Video and slides synchronized, mp3 and slide download available at URL http://bit.ly/1MOeMix. Hannah Mittelstaedt talks about how Etsy dissolved the traditional Android and iOS teams and trained tons of web developers in app development. Filmed at qconnewyork.com. Hannah Mittelstaedt is an Android and web developer on the Etsy Local team. etsy.com/local. In the last 2 Etsy years she has been crafting a new Android Buyer app, Seller app, and having the best time.

1. Distributing a Mobile Team
A Brave New Etsy Chapter
Etsy

2. InfoQ.com: News & Community Site
• 750,000 unique visitors/month
• Published in 4 languages (English, Chinese, Japanese and Brazilian
Portuguese)
• Post content from our QCon conferences
• News 15-20 / week
• Articles 3-4 / week
• Presentations (videos) 12-15 / week
• Interviews 2-3 / week
• Books 1 / month
Watch the video with slide
synchronization on InfoQ.com!
http://www.infoq.com/presentations
/etsy-mobile-team

3. Presented at QCon New York
www.qconnewyork.com
Purpose of QCon
- to empower software development by facilitating the spread of
knowledge and innovation
Strategy
- practitioner-driven conference designed for YOU: influencers of
change and innovation in your teams
- speakers and topics driving the evolution and innovation
- connecting and catalyzing the influencers and innovators
Highlights
- attended by more than 12,000 delegates since 2007
- held in 9 cities worldwide

6. etsy.com/mobile
Etsy

7. Hannah Mittelstaedt
+

9. “Mobile-First”
Etsy

10. Partially there:
● Built for mobile web with responsive
layouts
● API-first work
Etsy

11. The Problem:
Separation of the web product teams,
and native app work.
Etsy

12. Product Teams!
Buyer Experience
Shop Management
Search
Shipping
Buyer Activation
Etsy
Community
Local
Payments
Checkout
Marcom
… etc

13. Web Product Teams:
● Innovate
● Keep Deep Domain Knowledge
● Know the Backend and APIs
● Don’t work on the apps

14. JeremyMiranda
‘Throw it over
the wall’

15. We don’t want to be a web company that
has apps.
We want to bake mobile into everything
we do.
Etsy

16. The Solution!
Etsy

17. The Solution!*
*Work in Progress
Etsy

18. You are all the mobile
team!
Etsy

19. LOSTBOYIllustrations
Etsy

20. App Core
App Growth

21. How do we app?
Etsy

22. How do we app?
Hire?
Learn?
Etsy
btw, etsy.com/careers

23. How do we app?
Hire?
Learn!
Etsy
still... etsy.com/careers

24. Learn
Etsy
Chris Jamie
teamtreehouse.com/library/google-play-services

25. Ok but,
how do we release?
Etsy

26. Talk by Ross Snyder
slideshare.net/beamrider9/
continuous-deployment-at-etsy-a-tale-of-two-approaches

27. Etsy
Not on apps.

28. 2 week release cycle
Etsy

29. So that was the plan.
Etsy

30. The New Problems
Etsy

31. Not Continuous:
Leaving validation to pre-release is error-
prone and far from continuous.
How do we shorten the feedback loop?
Etsy

32. More Continuous:
Treat master like we might cut the
release at any moment.
Etsy

33. ...push to master like
everyone is
Etsy
JoyfulRoots

34. What release are we on?
Code is shipped from under us every 2
weeks.
What got in?
Etsy

35. Releasinator

37. What about our data?
We don’t have the data sophistication
and tools that we had on the web.
Etsy

38. What about our data?
Dan McKinley on Etsy Data: mcfunley.com/data-
driven-products-now
“the way etsy employees imagine that etsy is used
is pretty distantly removed from the way etsy is
really used”
Etsy

39. What about our data?
We don’t have the data sophistication
and tools that we had on the web.
Etsy

40. Data Quality Working Group
Etsy

41. What about our data:
Start anyway.
And let’s get the company involved in
fixing it.
Etsy

42. Surprises in What is Hard
Etsy

43. What Actually Wasn’t
Hard
Etsy

44. What wasn’t hard:
1. The web engineers write totally solid
app code
Etsy

45. What wasn’t hard:
2. Other teams want your product
feedback
Etsy

46. What’s Really Hard
Etsy

47. Quality
Maintaining product quality and
consistency within an app.
Etsy

48. Frustration
Getting good at a new thing sucks.
Etsy

49. Trifecta of Dev Frustration
Etsy
Learning a New Thing
Shipping Slower
Staying Away from
Comfortable Work

50. Trifecta of Dev Frustration
Etsy
Learning a New Thing
Shipping Slower
Staying Away from
Comfortable Work

51. Trifecta of Dev Frustration
Etsy
Learning a New Thing
Shipping Slower
Staying Away from
Comfortable Work

52. Trifecta of Dev Frustration
Etsy
Learning a New Thing
Shipping Slower
Staying Away from
Comfortable Work

53. Trifecta of Dev Frustration
We’ve built up a system of dopamine
where we ship and know what we’re
doing.
Etsy

54. Kellan
You’re not going to get as much done next
year as you want to.
Apps take longer. The tools aren’t as good as
we’re used to.
You’ll be shipping less frequently, and with
lower confidence.
Etsy

55. Kellan
But someone had to write Deployinator, the
first dashboard, Statsd, and PushBot. And
everything else we take for granted. We’re
back in that place. We are tool builders, and
we need better tools.
This is a huge exciting opportunity to be
part of something new.
Etsy

56. Etsy
Successes!
Releasinator
StatsD on native
New analytics infrastructure
Apple Pay & Google Wallet
Social Sign-On
New Homepage
Similar Listings
Appreciation Photos
New Search Taxonomy
Shipping Calculator
And more...

57. Questions?
Hannah Mittelstaedt
@hannahmitt
etsy.com/careers
Etsy

58. Watch the video with slide synchronization on
InfoQ.com!
http://www.infoq.com/presentations/etsy-
mobile-team