API are not just an integration technology performing some complicated actions in the background. Even though it doesn’t do something you can touch and feel, it is a product. API have capabilities, features, and instructions. Things that differentiate it, and bring value. They have needs that are critical to its success – just like any other product. The success of your Product(API) is determined by the pace developers are adopting it. If the word “API” is in your landscape as the answer to growing your organization’s profitability, this session is dedicated to helping you. In this talk you’ll understand the importance for bringing Developer Experience to the start of your product development, and bringing developers to the front of decision making. We’ll highlight the “Dos and Don’ts” of adopting a successful API strategy at large scale Enterprises. Finally, we’ll review successful ways of talking about APIs as Products.

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June 12, 2018
Making the Difficult, Simple(r)
Julian Macagno & Ken Tabor

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Traveling here required
a cascade of decisions

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425,000+
travel agents
400+
airline customers
900,000+
hotel options
Buenos Aires, Argentina
Krakow, Poland
Bangalore, India
Global Development Centers
Boston, Massachusetts
Dallas/Fort Worth, Texas
Montevideo, Uruguay
Headquarters in Dallas/Fort Worth
140+
countries
9,000+
employees
4,000+
technologists
Proven global scale and reach

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8. In a Sabre minute . . .
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9. Who we are?
Julian
Macagno
Director of Product
Management &
Developer Experience
Ken
Tabor
Principal Software
Architect
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10. Start Products With
Developer Experience
in Mind

11. Reasons for Building APIs
We’ve done things well
Core Tech
We build digital tools
APIs
You can do those things well too
Leverage

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Design APIs to be Used

13. APIS ARE FOR HUMANS
Let customer testimonials be the data driving your decisions.

14. 5-Step Process to Achieve Good DX
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User Research Definition Ideation Prototyping Testing

15. Why DX Now?
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“Developers are increasingly the
decision makers, and certainly
influencers.”
“Speed to market is vital to us.
We’ll consider anything that
shortens our roadmap.”

16. Prototyping & Testing
Designs telling resources and actions
Client apps consuming them
Validate with users (customers)

17. What About API
Instructions?
A product manager:
“I don’t know what’s best
in class.”
“Show me what success
looks like.”
Minimal valuable docs:
• Getting Started
• How-to Guides
• API Reference
• Change Log

18. You don’t have
instructions? You
don’t have a
product!
Creating documentation feels like an expense.
Easily skipped in up-front API design.
Easily ignored during project delivery.
Clearly missed when out in production.
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19. 5 Dos and Don’ts for
Adopting a Successful
API Strategy

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OPEN ACCESS
Number 1

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It's 2018!
developer.sabre.com

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BRING FOCUS:
DO NOT TRY TO
DO EVERYTHING
Number 2

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Don’t try to boil the Ocean

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What does Best in Class
Look Like

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We have over 300 APIs

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Build your Proof Point, before you attempt to Fly

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We Built a Blueprint

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FOCUS ON WHAT
MAKES YOU
UNIQUE
Number 3

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What's your Core
Competence?
What's your differentiator?
What makes you unique?
What's your DNA?
You can't be that that special.
Don’t try to build what others have
done, and are best in class,

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Buy vs Build

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FIND YOUR
EXECUTIVE
BELIEVER
Number 4

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WALK THE TALK
Number 5

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Walk the Talk
Transform your Business

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Successfully Talking
About APIs as
Products

39. Products vs Projects
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Projects want to be delivered, but
products seek to produce an
outcome.
Publishing isn’t an ending, it’s a
beginning.
Watch metrics, experiment, learn,
continue moving towards success.

40. Adapt an "API-First" Mindset to Inform Strategy
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PMs own backlogs
defining tactical
Execs set corporate
strategy
Dev teams turn that
into reality

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Find your early-adopters of APIs as a Product
Discover your fast followers
Network and build a coalition of the willing
Storytelling to Change Behavior

42. Consistent behavior changes beliefs
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We have customers with unmet needs
We prototyped APIs to make their life easier
We created and delivered a set of useful APIs
We’re API makers
We’re an API company

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Dividing a customer base
Into smaller groups
Relevant to marketing
Using data analysis
Targeted messaging
Examples
Online Travel Agent
Leisure
Corporate Direct
Meta Search
Customer Segments

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Revenue Comes from a
Monetization Plan

45. 3 Final Thoughts

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#1: Investigate and
Deliver

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#2: Open Attitude, Open
to Opportunities

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#3: Learn from Products
and Make Better APIs

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Send the Speakers a Message
Julian Macagno - Julian.Macagno@sabre.com // @JMacagno
Ken Tabor - Kenneth.Tabor@sabre.com // @KenTabor
More on Our Company
Sabre - www.sabre.com // @Sabre_Corp
Use our APIs - developer.sabre.com
Be our teammate - jobs.sabre.com