apidays Paris 2022 - Lessons from the evolution of API product management over the last 10 years, Claire Barrett, APIsFirst

apidays Paris 2022 - APIs the next 10 years: Software, Society, Sovereignty, Sustainability
December 14, 15 & 16, 2022

Lessons from the evolution of API product management over the last 10 years: what they could mean from here
Claire Barrett, Director at APIsFirst
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Transcript

1. Lessons from the evolution of API product management What it could mean from here Claire Barrett December 2022
2. Consultant and technology leader API-enabled change accelerator Thought leader Inclusivity champion Director, APIsFirst www.linkedin.com/in/claire-global Co-founder, The API Collective www.theapicollective.com Global lead for Women In APIs apidays.global/initiatives-women-in-apis
3. 2023 SERIES OF EVENT New York May 16&17 Australia October 11&12 Singapore April 12&13 Helsinki & North June 5&6 Paris SEPTEMBER London November 15&16 June 28-30 SILICON VALLEY March 14&15 Dubai & Middle East February 22&23
4. Lessons from the evolution of API product management • The story so far… • How it’s playing out… • What it might look like from here…
5. Why is this important? Good API products rely on good API product managers Business success …relies on API success …which relies on API products Being clear on the role of the API product manager means they’re set up for success
6. What we are taking as “given” APIs matter API products are important Organisations are continuing to invest in APIs APIs will continue to evolve
7. We’re digging deeper into The API Product Manager Why the role matters Why the role will keep evolving What we think it might evolve to
8. The importance Source: “Canadian CIOs: Focus on In-Demand IT Roles” - Gartner 2018 “Governs the evolution of connections in the ecosystem and determines how they are designed and monetized.” © APIsFirst Ltd 2022
9. Gartner “The State of the API Industry” Top ranked factor (across 3 x choices) 1. Missing key roles, such as API product manager • 59% of respondents voted in top three • 29% as #1 / top ranked 2. Lack of API standards (49%) 3. Lack of skills (43%) Source: Gartner, Mark O’Neill, apidays Paris December 2022 © APIsFirst Ltd 2022
10. How are we seeing this play out in job descriptions? “product strategy and roadmap” “revenue and customer satisfaction goals” “Recommendations… product base and vision”
11. Let’s review some key themes from API history… …from the perspective of the roles supporting it
12. © APIsFirst Ltd DX era Connectivity era The technology backdrop for APIs as products Mobile era 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 2022 Cloud era Social media era eCommerce era. Internal APIs
13. Meanwhile, the discipline of product management has been evolving…
14. What’s the genealogy of API product management? © APIsFirst Ltd 2022
15. Product management evolution from the 1930s ...through to the 2000s Services Process & automation Structural engineering Projects Manufacturing Lean & features FMCG & Marketing Products & brand Customer, data & UX Tech products Technology Agile & s/w engineering Platforms & ecosystems Digitisation API products © APIsFirst Ltd 2022
16. Let’s go back a step API products Tech products
17. Sources: Will Lawrence https://productlife.to/p/-the-four-pm-archetypes 2021 Sachin Rekhi https://www.sachinrekhi.com/finding-product-culture-fit 2020 Engineering-driven Data-driven Design-driven Sales-driven © APIsFirst Ltd 2022
18. Applying tech knowledge for highest impact Defining success, uncovering opportunities, leading fast execution Understanding user problems, partnering for right solution Ensuring product success in market Engineering-driven Data-driven Design-driven Sales-driven Engineering-driven Data-driven Design-driven Sales-driven Sources: Will Lawrence https://productlife.to/p/-the-four-pm-archetypes 2021 Sachin Rekhi https://www.sachinrekhi.com/finding-product-culture-fit 2020 © APIsFirst Ltd 2022
19. Sales-driven
20. What more sales-driven looks like © APIsFirst Ltd 2022
21. Sales-driven Can be mistaken for : • API-ifying current products • Responding to customer / partner / market forces • Expanding existing APIs’ use © APIsFirst Ltd 2022
22. Focuses on : • Unlocking value from data via APIs • API pricing and consumption • Marketing angle of API portal as sales channel Relies on : • Commercial skills • Ability to influence beyond traditional organisational boundaries Photograph from unsplash.com Sales-driven © APIsFirst Ltd 2022
23. Engineering-driven
24. Can be mistaken for : • Leading tech simplification • Championing API reuse • Looking after API governance Engineering-driven © APIsFirst Ltd 2022
25. What more engineering-driven looks like A large, mature organisation that is: • Realising value from digital transformation • Simplifying technology • Insourcing more and growing engineering talent © APIsFirst Ltd 2022
26. Focuses on : • API reliability, security and performance over best API design • Engineering practices and processes • High-tech answers to API product problems Relies on : • Technical depth and credibility • Communication skills with engineers and architects Engineering-driven Photograph from unsplash.com © APIsFirst Ltd 2022
27. Data-driven
28. Data-driven Can be mistaken for: • Owning API data products • Unlocking value from data as APIs • Leveraging AI/ML strengths and investment via APIs © APIsFirst Ltd 2022
29. What more data-driven looks like © APIsFirst Ltd 2022
30. Data-driven Focuses on : • Monitoring and synthesising today • Understanding consumer onboarding and usage • Planning “what next?” with APIs Relies on : • Statistical and analytical skills • Communication with data Photograph from unsplash.com © APIsFirst Ltd 2022
31. Design-driven
32. Can be mistaken for : • Incubating embedded business models • Monetising APIs either directly or indirectly • Creating new API-enabled customer experiences Design-driven © APIsFirst Ltd 2022
33. What more design-driven looks like © APIsFirst Ltd 2022
34. Focuses on : • Getting API consumer future wants and needs • Consumer endpoint designs • Design thinking and digital product design practices Relies on : • External community participation • Story-telling and influence Design-driven Photograph from unsplash.com © APIsFirst Ltd 2022
35. So what does the future look like for the API product manager role? Photograph from unsplash.com
36. Prediction #1 API product manager roles will continue to specialise into subspecies
37. Prediction #2 The organisations that set up API product management well for success will be advantaged.
38. Prediction #3 API product managers will be grown rather than hired
39. © APIsFirst Ltd THANK YOU Want to know more? linkedin.com/in/claire-global contact@apisfirst.com www.theapicollective.com