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Mobile web is not (just) a technical challenge

Mobile web is not (just) a technical challenge

245cee81a9c424266e5e401d844ea881?s=128

Lara Hogan

June 20, 2014
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  1. l a r a h o g a n .

    me / c u l t u r e / @l a r a _ h o g a n
  2. None
  3. Engineering Teams at Etsy • Feature Teams • Listing page

    • Seller tools • Checkout • Infrastructure Teams • Performance • Data engineering • Autobots (testing)
  4. Engineering Teams at Etsy • Infrastructure Teams • Performance •

    Data engineering • Autobots (testing) • Feature Teams • Listing page • Seller tools • Checkout
  5. • Feature Teams • Listing page • Seller tools •

    Checkout • Mobile Web spun
  6. None
  7. User agent sniffer delivers different templates

  8. No mobile subdomain

  9. One team was responsible for mobilizing everything

  10. Worked okay... for a while.

  11. Everyone hates duplicate code templates/! templates/mobile/ assets/js/! assets/js/mobile/ assets/css/! assets/css/mobile/

  12. We began to explore native development

  13. “Everyone at Etsy should be doing mobile”

  14. ... so then no more mobile web work happened for

    a year.
  15. It was a large technical hurdle

  16. Device sizes and operating systems grew more fragmented

  17. mobile web caring shipping teaching }

  18. Options

  19. 1. Give up

  20. Source: StatCounter Global Stats, 6/14 % of Internet Traffic

  21. 1. Give up 2. Appoint mobile web cops/janitors

  22. In 2013, we appointed a new Mobile Web Team...

  23. ... but feature teams know how their feature should work

    on mobile.
  24. 1. Give up 2. Appoint mobile web cops/janitors 3. Implement

    technical solutions
  25. We built tools to make it easy to mobilize features...

  26. ... but feature teams still weren’t mobilizing anything.

  27. 1. Give up 2. Appoint mobile web cops/janitors 3. Implement

    technical solutions 4. Enact culture change
  28. We were trying to solve a cultural problem with just

    technology.
  29. • Infrastructure Teams • Performance • Data engineering • Autobots

    (testing) • Mobile Web • Feature Teams • Listing page • Seller tools • Checkout
  30. • Infrastructure Teams • Data engineering • Autobots (testing) •

    Mobile Web got
  31. Mobile Web’s parallel universe: Performance at Etsy

  32. Educated coworkers

  33. None
  34. clear

  35. None
  36. +160kb

  37. Incentivized coworkers

  38. None
  39. whoa!

  40. Developers fixed it

  41. whoa,

  42. Performance hero

  43. Performance hero

  44. Empowered coworkers

  45. People began to do performance caring shipping teaching }

  46. stan: hey bucky perf just jumped with this deploy bucky:

    looking now stan stan: dashboards.etsycorp.com/ deploy.php#pageperf...
  47. Yash: great catch stan, thanks for vigilance ross: thanks for

    seeing something & saying something bucky: stan
  48. None of these people are on the performance team.

  49. Solving mobile web’s culture problem

  50. Educating coworkers

  51. Lunch & Learn: Mobile Web Performance

  52. Workshop: How to Test on Mobile

  53. Lunch & Learn: Designing for Touch

  54. Incentivizing coworkers

  55. None
  56. None
  57. None
  58. Mobile Web Hack Week

  59. Empowering coworkers

  60. “We are a mobile-first company.” - Chad Dickerson, Etsy CEO

    in a company meeting
  61. Feature teams began to care, ship, and teach

  62. “Remember this win on desktop, where we added some light

    copy changes and saw a lift in conversion? As promised, we're running this experiment on mobile web...” (actual
  63. None
  64. “Does this work on mobile? Absolutely! ... We found that

    a one-template approach for this page was much better for both user experience and operational overhead...” (another
  65. None
  66. “...we’ve mobilized the Interactions feature in the Activity Feed, which

    wasn’t previously mobilized.” (yet
  67. None
  68. These are our success metrics. caring shipping teaching }

  69. Which of these are you missing? caring shipping teaching }

  70. culture technology &

  71. culture technology &