The Pull
PostHog was trying to connect user feedback to the engineering work already happening in GitHub.
Their current setup blocked them because feedback lived across calls, GitHub issues, Zendesk tickets, Slack threads, email, and social posts.
BuildBetter unblocks this by attaching source-backed customer context to GitHub issues so engineers do not have to ask someone to rebuild the story by hand.
The Catalyst
The workflow is concrete: a GitHub issue should carry the customer evidence behind it.
“Having issues auto-linked in GitHub means our engineers have immediate access to detailed context. It's made collaboration and prioritization straightforward and effective.”
— Anna Szell, PostHog
Before BuildBetter
PostHog had plenty of user feedback, but it lived in too many places:
- GitHub issues,
- Zendesk tickets,
- Slack threads,
- email,
- social posts,
- sales conversations,
- product conversations,
- research calls.
Engineers and PMs needed the “why” behind an issue without hunting across those sources.
The Blocker
The work was not collecting more feedback.
The blocker was connecting feedback to the engineering object that mattered: the GitHub issue.
If customer context stays in tickets, calls, Slack, and notes, engineering sees a vague issue and product has to manually explain why it matters.
“We were spending countless hours manually sorting through calls and customer feedback. It was a huge drain on our productivity and morale.”
— Anna Szell, PostHog
The BuildBetter Workflow
Customer feedback from calls, tickets, Slack, email, social, GitHub
↓
BuildBetter signal extraction
↓
Source-backed context
↓
Linked GitHub issue
↓
Engineer or PM acts with customer evidence attached
What Changed
- product and engineering can see customer context on issues,
- engineers do not have to chase PMs for the background,
- product does not manually rebuild the history for every ticket,
- feedback can inform prioritization inside the systems where work already happens.
“BuildBetter is becoming our go-to tool for strategic planning. It allows us to stay ahead by directly aligning product decisions with customer feedback.”
— Anna Szell, PostHog
