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Your API deserves more respect 
Make it a Product!
Today we will cover 
● Brief introduction 
● Your API is a Product 
○ Why that matters 
● Treating your API as a product 
...
Features 
Bugs 
Customers 
Things that are great 
YOUR API IS A PRODUCT 
Quirks Customer journeys 
Things that suck 
Packa...
Does your API have 
● A target audience? 
● A marketing strategy? 
● A sales strategy? 
● A development plan? 
● A support...
Your users don’t want an 
API 
They want a product that solves their problem
Why don’t we already 
treat all APIs as 
Products?
A Mars bar
An API 
?
How do we talk about our 
APIs?
Did you mention any of these things 
● REST 
● How great it works with programming 
language X 
● How it’s secured (API ke...
Talk about what you can 
do with it and why 
Not how it works
Less of this
More of this
APIs as products 
When talking about your API… 
Talk about these first: 
● What it does 
● How customers can benefit from ...
Getting the team on board
API Training
Make sure everybody understands 
● What your product is 
● Who uses it 
● How they benefit 
● How it performs 
● How we ta...
Change how you talk 
about your API 
to change how you think about it
Today we covered 
● Brief introduction 
● Your API is a Product 
○ Why that matters 
● Treating your API as a product 
● G...
Discuss
Your API Deserves More Respect: Make It A Product
Your API Deserves More Respect: Make It A Product
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Your API Deserves More Respect: Make It A Product

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Your API Deserves More Respect: Make It A Product
Andrew Seward, Technical Product Manager, Esendex
Your API is a product in its own right - it has its own customer base, its own target market, customer journeys, interface considerations, profit margins, features, bugs, strengths and weaknesses. That idea is an easy sell for most of us here, but how do you get your whole company on board, particularly when many of your colleagues haven't heard of APIs before? I will share my experience of changing how Esendex thinks about and approaches its API - where we were with our API and how we went about raising it to be our main product. What worked, what didn't, what problems we encountered, how we overcame them and what we're still trying to figure out. We also want to hear from you and your experiences so we can all benefit from the conclusions you've drawn.

Published in: Technology
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Your API Deserves More Respect: Make It A Product

  1. 1. Your API deserves more respect Make it a Product!
  2. 2. Today we will cover ● Brief introduction ● Your API is a Product ○ Why that matters ● Treating your API as a product ● Getting everyone on board ● Discussion
  3. 3. Features Bugs Customers Things that are great YOUR API IS A PRODUCT Quirks Customer journeys Things that suck Packaging Instructions People who love it People who don’t love it
  4. 4. Does your API have ● A target audience? ● A marketing strategy? ● A sales strategy? ● A development plan? ● A support process?
  5. 5. Your users don’t want an API They want a product that solves their problem
  6. 6. Why don’t we already treat all APIs as Products?
  7. 7. A Mars bar
  8. 8. An API ?
  9. 9. How do we talk about our APIs?
  10. 10. Did you mention any of these things ● REST ● How great it works with programming language X ● How it’s secured (API keys, OAuth, Basic auth, etc.)
  11. 11. Talk about what you can do with it and why Not how it works
  12. 12. Less of this
  13. 13. More of this
  14. 14. APIs as products When talking about your API… Talk about these first: ● What it does ● How customers can benefit from it ● How easy it is to use Talk about these later: ● How does what it does ● How you integrate with it ● How RESTful it is ● How well it works with ELK stacks and Hadoop clusters, and C#, Java, PHP, Node, Scala, Ruby, Python, Perl, Lisp, Ada, Swift...
  15. 15. Getting the team on board
  16. 16. API Training
  17. 17. Make sure everybody understands ● What your product is ● Who uses it ● How they benefit ● How it performs ● How we talk about it
  18. 18. Change how you talk about your API to change how you think about it
  19. 19. Today we covered ● Brief introduction ● Your API is a Product ○ Why that matters ● Treating your API as a product ● Getting everyone on board
  20. 20. Discuss

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