Introducing the Fire Experience - Our Biggest Redesign Yet 🔥

Alina Vandenberghe
March 30, 2023
min to read

Introducing the Fire Experience - Our Biggest Redesign Yet 🔥

Alina Vandenberghe
March 30, 2023
min to read

I knew our design system and our building blocks needed to change to accommodate the scale, but also to accommodate our roadmap that is increasingly focused on helping the buyer journey at all stages to support an increased focus on efficiency while keeping a high bar on delightful customer experience 

We have started redesigning our entire platform two years ago, and started doing extensive user research and stress testing to make sure our patterns are going to grow with our ambitions:

  • Create an intuitive interface that enables both experts and first-time users to navigate easily through the product, providing a self-serving journey for our customers.
  • Enable our teams to add more capabilities quickly and open up new possibilities for our customers, ultimately helping revenue teams focus on converting prospects across the funnel.
  • Eliminate existing inconveniences and spring-clean our information architecture to enhance the user experience.

After all the hard work of the many people in our product & engineering team, we are proud to announce that the Fire Experience is now available for Distro customers, representing a significant leap forward in Chili Piper's journey. Distro Fire sets the stage for all the upgrades that are yet to come this year, and we can't wait to see it in action. We're talking about game-changing power, ease, and flexibility. 

If you are new to Distro you can see a short preview of how it all comes together in this short video below

When you switch to the new Fire Experience, you'll find a Distro rules builder that's easier to use than ever before.

Setting up Rules Has Never Been Easier

The new visual rule builder is all about ease. It lets you use standalone properties as conditions or create multiple groups of conditions. You can also create sub-groups that roll up to a parent group if you have more complex routing scenarios. And with a simple switch, you can define the logic operators between conditions or between groups and sub-groups. It's like magic, but better!

Better user experience for managing conditions

We have also added an option to define the type of rule - CRM ownership-based routing role/generic routing rule, allowing admins to easily maintain their rules repository.

Ensure 100% Adoption of SLAs

We've also made sure that ops teams can inch closer to achieving the dream of ensuring 100% adoption of SLAs. With this new update, you can set SLAs independently for each route by allowing separate rule evaluation per route and route action?, giving you more flexibility. And if there are more than two actions executed at the same time, you can define the order of execution. It's like having a superhero team at your disposal!

Advanced handling of SLAs

Distribute Leads Fairly with More Flexible Algorithms

Routing fairness can now be achieved with ease, and our platform offers more arsenal for the Ops team. You can set weightage and round-robin rules for each route you define, ensuring a fair distribution of leads between team members from each routing rule. For routes based on CRM ownership, you can also select the option of doing a round-robin within a team. We're all about fairness and equality here at Chili Piper!

Advanced Actions

Distribution Settings and Reporting

Admins can now exercise more control over the command centre with our new distribution settings and reporting features. For instance, our vacation adjustment feature offers more flexibility to opt for vacations, and when you opt for vacation distribution, the admin can add a buffer to decide when leads should stop getting assigned and when they should start again.

Vacation Adjustment

Today Distro is hard-coded to adjust for vacation. And when a rep was back from vacation, all the leads they had to catch up on were distributed at one instance. Which resulted in a delay in response to the leads. Going forward, you have the flexibility to opt for vacations.

Vacation Adjustment

And when you opt for vacation distribution, the admin would be able to add in a buffer for vacations — when the leads should stop getting assigned and when it should start again. And the distribution of leads is done over the course of the next few weeks to make sure the SLA is not slipped.

Distribution Cycle

With Fire, admins would be able to set quarterly distribution reset cycles along with the monthly option we already had.


Distribution Reporting 

Admins can now set the weighting at the route level to ensure more equitable distribution based on rule/team pairings for each router.


We're excited to continue our journey and bring the Fire Experience to every product in phases. And we want to leave you with this sneak peek into some of the upcoming features that we are currently working on in the Q2 2023! 

What's next?

  • We are bringing more control to our customers by offering them choices such as controls over lead-to-account logic and filtering
  • Choice of choosing distribution 24/7 or within working hours only when distribution records initially and for SLA
  • A new route action that allows them to update a custom field in addition to assigning ownership

So stay tuned for further updates!

I knew our design system and our building blocks needed to change to accommodate the scale, but also to accommodate our roadmap that is increasingly focused on helping the buyer journey at all stages to support an increased focus on efficiency while keeping a high bar on delightful customer experience 

We have started redesigning our entire platform two years ago, and started doing extensive user research and stress testing to make sure our patterns are going to grow with our ambitions:

  • Create an intuitive interface that enables both experts and first-time users to navigate easily through the product, providing a self-serving journey for our customers.
  • Enable our teams to add more capabilities quickly and open up new possibilities for our customers, ultimately helping revenue teams focus on converting prospects across the funnel.
  • Eliminate existing inconveniences and spring-clean our information architecture to enhance the user experience.

After all the hard work of the many people in our product & engineering team, we are proud to announce that the Fire Experience is now available for Distro customers, representing a significant leap forward in Chili Piper's journey. Distro Fire sets the stage for all the upgrades that are yet to come this year, and we can't wait to see it in action. We're talking about game-changing power, ease, and flexibility. 

If you are new to Distro you can see a short preview of how it all comes together in this short video below

When you switch to the new Fire Experience, you'll find a Distro rules builder that's easier to use than ever before.

Setting up Rules Has Never Been Easier

The new visual rule builder is all about ease. It lets you use standalone properties as conditions or create multiple groups of conditions. You can also create sub-groups that roll up to a parent group if you have more complex routing scenarios. And with a simple switch, you can define the logic operators between conditions or between groups and sub-groups. It's like magic, but better!

Better user experience for managing conditions

We have also added an option to define the type of rule - CRM ownership-based routing role/generic routing rule, allowing admins to easily maintain their rules repository.

Ensure 100% Adoption of SLAs

We've also made sure that ops teams can inch closer to achieving the dream of ensuring 100% adoption of SLAs. With this new update, you can set SLAs independently for each route by allowing separate rule evaluation per route and route action?, giving you more flexibility. And if there are more than two actions executed at the same time, you can define the order of execution. It's like having a superhero team at your disposal!

Advanced handling of SLAs

Distribute Leads Fairly with More Flexible Algorithms

Routing fairness can now be achieved with ease, and our platform offers more arsenal for the Ops team. You can set weightage and round-robin rules for each route you define, ensuring a fair distribution of leads between team members from each routing rule. For routes based on CRM ownership, you can also select the option of doing a round-robin within a team. We're all about fairness and equality here at Chili Piper!

Advanced Actions

Distribution Settings and Reporting

Admins can now exercise more control over the command centre with our new distribution settings and reporting features. For instance, our vacation adjustment feature offers more flexibility to opt for vacations, and when you opt for vacation distribution, the admin can add a buffer to decide when leads should stop getting assigned and when they should start again.

Vacation Adjustment

Today Distro is hard-coded to adjust for vacation. And when a rep was back from vacation, all the leads they had to catch up on were distributed at one instance. Which resulted in a delay in response to the leads. Going forward, you have the flexibility to opt for vacations.

Vacation Adjustment

And when you opt for vacation distribution, the admin would be able to add in a buffer for vacations — when the leads should stop getting assigned and when it should start again. And the distribution of leads is done over the course of the next few weeks to make sure the SLA is not slipped.

Distribution Cycle

With Fire, admins would be able to set quarterly distribution reset cycles along with the monthly option we already had.


Distribution Reporting 

Admins can now set the weighting at the route level to ensure more equitable distribution based on rule/team pairings for each router.


We're excited to continue our journey and bring the Fire Experience to every product in phases. And we want to leave you with this sneak peek into some of the upcoming features that we are currently working on in the Q2 2023! 

What's next?

  • We are bringing more control to our customers by offering them choices such as controls over lead-to-account logic and filtering
  • Choice of choosing distribution 24/7 or within working hours only when distribution records initially and for SLA
  • A new route action that allows them to update a custom field in addition to assigning ownership

So stay tuned for further updates!

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