Thom Rimmer

I lead Product Design at Intercom.

My team builds Fin, the #1 AI agent for customer service. It’s a full-stack, vertically integrated AI system, powered by our own in-house models (Apex), designed specifically for customer experiences.

Before Intercom, I led design for Hudl Focus, a multi-sensor smart camera that uses computer vision to track sports games autonomously. Two AI products, two very different industries.

A few things I think about, working at this level.

The surface area of design has expanded. We design and ship AI products end-to-end. Model, system, interface, all of it. You shape systems. You work with AI as a material. You build.

Taste is the moat now. When AI can get you most of the way there, what’s left is the judgment, the interaction, the polish. That’s the work that actually matters, and the work I want my team doing.

Design owns direction. It’s how we make decisions, shape product strategy, and define what quality looks like. That’s the version of the role I’m most interested in, and the bar I hold the org to.

I look for high agency, high standards, strong opinions, builders. Smaller teams of people like that ship more than bigger teams that don’t.

I’ve worked remote for 15 years across teams running from west coast US to eastern Europe. Remote works when the approach and people are right. But I also deeply value in-person collaboration. I travel often to be with the team in person, because some things are just better in a room, at a whiteboard.

Building

Intercom, building fin.ai

Aug 2022 — present

  1. VP of Product Design

    Sep 2025 — present

    I Lead Product Design across Intercom’s Fin AI agent and the broader Helpdesk R&D Platform. My team of ~40 Product, Content and AI Designers are distributed across our Dublin, London, and Berlin hubs.

    Fin is the #1 AI agent for Customer Service: a full-stack, vertically integrated AI system powered by our own in-house models (Apex), designed specifically for customer experiences. My team works directly with AI engineers and scientists in our AI Group on model behaviour, evals, and agent workflows, as well as crafting the agentic application layer.

    I Operate at the executive level on product strategy alongside the CPO, CTO, CAIO and peer VPs in Eng, Product & AI. I drive design direction for Fin’s roadmap from concept to scale.

    Fin handles ~2 million conversations a week, across 7000 customers, while the Intercom Helpdesk Platform has 30,000+ customers. Intercom’s overall ARR is ~$400M, with Fin just passing $100M on its own, growing at ~3.5x.

  2. Senior Director of Design

    Apr 2024 — Sep 2025

    Promoted from Design Director. The role expanded to own design across Intercom’s top of funnel: the website, growth, and monetization orgs. Every journey a self-serve customer or sales-led prospect travels was in scope.

    Read more

    Led the design and launch of fin.ai. New web experience, new pricing model, new self-serve and sales flows. Built in partnership with GTM, Product Marketing, Sales, and the self-serve business owners.

    Operated at the executive level on Fin’s pricing and packaging strategy. The outcome-based pricing model we shipped was a first in the AI agent category and has been widely copied since.

  3. Director of Design

    Aug 2022 — May 2024

    Hired to lead design for Intercom’s Engage and Outbound product lines. Joined a month before Eoghan McCabe returned as CEO and rebooted the company. What followed was one of the more public turnarounds in B2B SaaS.

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    Intercom refocused from a broad and horizontal “engagement OS” into a highly focussed customer service category leader, rebuilt its culture, and bet the company on AI.

    The design org was foundational to that reset. My team and I rebuilt the product experience around customer service and shipped the early surfaces of Fin (close to 1,000 customers using Fin’s AI within the first year of launch).

    Promoted to Senior Director of Design.

Hudl

May 2015 — Aug 2022 · 7 yrs 4 mos

  1. Senior Director of Design

    Jul 2021 — Aug 2022

    Promoted from Design Director. Scaled Hudl Focus from early launch through to a $125M ARR product line when I left.

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    Built the design team from one (me) to a multi-disciplinary group across product, industrial, research and content design. Hired managers and ICs across UK, Europe and US. Was part of a strategic acquisition of a company in The Netherlands.

    By the end of my tenure at Hudl: 5,500+ permanently installed Focus cameras, the default capture infrastructure for sport from US high school programs to the very elite of world sport (every English Premier League team).

    Hudl overall: ~$730M ARR, 200,000+ teams, 30M athletes and coaches globally.

  2. Director of Design

    Nov 2018 — Jul 2021

    Hands-on Director through the 0→1 phase of Hudl Focus (Super IC). For most of this period I was the only designer on the product. The work was end-to-end: research, industrial design, product design across web and mobile, and the AI coaching insights surface.

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    Hudl Focus is a multi-sensor indoor and outdoor smart camera system that uses computer vision to track games and athletes across various sports autonomously. I shipped the full design surface in lockstep with engineering, hardware, PM and AI. This hands-on phase set the bar for the product’s craft.

    Promoted to Senior Director of Design.

  3. Design Manager

    Jul 2017 — Oct 2018

  4. Lead Product Designer

    May 2015 — Jul 2017

Various studios & agencies

2010 — 2015 · 5 yrs

Design, leadership and creative technology across a rotation of studios—product, brand, motion.

Speaking

Writing