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Your API as a Product
Who am I?
➔ CTO @ LegalTech startup
BasementCrowd.com
➔ Not a Product Manager!
➔ Find me here:
rob_hinds
robhinds
What does it all mean?
What is a product manager?
© 2011 Martin Eriksson mindtheproduct.com
build APIs
needs of their
customers product
compelling to them
ThoughtWorks Technology Radar
product orientation is the
missing ingredient
ordinary
enterprise
business built on a platform of
APIs
ThoughtWorks Technology Radar
Lessons from PMs part 1:
Don’t make me think
➔ Create Visual Hierarchies
➔ Use conventions
➔ Break up the page into clearly defined sections
➔ Make it clear and obvious what is “clickable”
➔ The most important characteristics of good
design are discoverability
& understanding
➔ Stop thinking of it as “Human Error”
The design of everyday things
How would you open this
door?
➔ What happens if you make your customers
think?
➔ Cognitive load, decision fatigue and giving up
➔ Can we make users awesome instead?
Making Users Awesome
Don’t make me think
Group B were 50% more likely to choose cake
7 digits
Make me awesome
A better version of you
Lessons so far:
❏ Don’t make me think!
❏ Create a visual hierarchy
❏ Use conventions
❏ Make it clear what is “clickable”
❏ Simplicity
❏ Understanding & Discoverability
❏ Make users awesome
A visual hierarchy, that can
be understood and navigated
Use of repeating conventions:
{ENTITY}/{IDs}
{ENTITY}/{IDs}/{CHILD_ENTITY}
Simple,consistent responses
to all API requests
APIs that make me eat cake
{ code: 422 }
GET /volumes
POST /volumes/create
GET /images/json
POST /images/create
POST /build
Andrew Jordan, Senior Product @ Twilio
Developer
Product manager
Business user
Andrew Jordan, Senior Product @ Twilio
awesome
painful daunting
awesome
Things Just Work
awesome
quickly easily
End game isn’t a working API
awesome
your API
and raving about it
developers talk..
Lessons from PMs part 2:
(not actually Henry Ford, but still..)
You know those balls that they put on car
antennas so you can find them in the parking lot?
Those should be on every car!
Homer Simpson, Oh brother, where art thou
60%
Percentage of cars sold in the US in 1921 by Ford
15%
Percentage of cars sold in the US in 1927 by Ford
“Can’t you just add in a
new endpoint that
returns everything for
this page? it’ll just be
easier that way”
/questions
/questions/{id}/answers
Lessons from PMs part 3:
vs
● Goes against established web standards (HTTP methods, REST)
● Clashes with years of web technology (caching)
● Solves a problem & growing adoption
Conclusion
❏ We are all building products!
❏ Product thinking is for everyone!
❏ Keep it simple, make customers awesome
❏ Don’t do whatever is asked, try to understand the root problem
❏ Don’t keep doing things because of tradition
❏ But there is a premium for changing standards! (both for tech & customers)
References
https://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/
https://youtu.be/6f7glXySqvg
https://hbr.org/2011/08/henry-ford-never-said-the-fast
http://seriouspony.com/blog/2013/7/24/your-app-makes-me-fat
https://vimeo.com/131407754 Kathy Sierra Mind The Product conference talk
https://vimeo.com/107049461 Dave Wascha Mind the Product conference talk
https://en.wikipedia.org/wiki/Oh_Brother,_Where_Art_Thou%3F
https://docs.docker.com/engine/api/v1.24/
https://api.stackexchange.com/docs
https://www.thoughtworks.com/radar/techniques/apis-as-a-product
https://www.mindtheproduct.com/2017/08/gibson-biddle-wicked-hard-decisions-netflix/
https://www.cnet.com/news/blockbuster-laughed-at-netflix-partnership-offer/
https://vimeo.com/141675862 Ken Norton MTPCon Kodak
https://hbr.org/2016/07/kodaks-downfall-wasnt-about-technology
https://www.youtube.com/watch?v=yi21ymFlQE4 API Design: AndrewJordan
Photo credits
Light bulb Photo by Sean Patrick Murphy on Unsplash
Turntable Photo by Adrian Korte on Unsplash
Drilling Photo by Matt Antonioli on Unsplash
Kathy Sierra Photo at MTP Conference 2014
mindtheproduct.com
Cake Photo by Brooke Lark on Unsplash
Donuts Photo by Patrick Fore on Unsplash
Kodak Photo by Adam Birkett on Unsplash
Questions Photo by Braydon Anderson on Unsplash
Skateboarding Photo by Kirk Morales on Unsplash
Listen to Photo by Mohammad Metri on Unsplash
Car Photo by Paweł Kozak on Unsplash
Skeleton Photo by Mathew Schwartz on Unsplash
Coding Photo by Markus Spiske on Unsplash
Developer Photo by Tim Gouw on Unsplash
Pencils on yellow Photo by Joanna Kosinska on Unsplash
Happy developers Photo by Mimi Thian on Unsplash
Lemons Photo by Nery Montenegro on Unsplash

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API Conference Berlin 2018 - Product Management for Engineers