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The Next Generation of Developer-First Products

The Next Generation of Developer-First Products

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Zeno Rocha

June 09, 2021
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  1. June 9th, 2021 The Next 
 Generation of Developer-First Products

  2. Why Developer-First?

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


    
 That's no longer the case.
  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)
  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
  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
  7. Bottom Up Approach Developer Input Management 
 Evaluation High 


    Ownership Top Down Approach Management Vision Developer 
 Task Execution Less 
 Ownership
  8. I The First Generation 2000 - 2009

  9. The First 
 Generation Main Characteristics High-cost Nice to have

    Enabled collaboration I
  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
  11. II The Second Generation 2010 - 2013

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

  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
  14. III The Third Generation 2014 - 2017

  15. The Third 
 Generation Main Characteristics Plug-and-play Highly scalable Easy

    to integrate III
  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
  17. > The Next Generation 2018 - Today

  18. The Next 
 Generation Faster time-to-market Use low-code & no-code

    Enterprise-ready from day 1 Main Characteristics >
  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
  20. How to create Developer Happiness?

  21. Cognitive 
 Overload

  22. None
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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)
  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 =
  39. Small Annoyance Distrust Indifference Churn = Small Annoyance Small Annoyance

    Small Annoyance Small Annoyance
  40. Buyer vs User Dilemma

  41. None
  42. User Buyer

  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)
  44. None
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  46. Sales-Led

  47. Product-Led

  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. 🤨
  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. 🤔
  55. Open Source Friendly

  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)
  57. None
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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) 🤑
  61. None
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  63. Treat Docs as Code

  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.
  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?
  66. None
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  69. Documentation is not auxiliary to the Product

  70. Documentation *is* the Product 😎

  71. Data 
 Driven

  72. None
  73. Actual Behavior Planned Behavior

  74. Qualitative Data Quantitative Data

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

    Data
  76. None
  77. Quarterly Group Discussions Developer 
 Advisory 
 Board

  78. Quarterly Group Discussions

  79. Customer Satisfaction Dashboard

  80. Qualitative Data Quantitative Data

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

    Tracking
  82. 0 25 50 75 100 Region 1 Directory Sync Single

    Sign On Magic Link Dashboard Support Ticket Trends
  83. None
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  85. Developer 
 Obsessed

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

    the age of 7
  87. None
  88. Design that works.

  89. None
  90. Design that inspires.

  91. None
  92. Changelog that works.

  93. None
  94. Changelog that inspires.

  95. None
  96. Recruiting that works.

  97. None
  98. Recruiting that inspires.

  99. None
  100. Aesthetic-Usability Effect 
 
 Users often perceive aesthetically pleasing design

    as design that’s more usable.
  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
  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
  103. If you ever settle, you’re doing it wrong.

  104. Thanks! @zenorocha