Beyond the Portal: An Innovative Developer Engagement Approach
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This talk will focus on a new and innovative approach to developer engagement: "In-Product" Developer Services. I'll talk about the services we've chosen and why, what we plan to gain from this experience, as well as review some results of our own Developer Survey that adds clarity & insight into our cloud, infrastructure, and automation developers.
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Beyond the Portal: An Innovative Developer Engagement Approach
- 1. 1©2018 VMware, Inc. Beyond the Portal: An Innovative Developer Engagement Approach @LMCDUNNA
- 2. 2©2018 VMware, Inc. Beyond the Portal: An Innovative Developer Engagement Approach • • • • • •
- 3. 3©2018 VMware, Inc. Source: SlashData/VisionMobile. Why Are Developers Important?
- 4. 4©2018 VMware, Inc. • • – – – – • – – – – Understand Your Developers – – – –
- 5. Study Details & Respondent Profile
- 6. Projects Developers are Working on Corporate-wide enterprise development for use inside your company Development for individuals or small work groups inside your company Applications or utilities to support specific devices your company makes or sells Custom development of any kind for clients outside your company Commercial development for sale to people outside your company
- 7. VMware APIs Used App Volumes Workspace ONE Cloud Native / Photon AirWatch VMware Cloud on AWS Fusion for Mac vSphere Integrated Containers Horizon & Horizon Cloud vSAN Workstation for Windows / Linux NSX vRealize Management Products vSphere
- 8. 8©2018 VMware, Inc. Technology Adoption Using containers in Production Only using containers in Dev/Test environments Currently evaluating Not currently using or evaluating, but we may in the near future No plans to use containers
- 9. Most Frequently Used Programming Languages
- 10. Most Helpful Resources for Developers Stack Overflow Google Search GitHub Forums Vendor Websites
- 11. Developer Programs Pre-Release versions of software Presence of engineers in forums Developer sandbox (cloud development & test) Developer events like meetups, hackathons, conferences Developer training/courseware Community tech support Searchable knowledgebase Documentation & technical specifications Easy access to SDKs & APIs Sample code
- 12. Developer Programs Pre-Release versions of software Presence of engineers in forums Developer sandbox (cloud development & test) Developer events like meetups, hackathons, conferences Developer training/courseware Community tech support Searchable knowledgebase Documentation & technical specifications Easy access to SDKs & APIs Sample code
- 13. 13©2018 VMware, Inc. Developer Persona Member Aware, Non- Member Not Aware Member Aware, Non- Member Not Aware Attended Never Attended • • • 35 or younger 36 to 50 Over 50 Python JavaScript Java Stack Overflow Google GitHub
- 14. 14©2018 VMware, Inc. IT-Ops Developer Persona Member Aware, Non- Member Not Aware Member Aware, Non- Member Not Aware Attended Never Attended • • • 35 or younger 36 to 50 Over 50 PowerShell Python Bash Google GitHub Forums
- 15. 15©2018 VMware, Inc. Which Developers Do We Want to Engage?
- 16. How to Improve the Developer Experience • • • • • • • • •
- 17. 17©2018 VMware, Inc. What’s the Problem You Want to Solve? THE VERY HUNGRY DEVELOPER • • • •
- 18. 18©2018 VMware, Inc. What’s the Problem You Want to Solve? • • • •
- 19. 19©2018 VMware, Inc. • • • • Identify the Possible Solutions and Pick the Best One
- 20. 20©2018 VMware, Inc. • • • • • • • • • Identify the Possible Solutions and Pick the Best One
- 24. 24©2018 VMware, Inc. Our Solution: In-Product Developer Centers WHERE THE DEVELOPERS ARE
- 25. 25©2018 VMware, Inc. Execute: Developer Centers
- 26. 26©2018 VMware, Inc. DevCenter on VMware Cloud on AWS https://blogs.vmware.com/code/2018/03/07/vmware-cloud-aws-developer-center/
- 27. 27©2018 VMware, Inc. DevCenter on VMware vRealize Automation
- 28. 28©2018 VMware, Inc. In-Product Marketplace Service
- 29. 29©2018 VMware, Inc. Measuring Progress • • • •
- 30. 30©2018 VMware, Inc. Thank You! LinkedIn: Larry McDonough Twitter: @LMCDUNNA
Editor's Notes
- Here’s the journey I’m going to walk through today. [discuss each step] Along the way, I’m going to reference a famous children’s technology book that supports the story. [click] I’m sure you’re all familiar with “Charlotte’s Web-site”…
- [check to see if people are familiar with VMware] Why are Developers Important to us? Lots of reasons, but perhaps the most critical, is that it’s affecting sales & license renewals. Developers are influencing IT decision makers at an increasing pace.
- In an effort to better understand our developers we initiated what I think is our first ever developer survey. VMware doesn’t actually have a DevRel organization, we’re very distributed. See talk from last year: https://www.slideshare.net/lmcdunna/devrel-judo-evans-data-drc-2017 Therefore, I had to pull together people from all over the company to ensure we’re capturing content that all groups desire. We focused on 4 high-level themes for the survey. [review list on slide]
- As we combed through our data, we noticed that there were 2 different groups that surfaced: One we called “IT-Ops Developers”, and the other, standard “Developers”
- Developers could choose the all the APIs they used from us. vSpere use by most.
- This highlighted a disconnect between the IT-Ops devs and Developers. Very interesting. Clearly “Shadow IT” is still alive and well.
- This data point, supported by the “came from” data of our devrel website, clearly shows how important Google is. It’s developer’s favorite tool.
- Unlike most of the research on developers, OUR “developers” are much more likely NOT to belong to a developer program. We believe this is because they represent a new class of developer (the IT developer and DevOps developer) that don’t have programs that appeal to their needs. Also, we discovered the top elements of Developer Programs and found these to line up very well [click] with Evans Data’s research
- Another team within VMware did some similar work based on their own research and came up with 4 categories important to VMware. These align very well with our survey results #1 is our IT Ops Developer. #2 and #3 are Software Developer. #4 is horizontal and spans all other types.
- The bottom line of the survey is we better understand the types of developers we have now, and we learned that the areas we can improve upon are” API access, better docs, and more consistent engagement.
- So, here’s the problem we set out to solve: Developers are a needy bunch and always want more. …which reminds me of another famous childrens’ book: [click] The Very Hungry Developer
- Since we’ve decided to improve “discovery” What do you think we decided to do? [click] SEO, right? [click] No.
- SEO is critical. Yes, we do it. It’s essential. But, you have to do more that this. Developers spend about 19% of their time (from an old survey out of Staford, but likely more today). They spend this time looking around for the answers to their problem on YOUR platform. By doing this, Google is getting all the info about what’s working and what’s not. You, as the platform provider are missing out on all this info.
- Given this, what more can we do? We could increase our marketing budget (won’t work for me, we’re highly distributed, I’m in R&D and we don’t have marketing budget) We could hire advocates/evangelists, too. But, see previous point. Is there a way to better support our existing developers BEFORE they google?
- But first, let’s take a look at our Portal.
- VMware started on its own digital transformation a few years ago, extending our software to cloud-based model. This has caused a movement throughout the company for people to assess how they’re moving to SaaS model. In our developer space we decided to implement all our developer services (API Explorer, Sample Exchange, Docs, etc.) as headless, REST-based services.
- We package these services together into what we call a “Dev Center”. We don’t support all these as services yet, but this is our plan.
- By doing this, it was eay to package these services into an easy to include bundle DIRECTLY within our products. We call these “In-Product” dev centers and, this reminds me of another famous children’s book [click] Where The Developers Are.
- We’re implementing each of the components of a Dev Center (like Sample Exchange, API Explorer, etc.) as a headless, REST-based SaaS service. [click] We’re cross referencing these services where it makes sense. For a particular API, if we have Samples using that API, they’re a click away, same for docs, etc. The key value we’re providing is the relationships across the services. [click] Now that we have these DevCenter service bundles available, we created product-specific / persona-specific Dev Centers on our website. Example: WS1= our Workspace ONE Dev Center. This is a special micro-site under VMware {code} that provides the Samples, APIs, Docs, Blogs, etc. that are all pre-filtered for the Workspace ONE developer. [click] Here’s the innovation: We packaged an easy-to-include, lightweight Dev Center UI component that our product teams can directly include in our products like VMC on AWS and vRealize Automation (VRA). Let’s look at some examples…
- Here are a number of screenshots of our Developer Center embedded into one of our newest products: VMware Cloud on AWS. Check out the blog link here to read about all these screens
- Here are some screenshots of our DevCenter services being exposed in VRA. In this example, just the API explorer service is included. The beauty of this architecture is that each product team can choose to include the services they feel are best for their developers.
- In addition to SaaS-ifying our developer services, we’re also doing the same thing with our Marketplace. We implemented our Marketplace as a SaaS service, which allows our product teams the option of including an in-product marketplace experience. In this example, you can see screenshots of vRealize Lifecycle Manager that offers an in-product Marketplace experience.
- It’s still early days, so we’re in the process of instrumenting and measuring our progress. I’m optimistic that our in-product experiences will be fruitful. …which reminds me of another famous developer-focused children’s book: The Giving Tree Structure.