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mistaeks i’ve made                         developing software                              products                      ...
ohai!                                i’m phil.Wednesday, February 15, 12
i work here:Wednesday, February 15, 12
Wednesday, February 15, 12
and so should you.Wednesday, February 15, 12
http://bit.ly/work-at-soundcloudWednesday, February 15, 12
butWednesday, February 15, 12
let’s talk about                                 the pastWednesday, February 15, 12
let’s talk about                                    past                                mistakesWednesday, February 15, 12
let’s talk about                                    my                                    past                            ...
oops                             not these.Wednesday, February 15, 12
#1 the MMORPGWednesday, February 15, 12
Wednesday, February 15, 12
“we want kids to interact                  with our brand and learn                   about our products. and             ...
9 “worlds”                    9 x 3 interactive activities                            online store                       p...
project inceptionWednesday, February 15, 12
Wednesday, February 15, 12
2 weeks to collect           200 cards with requirementsWednesday, February 15, 12
all required for a sticky UXWednesday, February 15, 12
all required for a sticky UX                      whatever that means.Wednesday, February 15, 12
2 weeks to collect           200 cards with requirements            estimated cost for beta:Wednesday, February 15, 12
2 weeks to collect           200 cards with requirements            estimated cost for beta:              $2,000,000.00 AU...
Wednesday, February 15, 12
searching for                             “reuse opportunities”                                (i.e. cut corners but      ...
“that’s better. let’s do it.”Wednesday, February 15, 12
% converted users over time43210    Jan   Feb   Mar   Apr    May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   M...
% converted users over time43210    Jan   Feb   Mar   Apr    May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   M...
% converted users over time43210    Jan   Feb   Mar   Apr    May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   M...
% converted users over time43210    Jan   Feb   Mar   Apr    May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   M...
% converted users over time43210    Jan   Feb   Mar   Apr    May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   M...
% converted users over time43210    Jan   Feb   Mar   Apr    May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   M...
% converted users over time43210    Jan   Feb   Mar   Apr    May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   M...
% converted users over time43210    Jan   Feb   Mar   Apr    May   Jun   Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   M...
#1b the portalWednesday, February 15, 12
Wednesday, February 15, 12
“we want it to be likeigoogle”                       “ok. why?”“our users want freedomto arrange widgets”              “ho...
Wednesday, February 15, 12
original plan 15 widgets 4 pages 4x15 combos                              ~R$500,000.00                             3 mont...
crazy idea:minimal value product 5 widgets 2 pages 2x5 combos                              ~R$80,000.00                   ...
no user moved                             a single widget                                out of the                       ...
~30% users requested                              2 more widgets.                               the product was           ...
Wednesday, February 15, 12
“sticky” is bsWednesday, February 15, 12
“sticky” is bs                             show me the dataWednesday, February 15, 12
#2 the crmWednesday, February 15, 12
Wednesday, February 15, 12
“we need to take our                         products to the cloud.                    let’s start with the crm.”Wednesday...
“we need to take our                         products to the cloud.                    let’s start with the crm.”      “no...
Wednesday, February 15, 12
15 developers                               3 architects                         5 front-end developers                   ...
how they were building it:Wednesday, February 15, 12
software:                             database   networkWednesday, February 15, 12
software:                                        integration layer                             database                   ...
software:                                         business logic                                        integration layer ...
software:                                        presentation logic                                          business logi...
software:                                          user interface                                        presentation logi...
software:  plan ->                                          user interface                                        presenta...
software:  plan ->                                          user interface                                        presenta...
“why is this so late?”                             “we need more money”“wtf, what happened?”          “we are still far fr...
#2b the lonely devWednesday, February 15, 12
software:                             database   networkWednesday, February 15, 12
software:                                        integration layer                             database                   ...
software:                                         business logic                                        integration layer ...
software:                                        presentation logic                                          business logi...
software:                                          user interface                                        presentation logi...
The London            School       http://amzn.to/vZv4YwWednesday, February 15, 12
software:    a                                     user interface    d    d                                        present...
software:   a                                      user interface   d     e   d     d                                  pre...
software:   a   a             user interface   d   d     e   d   d     d            presentation logic     i   n   t     t...
software:   a   a             user interface   d   d     e   d   d     d            presentation logic     i   n   t     t...
software:   a   a             user interface   d   d     e   d   d     d            presentation logic     i   n   t     t...
software:   a   a             user interface   d   d     e   d   d     d            presentation logic     i   n   t     t...
software:   a   a             user interface   d   d     e   d   d     d            presentation logic     i   n   t     t...
1 developer                              40 hours   COTS, open source platform     the app was finished.Wednesday, February...
software:                                          user interface                                        presentation logi...
software:                                          user interface                                        presentation logi...
software:                                          user interface                                        presentation logi...
software:                                          user interface                                        presentation logi...
software:                                          user interface                                        presentation logi...
software:                                          user interface         $0.00                                        pre...
software:   a   a             user interface   d   d     e   d   d     d            presentation logic     i   n   t     t...
software:   $   a   a             user interface   d   d     e   d   d     d            presentation logic     i   n   t  ...
software:   $$$$   a   a             user interface   d   d     e   d   d     d            presentation logic     i   n   ...
software:   $$$$$$$   a   a             user interface   d   d     e   d   d     d            presentation logic     i   n...
software:   $$$$$$$$$$   a   a             user interface   d   d     e   d   d     d            presentation logic     i ...
software:   $$$$$$$$$$$$$   a   a             user interface   d   d     e   d   d     d            presentation logic    ...
software:   $$$$$$$$$$$$$$$   a   a             user interface   d   d     e   d   d     d            presentation logic  ...
software:   $$$$$$$$$$$$$$$ $$   a   a             user interface   d   d     e   d   d     d            presentation logi...
software:   $$$$$$$$ $$ $$$$$ $$ $$   a   a             user interface   d   d     e   d   d     d            presentation...
focus on value                         and focus on                    delivering value ASAPWednesday, February 15, 12
you cannot design a                      better wheel without  driving the old one for a bit.Wednesday, February 15, 12
questions?Wednesday, February 15, 12
orbigado!                             Phil Calçado - SoundCloud                                     @pcalcado             ...
http://bit.ly/work-at-soundcloudWednesday, February 15, 12
pics:               http://www.flickr.com/photos/wolfgangstaudt                   http://www.flickr.com/photos/seite-3/     ...
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mistaeks i’ve made developing software products

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Transcript of "mistaeks i’ve made developing software products"

  1. 1. mistaeks i’ve made developing software products Phil Calçado - SoundCloud @pcalcado http://philcalcado.comWednesday, February 15, 12
  2. 2. ohai! i’m phil.Wednesday, February 15, 12
  3. 3. i work here:Wednesday, February 15, 12
  4. 4. Wednesday, February 15, 12
  5. 5. and so should you.Wednesday, February 15, 12
  6. 6. http://bit.ly/work-at-soundcloudWednesday, February 15, 12
  7. 7. butWednesday, February 15, 12
  8. 8. let’s talk about the pastWednesday, February 15, 12
  9. 9. let’s talk about past mistakesWednesday, February 15, 12
  10. 10. let’s talk about my past mistakesWednesday, February 15, 12
  11. 11. oops not these.Wednesday, February 15, 12
  12. 12. #1 the MMORPGWednesday, February 15, 12
  13. 13. Wednesday, February 15, 12
  14. 14. “we want kids to interact with our brand and learn about our products. and have fun.”Wednesday, February 15, 12
  15. 15. 9 “worlds” 9 x 3 interactive activities online store parental moderation achievements online currencyWednesday, February 15, 12
  16. 16. project inceptionWednesday, February 15, 12
  17. 17. Wednesday, February 15, 12
  18. 18. 2 weeks to collect 200 cards with requirementsWednesday, February 15, 12
  19. 19. all required for a sticky UXWednesday, February 15, 12
  20. 20. all required for a sticky UX whatever that means.Wednesday, February 15, 12
  21. 21. 2 weeks to collect 200 cards with requirements estimated cost for beta:Wednesday, February 15, 12
  22. 22. 2 weeks to collect 200 cards with requirements estimated cost for beta: $2,000,000.00 AUDWednesday, February 15, 12
  23. 23. Wednesday, February 15, 12
  24. 24. searching for “reuse opportunities” (i.e. cut corners but don’t cut scope) new estimated cost for beta: $1,300,000.00 AUDWednesday, February 15, 12
  25. 25. “that’s better. let’s do it.”Wednesday, February 15, 12
  26. 26. % converted users over time43210 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecWednesday, February 15, 12
  27. 27. % converted users over time43210 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecWednesday, February 15, 12
  28. 28. % converted users over time43210 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecWednesday, February 15, 12
  29. 29. % converted users over time43210 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecWednesday, February 15, 12
  30. 30. % converted users over time43210 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecWednesday, February 15, 12
  31. 31. % converted users over time43210 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecWednesday, February 15, 12
  32. 32. % converted users over time43210 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecWednesday, February 15, 12
  33. 33. % converted users over time43210 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ~4% of the target # of usersWednesday, February 15, 12
  34. 34. #1b the portalWednesday, February 15, 12
  35. 35. Wednesday, February 15, 12
  36. 36. “we want it to be likeigoogle” “ok. why?”“our users want freedomto arrange widgets” “how do you know?”“everyone wantsfreedom!”Wednesday, February 15, 12
  37. 37. Wednesday, February 15, 12
  38. 38. original plan 15 widgets 4 pages 4x15 combos ~R$500,000.00 3 months to prodWednesday, February 15, 12
  39. 39. crazy idea:minimal value product 5 widgets 2 pages 2x5 combos ~R$80,000.00 2 weeks to prodWednesday, February 15, 12
  40. 40. no user moved a single widget out of the default locationWednesday, February 15, 12
  41. 41. ~30% users requested 2 more widgets. the product was the industry leader for five years.Wednesday, February 15, 12
  42. 42. Wednesday, February 15, 12
  43. 43. “sticky” is bsWednesday, February 15, 12
  44. 44. “sticky” is bs show me the dataWednesday, February 15, 12
  45. 45. #2 the crmWednesday, February 15, 12
  46. 46. Wednesday, February 15, 12
  47. 47. “we need to take our products to the cloud. let’s start with the crm.”Wednesday, February 15, 12
  48. 48. “we need to take our products to the cloud. let’s start with the crm.” “no wasting money here, kid.let’s build a reusable platform.”Wednesday, February 15, 12
  49. 49. Wednesday, February 15, 12
  50. 50. 15 developers 3 architects 5 front-end developers 5 back-end developers not sure what the others actually did estimated cost for beta: $700,000.00 AUDWednesday, February 15, 12
  51. 51. how they were building it:Wednesday, February 15, 12
  52. 52. software: database networkWednesday, February 15, 12
  53. 53. software: integration layer database networkWednesday, February 15, 12
  54. 54. software: business logic integration layer database networkWednesday, February 15, 12
  55. 55. software: presentation logic business logic integration layer database networkWednesday, February 15, 12
  56. 56. software: user interface presentation logic business logic integration layer database networkWednesday, February 15, 12
  57. 57. software: plan -> user interface presentation logic business logic integration layer database networkWednesday, February 15, 12
  58. 58. software: plan -> user interface presentation logic business logic actual -> integration layer database networkWednesday, February 15, 12
  59. 59. “why is this so late?” “we need more money”“wtf, what happened?” “we are still far from the functional requirements.”“yeh? what about...”Wednesday, February 15, 12
  60. 60. #2b the lonely devWednesday, February 15, 12
  61. 61. software: database networkWednesday, February 15, 12
  62. 62. software: integration layer database networkWednesday, February 15, 12
  63. 63. software: business logic integration layer database networkWednesday, February 15, 12
  64. 64. software: presentation logic business logic integration layer database networkWednesday, February 15, 12
  65. 65. software: user interface presentation logic business logic integration layer database networkWednesday, February 15, 12
  66. 66. The London School http://amzn.to/vZv4YwWednesday, February 15, 12
  67. 67. software: a user interface d d presentation logic n e business logic w u integration layer s e r database networkWednesday, February 15, 12
  68. 68. software: a user interface d e d d presentation logic i n t e business logic w u s u integration layer e s r e r database networkWednesday, February 15, 12
  69. 69. software: a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  70. 70. software: a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  71. 71. software: a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  72. 72. software: a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  73. 73. software: a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  74. 74. 1 developer 40 hours COTS, open source platform the app was finished.Wednesday, February 15, 12
  75. 75. software: user interface presentation logic business logic integration layer database networkWednesday, February 15, 12
  76. 76. software: user interface presentation logic business logic integration layer $0.00 database $0.00 networkWednesday, February 15, 12
  77. 77. software: user interface presentation logic business logic integration layer $0.00 $0.00 database $0.00 networkWednesday, February 15, 12
  78. 78. software: user interface presentation logic business logic $0.00 integration layer $0.00 $0.00 database $0.00 networkWednesday, February 15, 12
  79. 79. software: user interface presentation logic $0.00 business logic $0.00 integration layer $0.00 $0.00 database $0.00 networkWednesday, February 15, 12
  80. 80. software: user interface $0.00 presentation logic $0.00 business logic $0.00 integration layer $0.00 $0.00 database $0.00 networkWednesday, February 15, 12
  81. 81. software: a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  82. 82. software: $ a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  83. 83. software: $$$$ a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  84. 84. software: $$$$$$$ a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  85. 85. software: $$$$$$$$$$ a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  86. 86. software: $$$$$$$$$$$$$ a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  87. 87. software: $$$$$$$$$$$$$$$ a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  88. 88. software: $$$$$$$$$$$$$$$ $$ a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  89. 89. software: $$$$$$$$ $$ $$$$$ $$ $$ a a user interface d d e d d d presentation logic i n t t e o business logic w u g s u r integration layer e s o r e u r p database networkWednesday, February 15, 12
  90. 90. focus on value and focus on delivering value ASAPWednesday, February 15, 12
  91. 91. you cannot design a better wheel without driving the old one for a bit.Wednesday, February 15, 12
  92. 92. questions?Wednesday, February 15, 12
  93. 93. orbigado! Phil Calçado - SoundCloud @pcalcado http://philcalcado.comWednesday, February 15, 12
  94. 94. http://bit.ly/work-at-soundcloudWednesday, February 15, 12
  95. 95. pics: http://www.flickr.com/photos/wolfgangstaudt http://www.flickr.com/photos/seite-3/ http://www.flickr.com/photos/nirak http://www.flickr.com/photos/doug88888/ http://www.flickr.com/photos/donnagraysonWednesday, February 15, 12
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