Big News! Split to be acquired by Harness. Read More


Flagship 2021: Twilio Console Reimagined via Feature Flags and Data

Principal Product Manager of Developer Experience Jacob Surber shares how they leveraged qualitative and quantitative data to guide the release of their new Twilio Developer Console.

With nearly 932 billion human interactions on their platform every year, Twilio and its engineering teams uphold high standards for the performance and impact of their new features on developers. Here is Jacob Surber, product manager at Twilio, discussing his experience launching a product.

About the Twilio Console:

A front door for developers accessing Twilio services. It handles configuration, monitoring, error management, billing. Originally launched in 2008, now undergoing significant redesign due to product growth.

Redesign Goals:

Addressing outdated aesthetic and scaling issues. Reevaluating information and technical architecture. Aim to improve performance, testing, quality, and user experience.

New Console – Project Zen:

Redesigned left-hand navigation and reorganized into four major areas: account/billing, develop, monitor. Initiative named “Project Zen” to evoke a sense of calm and ease of use. Focus on recombining existing elements for a more streamlined user experience.

Rollout Strategy:

Follows Twilio’s principles (Twilio Magic), emphasizing documentation and communication. Four rollout gates: internal beta, private beta, public, general availability. Documentation includes goals, requirements, and metrics for each phase.

Rollout Tools:

Utilizes various tools for rollout and monitoring: Split, Rollbar, Datadog, Segment, Hotjar, Coralogix. Split used for feature toggling and targeting rules for rollout phases. Segment provides insights into user behavior and personas.

Launch Metrics:

Focus on understanding customers, adoption rates, instrumentation, and customer feedback. Importance of feedback collection, both proactive and reactive. Key metrics include opt-in rate, user feedback, error monitoring, and task success rates.

Public Beta and Research Plan:

Shifts focus on output metrics, including happiness, engagement, adoption, retention, and task success. Implements targeted surveys, customer advisory boards, and HART framework for evaluation. Emphasizes the need for iteration and responsiveness to feedback throughout the process.

Switch It On With Split

The Split Feature Data Platform™ gives you the confidence to move fast without breaking things. Set up feature flags and safely deploy to production, controlling who sees which features and when. Connect every flag to contextual data, so you can know if your features are making things better or worse and act without hesitation. Effortlessly conduct feature experiments like A/B tests without slowing down. Whether you’re looking to increase your releases, to decrease your MTTR, or to ignite your dev team without burning them out–Split is both a feature management platform and partnership to revolutionize the way the work gets done. Schedule a demo or explore our feature flag solution at your own pace to learn more.

Want to Dive Deeper?

We have a lot to explore that can help you understand feature flags. Learn more about benefits, use cases, and real world applications that you can try.

Create Impact With Everything You Build

We’re excited to accompany you on your journey as you build faster, release safer, and launch impactful products.