How a Slack webhook integration helped Twilio's documentation team engage more deeply with our developer users.

1. I <3 FEEDBACK
HOW A SLACK W EBHOOK HELPED TWILI O’S DOCUMENTATION
TEAM ENGAGE MOR E DEEPLY WITH OUR DETRACTORS
© 2018 TWILIO, INC. ALL RIGHTS RESERVED.

2. AHOY, WORLD!
• Twilio powers the future of
communications
• Bring voice, messaging, and more
into your applications and get
connected to your customers

3. MEET THE DEVELOPER EDUCATION TEAM
DavidAndrew Kat
KevinPaul Jen

4. WHY DO WE CARE ABOUT DEVELOPER FEEDBACK?

5. WHY DO WE CARE ABOUT DEVELOPER FEEDBACK?

6. FIRST STEPS: THE 5 STAR
WIDGET
• Appears on every page of Twilio’s
documentation
• Developers can leave a rating from 1
to 5
• Those ratings are then piped into a
dashboard so our team can keep a
pulse on how our docs are doing

7. WHERE WE ONLY GET 3 OUT OF
5 STARS
• Aggregate ratings only go so far
• We’re not engaging directly with the
users who leave feedback
• Numbers alone aren’t a direct
pathway to actionable work

8. INTRODUCING: FEEDBACKBOT
• When a piece of feedback < 3 comes
in, the save method includes a call to a
Slack webhook
• The rating, comment, and information
about the user who left feedback are
all piped into a Slack channel watched
by the docs team and product
stakeholders across Twilio
Feedback comes in
Slack webhook called on
save
Feedbacks post to Slack
channel

9. ONE HOUR TO MAGIC
• The entire implementation took less
than 20 lines of code
• We were up and running in under an
hour
• A little bit of docs feedback from our
team: the Slack webhook tutorial was
great!

10. GOING FROM AGGREGATE…

11. GOING FROM AGGREGATE…
…TO ACTIONABLE

12. ENGAGEMENT++
• Low feedback is now directly in front
of the documentation team as well as
several product stakeholders
• More urgency, more actionable tasks
• Reacji and Slack threads can be used
to coordinate work

13. WHAT HAPPENED?
• Our priorities have shifted in a more
action-oriented, user-focused way
• Overall quality ratings have gone up
• Feedback isn’t just an overly simplified
number, it’s a collection of stories

14. WHERE DO WE GO FROM
HERE?
• Honing our process around how we
engage with developers
• Continuing to craft a culture of
empathy
• More Slack integrations

15. TALK DOCS WITH US
• You can reach the Developer
Education team at docs@twilio.com
• Or leave feedback on one of our
documentation pages…we’ll definitely
see it

16. THANK YOU!