DevRelCon London 2019 - Developer Experience Workshop

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Developer Experience December 9th, 2̸19 hoopy.io

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Welcome hoopy.io

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

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betta.io

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@cbetta [email protected] hoopy.io [email protected] @PreciselyAlyss [email protected]

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hoopy.io

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

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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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Theory Exercises: Analysis + hoopy.io

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Ask me anything hoopy.io

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Oh, hi! hoopy.io

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Developer Experience hoopy.io

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What is DX? hoopy.io

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“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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A platform

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A platform A successful user

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A developer platform A successful developer

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A developer platform A successful developer A fresh new developer

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

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Developer Experience 1st site visit Successful integration Outreach Advocacy

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

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Developer Experience 1st site visit Successful integration Outreach Advocacy

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

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Developer Experience 1st site visit Successful integration Outreach Advocacy

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APIs + SDKs Docs + Onboarding

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APIs + SDKs Docs + Onboarding

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APIs + SDKs Docs + Onboarding + External Developers

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Usability + External Developers

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Usability

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“Simple”

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Usability

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Discoverable Forgiving Learnable Correct Predictable Usability

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Correct hoopy.io

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Predictable hoopy.io

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Cognitive Load hoopy.io

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Cognitive Overload hoopy.io

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Cognitive Overload

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

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_ Your name* hoopy.io

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Who can see this? Your name* hoopy.io

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

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

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Discoverable hoopy.io

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

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hoopy.io

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“Scent of information” hoopy.io

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Forgiving hoopy.io

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Learnable hoopy.io

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Usability Discoverable Forgiving Learnable Correct Predictable

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Usability hoopy.io

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Exercise hoopy.io

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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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Usability Discoverable Forgiving Learnable Correct Predictable hoopy.io

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Usability hoopy.io

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Usability + External Developers hoopy.io

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External Developers hoopy.io

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External Developers hoopy.io

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Understanding Developers hoopy.io

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Understanding Developers

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Understanding Developers Documentation Types

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Understanding Developers Documentation Types Developer Journey

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Understanding Developers Documentation Types Developer Journey Wider Developer Lifecycle

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Understanding Developers Documentation Types Developer Journey Friction Logging Wider Developer Lifecycle

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

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hoopy.io Understanding Developers

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

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Developer Drivers • Market • Organisation • Technical • Developer

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

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

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Developer Attributes • Experience • Motivation

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Developer Journey Experience Motivation

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Experience Motivation Your CTO Developer Journey

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Experience Motivation Your CTO Starter Developer Journey

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Experience Motivation Your CTO Convert Developer Journey Starter

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Experience Motivation Your CTO Convert Try Now Developer Journey Starter

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

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Experience Motivation Expert Convert Try Now Impl. Developer Journey Starter

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Experience Motivation Developer Journey

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Understanding Developers

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Understanding Developers Documentation Types Developer Journey

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Documentation Types hoopy.io

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Exercise hoopy.io

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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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Documentation Types hoopy.io

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

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

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

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

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Documentation Types Experience Motivation

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Reference Experience Motivation hoopy.io

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Reference Experience Motivation hoopy.io

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Reference Exploration Experience Motivation hoopy.io

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Reference Exploration Experience Motivation hoopy.io

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Getting Started Reference Exploration Experience Motivation hoopy.io

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Further Guidance Getting Started Reference Exploration Experience Motivation hoopy.io

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Further Guidance Getting Started Reference Exploration Experience Motivation hoopy.io

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Further Guidance Getting Started Reference Exploration Experience Motivation hoopy.io

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Further Guidance Getting Started Reference Exploration Developer Journey

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Understanding Developers Documentation Types Developer Journey

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Break hoopy.io

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

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Break hoopy.io

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

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Understanding Developers Documentation Types Developer Journey

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Understanding Developers Documentation Types Developer Journey Wider Developer Lifecycle

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Wider Developer Lifecycle

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Developer Experience 1st site visit Successful integration Outreach Advocacy

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Activation Retention AAARRRP Acquisition Revenue Awareness Referral Product

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Consideration Loyalty Customer Product Lifecycle Familiarity Purchase Awareness

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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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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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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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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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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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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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Exercise hoopy.io

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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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Understanding Developers Documentation Types Developer Journey Wider Developer Lifecycle

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Understanding Developers Documentation Types Developer Journey Friction Logging Wider Developer Lifecycle

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Friction Logging hoopy.io

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1st site visit Successful integration Engagement Retention

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go.betta.io/dxgithub

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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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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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5/80 rule hoopy.io

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

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Quantiﬁable product feedback hoopy.io

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Product manager empathy hoopy.io

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Exercise hoopy.io

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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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Understanding Developers Documentation Types Developer Journey Friction Logging Wider Developer Lifecycle

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

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hoopy.io Operationalization

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hoopy.io The problem with DX

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

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

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hoopy.io SCOOP - framework

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hoopy.io SCOOP CONTENT  OUTREACH OPERATIONS PROGAMMES speakerdeck.com/johndbritton/marketing-to-developers

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

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hoopy.io Automation

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hoopy.io Automation Instrumentation

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

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

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

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hoopy.io Automation Instrumentation

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

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hoopy.io Sign up 100% Create app 80% API call 40% Measure deviation [email protected]

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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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Exercise hoopy.io

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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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Recap hoopy.io

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

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

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

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Exploration Getting Started Further Guidance Reference hoopy.io

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

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

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

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Automation ensures your DX scales with your product hoopy.io

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

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

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Queﬆions hoopy.io

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FAQ hoopy.io

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Which company does this the beﬆ? hoopy.io

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Experience Motivation hoopy.io

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Stripe Experience Motivation hoopy.io

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Stripe Twilio Experience Motivation hoopy.io

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Pusher Stripe Twilio Experience Motivation hoopy.io

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

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How do I measure ROI? hoopy.io

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Measure Change hoopy.io

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hoopy.io

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Measure Success hoopy.io

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Marketing Metrics != DX Metrics hoopy.io

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Measure Support Load hoopy.io

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Should I own my SDKs? hoopy.io

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

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“…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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Tooling? hoopy.io

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Queﬆions hoopy.io

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Thank you hoopy.io [email protected] [email protected] [email protected] Alyss Noland Cristiano Betta