The landscape of software development has experienced a significant shift in the last 10 to 15 years, from selling licenses for specific software versions to adoption the Software as a Service (SaaS) model. Midway through the shift to SaaS, the rise of what has been termed the ‘API economy’ began to take hold, with customers beginning to expect seamless integrations between the various systems they use. At the same time, there was an evolution in Product Management, with companies embracing a product-led approach, putting the Product Group at the forefront of the decision-making process. These converging ideas, along with the rise of APIs as products and the shift from monolithic applications to micro service architecture, have paved the way for a new role in the software industry: the API Product Manager.
In the early 2010s, as many software providers transitioned to SaaS, publicly exposed APIs gained popularity. However, during this time, few companies treated APIs as real products, with little consideration given to how they should be supported and managed moving forward. The developer experience was often neglected and treated as an afterthought. Midway through the decade, as developer products like Stripe and Twilio gained popularity, forward-thinking companies like Shopify began emphasizing their partner programs and focusing heavily on the developer experience, but many (if not most) still lagged behind. It wasn’t until the industry embraced the API economy that the shift towards a product-led approach became more widespread, recognizing the value of APIs and robust partner programs to the organization.
What is API Product Management?
While the fundamentals of Product Management apply to API Product Management, there are some nuances to consider. In this role, developers are the customers, and their needs and expectations differ from those of a typical user. With traditional products, the focus is often on the User Experience. For an API product, the focus is on the Developer Experience. This encompasses documentation, user guides, tutorials, and API references. It also must consider the user journey of a developer, from initial discovery, to ideation, validation, implementation, and launch. Although the focus is on the developer user, it’s important to remember that each phase of the journey may include different user personas, such as developers, product managers, and business development specialists, and should be optimized for those personas. Finally, it’s critical to keep in mind the end-users of the products that the developers create, who may be shared customers. The experience of discovering and using a third-party integration is perhaps the most important piece of all, as it will ultimately determine the success of any API program.
There has been a noticeable increase in the popularity of API Product Management over the past seven or eight years. This can be measured with the rise of API developer products, such as testing tools like Postman, Insomnia, and SwaggerHub, management platforms like Kong, Apigee, and Tyk, and documentation frameworks like ReadMe, Redocly, and Docusaurus, amongst many, many others. The number of publications on the topic has also greatly increased, from a development and management perspective. Anecdotally, the number of API Product Manager job listings has drastically increased over the past two to three years, a promising sign for any aspiring API PM that indicates a growing demand for this specialization in the software industry.
Starting Your Journey
If you’re interesting in making the move to API Product Management, there are a number of things you can do to build your skills and expand your knowledge in this space. First and foremost, gain a solid foundation in Product Management principles. Learning the foundations for Product Management is outside of the scope of this post, but worth pointing out as an initial requirement. At the same time, seek to gain a deep understanding of APIs and the technologies that drive them. Identify some popular APIs and review the documentation. Evaluated these APIs using various testing tools and build example integrations. Become familiar with core the principles of APIs, such as authentication and error handling, as well as different design approaches, specifically REST and GraphQL.
To stay informed about the latest trends and best practices, follow industry experts, blogs, and podcasts. The single most influential person in the development of my career as an API Product Manager has been the API Evangelist Kin Lane. I highly recommend reading his blog and listening to his podcast Breaking Changes. Also stay informed on the latest books on the topic and seek out the authors on social media to stay up to date on their activities. Below, I’ve listed some of the resources I use for staying up to date on the industry, but there are many others that you can discover for yourself.
Podcasts
Books
- Build APIs You Won’t Hate
- Continuous API Management
- Developer Marketing Does Not Exist
- Principles of Web API Design
Blogs
Newsletters
These resources will give you a foundation in the theory of API Product Management, but this will only take you so far. Practical experience is required to gain a strong foothold in the industry. To get hands-on experience, consider working on API-focused side projects or contributing to open-source projects (it’s a common misconception that only developers can contribute to open-source projects). If you’re already working as a Product Manager, express your interest in APIs and look to take on more technical projects that focus on developer experience or implementing APIs. Familiarize yourself with API documentation platforms, like ReadMe, Redocly, or SwaggerHub, API management solutions, like Apigee and Kong, and API testing tools like Postman and Insomnia. Connecting with other API Product Managers and attending local or online industry events, like APIDays, can help grow your professional network and provide an opportunity to learn from experienced professionals. By combining self-directed learning, practical experience, and industry engagement, you’ll be well on your way to a successful career in API Product Management.
Putting it all Together
The shift from licensing models to SaaS, the rise of the API economy, and the increasing focus on product-led organizations have all played a part in the emergence of API Product Management. As companies continue to recognize the values of APIs and the importance of providing a strong developer experience, the role of API Product Managers will only become more crucial in shaping the future of software developer. With the growing demand for professionals with specialized skills in API Product Management, now is an excellent time to enter this niche role. By leveraging the tips and resources provided in this post, you can start your journey into the API space and make a meaningful impact on the developer experience and the software industry while building a fulfilling career in technical product management.