The Next Generation of Developer-First Products

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June 9th, 2021 The Next   Generation of Developer-First Products

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Why Developer-First?

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Developers used to influence, but not authorize, technology purchases.     That's no longer the case.

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58% of developers indicated they have budget authority, not merely budget influence “ ” https://www.techrepublic.com/article/developers-now-control-a-big-chunk-of-enterprise-budgets-heres-how-to-reach-them Evans Data Corporation (2018)

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https://www.statista.com/statistics/627312/worldwide-developer-population in millions 28.7 27.7 23.9 23 2018 2019 2023 2024 # of software developers worldwide

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US has the largest population of developers India's developer population will overtake the US by 2024 https://www.daxx.com/blog/development-trends/number-software-developers-world APAC region   shows the   strongest growth LATAM has the second strongest growth

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Bottom Up Approach Developer Input Management   Evaluation High   Ownership Top Down Approach Management Vision Developer   Task Execution Less   Ownership

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I The First Generation 2000 - 2009

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The First   Generation Main Characteristics High-cost Nice to have Enabled collaboration I

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Atlassian 2002 Cloudflare 2009 Dynatrace 2005 GitHub 2008 Heroku 2007 JetBrains 2000 Liferay 2004 MongoDB 2007 Twilio 2008 OutSystems 2001 Splunk 2004 MuleSoft 2006

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II The Second Generation 2010 - 2013

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The Second Generation Low-cost API driven Mission-critical II Main Characteristics

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Algolia Auth0 Datadog DigitalOcean Docker Elastic Expo Firebase HashiCorp Nylas Plaid Pusher Runscope Segment Sentry Snowflake Stripe Webflow 2012 2013 2010 2012 2013 2012 2013 2011 2012 2013 2013 2010 2013 2011 2012 2012 2010 2013

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III The Third Generation 2014 - 2017

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The Third   Generation Main Characteristics Plug-and-play Highly scalable Easy to integrate III

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CodeSandbox CodeStream Fauna Gatsby GitLab LaunchDarkly Mux PopSQL Postman Prisma RapidAPI Readme Replit Retool Split Strapi Vercel 2017 2017 2015 2015 2014 2014 2015 2017 2014 2016 2015 2014 2016 2017 2015 2016 2015 Netlify 2014

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> The Next Generation 2018 - Today

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The Next   Generation Faster time-to-market Use low-code & no-code Enterprise-ready from day 1 Main Characteristics >

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Apideck 2018 Doppler 2018 Fig 2020 Linear 2019 PlanetScale 2018 Railway 2020 Raycast 2020 Render 2018 Roboflow 2019 Supabase 2020 Temporal 2019 WorkOS 2018 Gitpod 2019 Bannerbear 2019 Nhost 2018 SuperTokens 2019 Budibase 2019 Appwrite 2019

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How to create Developer Happiness?

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Cognitive   Overload

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Hick’s Law     The time it takes to make a decision increases with the number and complexity of choices. 😫

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Little   Things

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Obviously murder and graffiti are two vastly different crimes. But they are part of the same continuum, and a climate that tolerates one is more likely to tolerate the other. “ ” https://www.nber.org/digest/jan03/what-reduced-crime-new-york-city Former NYC Mayor (1998)

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Broken Window Theory     Visible signs of crime and civil disorder create an urban environment that encourages further crime and disorder. 🧐

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Small Surprise Small Surprise Small Surprise Small Surprise Small Surprise Love Praise Promotion =

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Small Annoyance Distrust Indifference Churn = Small Annoyance Small Annoyance Small Annoyance Small Annoyance

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Buyer vs User Dilemma

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User Buyer

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The Los Angeles school district spent $1.3 billion on new iPads and curriculum, only to find that only   1 teacher out of 245 classrooms was actually using them. “ ” https://www.latimes.com/local/la-me-ipad-eval-20140918-story.html LA Times (2014)

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Sales-Led

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Product-Led

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Buyer vs. User Dilemma     One approach is not inherently better than the other. It’s a matter   of what kind of company do you want to be and how to balance. 🤨

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Adopt & Integrate

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Jakob’s Law     Users will transfer expectations they have built around one product to another that appears similar. 🤔

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Open Source Friendly

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Linux is a cancer that attaches itself in an intellectual property sense   to everything it touches. “ ” https://www.theregister.com/2001/06/02/ballmer_linux_is_a_cancer Steve Ballmer, Microsoft CEO (2001)

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Microsoft now owns…     1. The most popular code editor (14M users) 2. The biggest package manager (10M users) 3. The largest developer community (40M users) 🤑

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Treat Docs as Code

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We lint our code.   We unit test our code. We use CI/CD on our code. We fix tech debt for our code. We build roadmaps for our code.

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Why don't we lint our docs?   Why don't we unit test our docs? Why don't we use CI/CD on our docs? Why don't we fix tech debt for our docs? Why don't we build roadmaps for our docs?

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Documentation is not auxiliary to the Product

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Documentation *is* the Product 😎

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Data   Driven

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Actual Behavior Planned Behavior

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Qualitative Data Quantitative Data

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1:1 Feedback Sessions Quarterly Group Discussions Customer Satisfaction Dashboard Qualitative Data

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Quarterly Group Discussions Developer   Advisory   Board

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Quarterly Group Discussions

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Customer Satisfaction Dashboard

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Qualitative Data Quantitative Data

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Quantitative Data Support Ticket Trends Product Usage Tracking Documentation Usage Tracking

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0 25 50 75 100 Region 1 Directory Sync Single Sign On Magic Link Dashboard Support Ticket Trends

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Developer   Obsessed

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Jiro 85-year-old sushi master Michelin three-star restaurant Started working from the age of 7

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Design that works.

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Design that inspires.

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Changelog that works.

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Changelog that inspires.

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Recruiting that works.

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Recruiting that inspires.

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Aesthetic-Usability Effect     Users often perceive aesthetically pleasing design as design that’s more usable.

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Safety Belonging Esteem Physiological Self Actualization Maslow's Hierarchy of Needs Food, water, sleep Financial, personal, housing Friends, family, relationships Confidence, respect from others Peace, knowledge, innovation

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Reliability Usability Extensibility Functionality Creativity DX Hierarchy of Needs RESTful, JSON, OAuth Uptime, Latency, InfoSec Docs, SDKs, Demos, Changelog CLI, GraphQL, OpenAPI, Webhooks Free Merch, API Explorer, Surprises