As designers what do you think is crucial in designing an a chat experience?

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Not to deviate too much from established guidelines

This depends on the users of the specific product/service and their expectations about a chat service. You can always start by interviewing your potential or current customers to get the first ideas for developing this service, and gauge if it's something needed or wanted by them.

Whether it's chat or not, while designing experiences, the most important thing is to not get caught up in filling the space with everything you see on your competitors' project. You need to prioritize your customers, and give them ONLY what's best for them. Overwhelm is not a good outcome for your customers.