chad dickerson, etsy presentation @ lean startup sxsw

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Continuous Deployment at Etsy Chad Dickerson, CEO [email protected] / @chaddickerson March 10, 2012 SXSW

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Chad Dickerson, CEO of Etsy Presentation on continuous deployment at the 2012 Lean Startup SXSW in Austin

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Page 1: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Continuous Deployment at Etsy

Chad Dickerson, [email protected] / @chaddickerson

March 10, 2012SXSW

Page 2: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW
Page 3: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

1.4B page views per month$525MM sales on Etsy in 201139MM unique visitors / month800K shops / 150 countries100+ engineers

By the numbers

Page 4: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

“The Etsy Way”http://etsy.me/etsyway

Page 5: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Our simple definition of continuous deployment:Small, frequent changes

to production.

Page 6: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Continuous deployment transformed Etsy

Page 7: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

6/05 9/08 12/09 9/10

Timeline

Etsy launches I joined

First 1-button deploy; 7

deploys in ’09

StatsD(graphs!)

12/10 12/11

3,029 deploys

in ‘10

10,068deploys

in ‘11

12/12

10x growth

Page 8: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

September 2008

Page 9: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

“There are issues to address now and there will most certainly be bumps on the technology side as Etsy grows, but I want all of you Etsians to know that it is an honor and a privilege to be serving the Etsy community as your CTO. If you can give me some time and understanding here in my early days at Etsy, I hope to make you proud.”

- An Honest Beginning for Etsy’s New CTO (company blog)

http://www.etsy.com/blog/en/2008/tech-update-an-honest-beginning-for-etsys-new-cto/

Page 10: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Problems!

Page 11: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

What was missing at Etsy at the time

Page 12: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

• Culture of transparency!

• Monitoring

• Metrics / Graphing

• Automated testing

• Error log analysis

Page 13: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

The present

Page 14: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

6/05 9/08 12/09 9/10

Timeline

Etsy launches I joined

First 1-button deploy; 7

deploys in ’09

StatsD(graphs!)

12/10 12/11

3,029 deploys

in ‘10

10,068deploys

in ‘11

12/12

10x growth

Page 15: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Confidence as a Service

Page 16: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Fred

Board members deploy!

Page 17: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Dogs deploy!

Page 18: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

How we got there

Page 19: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Most important issue?

Culture.

Page 20: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Peopleware:“the major problems of

our work are not so much technological as

sociological in nature”

Page 21: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

“Any organization that designs a system (defined broadly) will produce a design whose structure is a copy of the organization's communication structure.”

Conway’s Law:

- Melvin Conway, 1968

Page 22: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Fix people and team issues first.

Page 23: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Communication

Page 24: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Insist on transparency

Page 26: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Blameless post-mortems

http://www.slideshare.net/jallspaw/advanced-postmortem-fu-and-human-error-101-velocity-2011

Page 27: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Key tools at Etsy

Page 28: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Deployinator:One button deploy

https://github.com/etsy/deployinator

Page 29: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW
Page 30: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW
Page 31: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW
Page 32: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

StatsD:Graphs, democratized

https://github.com/etsy/statsd

Page 33: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Code talks.

Make graphs!

Page 34: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Yes! No.

Page 35: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Dashboard Driven Development**

**60,000 graphs, ~30 of the most important ones on deploy dashboard

Page 36: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Errors*

*Vertical lines are deploys!

Page 37: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Key business metrics*

*Vertical lines are deploys!

Page 38: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Automated Testing

http://codeascraft.etsy.com/2011/04/20/divide-and-concur/

Page 39: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

What continuous deployment gives Etsy

Page 40: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Agility: Always Be Shipping

Page 41: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

MTTD / MTTR

Page 42: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Stability & predictability

Page 43: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Encourages experimentation

Page 44: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Developer happiness

Page 45: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

DevOps

Page 46: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

Scales trust and risk

Page 47: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

“Not being in a state to deploy is a matter of liability. It's like having the only fire exit blocked. You ignore it at everyone's peril.”

— Lacy Rhoades, Etsy Engineer

Page 48: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

“an ecosystem where the lazy, excitable and impatient really shine”

— Andrew Morrison, Etsy Engineer“The Product Hacking Ecosystem”

http://codeascraft.etsy.com/2012/01/04/the-product-hacking-ecosystem/

Page 49: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW

ResourcesCode as Craft bloghttp://codeascraft.etsy.com/

Slides (including these)http://www.slideshare.net/etsy

Github http://github.com/etsy/

Join in the fun http://www.etsy.com/careers/

Page 50: Chad Dickerson, Etsy Presentation @ Lean Startup SXSW