Date post: | 15-Jan-2015 |
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Technology |
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API Product Management – Driving Success through the Value Chain
03.15.12 @ 11:00 PSTVOIP or Dial-in (see chat)
Michael Hart @michaelhartJen Mazzon @jenmazzonSam Ramji @sramji
groups.google.com/group/api-craft
Your hosts
@michaelhart @jenmazzon @sramji
groups.google.com/group/api-craft
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youtube.com/apigee
Driving Success through the Value Chain
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Two major changes in the world
Web ➜ ➜ Apps From 1 billion web browsers to 1 trillion devices
IT ➜ ➜ PlatformsFrom traditional IT to a world of platforms
API Value Chain
➜ ➜
➜➜
API TeamApp User App Developer APIApps
New indirect value chain
app developers are the kingmakers
success of their end-users drives success for devs and the API
API Product Management is about understanding the needs of both the direct (developer) and indirect (app user) userof the API product
➜ ➜
➜➜
API Team
App User
App Developer
APIApps
Consider end-2-end development experience for developers
discovery sign upget startedchoices/decisions they make points of friction that you can smooth out
What services is your API exposing to make it useful for a developer to make compelling apps?
Product managers should be app users – using apps created by developers using your API
Define & Plan
Design & Build
Launch
Grow & Evolve
API Lifecycle
Clear end goals
End user reach
Additional revenue streams
Inorganic innovation
. . .
Define & Plan
Built-in flexibility
Leave room for serendipity
Allow for flexibility in the terms
Think modular & recombinant
Define & Plan
Safeguards
Control over exposure of key business assets
Ensure controls to safeguard against catastrophic
success - make sure a developer can’t take down
your system
Define & Plan
Define & Plan
Design & Build
Launch
Grow & Evolve
API Lifecycle
Design & Build
Who are your primary customers & markets?- internal- partner- open
What different considerations for designing an API product for each?
Design & Build
Internal partner Open API
Close external partner
ALPHA Customer Phases
Design & Build
Picking earlier vs. later partners
Partner tolerance for change in the APIs?
Partner tolerance for the stress of being an early adopter?
Internal vs. external, Web vs. native mobile for the early ALPHA customer
Design & Build
Place the success of the developer over and above any other design principle
Have a functional vs. implementation focus
Don’t reveal internal organizational or system boundaries
The success of an API design is measured by how quickly developers can get up to speed and
succeed using your API
Define & Plan
Design & Build
Launch
Grow & Evolve
API Lifecycle
Launch
Out the gate
How to provision new developer on an API
Build simple sample apps & docs
Scale your process to your audience
Launch
Evangelize & drive adoption
Be clear on who you want to reach
Meet them where they already are
Provide incentives?
Launch
Validate the API design and functionality
Listen, listen, listen
Help early adopters succeed
Showcase examples
Define & Plan
Design & Build
Launch
Grow & Evolve
API Lifecycle
Grow & Evolve
Validate the API design and functionality
What is/not working
Qualitative from community
Quantitative from API usage
Grow & Evolve
Prioritize and roll out changes to the API
Streamline & optimize for top usage scenarios Keep the API exposure at pace with core services - weigh reward vs. risk
reward - how much will end users value the functionality being available toapp developers vs. risk – stability
Grow & Evolve
Interface versioning
Gotta have it! But avoid whenever possible
Standard approach is to have clear versioning
Consider whether you’re randomizing too much for the developer.
Grow & Evolve
Evaluate & evolve the API strategy
Evaluate the metrics you started with in the Design & Plan phase
Review your metrics – do they need calibration?
Grow & Evolve
Identify new markets & opportunities
If it’s a no-brainer, build & release it
If it’s questionable, go back to doing the provisional API with the partner who will best be able to capitalize on that functionality
API Value Chain
➜ ➜
➜➜API TeamApp User App Developer APIApps
PM
THANK YOUQuestions and ideas to:
@jenmazzon@sramji@michaelhart (bonobos.theresumator.com)
groups.google.com/group/api-craft