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Luke Wroblewski, LukeW Ideation - Warm Gun conference

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  • Hi, I’m LukeW.\nI’m the one not doing charity work or spending my time on social change or education.\nAnd i don’t think that Facebook & Twitter are frivolous.\nTwitter is a platform. Facebook is a platform.\nYou can use it to make fart jokes or to overthrow your government.\nThere’s a time for both.\nPlatforms are vessels for people to fill - and they will fill them in many ways.\nHate me if you want.\n\nSo with that said, I wanted to talk about a few things we did up front when we built the Bagcheck platform\nTo be FAST.\nWe believed in speed = here’s how we made ourselves fast.\nThis talk is technical. I will show code. I am a designer. That’s ok.\nThere’s a lot more to making a company.\n\nBut first FTW is Bagcheck? The easy answer is people use stuff to do things esp. things they love.\nWe allowed them to make lists of that stuff & share, collaborate.\n\nSo if you’re into cooking --- like Carol (incredible baker!) here’s what she uses.\nSo why does Carol share this? She’s an awesome baker & people know it\nPeople want to know how she makes brownies!\n\n\n
  • Hi, I’m LukeW.\nI’m the one not doing charity work or spending my time on social change or education.\nAnd i don’t think that Facebook & Twitter are frivolous.\nTwitter is a platform. Facebook is a platform.\nYou can use it to make fart jokes or to overthrow your government.\nThere’s a time for both.\nPlatforms are vessels for people to fill - and they will fill them in many ways.\nHate me if you want.\n\nSo with that said, I wanted to talk about a few things we did up front when we built the Bagcheck platform\nTo be FAST.\nWe believed in speed = here’s how we made ourselves fast.\nThis talk is technical. I will show code. I am a designer. That’s ok.\nThere’s a lot more to making a company.\n\nBut first FTW is Bagcheck? The easy answer is people use stuff to do things esp. things they love.\nWe allowed them to make lists of that stuff & share, collaborate.\n\nSo if you’re into cooking --- like Carol (incredible baker!) here’s what she uses.\nSo why does Carol share this? She’s an awesome baker & people know it\nPeople want to know how she makes brownies!\n\n\n
  • We made this ok by focusing on self-expression\nSo people got very creative because we were a platform\nNot just what you use to bake\nbut very individual collections as well: yuzu japanese citrus cooking\n
  • We made this ok by focusing on self-expression\nSo people got very creative because we were a platform\nNot just what you use to bake\nbut very individual collections as well: yuzu japanese citrus cooking\n
  • And very personal collections as well\n- like this one for kids with special needs\n- quite helpful\n
  • And very personal collections as well\n- like this one for kids with special needs\n- quite helpful\n
  • Not just cooking... we had many other categories\n- Computing\n- Photos\n- Fitness\n- Etc\n\nok. enough you get it -right?\nAuthentic recommendations, real identity, focused on their passions\n\n------\nWhat was the point? commerce off the back of this self expression. Which happened\nPeople asked us for a buy button\nWe were making $1/registered user a month\non affiliates\n\n\n
  • Not just cooking... we had many other categories\n- Computing\n- Photos\n- Fitness\n- Etc\n\nok. enough you get it -right?\nAuthentic recommendations, real identity, focused on their passions\n\n------\nWhat was the point? commerce off the back of this self expression. Which happened\nPeople asked us for a buy button\nWe were making $1/registered user a month\non affiliates\n\n\n
  • Not just cooking... we had many other categories\n- Computing\n- Photos\n- Fitness\n- Etc\n\nok. enough you get it -right?\nAuthentic recommendations, real identity, focused on their passions\n\n------\nWhat was the point? commerce off the back of this self expression. Which happened\nPeople asked us for a buy button\nWe were making $1/registered user a month\non affiliates\n\n\n
  • Not just cooking... we had many other categories\n- Computing\n- Photos\n- Fitness\n- Etc\n\nok. enough you get it -right?\nAuthentic recommendations, real identity, focused on their passions\n\n------\nWhat was the point? commerce off the back of this self expression. Which happened\nPeople asked us for a buy button\nWe were making $1/registered user a month\non affiliates\n\n\n
  • Not just cooking... we had many other categories\n- Computing\n- Photos\n- Fitness\n- Etc\n\nok. enough you get it -right?\nAuthentic recommendations, real identity, focused on their passions\n\n------\nWhat was the point? commerce off the back of this self expression. Which happened\nPeople asked us for a buy button\nWe were making $1/registered user a month\non affiliates\n\n\n
  • Not just cooking... we had many other categories\n- Computing\n- Photos\n- Fitness\n- Etc\n\nok. enough you get it -right?\nAuthentic recommendations, real identity, focused on their passions\n\n------\nWhat was the point? commerce off the back of this self expression. Which happened\nPeople asked us for a buy button\nWe were making $1/registered user a month\non affiliates\n\n\n
  • But that’s not what I want to talk to you about.\nI want to talk about going fast.\n\nwhether you making fart jokes or changing education.\ngoing fast matters.\n\n\n
  • So here’s the behind the scenes view.\nIncoming.... robot!\n\nHere’s what we believed. Put stuff out, see how it gets used, adjust it, do it again.\nThis is not new or interesting.\n\nThe process & tools we built i think are very interesting though\nAgain speed.\n\nRelease fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n\n
  • So here’s the behind the scenes view.\nIncoming.... robot!\n\nHere’s what we believed. Put stuff out, see how it gets used, adjust it, do it again.\nThis is not new or interesting.\n\nThe process & tools we built i think are very interesting though\nAgain speed.\n\nRelease fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n\n
  • So here’s the behind the scenes view.\nIncoming.... robot!\n\nHere’s what we believed. Put stuff out, see how it gets used, adjust it, do it again.\nThis is not new or interesting.\n\nThe process & tools we built i think are very interesting though\nAgain speed.\n\nRelease fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n\n
  • So here’s the behind the scenes view.\nIncoming.... robot!\n\nHere’s what we believed. Put stuff out, see how it gets used, adjust it, do it again.\nThis is not new or interesting.\n\nThe process & tools we built i think are very interesting though\nAgain speed.\n\nRelease fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n\n
  • So here’s the behind the scenes view.\nIncoming.... robot!\n\nHere’s what we believed. Put stuff out, see how it gets used, adjust it, do it again.\nThis is not new or interesting.\n\nThe process & tools we built i think are very interesting though\nAgain speed.\n\nRelease fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n\n
  • So here’s the behind the scenes view.\nIncoming.... robot!\n\nHere’s what we believed. Put stuff out, see how it gets used, adjust it, do it again.\nThis is not new or interesting.\n\nThe process & tools we built i think are very interesting though\nAgain speed.\n\nRelease fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n\n
  • So here’s the behind the scenes view.\nIncoming.... robot!\n\nHere’s what we believed. Put stuff out, see how it gets used, adjust it, do it again.\nThis is not new or interesting.\n\nThe process & tools we built i think are very interesting though\nAgain speed.\n\nRelease fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n\n
  • So here’s the behind the scenes view.\nIncoming.... robot!\n\nHere’s what we believed. Put stuff out, see how it gets used, adjust it, do it again.\nThis is not new or interesting.\n\nThe process & tools we built i think are very interesting though\nAgain speed.\n\nRelease fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n\n
  • So here’s the behind the scenes view.\nIncoming.... robot!\n\nHere’s what we believed. Put stuff out, see how it gets used, adjust it, do it again.\nThis is not new or interesting.\n\nThe process & tools we built i think are very interesting though\nAgain speed.\n\nRelease fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • Every action/feature/function we made was part of our API\nAnd the first interface we built to this API was a command line interface.\n\nSo we first started using our product through the command line\nSeriously, the lists i showed you... the first ones were all made by command line\ntyping.\n\nObviously, that’s not fast. So why talk about CLI for speed....?\nIt enables us to build quickly to any presentation layer.\n
  • How do we build fast? Separate the back end and the front end\nas much as possible.\n\nThings really get really slow when the two are intertwined.\nIf anyone has worked with PHP/ASP you know what i mean...\n\nSo we used Mustache. My co-founder Sam built the Java implementation\nwhich is now used by Netflix (and Twitter?)\n\nWhat does this look like? These are mustache variables: hence the curly brackets.\nAllow you to work with real data/real fast.\n\n\n
  • I have local JSON files that I can change instantly on my local machine\nto test variations, break stuff to see how actual data shows up.\n\nBut the real kicker is I just push this to the server\nand the real data shows up the exact same way.\n\nThe back end flushes out this page & serves it up fast.\nInsanely quick\n
  • I have local JSON files that I can change instantly on my local machine\nto test variations, break stuff to see how actual data shows up.\n\nBut the real kicker is I just push this to the server\nand the real data shows up the exact same way.\n\nThe back end flushes out this page & serves it up fast.\nInsanely quick\n
  • I have local JSON files that I can change instantly on my local machine\nto test variations, break stuff to see how actual data shows up.\n\nBut the real kicker is I just push this to the server\nand the real data shows up the exact same way.\n\nThe back end flushes out this page & serves it up fast.\nInsanely quick\n
  • I have local JSON files that I can change instantly on my local machine\nto test variations, break stuff to see how actual data shows up.\n\nBut the real kicker is I just push this to the server\nand the real data shows up the exact same way.\n\nThe back end flushes out this page & serves it up fast.\nInsanely quick\n
  • And here is the whole bag page.\nIt has a lot of logic/states/variants = AND this is all of it.\n\nLet me show you in detail.\nThis is mobile bag page. The whole thing.\n\nI’m using mustache logic less templates\nthat i can fill in with real data on the fly.\n\n
  • And we did it fast.\nSpeed matters for customer service too.\nResponding with minutes is a big deal.\n
  • So that’s release. We built a platform up front that allowed us to build \n& release as fast as possible.\n\nAPI & CLI to vet + test new features/and actually use them\nLogic Less templates = separate out the front and back end\nTest with real data/design with real data\nPush to server & live data goes in\n\nSo we can release really quick ... ok so what?\n\nWe need to observe & iterate/refine.\n
  • In addition to shipping fast, we had a built in way to track & learn.\nWe’d ship. Then follow in real time what people were doing/did.\n\nYou can see pagviews, clicks,updates, searches, etc.\n
  • When we saw something was amiss, we’d fix it and let people know\nIf we saw something we didn’t understand we’d email/tweet people\nand ask them what happened.\n\n\n
  • When we saw something was amiss, we’d fix it and let people know\nIf we saw something we didn’t understand we’d email/tweet people\nand ask them what happened.\n\n\n
  • And we did it fast.\nSpeed matters for customer service too.\nResponding with minutes is a big deal.\n
  • From that admin log, you can click on any link and see the site from that person’s view\nSee it from anyone’s view. \nYou can actually operate as that person as well.\n\nWhich is why we had to add this garish ADMIN background.\nSo people would not do things as others.\n\n
  • From that admin log, you can click on any link and see the site from that person’s view\nSee it from anyone’s view. \nYou can actually operate as that person as well.\n\nWhich is why we had to add this garish ADMIN background.\nSo people would not do things as others.\n\n
  • From that admin log, you can click on any link and see the site from that person’s view\nSee it from anyone’s view. \nYou can actually operate as that person as well.\n\nWhich is why we had to add this garish ADMIN background.\nSo people would not do things as others.\n\n
  • Another example of refining through actual use.\nWe took our command line interface (the 1st instantiation of our product)\nand made the second instance on mobile.\n\nThis is progressive enhancement at its core. CLI to mobile to desktop.\nIt allowed us to focus on what matters by the typical stuff:\nscreen size, network performance, etc.\n\nBut we also carried the app around with us and used it.\nAnd learned what we should drop/remove\n\nAnd we dropped a lot.\nAgain an example of refinement.\n\n
  • Another example of refining through actual use.\nWe took our command line interface (the 1st instantiation of our product)\nand made the second instance on mobile.\n\nThis is progressive enhancement at its core. CLI to mobile to desktop.\nIt allowed us to focus on what matters by the typical stuff:\nscreen size, network performance, etc.\n\nBut we also carried the app around with us and used it.\nAnd learned what we should drop/remove\n\nAnd we dropped a lot.\nAgain an example of refinement.\n\n
  • Another example of refining through actual use.\nWe took our command line interface (the 1st instantiation of our product)\nand made the second instance on mobile.\n\nThis is progressive enhancement at its core. CLI to mobile to desktop.\nIt allowed us to focus on what matters by the typical stuff:\nscreen size, network performance, etc.\n\nBut we also carried the app around with us and used it.\nAnd learned what we should drop/remove\n\nAnd we dropped a lot.\nAgain an example of refinement.\n\n
  • Release fast:\n- CLI, Logic Less templates\nRefine:\n- Real Time Log\n- Qualitative Follow-ups/conversations\n- Customer Service\n- Individual View\nLaunch, observe, adjust\nRepeat\n- design is never done\n- people are constantly changing from cradle to grave.\n
  • So that’s it for the behind the scenes look at the site.\nStuff you don’t see when you at the app.\n\n\n
  • So that’s it for the behind the scenes look at the site.\nStuff you don’t see when you at the app.\n\n\n
  • So that’s it for the behind the scenes look at the site.\nStuff you don’t see when you at the app.\n\n\n
  • So that’s it for the behind the scenes look at the site.\nStuff you don’t see when you at the app.\n\n\n
  • So that’s it for the behind the scenes look at the site.\nStuff you don’t see when you at the app.\n\n\n
  • So that’s it for the behind the scenes look at the site.\nStuff you don’t see when you at the app.\n\n\n
  • So that’s it for the behind the scenes look at the site.\nStuff you don’t see when you at the app.\n\n\n
  • Now I’ll take questions. Thanks!\n\n
  • Now I’ll take questions. Thanks!\n\n

Luke Wroblewski, LukeW Ideation - Warm Gun conference Luke Wroblewski, LukeW Ideation - Warm Gun conference Presentation Transcript

  • SpeedA Design & Development Team-up
  • @LUKEWSpeedA Design & Development Team-up
  • Speeda design & development team-up
  • Speeda design & development team-up
  • Release you can)(as quick as
  • Release you can)(as quick asRefine real use)(by observing
  • Release you can)(as quick asRefine real use)(by observingRepeatnever done)(design is
  • Release you can)(as quick as
  • API to CLIcommand line interface
  • API to CLIcommand line interface
  • API to CLI command line interface./bagcheck
  • API to CLI command line interface./bagcheck bag
  • API to CLI command line interface./bagcheck bag additem
  • API to CLI command line interface./bagcheck bag additem name=’toast’
  • Logic front & back Less separate{{^isowner}}<a href="{{bagurl}}"><img src="{{medbagimage}}" alt="{{bagname}}"/></a><h1><a href="{{baglink}}">{{bagname}}</a></h1>{{/isowner}}
  • Logic front & back Less separate"isowner":[true],{! "bagname":"Santa Cruz Blur LT Carbon Trail Bike",! "bagimage":"fa6e28c81e9fb9_50x50.jpg",! "bagurl":"bag/556" "bagnumitems":"8",! "bagnumupdates": "12",! "bagnumcomments": "5",! "bagupdated":"5 hours"}
  • Logic front & back Less separate"isowner":[true],{! "bagname":"Santa Cruz Blur LT Carbon Trail Bike",! "bagimage":"fa6e28c81e9fb9_50x50.jpg",! "bagurl":"bag/556" "bagnumitems":"8",! "bagnumupdates": "12",! "bagnumcomments": "5",! "bagupdated":"5 hours"}
  • Logic front & back Less separate"isowner":[true],{! "bagname":"Santa Cruz Blur LT Carbon Trail Bike", "bagname":"Luke’s Mountain Bike",! "bagimage":"fa6e28c81e9fb9_50x50.jpg", "bagimage":"b0efbe78648bf8_50x50.jpg",! "bagurl":"bag/556" "bagnumitems":"8",! "bagnumupdates": "12",! "bagnumcomments": "5",! "bagupdated":"5 hours"}
  • Logic front & back Less separate"isowner":[true],{! "bagname":"Santa Cruz Blur LT Carbon Trail Bike", "bagname":"Luke’s Mountain Bike",! "bagimage":"fa6e28c81e9fb9_50x50.jpg", "bagimage":"b0efbe78648bf8_50x50.jpg",! "bagurl":"bag/556" "bagnumitems":"8",! "bagnumupdates": "12",! "bagnumcomments": "5",! "bagupdated":"5 hours"}
  • Speed releasesof product
  • Release you can)(as quick as
  • Release you can)(as quick asRefine real use)(by observing
  • Real Timeobservation & insights
  • Real Timeobservation & insights
  • Qualitativeconversations
  • Qualitativeconversations
  • Qualitativeconversations
  • Speed serviceof customer
  • Speed serviceof customer
  • Individual Viewbe anyone
  • Individual Viewbe anyone
  • Individual Viewbe anyone
  • Mobile world use Firstfocus, real
  • Mobile world use Firstfocus, real
  • Mobile world use Firstfocus, real
  • Mobile world use Firstfocus, real
  • Release you can)(as quick asRefine real use)(by observing
  • Release you can)(as quick asRefine real use)(by observingRepeatnever done)(design is
  • Release you can)(as quick asRefine real use)(by observingRepeatnever done)(design is
  • @lukew