mistaeks i’ve made developing software products

mistaeks i’ve madedeveloping software

productsPhil Calçado - SoundCloud

@pcalcadohttp://philcalcado.com

Wednesday, February 15, 12

http://philcalcado.com


ohai!

i’m phil.


i work here:



and so should you.


http://bit.ly/work-at-soundcloud




but


let’s talk aboutthe past


let’s talk aboutpast

mistakes


let’s talk aboutmypast

mistakes


oopsnot these.


#1 the MMORPG



“we want kids to interact with our brand and learn about our products. and

have fun.”


9 “worlds”9 x 3 interactive activities

online storeparental moderation

achievementsonline currency


project inception



2 weeks to collect200 cards with requirements


all required for a sticky UX


all required for a sticky UXwhatever that means.


2 weeks to collect200 cards with requirementsestimated cost for beta:


2 weeks to collect200 cards with requirementsestimated cost for beta:$2,000,000.00 AUD



searching for “reuse opportunities”

(i.e. cut corners but don’t cut scope)

new estimated cost for beta:$1,300,000.00 AUD


“that’s better. let’s do it.”


0

1

2

3

4

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

% converted users over time


0

1

2

3

4




0

1

2

3

4




0

1

2

3

4




0

1

2

3

4




0

1

2

3

4




0

1

2

3

4




0

1

2

3

4



~4% of the target # of users


#1b the portal



“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


original plan15 widgets4 pages4x15 combos

~R$500,000.003 months to prod


crazy idea: minimal value product5 widgets2 pages2x5 combos

~R$80,000.002 weeks to prod


no user moved a single widget

out of the default location


~30% users requested 2 more widgets.the product was

the industry leader for five years.



“sticky” is bs


“sticky” is bs

show me the data


#2 the crm



“we need to take our products to the cloud. let’s start with the crm.”


“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.”



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


how they were building it:


software:

database network


software:

database network

integration layer


software:

database network

integration layer

business logic


software:

database network

integration layer

business logic

presentation logic


software:

database network

integration layer

business logic

presentation logic

user interface


software:

database network

integration layer

business logic

presentation logic

user interfaceplan ->


software:

database network

integration layer

business logic

presentation logic

user interfaceplan ->

actual ->


“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

#2b the lonely dev


software:

database network


software:

database network

integration layer


software:

database network

integration layer

business logic


software:

database network

integration layer

business logic

presentation logic


software:

database network

integration layer

business logic

presentation logic

user interface


The LondonSchool

http://amzn.to/vZv4Yw




software:

database network

integration layer

business logic

presentation logic

user interfaceadd

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software:

database network

integration layer

business logic

presentation logic

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1 developer40 hours

COTS, open source platformthe app was finished.


software:

database network

integration layer

business logic

presentation logic

user interface


software:

database network

integration layer

business logic

presentation logic

user interface

$0.00$0.00Wednesday, February 15, 12

software:

database network

integration layer

business logic

presentation logic

user interface

$0.00


software:

database network

integration layer

business logic

presentation logic

user interface

$0.00

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integration layer

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presentation logic

user interface

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database network

integration layer

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integration layer

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focus on valueand focus on

delivering value ASAP


you cannot design abetter wheel without

driving the old one for a bit.


questions?


orbigado!

Phil Calçado - SoundCloud@pcalcado

http://philcalcado.comWednesday, February 15, 12







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:


http://www.flickr.com/photos/wolfgangstaudt










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