above all: only focusing on the most used areas of the navigation screen and simplifying their design elements. Simplifying is where they won – the product became intuitive to their customers’ needs (we can vouch) and became much more sticky.