Website & Docs Team

Looking for our brand style guide? Look no further.

People

Team members

• 

  Cory Watilo

  Team lead

  Lead Designer

• 

  Lottie Coxon

  

  Graphic Designer

• 

  Eli Kinsey

  

  Front End Engineer

• 

  Paul Hultgren

  

  Developer Advocate

Mission

• Communicate to prospective customers the value we provide
• Educate customers to deploy, manage and use PostHog very easily
• Create a sense of brand (key themes: working in the open and community)

Responsibilities

• Own posthog.com
• Own the docs

Goals for Q1 2023

Objective #1: Grow community engagement

Having an active community is not only a positive signal for people looking into PostHog as a product, but also an important way for us to ensure we're prioritizing the right things.

As a byproduct of growing our community, we can also encourage users to support each other, thus reducing the load on our support hero.

Key results

1. Increase percentage of community questions vs support tickets
2. Grow retention of /community
   1. Increase engagement on threads by third parties (people other than the original poster and PostHog core team)
   2. Increase number of filled out profile bios (example)

Objective #2: Level up our brand externally

Until now, the focus of the Website & Docs Team has been to create a stellar experience on PostHog.com itself. We now want to extend this to other places where people interact with our brand. Specifically, we'll focus on paid ads and video content.

As an experiment, we've decided to bring ad creative in-house. This has a few benefits:

1. We inherently know our product better than an agency.
2. We can work with the latest design assets.
3. Since our team understands our unique culture better than any third party can, we can extend our brand voice to our creative with fewer cycles.

Key results

1. Increase CTR from paid display ads
2. Grow traffic to our YouTube videos

Objective #3: Nail API docs

PostHog can become stickier if we can make it easier for developers to integrate PostHog into their app or service. Our API docs are currently auto-generated. This was great as a v0.1, but now it's time to nail them.

Key results

1. Ensure every endpoint and parameter is documented
2. Improve developer experience
3. Increase API usage

Output metrics

• Primary: Quality signups

How we work

The Website & Docs board is used for enhancements to posthog.com (including handbook) and our docs. Artwork for blog is handled separately, and is explained below.

1. [Design] Backlog - a mostly stack ranked list of tasks
2. [Design] In progress
3. Ready for development - completed designs that are awaiting implementation
4. [Development] Backlog - mostly stack ranked
5. [Development] In progress
6. Done

Designs for website & docs typically start in Balsamiq wireframes, then progress into hi-fi designs in Figma. Read more about this process.

Blog artwork and marketing assets

Because of the volume of content we publish, blog artwork has its own dedicated Artwork project board managed by Lottie.

When authoring a blog post, add the Artwork project board so we can create visuals and make sure the post is listed on our content calendar with a publish date. Learn more about our process.

Providing feedback

When we share a design, we do our best to explain the type of feedback we're looking for. (Ex: Overall visual aesthetic, flow, if a design communicates to our developer-focused audience, etc.)

If a screenshot is posted directly to a Github issue, that's a great place for feedback. (If a comment already covers your feedback, we encourage the use of an emoji response over additional comments like "+1".)

Some of the design tools we use, like Balsamiq and Figma, both have built-in commenting, which is useful for prototypes with multiple pages. If we provide a link to a prototype in one of these tools, please leave a comment using the app's comment system. This helps us review and take action on comments later, and creates a single place for discussion around a particular topic.

Important: We prioritize feedback based on alignment with business goals. Everyone has feedback about design. (If feedback is more of a personal opinion than a business-related perspective, we’ll note it, but don't be offended if your feedback isn't specifically addressed!)

Slack channels

• #team-website - general website betterment
• #team-design - more internal discussion about topics interesting to designers

What we're building

Check out the company roadmap to see what we're working on next!