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

VS

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Improves collaboration between designers and developers

01

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?

01

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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“Every tool carries with it the spirit by which it has been created”Werner Karl Heisenberg

Thank You