Case Study: BugHerd avoids fatal product decisions and refocuses on its core product with Segment

How BugHerd used Twilio Segment to focus on the product that drives the most value to the business

BugHerd is a Melbourne-based visual feedback tool that helps clients pin bug reports and contextual info directly onto web pages. As a 17-person Series A startup, it launched three new products (BugHerd TNG, Stack and Brief) but faced limited engineering hours and needed to validate product–market fit quickly using acquisition, onboarding, usage and customer feedback metrics; early data showed TNG and Stack had far lower activation and conversion rates than the original product and Brief failed to convert beta users at all.

Rather than build and maintain internal analytics, BugHerd integrated Segment across products and environments and routed data to Mixpanel and Google Analytics to track conversion, activation, ARPA and churn. Those insights — captured without draining developer resources — led the team to stop development on the new products after 18 months and refocus on the original product, a decision the company credits with avoiding a potentially fatal misallocation of resources.

BugHerd

Chanie Hyde

Head of Marketing