The Next Generation of Developer-First Products

Transcript

1. June 9th, 2021
   The Next
   

   Generation of
   
   
   Developer-First
   
   
   Products
   

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2. Why
   
   
   Developer-First?
   

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3. Developers used to
   influence, but not authorize,
   technology purchases.
   

   

   That's no longer the case.
   

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4. 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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5. 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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6. 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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7. Bottom Up Approach
   Developer Input
   Management
   

   Evaluation
   High
   

   Ownership
   Top Down Approach
   Management Vision
   Developer
   

   Task Execution
   Less
   

   Ownership
   

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8. I
   The First
   
   
   Generation
   2000 - 2009
   

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9. The First
   

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

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10. 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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11. II
    The Second
    
    
    Generation
    2010 - 2013
    

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

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13. 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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14. III
    The Third
    
    
    Generation
    2014 - 2017
    

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15. The Third
    

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

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16. 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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17. >
    The Next
    
    
    Generation
    2018 - Today
    

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18. The Next
    

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

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19. 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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20. How to create
    
    
    Developer Happiness?
    

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21. Cognitive
    

    Overload
    

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24. Hick’s Law
    

    

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

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28. Little
    

    Things
    

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31. 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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32. Broken Window Theory
    

    

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

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38. Small Surprise
    Small Surprise
    Small Surprise
    Small Surprise
    Small Surprise
    Love
    
    
    Praise
    
    
    Promotion
    =
    

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39. Small Annoyance
    Distrust
    
    
    Indifference
    
    
    Churn
    =
    Small Annoyance
    Small Annoyance
    Small Annoyance
    Small Annoyance
    

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40. Buyer vs User
    
    
    Dilemma
    

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42. User
    Buyer
    

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43. 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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46. Sales-Led
    

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47. Product-Led
    

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48. 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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49. Adopt &
    Integrate
    

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54. Jakob’s Law
    

    

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

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55. Open Source
    
    
    Friendly
    

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56. 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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60. 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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63. Treat Docs
    as Code
    

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64. 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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65. 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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69. Documentation is not
    auxiliary to the Product
    

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70. Documentation
    
    
    *is* the Product
    😎
    

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71. Data
    

    Driven
    

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73. Actual
    
    
    Behavior Planned
    
    
    Behavior
    

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74. Qualitative
    
    
    Data
    Quantitative
    
    
    Data
    

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75. 1:1 Feedback Sessions
    Quarterly Group Discussions
    Customer Satisfaction Dashboard
    Qualitative Data
    

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77. Quarterly Group Discussions
    Developer
    

    Advisory
    

    Board
    

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78. Quarterly Group Discussions
    

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79. Customer Satisfaction Dashboard
    

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80. Qualitative
    
    
    Data
    Quantitative
    
    
    Data
    

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81. Quantitative Data
    Support Ticket Trends
    Product Usage Tracking
    Documentation Usage Tracking
    

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82. 0
    25
    50
    75
    100
    Region 1
    Directory Sync
    Single Sign On
    Magic Link
    Dashboard
    Support Ticket Trends
    

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85. Developer
    

    Obsessed
    

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

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88. Design that works.
    

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90. Design that inspires.
    

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92. Changelog that works.
    

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94. Changelog that inspires.
    

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96. Recruiting that works.
    

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98. Recruiting that inspires.
    

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100. Aesthetic-Usability Effect
     

     

     Users often perceive aesthetically
     pleasing design as design that’s
     more usable.
     

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101. 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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102. 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
     

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103. If you ever settle,
     
     
     you’re doing it wrong.
     

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104. Thanks!
     
     
     @zenorocha
     

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