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Frames:

Inside the Challenges at Wikipedia
Terry Chay, Director of Features Engineering @ Wikimedia
Foundation

!
Opening...
Frames:

Inside the Challenges at Wikipedia
Who am I?
https://commons.wikimedia.org/wiki/File:Wiki-ah-thu-_MG_8382-0203.jpg
How did I get here?
A long time ago,
in a startup far, far
away, I was a PHP
programmer…
Then this
happened…
Then Zend made this deck
of cards…
Not quite
unlike…
…and…
other playing cards
(preceded and followed)
PHP Terrorist
Director of Features Engineering
at the Wikimedia Foundation
• PHP 5.6 and beyond — Adam Harvey (Wed 10:30a)
• Becoming a GoPHPer — Paddy Foran (Wed 3:30p) 

• JavaScript’s Difficult Co...
Director of Features Engineering
at the Wikimedia Foundation
What is the Wikimedia Foundation?
Half a billlion visitors
0
150000000
300000000
450000000
600000000
2008 2009 2010 2011 2012 2013 2014
Frames
http://commons.wikimedia.org/wiki/File:Frames_for_sale.JPG
• How to Hack Conversations — Greg Baugues (Wed noon)

• How to Get There — Larry Ullman (Thr 9a)

• Adventures in Contrac...
Frames
http://commons.wikimedia.org/wiki/File:Frames_for_sale.JPG
What are Frames?
As Lakoff notes, "On the day that George W.
Bush took office, the words "tax relief"
started coming out of t...
FRAME: Core Values
In 17 of the 18 pairs of companies in our
research, we found the visionary company
was guided more by a...
What is your organizations core
values?
Wikimedia Foundation Vision Statement
Imagine a world in which every
single human being can freely share
in the sum of all...
Features Engineering
• Advanced Date/Time Handling with PHP — Derick Rethans (Wed 10:30a)

• Grokking Regex — David Stockton (Wed 3:30p)

• She...
Features Engineering
This is about my minions!
Pair programming
MINIONS:

VisualEditor
+ Timo Tijhof

+ Alex Monk

+ (hiring)

Trevor Parscal Roan Kattouw
Ed Sanders Moriel Schottlender
...
Let’s talk UI/UX
It’s the language of the Internet
• No Modes — Andy Cassell (Thr 3:30p)

• Avoiding the Programmer's Interface — Eryn O'Neil (Thr 10:30a)
UI and UX
Let’s talk UI/UX
It’s the language of the Internet
FRAME: Affordance
Affordances are qualities that enable discovering
actions without thinking.

—Wikipedia, Affordance
FRAME: Affordance
Affordances are qualities that
enable discovering actions
without thinking.

!
—Wikipedia, Affordance
The Visual Editor as the Alpha
Affordance
Editing in “source” Mode (Wikitext)
Editing in the VisualEditor
MINIONS:
Parsoid Team
Subbu Sastry
C Scott Ananian Marc Ordinas i Llopis Arlo Breault
Matthew Flaschen
http://wikimediafou...
PHP Parser
HTMLWikitext PHP Parser
HTMLWikitext PHP ParserParsoid
PHP Parser
Parsoid
Serializer
• Accelerating Web Applications with Varnish — Samatha Quinones (Wed 10:30a)

• Static Sites with Sculpin — Beau Simensen ...
HTMLParsoid
PHP Parser
Wikitext
Parsoid
Serializer
MINIONS:
Growth
Matthew Flaschen
Rob Moen Sam Smith Andrew Russell Green
http://wikimediafoundation.org/wiki/Staff_and_cont...
0
15000
30000
45000
60000
2001 2006 2011
EnWiki Active Editors 2001-2007
0
15000
30000
45000
60000
2001 2006 2011
Frame: Hockey Stick (growth)
Viral Growth
signup send e-mails read e-mail click link
new user
Viral Growth
signup send e-mails read e-mail click link
new user
v = ∏(dropoffs) *

(size of address book)
v≥1v<1
Smiley Story

:-)
Smiley Story

:-(
A-B Testing
• Why You Can't Test — Chris Hartjes (Wed 3:30p)

• Mocking Dependencies in PHPUnit — Matt Frost (Fri 9a)
Testing
A-B Testing
A-B Testing
MINIONS:
Core
Features
S PageBenny Situ
Matthias Mullie Shahyar G Andrew Garrett
+Erik Bernhardson

+Kunal Metha
http://wi...
Habits
Habit Loop
Cue
Routine
Reward
different user
Cue: See Wall Post/
Tweet
Routine: Click on stuff
Reward: Brag on social
network
Gameification Habit Loop
Cu...
Echo & Flow
Echo & Flow
• From SQL to noSQL — Derick Rethans (Thr 10:30a)

• Schemas for the Real World — Carina C. Zona (Thr 2p)

• Exploiting ne...
Echo & Flow
MINIONS:
Fundraising
Engineering
http://wikimediafoundation.org/wiki/Staff_and_contractors
(TBA)
Katie Horn
Sherah SmithAda...
• Security Is Not a Feature — Elizabeth Smith (Wed 2p)

• Basic Intrusion Detections With PHPIDS — Gregory Wilson (Wed 3:3...
MINIONS:
Fundraising
Engineering
http://wikimediafoundation.org/wiki/Staff_and_contractors
(TBA)
Katie Horn
Sherah SmithAda...
FRAME:

Data-Driven
FRAME:

Data-Informed
MINIONS:
Services
(HIRING)
Gabriel Wicke
Matthew Walker (HIRING)
Frame: Service Oriented
Architecture
• Introduction to October CMS (Laravel) — Collin Schneider (Wed noon)

• How Silex and Cilex became the glue for a media t...
• Introduction to oAuth —Matt Frost (Wed 10:30a)

• Building Web Service Clients with Guzzle — Jeremy Lindblom (Thr 5p)

•...
Frame: Service Oriented
Architecture
Challenges
• Building scalable PHP applications using Google’s App Engine — Ian Barber (Wed 2p)

• Virtualization for Developers —Joh...
Challenges
CHALLENGE: “Oh Shit!” Graph
0
15000
30000
45000
60000
2001 2006 20112001 2006 2011
40%
30%
20%
10%
FRAME: Heat Death
Getting Started and Guided Tour
• To reverse the editor decline would take
between 1000-2000 additional active
editors per...
CHALLENGE: Diversity
Places in world that humans have named
Places in the world which have a geographically
tagged Wikipedia article.
Gender Gap:

!
Total Internet
Source: Comscore
Male
Female
Gender Gap:

Wikipedia
Readership
Source: Comscore
Male
Female
Gender Gap:

Wikipedia
Active Editors
Source: 2011 Editor Survey
Male
Female
Effect on Movie Gender on Article Length
CHALLENGE: Mobile
• Adaptive Delivery — Josh Trout (Wed noon) 

• Stop! Hammer time (HammerJS) — Josh Trout (Fri 10:30a)
Mobile
CHALLENGE: Mobile
Desktop vs. Mobile PageViews (proj)
Dimensionless numbers
(Real Desktop v. Mobile)
• Currently 14-18% of Wikipedias page views are Mobile

• Compares favorably to: overall Internet...
Quotes from FY2014-2015 Annual Plan
• “Our mobile platform, for example, has experienced a dramatic increase in pageviews
...
CHALLENGE: Resistance to change
Wikipedia reverts the Visual Editor
• https://en.wikipedia.org/wiki/Wikipedia:VisualEditor/RFC

• https://en.wikipedia.org...
Editing San Francisco
FRAME: Arrows Impossibility
Theorem
• unrestricted domain

• non-dictatorship

• Pareto efficiency

• independence of irrele...
Parting Shot (Frame)
http://commons.wikimedia.org/wiki/File:Chicago_Downtown_Aerial_View.jpg
FRAME: The
Internet as a City
A vibrant city
supports lot of
private businesses
https://commons.wikimedia.org/wiki/File:Giordano%27s_Deep_Dish_Pizza.jpg...
But there is a
healthy amount of
public spaces too…
http://commons.wikimedia.org/wiki/File:Cloud_Gate_Chicago.jpghttp://co...
On the Internet
there are a lot of
private entities
…but is there are
healthy number of
public spaces?
Wikipedia is a big
deal…
One of the few
prominent public
spaces
Maybe encourage
you to…
CREATE!
The Power of Frames
http://commons.wikimedia.org/wiki/File:Frames_for_sale.JPG
2014-05 Frames—PHP|tek
2014-05 Frames—PHP|tek
2014-05 Frames—PHP|tek
2014-05 Frames—PHP|tek
2014-05 Frames—PHP|tek
2014-05 Frames—PHP|tek
2014-05 Frames—PHP|tek
2014-05 Frames—PHP|tek
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2014-05 Frames—PHP|tek

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2014-05 Frames—PHP|tek

  1. 1. Frames: Inside the Challenges at Wikipedia Terry Chay, Director of Features Engineering @ Wikimedia Foundation ! Opening Keynote, php[tek] 2014 2014-05-21 09:00-10:00 CDT
  2. 2. Frames: Inside the Challenges at Wikipedia
  3. 3. Who am I? https://commons.wikimedia.org/wiki/File:Wiki-ah-thu-_MG_8382-0203.jpg
  4. 4. How did I get here?
  5. 5. A long time ago, in a startup far, far away, I was a PHP programmer…
  6. 6. Then this happened… Then Zend made this deck of cards…
  7. 7. Not quite unlike…
  8. 8. …and… other playing cards (preceded and followed)
  9. 9. PHP Terrorist
  10. 10. Director of Features Engineering at the Wikimedia Foundation
  11. 11. • PHP 5.6 and beyond — Adam Harvey (Wed 10:30a) • Becoming a GoPHPer — Paddy Foran (Wed 3:30p) • JavaScript’s Difficult Concepts — Jeff Carouth (Wed 5p) • Contributing to Core — Ben Ramsey (Wed 5p) • Threading in PHP — Stefan Willkommer (Wed 5p) • Modern PHP — Ben Ramsey (Thr 10:30a) • Async PHP with React — Jeremy Mikola (Thr 10:30a) • Obtaining Closure with Anonymous Functions — Andy Casell (Thr noon) • Recursion: Making Big Problem's Smaller — Jeremy Lindblom (Thr noon) • Functional PHP — Larry Garfield (Thr 2p) Programming Language(s)
  12. 12. Director of Features Engineering at the Wikimedia Foundation
  13. 13. What is the Wikimedia Foundation?
  14. 14. Half a billlion visitors 0 150000000 300000000 450000000 600000000 2008 2009 2010 2011 2012 2013 2014
  15. 15. Frames http://commons.wikimedia.org/wiki/File:Frames_for_sale.JPG
  16. 16. • How to Hack Conversations — Greg Baugues (Wed noon) • How to Get There — Larry Ullman (Thr 9a) • Adventures in Contract Development — Tim Lytle (Thr noon) • How To Be A Great Developer —Edward Finkler (Thr 2p) • Working with difficult people — Laura Thomson (Thr 3:30p) • Practical Software Estimation — Chuck Reeves (Thr 5p) • Git and Github: Working Effectively on a Team — Jeff Carouth (Fri 10:30a) Development (process, personal, team)
  17. 17. Frames http://commons.wikimedia.org/wiki/File:Frames_for_sale.JPG
  18. 18. What are Frames? As Lakoff notes, "On the day that George W. Bush took office, the words "tax relief" started coming out of the White House."… Lakoff insists that liberals must cease using terms like… tax relief because they are manufactured specifically to allow the possibilities of only certain types of opinions. Tax relief for example, implies explicitly that taxes are an affliction, something someone would want "relief" from. —Wikipedia, Framing (social sciences)
  19. 19. FRAME: Core Values In 17 of the 18 pairs of companies in our research, we found the visionary company was guided more by a core ideology—core values and a sense of purpose beyond just making money—than the comparison company was. A deeply held core ideology gives a company both a strong sense of identity and a thread of continuity that holds the organization together in the face of change. —Jim Collins
  20. 20. What is your organizations core values?
  21. 21. Wikimedia Foundation Vision Statement Imagine a world in which every single human being can freely share in the sum of all knowledge.
  22. 22. Features Engineering
  23. 23. • Advanced Date/Time Handling with PHP — Derick Rethans (Wed 10:30a) • Grokking Regex — David Stockton (Wed 3:30p) • Shell Revolution — Christopher Stone (Fri 10:30a) Language “Features”
  24. 24. Features Engineering
  25. 25. This is about my minions!
  26. 26. Pair programming
  27. 27. MINIONS: VisualEditor + Timo Tijhof + Alex Monk + (hiring) Trevor Parscal Roan Kattouw Ed Sanders Moriel Schottlender http://wikimediafoundation.org/wiki/Staff_and_contractors
  28. 28. Let’s talk UI/UX It’s the language of the Internet
  29. 29. • No Modes — Andy Cassell (Thr 3:30p) • Avoiding the Programmer's Interface — Eryn O'Neil (Thr 10:30a) UI and UX
  30. 30. Let’s talk UI/UX It’s the language of the Internet
  31. 31. FRAME: Affordance Affordances are qualities that enable discovering actions without thinking. —Wikipedia, Affordance
  32. 32. FRAME: Affordance Affordances are qualities that enable discovering actions without thinking. ! —Wikipedia, Affordance
  33. 33. The Visual Editor as the Alpha Affordance
  34. 34. Editing in “source” Mode (Wikitext)
  35. 35. Editing in the VisualEditor
  36. 36. MINIONS: Parsoid Team Subbu Sastry C Scott Ananian Marc Ordinas i Llopis Arlo Breault Matthew Flaschen http://wikimediafoundation.org/wiki/Staff_and_contractors
  37. 37. PHP Parser HTMLWikitext PHP Parser
  38. 38. HTMLWikitext PHP ParserParsoid PHP Parser Parsoid Serializer
  39. 39. • Accelerating Web Applications with Varnish — Samatha Quinones (Wed 10:30a) • Static Sites with Sculpin — Beau Simensen (Thr noon) • HHVM in 2014 — Elizabeth Smith (Thr 3:30p) • Grocking Browser Performance — Josh Holmes (Thr 5p) • Scaling PHP in the real world! —Dustin Whittle (Fri 10:30a) Performance and Scaling
  40. 40. HTMLParsoid PHP Parser Wikitext Parsoid Serializer
  41. 41. MINIONS: Growth Matthew Flaschen Rob Moen Sam Smith Andrew Russell Green http://wikimediafoundation.org/wiki/Staff_and_contractors
  42. 42. 0 15000 30000 45000 60000 2001 2006 2011 EnWiki Active Editors 2001-2007
  43. 43. 0 15000 30000 45000 60000 2001 2006 2011 Frame: Hockey Stick (growth)
  44. 44. Viral Growth signup send e-mails read e-mail click link new user
  45. 45. Viral Growth signup send e-mails read e-mail click link new user v = ∏(dropoffs) * (size of address book)
  46. 46. v≥1v<1
  47. 47. Smiley Story :-)
  48. 48. Smiley Story :-(
  49. 49. A-B Testing
  50. 50. • Why You Can't Test — Chris Hartjes (Wed 3:30p) • Mocking Dependencies in PHPUnit — Matt Frost (Fri 9a) Testing
  51. 51. A-B Testing
  52. 52. A-B Testing
  53. 53. MINIONS: Core Features S PageBenny Situ Matthias Mullie Shahyar G Andrew Garrett +Erik Bernhardson +Kunal Metha http://wikimediafoundation.org/wiki/Staff_and_contractors
  54. 54. Habits
  55. 55. Habit Loop Cue Routine Reward
  56. 56. different user Cue: See Wall Post/ Tweet Routine: Click on stuff Reward: Brag on social network Gameification Habit Loop Cue Routine Reward
  57. 57. Echo & Flow
  58. 58. Echo & Flow
  59. 59. • From SQL to noSQL — Derick Rethans (Thr 10:30a) • Schemas for the Real World — Carina C. Zona (Thr 2p) • Exploiting new MySQL Features — Dave Stokes (Fri 9a) Databases and Data Design
  60. 60. Echo & Flow
  61. 61. MINIONS: Fundraising Engineering http://wikimediafoundation.org/wiki/Staff_and_contractors (TBA) Katie Horn Sherah SmithAdam Wight
  62. 62. • Security Is Not a Feature — Elizabeth Smith (Wed 2p) • Basic Intrusion Detections With PHPIDS — Gregory Wilson (Wed 3:30p) • Two Factor Authentication and You —Christopher Stone (Thr 5p) Security
  63. 63. MINIONS: Fundraising Engineering http://wikimediafoundation.org/wiki/Staff_and_contractors (TBA) Katie Horn Sherah SmithAdam Wight
  64. 64. FRAME:
 Data-Driven
  65. 65. FRAME:
 Data-Informed
  66. 66. MINIONS: Services (HIRING) Gabriel Wicke Matthew Walker (HIRING)
  67. 67. Frame: Service Oriented Architecture
  68. 68. • Introduction to October CMS (Laravel) — Collin Schneider (Wed noon) • How Silex and Cilex became the glue for a media transcoding application — Stefan Koopmanship (Wed noon) • What to expect from Drupal 8 — Larry Garfield (Wed 2p) • Building Modules for Drupal 8 — Brant Wynn (Thr 3:30p) • Faster Web Development with Yii 2 — Larry Ullman (Fri 9a) Frameworks and CMSs
  69. 69. • Introduction to oAuth —Matt Frost (Wed 10:30a) • Building Web Service Clients with Guzzle — Jeremy Lindblom (Thr 5p) • Socket Programming with PHP — Elizabeth Smith (Fri 9a) APIs and 3rd party services
  70. 70. Frame: Service Oriented Architecture
  71. 71. Challenges
  72. 72. • Building scalable PHP applications using Google’s App Engine — Ian Barber (Wed 2p) • Virtualization for Developers —John Coggeshall (Wed 5p) • Composer: Stability and Semantic Versioning Demystified — Beau Simensen (Thr 2p) Packaging and Operations
  73. 73. Challenges
  74. 74. CHALLENGE: “Oh Shit!” Graph 0 15000 30000 45000 60000 2001 2006 20112001 2006 2011 40% 30% 20% 10%
  75. 75. FRAME: Heat Death
  76. 76. Getting Started and Guided Tour • To reverse the editor decline would take between 1000-2000 additional active editors per month • If this 2% activates at the same rate as the baseline, this gets us halfway there 0 25 50 75 100 % of total Baseline Getting Started Edit Edit
  77. 77. CHALLENGE: Diversity
  78. 78. Places in world that humans have named
  79. 79. Places in the world which have a geographically tagged Wikipedia article.
  80. 80. Gender Gap: ! Total Internet Source: Comscore Male Female
  81. 81. Gender Gap: Wikipedia Readership Source: Comscore Male Female
  82. 82. Gender Gap: Wikipedia Active Editors Source: 2011 Editor Survey Male Female
  83. 83. Effect on Movie Gender on Article Length
  84. 84. CHALLENGE: Mobile
  85. 85. • Adaptive Delivery — Josh Trout (Wed noon) • Stop! Hammer time (HammerJS) — Josh Trout (Fri 10:30a) Mobile
  86. 86. CHALLENGE: Mobile
  87. 87. Desktop vs. Mobile PageViews (proj)
  88. 88. Dimensionless numbers
  89. 89. (Real Desktop v. Mobile) • Currently 14-18% of Wikipedias page views are Mobile • Compares favorably to: overall Internet 18% • However: • Yelp is at 44% • Pinterest is at 75% • Facebook’s mobile visitors are 78% • (Facebook bought out WhatsApp for $17-$19 billion)?! Hmmm…
  90. 90. Quotes from FY2014-2015 Annual Plan • “Our mobile platform, for example, has experienced a dramatic increase in pageviews since we upgraded it in 2011.” • “…the release of mobile editing on smartphones outperformed our expectations, suggesting that, despite our previous assumptions, users are interested in editing from mobile devices.” • “Alongside the potential risk identified above regarding recent movement of page views from desktop to mobile, desktop readers donate three times more often than mobile readers.” • “We are also expanding our product and engineering teams to implement our mobile strategy, in response to the dramatic increase in mobile traffic we are seeing throughout the world.”
  91. 91. CHALLENGE: Resistance to change
  92. 92. Wikipedia reverts the Visual Editor • https://en.wikipedia.org/wiki/Wikipedia:VisualEditor/RFC • https://en.wikipedia.org/wiki/Wikipedia:VisualEditor/Default_State_RFC • https://en.wikipedia.org/w/index.php?title=Wikipedia:Administrators %27_noticeboard&oldid=574249260
  93. 93. Editing San Francisco
  94. 94. FRAME: Arrows Impossibility Theorem • unrestricted domain • non-dictatorship • Pareto efficiency • independence of irrelevant alternatives
  95. 95. Parting Shot (Frame)
  96. 96. http://commons.wikimedia.org/wiki/File:Chicago_Downtown_Aerial_View.jpg
  97. 97. FRAME: The Internet as a City
  98. 98. A vibrant city supports lot of private businesses https://commons.wikimedia.org/wiki/File:Giordano%27s_Deep_Dish_Pizza.jpghttps://commons.wikimedia.org/wiki/File:Chicago_bot.jpghttps://commons.wikimedia.org/wiki/File:Oprah_Winfrey_in_Strøget,_Denmark_on_30_September_2009.jp https://upload.wikimedia.org/wikipedia/commons/e/e0/Oprah_Winfrey_Network.png
  99. 99. But there is a healthy amount of public spaces too… http://commons.wikimedia.org/wiki/File:Cloud_Gate_Chicago.jpghttp://commons.wikimedia.org/wiki/File:Nighthawks_by_Edward_Hopper_1942.jpg https://commons.wikimedia.org/wiki/File:Grant_DeVolson_Wood_-_American_Gothic.jpghttp://commons.wikimedia.org/wiki/File:St_Joseph_the_Betrothed_080202.jpghttp://commons.wikimedia.org/wiki/File:Stjoessnowy.jpg
  100. 100. On the Internet there are a lot of private entities
  101. 101. …but is there are healthy number of public spaces?
  102. 102. Wikipedia is a big deal…
  103. 103. One of the few prominent public spaces
  104. 104. Maybe encourage you to… CREATE!
  105. 105. The Power of Frames http://commons.wikimedia.org/wiki/File:Frames_for_sale.JPG

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