How to Make Sure Developers Never Use Your API

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Carlo Longino

Worst practices in API developer onboarding.

Tecnologia

HOW TO MAKE SURE DEVELOPERS NEVER,
EVER USE YOUR API
A STUDY IN WORST PRACTICES
Carlo Longino
VP Developer Program Services
carlo@wip.org
February 10, 2015
Developer Evangelist Summit

About WIP Factory
• The first B2D marketing
agency
• Strategic consulting and
outreach services
• API providers, platform
vendors, device makers,
developer programs of all
stripes
© Wireless Industry Partnership Connector Inc.

© Wireless Industry Partnership Connector Inc.

Onboarding
• The process of getting a developer to use your
product or service
• Post-awareness, exploration, getting started,
learning, going live, using your stuff
• Ask a dev: “Sounds like waterboarding”
– Because too often, it is

Why is it so important?
• It’s crucial to minimize the
hurdles/obstacles/friction between getting
started and going live
• This is where you will lose the most developers
from your program
• It’s also something you have a lot of control
over!

If you don’t want developers to use
your API….
Weed out the ones who aren’t that
interested by making them work really,
really hard.
© Wireless Industry Partnership Connector Inc.

What does this API/product do?
• Don’t provide
context
• Don’t explain
things
• Force big
downloads with
unclear
outcomes
© Wireless Industry Partnership Connector Inc.

How much does it cost to use?
© Wireless Industry Partnership Connector Inc.

How do I use it?
© Wireless Industry Partnership Connector Inc.

If you don’t want developers to use
your API….
Make it as slow as you can for them to
get started.
© Wireless Industry Partnership Connector Inc.

Let the Lawyers Get in the Way
© Wireless Industry Partnership Connector Inc.

Make Them Wait
© Wireless Industry Partnership Connector Inc.

Ask For TONS of Info
© Wireless Industry Partnership Connector Inc.

Make Things “Secure”
© Wireless Industry Partnership Connector Inc.

Have A Painful Installation Process
• Crypto is GREAT!
• Complex required
folder structures are
AWESOME!
• Lots of big downloads
RULE!
© Wireless Industry Partnership Connector Inc.

If you don’t want developers to use
your API….
Don’t bother with support and
communication.
© Wireless Industry Partnership Connector Inc.

Documentation Is Overrated
• Use PDFs and other
non-searchable
formats (shout out to
Word .docs!)
• Hide everything
behind a login
© Wireless Industry Partnership Connector Inc.

Don’t Respect Their Time
• Nobody wants to learn
by doing.
• Let’s read 100s of
pages instead!
© Wireless Industry Partnership Connector Inc.

Don’t Worry About Responding
© Wireless Industry Partnership Connector Inc.

Developers Loooooove Forums
• The clunkier the interface, the better!
© Wireless Industry Partnership Connector Inc.

Don’t Go Where They Go
• Any committed developer
won’t just stick to the forums
they know and love.
• Right?
© Wireless Industry Partnership Connector Inc.

© Wireless Industry Partnership Connector Inc.
INNOVATION
Starts with Developers
Let us Build your Developer Ecosystem
Strategy, Onboarding, Outreach, Events
Carlo Longino, VP of Developer Program Services
carlo@wip.org
Community: www.wip.org
Agency: www.wipfactory.com
Vancouver, Canada – Austin, USA – Barcelona, Spain

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1. HOW TO MAKE SURE DEVELOPERS NEVER, EVER USE YOUR API A STUDY IN WORST PRACTICES Carlo Longino VP Developer Program Services carlo@wip.org February 10, 2015 Developer Evangelist Summit

2. About WIP Factory • The first B2D marketing agency • Strategic consulting and outreach services • API providers, platform vendors, device makers, developer programs of all stripes © Wireless Industry Partnership Connector Inc.

4. Onboarding • The process of getting a developer to use your product or service • Post-awareness, exploration, getting started, learning, going live, using your stuff • Ask a dev: “Sounds like waterboarding” – Because too often, it is

5. Why is it so important? • It’s crucial to minimize the hurdles/obstacles/friction between getting started and going live • This is where you will lose the most developers from your program • It’s also something you have a lot of control over!

6. If you don’t want developers to use your API…. Weed out the ones who aren’t that interested by making them work really, really hard. © Wireless Industry Partnership Connector Inc.

7. What does this API/product do? • Don’t provide context • Don’t explain things • Force big downloads with unclear outcomes © Wireless Industry Partnership Connector Inc.

10. If you don’t want developers to use your API…. Make it as slow as you can for them to get started. © Wireless Industry Partnership Connector Inc.

15. Have A Painful Installation Process • Crypto is GREAT! • Complex required folder structures are AWESOME! • Lots of big downloads RULE! © Wireless Industry Partnership Connector Inc.

16. If you don’t want developers to use your API…. Don’t bother with support and communication. © Wireless Industry Partnership Connector Inc.

17. Documentation Is Overrated • Use PDFs and other non-searchable formats (shout out to Word .docs!) • Hide everything behind a login © Wireless Industry Partnership Connector Inc.

18. Don’t Respect Their Time • Nobody wants to learn by doing. • Let’s read 100s of pages instead! © Wireless Industry Partnership Connector Inc.

21. Don’t Go Where They Go • Any committed developer won’t just stick to the forums they know and love. • Right? © Wireless Industry Partnership Connector Inc.

22. © Wireless Industry Partnership Connector Inc. INNOVATION Starts with Developers Let us Build your Developer Ecosystem Strategy, Onboarding, Outreach, Events Carlo Longino, VP of Developer Program Services carlo@wip.org Community: www.wip.org Agency: www.wipfactory.com Vancouver, Canada – Austin, USA – Barcelona, Spain

How to Make Sure Developers Never Use Your API

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