Welcome to Don’t Make Me Code, a new podcast that discusses developer experience design and the unique challenges you face when building developer facing products. Don’t Make Me Code is hosted by Steve Boak, co-founder and CPO at Opsee, and David Dollar, co-founder and CEO at Convox.

This podcast is brought to you by Heavybit, a program that helps developer-focused companies take their product to market.

In this first episode, Steve and David discuss the origins of the term “DX” (developer experience), they share their thoughts on what makes a great developer experience, and they talk about some of the challenges they face when designing developer-facing products.

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David: Hi, I’m David Dollar. I’m CEO and co-founder of Convox, a Heavybit company. I’ve been working in developer experience for about the last three or four years now.

I’ve founded the DX team at Heroku, worked on a whole bunch of open source tools including Foreman, and now working on an open source platform as a service.

Steve: I’m Steve Boak, the co-founder and head of product at Opsee. We are a monitoring company, and I’ve been working at several monitoring companies over the past six years, helping to help developers improve the experience of their products as well as find bugs in their code and improve the quality of their products.

And though I didn’t hear the term DX for the first time until a few months ago, it’s been a passion of mine for several years, and it’s nice to finally attach a name to it. And I’m excited about this first episode because we get to unpack the term a little bit and figure out what it means.

I’ve thought one of the most interesting parts of your background, David, was that you were part of this founding team at Heroku, that sort of created DX, and I’m interested to hear more about that.

David: Yeah, so I guess this was maybe late 2012, maybe early 2013, right as at Heroku we started to expand, out of being just a Ruby host into being a host for really any language. That meant we also started to see more, you know our standard user before that had been sort of like, and I was ten user building rails and was very, there was sort of one happy path for that.

As we expanded languages we had Windows users and Linux users and sort of, everybody coming together to try and build really any thing. And that started to get out of hand really fast. So, really, we formed the DX team, brought together basically the people that were in charge of the various languages at Heroku. Somebody in charge of the Ruby, and somebody in charge of Python and Node. Brought us all together into one team and really decided to try and make a consistent experience, sort of the Heroku way, across all of these languages and …

Steve: And was it called the Developer Experience team from the beginning?

David: It was, yeah.

So the first time I heard the term was from Adam Wiggins. He sort of like came to me and said, “Hey, I think we should build this DX team. What do you think?” And yeah, so I mean it sort of exactly described what it is we were trying to do, which was make this nice experience for people building things on Heroku.

Steve: And when was that? What year was that?

David: I think it was the end of 2012, but it’s kinda fuzzy at this point. But yeah, it was a while ago.

Steve: And it does seem to continue to be an important thing for Heroku. I, just in researching the term of it, saw that there’s a Heroku.com/dx, this is a big part of how they market themselves.

And clearly it’s been important to Heroku for a long time. Like I said, it’s interesting to now talk about this with a name because a lot of us are doing this and have been doing it for a while but, giving it a name gives it so much more weight and it kind of marks how important it is for all of us. Mmm-hmm.

David: It’s interest … you think of DX and what does that actually even mean? And its, there’s a certain type of user that you’re talking about now, right? When you’re talking about designing an experience for this user that likes to kind of get under the hood and break things apart and do things their own way and sort of knows what’s going on and maybe you could even consider a power user.

Yeah, you want to make sure that they can sort of do whatever it is they’re trying to do but that the options aren’t overwhelming and that it’s not complete, just utter chaos.

Steve: Yeah, it’s almost like this partnership that we as the makers of tools that developers then use to build tools for their customers, if they don’t like the product that they’re using that may show in the product that they’re ultimately trying to build. And so it’s this partnership where we all try to write good code and create great products together.

And I think that’s part of what makes this different from user experience design as a whole, and why it’s interesting as a topic all unto itself.

David: I definitely agree with that.

The most rewarding thing about working, I guess in developer experience that I found is when people do things that you never expected them to do.

You put all the pieces in place, you thought like, “Oh, maybe somebody will use these pieces to build X,” and it turns out that somebody comes and builds something you never even thought of. I think that that’s just really rewarding to see that.

Steve: And it’s interesting that, I think a lot of product builders in general would probably share that sentiment in terms of the unexpected ways that people find to use their products, and the hacks that they create, and I’ve heard, even with consumer products you know, people being surprised by how the users are actually using the product in ways they never expected, but with developers that really is to another level because they may try to break your APIs.

They’re much better at exploring the depths of your code and then creating tools that you never expected with it, which is both surprising and wonderful for us.

David: It’s still largely about aesthetics, right? Like, you’re a good user experience, a good developer experience.

At the end of the day is this thing easy to use? Is it pleasant to use? Are you able to figure out what’s going on? Does it make me happy to use the thing at the end of the day? So yeah, it takes a different set of things when somebody’s trying to come in and actually build something on top of your product.

Steve: I remember in the early days of the Google Maps API just how many experiments and apps were being written with that.

I think, partly, because of how easy and accessible they made it for developers. And I heard a talk from someone on that team talking about that the product that we all knew and loved then was not the first iteration of it and they actually had a much harder to use initial version. Do you know more about the history of that?

David: I don’t really know.

Steve: Yeah, but that was one of my first exposures to using another company’s API and it was a really rewarding experience. And they had all this boilerplate code that you could very easily lay down to plot pins on a map and see that.

Especially for me as a designer it was so rewarding to get that gratifying output. The actual map on the screen with the pins that I had laid out. I think that is a really great way to measure how effective and how elegant your developer experience design is, in how quickly a developer can make something themselves.

David: One of the barometers I use for the things that I’m building is you look for the blog-posts people are writing around your tools.

Are they writing a blog post of like this thing was so insane I couldn’t figure out how to use it? Like here’s my giant blog post teaching you actually how to use it because I had to figure all this out. Or are they talking about how easy it made their life? Like, look how awesome this is, you should try it, too.

Steve: Yeah, and that makes me think of the JavaScript world today and just how many frameworks are being launched, and the competing arguments for this or that. And in some ways this has really gotten good for the development community as a whole because there are so many choices now, and so many good frameworks to choose from. Almost too many, actually.

And I think we’re starting to see some of that in the JavaScript world. Just competing ideas of how things should be done. And that almost raises a counter-argument to the value of developer experience design that when we open up too many possibilities and don’t create a set of tools, I think you described it in your Heavybit talks as like, sharply …

David: I like to compose sharp tools. I mean it’s sort of like the Unix philosophy, right? Like, you want to make tiny tools that do one thing really well. You generally want to have some good examples or defaults, like, this is how to use these tools in combinations to make interesting things. But having those tools be sort of separate and composable is where you start to get really interesting things happening that you didn’t expect.

Steve:

Yeah, that each piece does its thing really well but also that when combined they can form something greater and that the whole is greater than the sum of the parts.

David: Right. Like, a good example of that, it’s not really developer experience, but I have TTT, it’s sort of like an infinite variation of all these little components that you can put together, but they also have some default pipelines that come out of the box, you say, like, “Okay I really just want to make my email go to Google drive or something like, just like these nice defaults.”

It’s really important, I think, when you have all of these choices to really also have the guides through them.

Steve: Yeah. We use the Amazon APIs a lot now, and they’re an ecosystem all unto themselves. For every product Amazon offers inside of AWS there’s a unique API and many of those APIs seem to have differing views of the world and so, they in some sense they’re prolific in the amount of tooling they create for developers and they clearly have won a huge share of the market with just how much they offer, but it still feels to me like they’re a counter example.

They seem to have APIs that a lot of us use but not APIs and tools that a lot of developers enjoy using.

David: Even despite that, like pretty much everybody is still using their Sphinx, right?

Steve: Yeah.

David: So there’s something to that.

Steve: You know, Facebook’s API or Twitter’s API I can’t speak to how good or bad those are but man, a lot of people use them. And there’s something to that, too, that the product as a whole has so much value and impact on the world that you are sort of forced into a place where you need to use it.

And it doesn’t absolve you from the responsibility to make your tools great for your developers and your partners in this, but yeah, it’s sort of mind blowing to see how much can be done when you are hitting on a big share of the market.

David: The AWS database is another great example of that. There’s so many options, so many ways to do things that you can, like, it’s great. You can really do anything. Like the sky’s the limit. But there is, like, finding the happy path can often times be, it’s just a lot of trial and error at the beginning.

You end up just having to build up some expertise around that stuff and eventually you can, okay now I can understand how to design things using these tiny permanents, but yeah there’s not a really great, like I just have some code and I want to put it on the Internet.

Steve: Yeah, and part of Convox’s business is really helping developers do this, right? That there are in fact so many possibilities to create an infrastructure in AWS, that giving a little guidance is probably a good way of helping developers through that process.

David: Yeah it’s basically just trying to create a happy path. I think there’s a lot of choices that you don’t necessarily have to make.

Steve: Yeah, we too, at Opsee, use AWS heavily. It’s a monitoring product designed just for Amazon web hosting. And when we were creating this product we were assuming we would see a pretty high level of consistency in how our customers are configuring their environments, but that was shot down almost immediately.

There have been no two environments that are the same and so now we’re dealing with a wide variety of customer environments and it’s an example of just how much people can do with these tools, but how differently they’re choosing to do them.

That though does get to this other interesting question of how we measure the quality of developer experience and how we know that we’re doing well. And we talked already a bit about time to value and how quickly developers can make tools with our products, but then I think it’s also interesting to talk about how that becomes part of how we price these tools. Like, we try to look at how much development time we can save our customers and then try to price the product based on that. Do you try to do something similar?

David: We’re trying to think about this as a peer developer tool, so rather than, you know a lot of people try to charge for resources, things like that, we’re doing more of like charging per developer that’s using the thing. So we actually, actually creating value for developers I think is sort of the core of what we’re trying to do, so we’re approaching it from that angle.

Steve: Yeah, and monitoring being a little bit different, we’re mostly trying to measure how much code our developers don’t have to write when they’re using this tool, and what they would have to do in a competing world, but

I think the one thing that all Heavybit companies, certainly in all developer tools companies share is that at it’s core we’re trying to measure our value that way: How much code can we save developers from writing, and how much time can we save them?

And that feels in many ways different from normal user experience design and consumer user experience design. That we have to look at that, the value that we’re creating for our users in order to assess our own value. So as designers of developer experience products I think it’s interesting to talk about the inspirations and the other companies that are doing this well.

The first time I had ever really thought about developer experience as something to be measured was looking at Stripe and how … You said earlier how blog posts and recognition within the community can mean a lot. And I remember hearing lots of developers talk about the quality of Stripe’s documentation, to the point that it became synonymous with a great developer product.

Like do you have Stripe-level docs? And so they were always a barometer for, you know, are we doing well and who do we measure ourselves against?

And I feel like they’ve done a great job not just in creating great documentation and great APIs but in great products. I mean even their web design. They’ve taken all aspects of their design to a level that I think was not common in our world when they were doing it.

David: Yeah definitely. I mean, we use Stripe and I just remember when I was first clicking through their web I was just like, “Wow, this is really nice.” You just have that thought to yourself while you’re using it, so yeah it’s very pleasant to use.

Steve: And I don’t know, you know in the early days of Heroku I don’t know if you saw much of this but certainly five, six years ago if we designed a UI that was polished and really nice looking there was almost a bit of hesitation among our developer customers that we didn’t have the street cred like, “No, you can’t be good, you can’t be real because no one in our world would do this, would make a product like that.”

And I think that’s changed a lot over the last few years, but we were almost fighting this uphill battle to try to create an elegant and beautiful user experience because people didn’t expect that.

David: I certainly think that sentiment has changed. I think having a good design aesthetic, a sense of that, is actually like seen as a good thing in most developer circles now, as opposed to being like, maybe you don’t know what you’re talking about if you have a sense of style or something.

Yeah, it seems to be important. People really look for it when they’re looking for tools or products and that’s also something that we tend to see celebrated.

Steve: That’s about all we have time for today.

If you’re interested in being a guest on the show, or if you have a DX topic you’d like us to dive into you can reach us at dmmc@heavybit.com or on Twitter @dontmakemecode. To learn more about Heavybit visit heavybit.com. And while you’re there, check out the library. It’s packed with amazing talks from founders of developer tools companies and other industry leaders.