product design for rapid growth
TRANSCRIPT
Product Design for Rapid Growth
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How we grew from 1 million to 3 million developers using our product
55-60%Monthly Active Users
4 PlatformsChrome, Mac, In-Tab Legacy, CLI
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APIs are explodingSoftware and devices are more and more connected. Developers are not.
Service oriented architecture. Primary interface is the browser.
Smartphone revolution. Apps require APIs in the backend.
API-first development. HTTP at scale internally and externally.
Internet of things & Micro-services
4 million apps 18 million developers 10 million internal APIs
27 million developers 50 billion loT devices
API
GRO
WTH
EARLY 2000s 2010 PRESENT FUTURE
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Zero “traditional” marketingCONFIDENTIAL
No sales people01
No online or offline ads02
No sales events or launch events (yet)03
No tech event stalls/booths04
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CONFIDENTIAL
What do your design discussions sound like?User Flows & Journeys
Funnels
Errors and Bugs
Analytics
Drop Offs
Conversions
Customer Complaints
Testing
Pricing
Colors
Fonts
Layout
Templates
Icons
Buttons
Assets
Graphic
Slicing
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Improves collaboration between designers and developers
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The team becomes a lot more systematic and disciplined
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Get to the real effective product design decisions, faster
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1. Make all the UI Components
Encourages prototyping rather than static mocks and wires
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Helps the team choose the right toolchain for themselves
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You can be really creative with UI components, they won’t limit you if they are done right.
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2. Design decisions should always be in context of the result you want
For eg: more app downloads, more sign ups, or helping people go from manually testing APIs to automating so it’s less painful and time consuming for them…
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“Good design is good business”Thomas Watson Jr. (Chairman IBM, 1961-1971)
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Be Action OrientedMinimise hypothetical and opinion-based design + Don’t be afraid to make mistakes
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CONFIDENTIAL
Focus OnIterating internally
Opinions
“Meetings”
Verbal Concepts
Brainstorming
Shipping
Testing
Prototyping
Sketches
Making
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3. Ship, Ship, Ship!
Ship as much as you can, as fast as you can, as frequently as possible
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Demo Days
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Focus on parts of your product that encourage usage
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Don’t block usage and sharing with payment gateways or any other creative blocks.
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4. Build up network effects
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Onboard developers to your API in seconds
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The best API publishers use the Run Button
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How does your product work in the wild?
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How quickly can you test it IRL
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Will people pay for it/Is it validated by high usage?
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Product Validation
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CONFIDENTIAL
What validation isFocus groups say yes
Surveys say yes
Market research looks good
POC app
A successful presentation
Media buzz
People are using your product
Per person usage is increasing
People want their friends to use it
People are buying your product
They are asking for more features
and services
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What it isn’t
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5. Validate your product in the wildControlled conditions are not the best predictors of success
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6. Talk to people who use your products everyday
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“Users don’t know what they want”Are you sure about that?
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POSTMAN Chat with them
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“Every tool carries with it the spirit by which it has been created”Werner Karl Heisenberg
Thank You