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DEVELOPER EXPERIENCE
AND API AS A PRODUCT
ANASTASIA GORYACHEVA
息 INTENTO, INC. 
SEPTEMBER 2018CSS-MINSK-JS
INTENTO
!2息 Intento, Inc. / September 2018
INTENTO
A simple API to
third-party AI models
from many vendors
https://inten.to
INTENTO
DX = UX + DEV PRACTICES
!3
INTENTO
PRODUCT LIFE CYCLE
!4
Product  User
INTENTO
CONSIDER ANOTHER POINT OF VIEW
Product  User

Platform  Product  User
!5
INTENTO
PLACE FOR DEVS
Product  User

Platform  Product  User
!6
INTENTO
DEVELOPERS & ENVIRONMENT
!7
INTENTO
Platform owners  Users 

皙

Platform owners  Developers
!8
They should
INTENTO
 Heroku Platform, https://www.heroku.com/dx
We believe that great apps come from
developers using tools they love.
!9
INTENTO
OUR FOCUS TODAY
Platform owners  Developers

Developers  Platform
!10
INTENTO
ONE TAKES GOOD STUFF
FOR GRANTED
!11
INTENTO
!12
INTENTO
INTENTO
PIECES OF GOOD DX
Opensourced code

Debugging tools

Interactive stack trace


!13
INTENTO
USUALLY, ONE NOTICES
ANNOIYNG STUFF
!14
INTENTO
BAD DX
it eats your time 

it drains your battery 

it makes you unhappy 

it lowers down your productivity く
!15
INTENTO
TERRIBLE DX
One need a local bank card to pay for smth

It requires a local phone number to register

One need to sign NDA to read an API spec
!16
INTENTO
If it annoys you 

皙

It slows you down

皙

It slows The Progress
!17
INTENTO
HOW TO IMPROVE DX
IN TWO WAYS
!18
INTENTO
1. If you are a platform user,
choose the right experience
2. If you are a platform owner,
provide the right experience
!19
INTENTO
1. CHOOSE THE RIGHT THINGS
 Compare options (measure, get some numbers) 

 Predict what will slow you down in the future 

 Pick the most satisfying option

 Start using it, get more insights

 Update your prediction; consider changing the option
!20
INTENTO
ENJOY! 
!21
INTENTO
2. PROVIDE THE RIGHT EXPERIENCE
 Get into your users heads, analyse their problems 

 Pick one of the issues, come up with a solution 

 Implement, provide

 Listen to the feedback

 See if it eases the pain, analyse again 

 Update implementation
!22
INTENTO
PROFIT! 
!23
INTENTO
SAY, YOUR SITE NEEDS A MAP...
!24
product
INTENTO
!25
INTENTO
MAP FEATURES
Embed

Add marks 

Zoom in/out 

Dragndrop
!26
INTENTO
YOUR SITE GOES VIRAL
!27
 * +
INTENTO
QUOTA LIMITS
Payment options 

Volume discount 

Billing history
!28
UPTIME / ERRORS
Outage alerts

Clear error messages 

Support / Help
INTENTO
YOUR AUDIENCE GROWS
!29
INTENTO
MORE FEATURES
Smart watch support

Chinese language and regions

Cache layers for o鍖ine use

Integrate with users personal pro鍖les 

Legal constraints
!30
INTENTO
TUTORIALS
Getting started

API explorer

Interactive docs

Free trials
!31
MAINTENANCE
Explorable logs

Roadmap for
updates 

Status dashboard

Documented RPS
INTENTO
!32
NOT SO MANY OPTIONS
AFTER ALL
INTENTO
AI API SERVICES
!33
INTENTO
CONSIDER ANOTHER POINT OF VIEW
Product  User

Platform  Product  User
!34
INTENTO
PILES OF PLATFORMS
Platform  Product  User

Platform  Platform  Product  User

Platform(s)  Platform  Product  User

Platform(s)  ...  Platform(s)  Product  User
!35
INTENTO
!36
INTENTO
INTENTO
A QUICK EXAMPLE
 A biomed texts translator (a person)

 CAT* for translating biomed articles (a piece of [desktop] software)

 Some cloud service supporting the CAT tool

 Machine translation APIs as cloud services

 Trained models in the biomed domain trained for NMT**

 Cloud services for hosting all of it (...and even more layers)
!37
* Computer-assisted translation 

** Neural Machine Translation
INTENTO
BETWEEN EACH LAYER THERE IS 
A CRYING STRUGGLING DEVELOPER
!38
INTENTO
AI SERVICES FOR TRANSLATION
!39
INTENTO
2. PROVIDE THE RIGHT EXPERIENCE
 Get into your users heads, analyse their problems 

 Pick one of the issues, come up with a solution 

 Implement, provide

 Listen to the feedback

 See if it eases the pain, analyse again 

 Update implementation
!40
INTENTO
!41
INTENTO
From State of the Machine Translation by Intento (July 2018)

https://bit.ly/mt_jul2018 19 Cloud MT engines, 48 language pairs
INTENTO
~70 FEATURES  8 GROUPS
 Product features

 API design

 Documentation

 Onboarding
!42
 Commercial

 Implementation

 Maintenance

 Reliability
!43
INTENTO
!44
INTENTO
GOOGLE
!45
INTENTO
YANDEX
!46
INTENTO
PROMT
INTENTO
SOME GROUPS IN DETAILS
!47
INTENTO
PRODUCT FEATURES
 Supported languages 

 Custom engines 

 Formatted text support 

 Bulk mode

 Language detection 

 ... + 5 more
!48
INTENTO
COMMERCIAL
 Starter package 

 Public pricing

 Volume discounts

 Payment systems

 Billing history
!49
INTENTO
RELIABILITY
 Uptime (observed outages)

 Sporadic errors (observed)

 Unexpected bugs or con鍖icts with the speci鍖cation 

 Performance issues (occasional request timeouts, etc.) 

 Status dashboard

 Outage alerts

 SLA
!50
INTENTO
MORE IN THE ARTICLE*
!51
* https://blog.inten.to/measuring-api-developer-experience-91b5c19645b0
INTENTO
IS IT A FULL LIST?
!52
INTENTO
PROBABLY NOT!
!53
INTENTO
TEAM ROLES
 Product

 Finance

 Sales

 DevOps

 Analytics
!54
 QA / Testing

 Support

 Security

 Development

 ...
INTENTO
IS THERE A MATCH BETWEEN
ROLES AND FEATURE GROUPS?
!55
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!56
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
TEAM ROLES FEATURES
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!57
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!58
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!59
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!60
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!61
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!62
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!63
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!64
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!65
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
Product

Finance

Sales

DevOps

Analytics

QA Testing

Support

Security

Development
!66
Product features

API design

Documentation

Onboarding

Commercial

Implementation

Maintenance

Reliability
INTENTO
MATCH RESULTS
 Each team role has at least one link with some DX feature 

 Each DX feature is connected with some team roles

 So the DX features list is probably good enough 
for measuring DX
!67
INTENTO
SO WHAT WITH DX?
!68
INTENTO
LETS USE A TEMPLATE
 Some

 Incomplete

 Features
!69
 What

 is this

 for me?
INTENTO
1/8 MISSING PRODUCT FEATURES
 No batch input

 Missing support for some
popular formats
!70
 Need to add these features
on your own

 Complications with adding
another service to your
stack
INTENTO
2/8 QUESTIONABLE API DESIGN
 Non-intuitive URI format

 Ignoring standards like
REST

 Non-encrypted tra鍖c

 No quota info available
through API requests
!71
 Spending lots of time
investigating custom
interfaces

 Potential problems with
sensitive data

 Manual checks will slow
down any automation
process
INTENTO
3/8 INCOMPLETE DOCUMENTATION
 Vague error messages 

 Hidden features

 No API explorer *
!72
 More time for debugging

 Requires own environment
to run experiments in
* OpenAPI / swagger is super easy to add. Well, almost like that.
INTENTO
4/8 ENTRY BARRIER
 Weird Sign up or paywall

 Too easy or too complex
tutorials or code samples

 No o鍖cial SDKs

 Unavailable direct support
or ticket system
!73
INTENTO
5/8 OBSCURE COMMERCIAL CONDITIONS
 No public pricing 

 No billing history 

 Just too expensive
!74
 Money losses on start

 Extra checks for correct
payments

 High-risk decision making
INTENTO
6/8 SUSPICIOUS IMPLEMENTATION
 Non-standard API spec

 Non-standard response/
request format

 Problems with unicode
support or HTTP
compression
!75
 More time to get familiar
with another part of
functionality

 Or even write your own
spec above non-standard
one

 Write own adapters for
response format, etc.
INTENTO
7/8 CARELESS MAINTENANCE
 No versioning

 No release notes

 No roadmap

 No news feed with updates
!76
 Hard time for supporting
unexpected changes

 Manually monitor potential
updates

 Stick to an old version due
to unclear changes in the
new one
INTENTO
8/8 UNRELIABILITY
 Observed outages

 Observed sporadic errors 

 No SLA
!77
 Deal with urgent bugs on
your side

 Manually discover service
limits
INTENTO
WHAT DOES IT MEAN 
FOR A FRONTEND DEVELOPER?
!78
INTENTO
FUTURE IS HERE
 More and more stu鍖 is likely to be delegated 
to external API services since in-house development 
is expensive in many ways

 AI is fun https://aijs.rocks/ 

 Tensor鍖ow.js is waiting for you

 Everyone is half-step away from using AI services 
as an everyday tool on a daily basis
!79
INTENTO
READ IT LATER
 https://blog.inten.to/measuring-api-developer-experience-91b5c19645b0

 https://www.infoq.com/news/2015/10/api-developer-experience

 https://nordicapis.com/why-api-developer-experience-matters-more-than-
ever/

 https://hackernoon.com/the-best-practices-for-a-great-developer-
experience-dx-9036834382b0

 /jmusser/ten-reasons-developershateyourapi
!80
INTENTO
IMAGE CREDITS, UNSPLASH.COM
 Aaron Burden

 Alexander Andrews

 Andrew Itaga

 Arwan Sutanto

 Dawid Zawila

 Fleur Treurniet
!81
Jeremy Bishop

Larry Teo

Mike Kononov

Samuel Zeller

Tom Grimbert

Tyler Nix
INTENTO
THANK YOU!
!82
Anastasia Goryacheva
A.e.goryacheva@gmail.com
Github: tyanas
twitter: tyanas_

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Developer Experience & API as a Product