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Continuous Deployment
        at Etsy
            March 10, 2012
               SXSW




         Chad Dickerson, CEO
    chad@etsy.com / @chaddickerson
Chad Dickerson, Etsy Presentation @ Lean Startup SXSW
By the numbers


1.4B page views per month
$525MM sales on Etsy in 2011
39MM unique visitors / month
800K shops / 150 countries
100+ engineers
“The Etsy Way”
 http://etsy.me/etsyway
Our simple definition of
continuous deployment:
Small, frequent changes
     to production.
Continuous deployment
  transformed Etsy
Timeline

                      First 1-button           3,029    10,068
                                      StatsD deploys    deploys
  Etsy                  deploy; 7
           I joined                  (graphs!) in ‘10    in ‘11
launches              deploys in ’09




6/05        9/08        12/09       9/10      12/10 12/11         12/12




                            10x growth
September 2008
“There are issues to address now and there will
most certainly be bumps on the technology side
as Etsy grows, but I want all of you Etsians to
know that it is an honor and a privilege to be
serving the Etsy community as your CTO. If you
can give me some time and understanding here
in my early days at Etsy, I hope to make you
proud.”

          - An Honest Beginning for Etsy’s New CTO
                                    (company blog)
 http://www.etsy.com/blog/en/2008/tech-update-an-honest-beginning-for-etsys-new-cto/
Problems!
What was missing
at Etsy at the time
• Culture of transparency!
• Monitoring
• Metrics / Graphing
• Automated testing
• Error log analysis
The present
Timeline

                      First 1-button           3,029    10,068
                                      StatsD deploys    deploys
  Etsy                  deploy; 7
           I joined                  (graphs!) in ‘10    in ‘11
launches              deploys in ’09




6/05        9/08        12/09       9/10      12/10 12/11         12/12




                            10x growth
Confidence as a Service
Fred




Board members deploy!
Dogs deploy!
How we got there
Most important issue?
      Culture.
Peopleware:
 “the major problems of
our work are not so much
    technological as
 sociological in nature”
Conway’s Law:

“Any organization that
designs a system (defined
broadly) will produce a
design whose structure is a
copy of the organization's
communication structure.”
- Melvin Conway, 1968
Fix people and
team issues first.
Communication
Insist on transparency
Operability reviews
http://www.slideshare.net/jallspaw/go-or-nogo-operability-and-contingency-planning-at-etsycom
Blameless post-mortems
http://www.slideshare.net/jallspaw/advanced-postmortem-fu-and-human-error-101-velocity-2011
Key tools at Etsy
Deployinator:
One button deploy
  https://github.com/etsy/deployinator
Chad Dickerson, Etsy Presentation @ Lean Startup SXSW
Chad Dickerson, Etsy Presentation @ Lean Startup SXSW
Chad Dickerson, Etsy Presentation @ Lean Startup SXSW
StatsD:
Graphs, democratized
    https://github.com/etsy/statsd
Code talks.

Make graphs!
Yes!   No.
Dashboard Driven
 Development**

 **60,000 graphs, ~30 of the most
important ones on deploy dashboard
Errors*




*Vertical lines are deploys!
Key business metrics*




      *Vertical lines are deploys!
Automated Testing
http://codeascraft.etsy.com/2011/04/20/divide-and-concur/
What continuous
 deployment
  gives Etsy
Agility:
Always Be Shipping
MTTD / MTTR
Stability & predictability
Encourages
experimentation
Developer happiness
DevOps
Scales trust and risk
“Not being in a state to deploy is a matter of liability. It's
like having the only fire exit blocked. You ignore it at
everyone's peril.”
                                       — Lacy Rhoades, Etsy Engineer
“an ecosystem where the lazy, excitable
      and impatient really shine”
                                      — Andrew Morrison, Etsy Engineer
                                      “The Product Hacking Ecosystem”
           http://codeascraft.etsy.com/2012/01/04/the-product-hacking-ecosystem/
Resources
Code as Craft blog
http://codeascraft.etsy.com/

Slides (including these)
http://www.slideshare.net/etsy

Github
http://github.com/etsy/

Join in the fun
http://www.etsy.com/careers/
Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

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Chad Dickerson, Etsy Presentation @ Lean Startup SXSW