mistaeks i’ve made developing software products
TRANSCRIPT
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mistaeks i’ve madedeveloping software
productsPhil Calçado - SoundCloud
@pcalcadohttp://philcalcado.com
Wednesday, February 15, 12
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ohai!
i’m phil.
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i work here:
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and so should you.
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http://bit.ly/work-at-soundcloud
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but
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let’s talk aboutthe past
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let’s talk aboutpast
mistakes
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let’s talk aboutmypast
mistakes
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oopsnot these.
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#1 the MMORPG
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“we want kids to interact with our brand and learn about our products. and
have fun.”
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9 “worlds”9 x 3 interactive activities
online storeparental moderation
achievementsonline currency
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project inception
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2 weeks to collect200 cards with requirements
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all required for a sticky UX
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all required for a sticky UXwhatever that means.
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2 weeks to collect200 cards with requirementsestimated cost for beta:
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2 weeks to collect200 cards with requirementsestimated cost for beta:$2,000,000.00 AUD
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searching for “reuse opportunities”
(i.e. cut corners but don’t cut scope)
new estimated cost for beta:$1,300,000.00 AUD
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“that’s better. let’s do it.”
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% converted users over time
~4% of the target # of users
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#1b the portal
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“we want it to be like igoogle”
“ok. why?”“our users want freedom to arrange widgets”
“how do you know?”“everyone wants freedom!”Wednesday, February 15, 12
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original plan15 widgets4 pages4x15 combos
~R$500,000.003 months to prod
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crazy idea: minimal value product5 widgets2 pages2x5 combos
~R$80,000.002 weeks to prod
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no user moved a single widget
out of the default location
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~30% users requested 2 more widgets.the product was
the industry leader for five years.
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“sticky” is bs
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“sticky” is bs
show me the data
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#2 the crm
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“we need to take our products to the cloud. let’s start with the crm.”
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“we need to take our products to the cloud. let’s start with the crm.”
“no wasting money here, kid. let’s build a reusable platform.”
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estimated cost for beta:$700,000.00 AUD
15 developers3 architects
5 front-end developers5 back-end developers
not sure what the others actually did
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how they were building it:
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software:
database network
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software:
database network
integration layer
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software:
database network
integration layer
business logic
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software:
database network
integration layer
business logic
presentation logic
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software:
database network
integration layer
business logic
presentation logic
user interface
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software:
database network
integration layer
business logic
presentation logic
user interfaceplan ->
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software:
database network
integration layer
business logic
presentation logic
user interfaceplan ->
actual ->
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“why is this so late?”
“we need more money”
“wtf, what happened?”“we are still far from the
functional requirements.”
“yeh? what about...”Wednesday, February 15, 12
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#2b the lonely dev
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software:
database network
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software:
database network
integration layer
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software:
database network
integration layer
business logic
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software:
database network
integration layer
business logic
presentation logic
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software:
database network
integration layer
business logic
presentation logic
user interface
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The LondonSchool
http://amzn.to/vZv4Yw
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
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1 developer40 hours
COTS, open source platformthe app was finished.
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software:
database network
integration layer
business logic
presentation logic
user interface
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software:
database network
integration layer
business logic
presentation logic
user interface
$0.00$0.00Wednesday, February 15, 12
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software:
database network
integration layer
business logic
presentation logic
user interface
$0.00
$0.00$0.00Wednesday, February 15, 12
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software:
database network
integration layer
business logic
presentation logic
user interface
$0.00
$0.00
$0.00$0.00Wednesday, February 15, 12
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software:
database network
integration layer
business logic
presentation logic
user interface
$0.00
$0.00
$0.00
$0.00$0.00Wednesday, February 15, 12
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software:
database network
integration layer
business logic
presentation logic
user interface $0.00
$0.00
$0.00
$0.00
$0.00$0.00Wednesday, February 15, 12
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
Wednesday, February 15, 12
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
$
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
$ $ $ $
Wednesday, February 15, 12
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software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
$ $ $ $ $ $ $
Wednesday, February 15, 12
![Page 85: mistaeks i’ve made developing software products](https://reader033.vdocuments.mx/reader033/viewer/2022052823/555680c4d8b42abc5a8b54af/html5/thumbnails/85.jpg)
software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
$ $ $ $ $ $ $ $ $ $
Wednesday, February 15, 12
![Page 86: mistaeks i’ve made developing software products](https://reader033.vdocuments.mx/reader033/viewer/2022052823/555680c4d8b42abc5a8b54af/html5/thumbnails/86.jpg)
software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
$ $ $ $ $ $ $ $ $ $ $ $ $
Wednesday, February 15, 12
![Page 87: mistaeks i’ve made developing software products](https://reader033.vdocuments.mx/reader033/viewer/2022052823/555680c4d8b42abc5a8b54af/html5/thumbnails/87.jpg)
software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $
Wednesday, February 15, 12
![Page 88: mistaeks i’ve made developing software products](https://reader033.vdocuments.mx/reader033/viewer/2022052823/555680c4d8b42abc5a8b54af/html5/thumbnails/88.jpg)
software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
Wednesday, February 15, 12
![Page 89: mistaeks i’ve made developing software products](https://reader033.vdocuments.mx/reader033/viewer/2022052823/555680c4d8b42abc5a8b54af/html5/thumbnails/89.jpg)
software:
database network
integration layer
business logic
presentation logic
user interfaceadd
new
us er
ed i t
us er
add
to
g roup
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
Wednesday, February 15, 12
![Page 90: mistaeks i’ve made developing software products](https://reader033.vdocuments.mx/reader033/viewer/2022052823/555680c4d8b42abc5a8b54af/html5/thumbnails/90.jpg)
focus on valueand focus on
delivering value ASAP
Wednesday, February 15, 12
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you cannot design abetter wheel without
driving the old one for a bit.
Wednesday, February 15, 12
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questions?
Wednesday, February 15, 12
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orbigado!
Phil Calçado - SoundCloud@pcalcado
http://philcalcado.comWednesday, February 15, 12
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http://bit.ly/work-at-soundcloud
Wednesday, February 15, 12
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http://www.flickr.com/photos/wolfgangstaudthttp://www.flickr.com/photos/seite-3/http://www.flickr.com/photos/nirakhttp://www.flickr.com/photos/doug88888/http://www.flickr.com/photos/donnagrayson
pics:
Wednesday, February 15, 12