What it really takes to design a leading AI product—and change the company in the process

Designing Fin wasn’t just about launching a new product. It meant tearing up 15 years of company habits, process, and structure, and starting again.

This talk tells the inside story of how we built Fin, Intercom’s AI Agent and the market leader in its category. I’ll dive into the design challenges that came with it: rapidly evolving technology, non-existent UX patterns, questions of trust and transparency, and the ever-present risk of hallucinations.

To meet that challenge, we didn’t just redesign the product—we redesigned how we build. We collapsed handoffs. We rewired how design, product, and engineering work together. And we replaced polished, linear processes with something faster, messier, and more experimental.

This is a story about design leadership, radical reinvention, and what happens when you stop designing interfaces—and start designing intelligence.

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