DevRelCon London 2019 - Developer Experience Workshop

Transcript

1. Developer Experience
   December 9th, 2̸19
   hoopy.io
   

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2. Welcome
   hoopy.io
   

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3. Cristiano Betta
   Associate Consultant @ Hoopy
   Senior Developer Advocate @ Box
   hoopy.io
   Senior Developer Advocate @ Box
   Alyss Noland
   

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4. betta.io
   

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5. @cbetta
   cristiano@hoopy.io
   hoopy.io
   cbetta@box.com
   @PreciselyAlyss
   anoland@box.com
   

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6. hoopy.io
   

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7. Agenda
   • Defining Developer Experience
   • Developer Experience Journey
   • Documentation Types
   • Break
   • Developer Life Cycle
   • Friction logs
   • Operations
   hoopy.io
   

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8. Goals
   • Understand what makes for a great
   Developer Experience
   • Train your eye to spot bad Developer
   Experience
   • Provide you with the vocabulary to
   explain why something is bad DX
   • Inform what automation and
   instrumentation can be created to scale
   a developer experience hoopy.io
   

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9. Theory
   Exercises: Analysis
   +
   hoopy.io
   

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10. Ask me anything
    hoopy.io
    

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11. Oh, hi!
    hoopy.io
    

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12. Developer Experience
    hoopy.io
    

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13. What is DX?
    hoopy.io
    

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14. “Developer experience is an extension of UX that
    focuses on the developer, who can either be the
    intermediary or, as is the case with many APIs, the end
    user. Whether or not you focus on DX design, your
    developers are always experiencing your API, and that
    experience may either be positive or negative.”
    - Jennifer Riggins | @jkriggins
    hoopy.io
    

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15. A platform
    

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16. A platform
    A successful
    user
    

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17. A developer platform
    A successful
    developer
    

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18. A developer platform
    A successful
    developer
    A fresh new
    developer
    

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19. A developer platform
    A fresh new
    developer
    Long
    term success
    A successful
    developer
    

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20. Developer Experience
    1st site
    visit
    Successful
    integration
    Outreach Advocacy
    

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21. Developer Experience
    1st site
    visit
    Successful
    integration
    Advocacy
    Outreach
    • Hackathons
    • Conferences
    • Talks
    • Blog posts
    • Tutorials
    Developer Outreach
    

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22. Developer Experience
    1st site
    visit
    Successful
    integration
    Outreach Advocacy
    

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23. Developer Experience
    1st site
    visit
    Successful
    integration
    Outreach Advocacy
    • Support
    • Feedback
    • Office hours
    • Beta Programmes
    Developer Advocacy
    

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24. Developer Experience
    1st site
    visit
    Successful
    integration
    Outreach Advocacy
    

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25. APIs + SDKs
    Docs + Onboarding
    

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26. APIs + SDKs
    Docs + Onboarding
    

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27. APIs + SDKs
    Docs + Onboarding
    + External Developers
    

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28. Usability + External Developers
    

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29. Usability
    

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30. “Simple”
    

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31. Usability
    

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32. Discoverable
    Forgiving
    Learnable
    Correct
    Predictable
    Usability
    

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33. Correct
    hoopy.io
    

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35. View Slide

36. Predictable
    hoopy.io
    

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37. Cognitive Load
    hoopy.io
    

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38. Cognitive Overload
    hoopy.io
    

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39. Cognitive
    Overload
    

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40. What can I do?
    What will happen?
    Will I break anything?
    Can I change my decision?
    hoopy.io
    

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41. _
    Your name*
    hoopy.io
    

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42. Who can see this?
    Your name*
    hoopy.io
    

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43. Can I change this later?
    Your name*
    hoopy.io
    

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44. What can I do?
    What will happen?
    Will I break anything?
    Can I change my decision?
    hoopy.io
    

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45. Discoverable
    hoopy.io
    

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46. Where am I?
    What can I do?
    Where can I go?
    Where did I come from?
    hoopy.io
    

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47. View Slide

48. hoopy.io
    

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49. “Scent of information”
    hoopy.io
    

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50. View Slide

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52. Forgiving
    hoopy.io
    

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53. hoopy.io
    

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54. hoopy.io
    

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55. hoopy.io
    

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56. Learnable
    hoopy.io
    

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57. View Slide

58. View Slide

59. Usability
    Discoverable
    Forgiving
    Learnable
    Correct
    Predictable
    

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60. Usability
    hoopy.io
    

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61. Exercise
    hoopy.io
    

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62. View Slide

63. Are there any usability issues?
    What type of usability problems are they?
    Discoverability, Predictability, Correctness, Learnability
    Or Forgiveness?
    What tricks can you see that make things
    more learnable, discoverable, etc?
    Teams of 2
    Sign up for each other’s products
    

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64. Usability
    Discoverable
    Forgiving
    Learnable
    Correct
    Predictable
    hoopy.io
    

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65. Usability
    hoopy.io
    

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66. Usability + External Developers
    hoopy.io
    

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67. External Developers
    hoopy.io
    

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68. External Developers
    hoopy.io
    

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69. Understanding Developers
    hoopy.io
    

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70. Understanding Developers
    

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71. Understanding Developers Documentation Types
    

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72. Understanding Developers Documentation Types
    Developer Journey
    

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73. Understanding Developers Documentation Types
    Developer Journey
    Wider Developer Lifecycle
    

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74. Understanding Developers Documentation Types
    Developer Journey
    Friction Logging
    Wider Developer Lifecycle
    

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75. Understanding Developers Documentation Types
    Developer Journey
    Friction Logging
    Wider Developer Lifecycle
    Operationalization
    

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76. hoopy.io
    Understanding Developers
    

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77. Understanding Developers
    • Enterprise Developers
    • Startup Developers
    • Hackers
    • Junior
    • N00bs
    • Senior
    

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78. Developer Drivers
    • Market
    • Organisation
    • Technical
    • Developer
    

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79. Developer Drivers
    • What we’re trying to understand
    • What we’re trying to overcome
    

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80. Developer Drivers
    • Product Experience
    • Industry Experience
    • Technical Experience
    • Life Experience
    • Motivation
    

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81. Developer Attributes
    • Experience
    • Motivation
    

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82. Developer Journey
    Experience
    Motivation
    

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83. Experience
    Motivation
    Your CTO
    Developer Journey
    

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84. Experience
    Motivation
    Your CTO
    Starter
    Developer Journey
    

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85. Experience
    Motivation
    Your CTO
    Convert
    Developer Journey
    Starter
    

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86. Experience
    Motivation
    Your CTO
    Convert
    Try Now
    Developer Journey
    Starter
    

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87. Experience
    Motivation
    Your CTO
    Convert
    Try Now
    Impl.
    Developer Journey
    Starter
    

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88. Experience
    Motivation
    Expert
    Convert
    Try Now
    Impl.
    Developer Journey
    Starter
    

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89. Experience
    Motivation
    Developer Journey
    

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90. Understanding Developers
    

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91. Understanding Developers Documentation Types
    Developer Journey
    

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92. Documentation Types
    hoopy.io
    

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93. Exercise
    hoopy.io
    

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94. What types of documentation can you recognise?
    For what level of experience and motivation
    is that documentation intended?
    How does the documentation
    flow from one type to the other? (Bonus)
    Using the same products you looked at before
    

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95. Documentation Types
    hoopy.io
    

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96. Documentation Types
    • Get Started Guides
    • QuickStarts
    • Tutorials
    • Guides
    • Samples
    • Demos
    • Reference
    • Use Cases
    • Examples
    • Libraries & SDKs
    

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97. Documentation Types
    • Get Started Guides
    • QuickStarts
    • Tutorials
    • Guides
    • Samples
    • Demos
    • Reference
    • Use Cases
    • Examples
    • Libraries & SDKs
    

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98. Documentation Types
    • Get Started Guides
    • QuickStarts
    • Tutorials
    • Guides
    • Samples
    • Demos
    • Reference
    • Use Cases
    • Examples
    • Libraries & SDKs
    

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99. Documentation Types
    • Get Started Guides
    • QuickStarts
    • Tutorials
    • Guides
    • Samples
    • Demos
    • Reference
    • Use Cases
    • Examples
    • Libraries & SDKs
    

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100. Documentation Types
     Experience
     Motivation
     

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101. Reference
     Experience
     Motivation
     hoopy.io
     

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104. Reference
     Experience
     Motivation
     hoopy.io
     

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105. Reference
     Exploration
     Experience
     Motivation
     hoopy.io
     

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106. View Slide

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110. Reference
     Exploration
     Experience
     Motivation
     hoopy.io
     

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111. Getting Started
     Reference
     Exploration
     Experience
     Motivation
     hoopy.io
     

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112. View Slide

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117. Further Guidance
     Getting Started
     Reference
     Exploration
     Experience
     Motivation
     hoopy.io
     

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118. View Slide

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120. Further Guidance
     Getting Started
     Reference
     Exploration
     Experience
     Motivation
     hoopy.io
     

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121. View Slide

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125. Further Guidance
     Getting Started
     Reference
     Exploration
     Experience
     Motivation
     hoopy.io
     

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126. Further Guidance
     Getting Started Reference
     Exploration
     Developer Journey
     

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127. Understanding Developers Documentation Types
     Developer Journey
     

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128. Break
     hoopy.io
     

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129. Agenda
     • Defining Developer Experience
     • Developer Experience Journey
     • Documentation Types
     • Break
     • Developer Life Cycle
     • Friction logs
     • Operations
     hoopy.io
     

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130. Break
     hoopy.io
     

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131. Agenda
     • Defining Developer Experience
     • Developer Experience Journey
     • Documentation Types
     • Break
     • Developer Life Cycle
     • Friction logs
     • Operations
     hoopy.io
     

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132. Understanding Developers Documentation Types
     Developer Journey
     

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133. Understanding Developers Documentation Types
     Developer Journey
     Wider Developer Lifecycle
     

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134. Wider Developer Lifecycle
     

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135. Developer Experience
     1st site
     visit
     Successful
     integration
     Outreach Advocacy
     

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136. Activation Retention
     AAARRRP
     Acquisition Revenue
     Awareness Referral Product
     

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137. Consideration Loyalty
     Customer Product Lifecycle
     Familiarity Purchase
     Awareness
     

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138. Consideration Loyalty
     Customer Product Lifecycle
     Familiarity Purchase
     Awareness
     Tutorials, social media,
     traditional marketing…
     White papers, trials,
     testimonials, sample apps,
     webinars, quick starts…
     Beta programmes,
     newsletters, champion
     programmes…
     Developer Experience
     

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139. Enablement Retention
     Customer Product Lifecycle
     Engagement
     Developer Experience
     Tutorials, social media,
     traditional marketing…
     White papers, trials,
     testimonials, sample apps,
     webinars, quick starts…
     Beta programmes,
     newsletters, champion
     programmes…
     

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140. Engagement
     Tutorials, social media,
     traditional marketing…
     Developer Engagement
     “To create content and perform activities
     intended to raise awareness and familiarity of
     the product amongst the wider developer
     community”
     Mostly External Facing
     Often a marketing activity
     

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141. Enablement Retention
     Engagement
     Tutorials, social media,
     traditional marketing…
     White papers, trials,
     testimonials, sample apps,
     webinars, quick starts…
     Beta programmes,
     newsletters, champion
     programmes…
     

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142. Enablement
     White papers, trials,
     testimonials, sample apps,
     webinars, quick starts…
     Developer Enablement
     “To create content and perform activities
     intended to enable internal and external
     developers to use your product, as well as
     enable go-to-market facing colleagues to enable
     others to use the product.”
     Both internal and external facing
     Generally an educational activity
     

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143. Enablement Retention
     Engagement
     Tutorials, social media,
     traditional marketing…
     White papers, trials,
     testimonials, sample apps,
     webinars, quick starts…
     Beta programmes,
     newsletters, champion
     programmes…
     

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144. Retention
     Beta programmes,
     newsletters, champion
     programmes…
     Developer Retention
     “To create content and perform activities
     intended to ensure developers and customers
     understand the continued value of the product
     and are early adopters new value add-ons”
     Both internal and external facing
     Combination of marketing
     and educational activities
     

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145. Enablement Retention
     Engagement
     Tutorials, social media,
     traditional marketing…
     White papers, trials,
     testimonials, sample apps,
     webinars, quick starts…
     Beta programmes,
     newsletters, champion
     programmes…
     

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146. Exercise
     hoopy.io
     

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147. What kind of activities or content does your company
     deliver for each of these?
     Where are the gaps? Is there an in-balance
     of focus?
     What would be a good next programme to fill these gaps?
     On paper or on spreadsheet, create three columns:
     Engagement, Enablement, and Retention
     

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148. Understanding Developers Documentation Types
     Developer Journey
     Wider Developer Lifecycle
     

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149. Understanding Developers Documentation Types
     Developer Journey
     Friction Logging
     Wider Developer Lifecycle
     

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150. Friction Logging
     hoopy.io
     

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151. 1st site
     visit
     Successful
     integration
     Engagement Retention
     

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152. go.betta.io/dxgithub
     

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153. Cristiano Betta - 9/12/2019
     Upload a file to ImgApp
     * Go to developer.imgapp.com
     This took me to the Get Started Guide but
     
     then wasn’t clear on next steps
     …
     * Made the sample API call but received a 400
     I copied the command literally from the tutorial

     and I got a 400 response with zero guidance on
     what I did wrong. No idea how to proceed.
     * Click on “Get Started”
     …
     The animated gif on the front-page showed me
     exactly what I can do with the API within 5 seconds.
     Discoverable
     Unpredictable
     Unforgiving
     Exploration
     Getting Started
     Reference
     

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154. Reference I copied the command literally from the tutorial

     and I got a 400 response with zero guidance on
     what I did wrong. No idea how to proceed.
     I wanted to share a link to a specific point in
     the docs and was unable to get a link as it’s an
     infinitely scrolling page without clear anchors
     Unforgiving
     Inaccessible
     Get Started Nullam id dolor id nibh ultricies vehicula ut id
     elit. Morbi leo risus, porta ac consectetur ac,
     vestibulum at eros.
     Nullam id dolor id nibh ultricies vehicula ut id
     elit. Morbi leo risus, porta ac consectetur ac,
     vestibulum at eros.
     Nullam id dolor id nibh ultricies vehicula ut id
     elit. Morbi leo risus, porta ac consectetur ac,
     vestibulum at eros.
     Discoverable
     Forgiving
     Unpredictable
     

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155. 5/80 rule
     hoopy.io
     

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156. 5 friction logs
     ===
     80% of major issues
     hoopy.io
     

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157. Quantifiable product feedback
     hoopy.io
     

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158. Product manager empathy
     hoopy.io
     

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159. Exercise
     hoopy.io
     

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160. 1. Create a friction log for this use case
     2. Document on paper or in an online doc
     3. Log the moments of delight, frustration, and anger
     “Send an Tweet with Nexmo”
     developer.nexmo.com
     Alternative for non-developers
     “Send a tweet with a new Twitter account”
     twitter.com
     

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161. Understanding Developers Documentation Types
     Developer Journey
     Friction Logging
     Wider Developer Lifecycle
     

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162. Understanding Developers Documentation Types
     Developer Journey
     Friction Logging
     Wider Developer Lifecycle
     Operationalization
     

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163. hoopy.io
     Operationalization
     

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164. hoopy.io
     The problem with DX
     

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165. hoopy.io
     The problem with DX
     Create an easy on boarding flow
     Write amazing guides and tutorials
     Maintain the API spec
     Create sample code for every API
     Create useful SDKs
     Create white papers
     Speak at conferences
     Keep in contact with existing customers
     Maintain a changeling
     Maintain social media
     Launch an ambassador programme
     Engage developers on the forum
     Work with partners on integrations
     

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166. hoopy.io
     It’s a lot of work that doesn’t scale
     

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167. hoopy.io
     No they won’t let you hire 30 people
     Unless you are Nexmo
     

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168. hoopy.io
     SCOOP - framework
     

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169. hoopy.io
     SCOOP
     CONTENT

     OUTREACH
     OPERATIONS
     PROGAMMES
     speakerdeck.com/johndbritton/marketing-to-developers
     

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170. hoopy.io
     OPERATIONS
     speakerdeck.com/johndbritton/marketing-to-developers
     “Make checklists,
     automate, refactor”
     - John Britton, DevRelCon 2017
     

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171. hoopy.io
     Automation
     

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172. hoopy.io
     Automation Instrumentation
     

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173. hoopy.io
     Automation
     1. Anything that can be turned into a
     checklist should.
     2. Checklists can be turned into an
     automated process.
     

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174. hoopy.io
     Automation
     Documentation
     • Spellchecking
     • Translation
     • External and internal link validation
     • Cross-linking of related content
     • Create reports to provide other teams with
     insights into documentation coverage of APIs
     • Content Matrix
     

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175. Exploration
     Get Started
     Guides
     Reference
     Content Matrix Example
     Install
     Initialize
     Create Keys
     Create Cards
     Register Cards
     Find Cards
     Encrypt
     Decrypt
     Sign
     Verify
     ✅ ✅ ✅ ✅ ✅
     ✅ ✅ ✅ ✅ ✅
     ✅ ✅
     ✅ ✅
     ✅ ✅
     ✅ ✅
     ✅
     ✅
     ✅ ✅ ✅ ✅
     ❎
     ❎
     ❎
     ❎
     ❎
     ❎
     ✅
     ✅
     Store Keys
     

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176. hoopy.io
     Automation
     API Specification
     • Automated spellchecks
     • Contract testing
     • Response sample generation
     

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177. SDKs
     • Autogeneration from API spec
     • Feature parity checking
     • Request sample generation
     • Standardization
     hoopy.io
     Automation
     

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178. hoopy.io
     Automation Pipeline
     Product
     API Spec Documentation Change
     SDKs Change
     CLI Change
     Onboarding
     Changelog
     Newsletter
     Contract Validation
     

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179. hoopy.io
     Automation Instrumentation
     

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180. hoopy.io
     Instrumentation
     1. Measure key moments in the developer
     journey as well as the wider developer
     lifecycle
     2. Set up automated process to track
     improvements and actively warn of
     deterioration of key indicators
     

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181. hoopy.io
     Measure deviation
     Sign up
     100%
     Create app
     80%
     API call
     60%
     

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182. hoopy.io
     Sign up
     100%
     Create app
     80%
     API call
     40%
     Measure deviation
     panic@example.com
     

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183. Create app
     100%
     Make API Call A After 2 weeks
     10% active
     Discover Retention
     20% active
     Make API Call B
     50% active
     Make API Call A+B
     Prioritize!
     

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184. Exercise
     hoopy.io
     

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185. Determine 3 key events in your developer lifecycle
     Pick an early moment of engagement,
     a moment of enablement,
     and a later moment of retention.
     Which indicator could be best used
     to drive further growth?
     Which indicator could be best used
     as an indicator of potential deterioration?
     

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186. Recap
     hoopy.io
     

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187. DX is where
     your product and
     external developers collide
     hoopy.io
     

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188. External developers
     can be characterised
     by experience and motivation
     hoopy.io
     

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189. Most of the developer
     journey happens
     in four phases
     hoopy.io
     

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190. Exploration
     Getting Started
     Further Guidance
     Reference
     hoopy.io
     

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191. The wider developer
     lifecycle can be described in terms
     of engagement, enablement, and
     retention
     hoopy.io
     

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192. Friction logs created by new
     users can be a cheap yet effective
     way to gather product feedback
     hoopy.io
     

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193. DX is a product that can be
     scaled through automation and
     instrumentation
     hoopy.io
     

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194. Automation ensures your DX
     scales with your product
     hoopy.io
     

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195. Instrumentation protects the
     value of a DX by active
     monitoring key events
     hoopy.io
     

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196. Understanding Developers Documentation Types
     Developer Journey
     Friction Logging
     Wider Developer Lifecycle
     Operationalization
     

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197. Questions
     hoopy.io
     

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198. FAQ
     hoopy.io
     

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199. Which company does
     this the best?
     hoopy.io
     

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200. Experience
     Motivation
     hoopy.io
     

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201. Stripe
     Experience
     Motivation
     hoopy.io
     

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202. View Slide

203. Stripe
     Twilio
     Experience
     Motivation
     hoopy.io
     

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204. View Slide

205. Pusher
     Stripe
     Twilio
     Experience
     Motivation
     hoopy.io
     

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206. View Slide

207. Twilio???
     Pusher
     Stripe
     Twilio
     Experience
     Motivation
     hoopy.io
     

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208. View Slide

209. How do I measure ROI?
     hoopy.io
     

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210. Measure Change
     hoopy.io
     

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211. hoopy.io
     

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212. Measure Success
     hoopy.io
     

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213. Marketing Metrics
     != DX Metrics
     hoopy.io
     

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214. Measure Support
     Load
     hoopy.io
     

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215. Should I own my SDKs?
     hoopy.io
     

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216. How can you determine the DX
     of something you don’t own?
     hoopy.io
     

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217. View Slide

218. “…in reality, whatever people can
     pull down from their favorite
     package manager is their
     developer experience…”
     - Square’s Tristan Sokol @ DevXCon SF 2̸17
     About SDKs
     hoopy.io
     

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219. Tooling?
     hoopy.io
     

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220. Questions
     hoopy.io
     

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221. Thank you
     hoopy.io
     cbetta@box.com
     cristiano@hoopy.io
     anoland@box.com
     Alyss Noland
     Cristiano Betta
     

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