Francesco Andreoli - Building a Shill-Free Developer Community for Wallet Innovation 🛠️

Transcript

cool awesome okay cool let's see if this is working also anyway how many of you guys heard about snaps okay cool cool cool cool okay some people are you excited about e ethereum Zurich yeah are you excited about eum Zurich yeah can I hear some energy cool I know it's Friday but uh that's definitely super exciting so I will talk about snaps uh I don't know how many how many Dev Els are in the room or many developers are in the room cool cool awesome awesome so I don't know if you guys ever used a snaps or uh you build a snap with flask but it's definitely super exciting this talk is all about uh prist Innovation why we're here how snaps is today and why we kind of like

got this virality happening so welcome everybody uh and uh and yeah so um I also like want to speak about Frameworks a little bit if if I saw some guys raise their hands for for Dil and you know I currently build different Frameworks for speaking lit the same language for Activation and we will basically like see what's going on with this Builder hierarchy of needs and uh and trying to understand you know why the virality of of enabling developers to build on top of like specific uh open source source code is key right why is snaps why permission list Innovation need to be adopted to every product and and Company out there so about myself this is

actually in February that uh I did like an e Denver told and before that they they made me like put this this famous Buffy corn I don't know if many of you guys did need Denver but is a big thing right so today I'm in metamask I've been uh building before Enterprise blockchain technology stack and uh I also like been building a lot of Deval activation and today I'm leading the entire uh offering around our consensus product and uh so obviously I think everybody is using metamask day today but maybe you guys deployed with INF fura or even you deployed on on linear latest dkm uh yeah I'm just I'm just uh so why znaps why this talk is all about znaps I want to basically emphasize uh

everything around permiss list Innovation and I also like want want to try and to I was very involved at the beginning when we launched snaps on um uh fully open with the open beta and today yeah things are going well and we have a lot of like you know developer excited about different use case and I will let you know a little bit more uh later so just a quick up right so uh for anybody that never heard about snaps think about like a plug-in ecosystem that you can actually build on top of the extension and Mobile today so you can actually do different cool things the the tldr of also like the coolness is that uh when you build your oaps you can also have access to external API so you can also build your own product naaps um before launch like building a

snap was basically like going through like flask is the canary version of what metamask is today is basically like a version of metamask for developers and uh um and basically like you could build anything right right now if you want to be on the main directory this directory on snaps. mamas. uh you basically need to go through like some audit process between the team and I don't know if you saw guys but in E Denver we also like launch a fully permissionless uh marketplace with Karma three Labs is a full attestor attestation uh Focus service and basically you can attest snaps and basically pre- AIT snaps before actually going on on on the main directory uh I would not bore you with

what what you can do but there are different use case today we have five category in the directory but you can actually like build specific things the most famous one that you probably saw maybe you're using on a daily basis are the non evm compatible snaps so today you can actually like uh add a BTC snap or a salana snap and do interaction with other chain uh decentralized identity is actually quite interesting people are starting to build frames with um uh with um with a basically farcaster frame on on snaps is actually quite interesting notification snap is interesting for game uh game developers and uh and then you have also like account recovery like NPC snaps they're actually quite interesting they're not involving any uh email recovery they're actually like uh working with different uh different um

uh specific uh uh extension feature and it's actually quite interesting transaction inside is also like quite interesting I don't know if you guys used transaction inside before but we actually pushed in a lot of hackaton transaction inside Bounty and we will have actually this weekend in the Paris blockchain week uh the hackaton we will have also some Bounty around transaction inside if you if you guys are also coming cool so um the goal is not just saying what is uh what are snaps the goal is also like trying to make you guys understand why a product Centric road map in your organization will never succeed as having like a Dev Centric and a community Centric road map in your organization right so everything started with uh uh when we actually like

launched naaps everything started from like a small project led by Dan and Eric about adding like a Solana ecosystem plugin right it was actually an ed Zone and things kind of like moved and said okay they presented this demo at Defcon in uh uh 2019 and then actually they said how we can actually enable developers in the community to build off feature at the time there was like 2 or 3,000 open uh open repo issues that we could not solve like we had also like even today we had a lot of companies trying to come with different feature requests natively right so we cannot keep up with the Innovation so basically what happens is we try to build this kind of like open source uh snaps um uh developer tooling that you can actually

build your own extension and that's basically like why uh enabling permission list Innovation is key today for uh uh for for getting not just the community excited but also having a way for developer in other company or individual developers to um to build their own features and actually benefit on the the amount of users on the daily basis that they're using uh uh the extension today right so let's see if the pointer working so this is why we need a developer ecosystem right and uh uh important just tldr is that you know product is uh is not the main thing especially right now I don't know if you

saw like the big uh what's happening a little bit what um with with forecaster and social social media but basically like what you want to build is a community around that so you want to build tooling around that but also like enable uh developers to build a cool cool products right the second big thing is that and I mentioned in the third Point here is that right now we're speaking always different language between organization consensus is a big company right we are 800 plus employee uh but a lot of time even when so I started this Deval um Deval telegram group right and the cool thing is that a lot of time we're speaking about different developer activation on different language with different kind of matrics right so we need to speak we need to have some standardized framework

right and I think that's what kind of I concentrate myself for the past probably like four five months and actually I published like a small uh paper for E Denver and uh and that's what I'm talking about in the in the next slide right these are some uh uh standardization right so we want to also understand the hakon you know why um what what is the effective what are the the key things that you want to actually get back from hackaton and uh why um why they matters right always like take care about like feedbacks to your engineering team I think that's uh uh that's key for Deval incentives and deal like Frameworks like uh there are two main

areas right that we're always speaking about we're speaking about you know the development side on the API on the docs on the tooling and then the other side is all about the relationship side this is also one part that I'm a big Advocate right now around basically Deval organizational framework is all about you know dividing the team in two main things around advocacy and evangelism so evangelism is all about uh uh uh content creation fly will so this could be encompassing stuff like you know technical block post tutorial and specific um uh and specific like you know content framework that you're providing with your content team inside the company and then you have advocacy advocacy is all about uh non-traditional

marketing to developers that could be from uh you know uh video video tutorials could be like you know uh developer meetups uh so different like kind of way to reach out developer in a non-traditional manner because obviously we know that we can't reach uh out uh on a on a traditional way okay cool so now we are getting to this uh builder hierar needs so we need a standardization this is what I mentioned before and we need a framework right we need to start speaking the same language and trying to understand okay those are the activation that are important and uh most important this framework that we will be using need to be agnostic to any product related activation you remember how many of you guys remember this m maslo

hierarchy of needs I don't know if I can use the pointer how many of you guys heard about the Mas low hierarchy of needs cool I think a little bit everybody right so basically what I did that was last uh uh November I basically like transformed this to a Fresco's a hierarchy of builder needs right what what does it mean right so those are five uh levels each level is basically like uh very tailored to what are we doing today around developer um developer activation and you know developer like metrics that we want to standardize with so think like for example what is exactly needed for as psychological need what is the must have thing in order to have a good developer experience when you're on boarding so

first and big part is obviously like be present at some Flagship acons but the most important part here that I want to state is that if your docks are not in place or if you don't have like an evergreen um uh let's say developer funnel things like things like that we started like call conses Academy for example you will never be successful right like you need to also like when when when we're speak about access to resources could be also like your 30 minutes getting started guide or like your 1 hour uh tutorial that people can just scrape from docks or some like Dynamic content like videos second part is this fourth level there is that you cannot Shield uh developers your product

this is the worst way and Method you can do and we will see the funnel later that also like that's that's the second framework that uh that we uh we build but basically what you want to do before actually like putting in front of developers that they need to build on your text tack is actually the opposite you want to build a vertical based use case right so and this is how you're doing is building a safe space around this ecosystem right so you want to build ecosystem meetups you want to actually speak about the topic right we are running verticalized uh uh AMA Twitter spaces and specific like ecosystem Community call uh monthly and these actually like helped us to gather the attention around developers example

like you know on next week we're doing an attestation space uh in three weeks we will do like a uh reaking Builder night in uh uh during token 2049 and the cool thing is that we're building ecosystem player together to speak about a topic after you're getting this safe space then you can actually do conversion based uh uh initiatives right third one is all about small H smaller hackaton fine-tuning War workshops and uh and mostly Community engagement and then you're going to actually things that you can get as extra so you want to basically like convert yourself as a uh organization that put the product in face of developer to actually be the platform to distribute and amplify uh Community uh contributions right this is

extremely important so how you want to do that is you know to to you know to Virtual to Virtual organization you want to push leaderboards you want to push like stuff like you know um ambassador program and creator H Creator programs and those things are all extra important here to understand is the first two levels need to be addressed before actually going uh uh over right and you can use that as reference for for anything so this is actually the uh paper SL like you know description of what much more the levels are done and I can share the information a little bit later cool so what basically like we're talking about here we need to transition to a full you know web three narrative right not just including in also like

you know web to specific tooling but there are two main pill pillars that we want to that those are really care so you want to involve Community Partners you want to involve like all organization to actually push like a narrative that is around the vertical and not product then the second thing is is all about relationships so you cannot start you know I'm hearing probably like every day like uh startups or like even big companies they're going to to mayet in four month so they're not doing anything until they're going to mainnet so you need to First build all this relationship with your developer ecosystem and that's part of also the the game and I think like this is one of the biggest lesson learn I'm back in the days I was organizing 10 maybe four

hackaton per weekend per continent with a company called Angela right and we were running uh we were running basically topics and bounties that were all different what was always similar is that we were seeing the similar faces and developers were sticking around because they were excited on the format they were excited about the the the hackaton format that's why verticals for example were were a big win right and that's that's why it's relevant right so engaging developers successfully is part of the process you want to be authentic right we started Builder nights and I don't know if you guys ever been in one but basically are those topic uh topic focused events but Builder kns are going viral because people they just come they

want to hear an specific text tack but I want to hear about uh uh specific topics right and um yeah I think like the lesson learn here was really like be authentic and and and and push initiative that are uh agnostic first to your product and then you can do a product conversion right so this is like the big uh uh the the second big framework about funneling and basically like the L to learn is that when I try to see what other ecosystem I were driving today in the um in in web three is that I was actually seeing that only the lower part uh were actually driven all this product specific conversion was 90% of people that were actually driving

all the budget was spent on product specific conversion right and if you actually think about this was an interesting topic because at the beginning we said okay no let's actually build do only snaps Workshop right and and uh and then we actually think about okay how we can get get developers that are excited about the use case around snaps so the we actually rro engineer we actually say the uh the the uh inverse logic right and we actually approach the the onboarding of developer based on topics people want to build more AA snaps right people want to actually like trying to build the uh game snaps use cases right we approach on the other way we said okay let's actually speak about the uh game development uh uh site right

we build all the we talk all the uh game development company together we said okay you know we have metamask SDK what are the other tooling that are interesting for game developer to actually build so that's where kind of like we thought about okay all this value driven on boarding that today is not really being done like uh uh let's actually set it out in some specific framework and all this part and this is the most important part is that this is vertical focus is a no Shield space and is actually like very focused to drive developers awareness in in order to build this relationship before actually speaking about uh your uh your your product itself right so you will run

ecosystem Community call before running a snaps Community call specific you will run uh stuff like ecosystem newsletter you could run even like ambassador program that are vertical focused and not developer tooling Focus right and I think that was the the big uh the big lesson learn that I want to share a little bit today uh and uh that's also like one one part right so always remember your dogs are the most invaluable valuable assets you want to also like strategize uh strategize your on boarding based on different uh developer Persona not just beginner intermediate to advance but also based on people where they're coming from you know a lot of like web

to devs coming from a rust background you have a lot of like you know devs that are coming from other ecosystem you have devs that want to go in other ecosystem and then maybe they're returning back as we as we saw like in the Electric Capital report we had what 32,000 uh uh steady developers they're running um they're running every six month like specific steady repo and actually that's quite crazy if you think about 32,000 right it's uh it's it's super small and one big lesson learn that I want to share is that we for SNAP specific we use Bounty at hackaton so we did very like engineering education uh iteration on aaton based so last year we did like maybe six aaton every two

months and every two month we were pushing the engineering team to come with different uh different bounties on specific like you know snaps features and this helped us also like pushing ourself internally so that's that was definitely like a b big lesson learned and if you guys are building a product or you're planning to activate developer through I relevance that's a good way also to uh optimize your um optimize your budget so we spoke about a lot about onot activation both IRL and non IRL but think about all the other parts right how you are building Evergreen initiatives around the ecosystem stuff like you know virtual hackaton stuff like uh you know consist Academy so

things that are always Evergreen and they are funneling developers to contribute no matter if you are on the ground or not so this is one big part of the the game so you want to actually like you know build small MVP try it out and see what actually sticking or not right and I think you know we build we did read deration of the ambassador program and uh you know one big part that the beginning was missing is kind of like the uh this Evergreen uh uh this kind of like Evergreen initiatives right because people are being there in your court of the Ambassador right but after graduation they don't know how to contribute and I think one big part was actually like putting all this we to to

uh contribute so I mentioned before that your role as a company or a product owner is amplifying and distributing Community uh contributions and that's one of the biggest part that probably you think is irrelevant but is extremely important right think about people that're building snaps and they're part of like uh um they just want to be uh Amplified and distributed so we were basically doing a full post hackaton activations that were building inviting them uh shout Ting them uh on different like you know Community calls and uh you know basically fostering all the relationship around this cool so uh I don't know how much time I have it's almost going uh but um

um important is that focus on building their relationship with non web to uh marketing basically strategy think about those framework when you're building it this is one example about Builder kns that I kind of like recap on building on building this verticalized devel V ER meetups and uh and yeah remember build a safe space for developers before actually like pushing the developer Suite product that that you have and uh yeah just just to conclude here this is the snaps directory and so think about that you can actually like download every day your snap using for specific you know security reason for non evm compatible uh reason and uh yeah that's

actually quite exciting what is happening if you're are Developers um and you want to build your first snap on flask check out this guide we have also some snap uh wisht list that we also like would like the community to be build and uh yeah big thanks to Dominic I don't know if you're in the room but uh and the all the team to inviting me and uh yeah and uh let's uh let's shut more de let's standardize the framework but more important more important let's trying to enable your developer Community to build you know modularity around around your ecosystem that's where we all win right from the user perspective and from the developer perspective so thanks everybody thank you so much

Franchesco [Applause]