The elements of a great API demo.

February 1, 2013
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My current demo is something that I’m particularly proud of. If you haven’t seen it already, here’s a decent recording of it from PennApps.

Even with the Tweetdeck mishap, the whole thing is streamlined down to a science. And there’s a reason for that. The thing that people often don’t realize is that this demo is the product of dozens of iterations. I’ve been carefully optimizing it for a while now, trying to take full advantage of every precious second I get. Here are a couple of tips I’ve learned along the way that you can use to optimize your own demo.

Know your audience.

The demo you give to a room of student hackers and the demo you give to a room of potential customers should be different.

Knowing your audience is about understanding their goals and problems. You should be tailoring what you’re saying specifically to people in the room. That group of CTOs doesn’t want to see you use your API to spam your friends with cat photos, and the hackers at a hackathon don’t want to hear about how your API can grow their business. Know who you’re talking to and make it relevant to them.

A great example of this is the SendGrid newsletter app. If I’m talking to a room of developers, I don’t even mention the newsletter app at all. If I have a lot of time, I might mention that we have an API for sending newsletters, but the UI just isn’t relevant to them. On the other hand, if I’m addressing a group of marketers, the newsletter UI is the main focus of my talk.

Use the right medium.

There’s this common belief among developer evangelists that live coding is better than a slide deck during a demo. I actually disagree even though you’ll rarely catch me using slides. There’s a right medium for everyone. I’m very comfortable in a console, so live coding works for me. That said, I’ve seen a ton of great demos given from the browser and from a slide deck too.

I want to take a minute to talk about slides in more depth. Slides are not the enemy. We think that slides are bad because we’re used to seeing bad slides. Let me illustrate. Have a look at this slide:

Bad Slide

And then compare it to this one:

Good Slide

They both have the same overall message, but it’s pretty obvious which one is better. Slides don’t need to be boring. They can be simple and fun. You just have to go the extra mile and put some personality into them.

Keep it simple.

Whether you’re using slides or live coding an app, always keep things simple. When I first started demoing SendGrid, I was trying to figure out a way to incorporate all the APIs into one demo. The result was a super complicated demo with a lot of moving parts.

If things get complicated or you unleash a flood of information, people will start dropping like flies. The best way to combat this is to ask yourself a simple question:

When I finish this demo, what’s the one thing I want people to remember?

In the case of the SendGrid demo, I want people to remember that we make it super easy to send email. Once I figured that out, I focused on getting people excited about sending email and dropped the rest of the APIs entirely. My demos started getting better immediately and people understood what we did a lot faster.

Things will go wrong. Be Ready.

If you’re going to give a lot of demos, accept now that you’re going to mess up. Even the most practiced presenters will have a typo or skip an important point on a slide, there’s no avoiding it.

But messing up doesn’t have to ruin your demo. In fact, you can use it to your advantage if you’re really good. The key is being able to recover once it happens.

The best advice I can give to this point is breathe. When I mess up, I tend to find myself starting to rush things because I get nervous. When this happens, I end up skipping more things or messing up worse.

Stop. Breathe. Collect your thoughts and then continue.

Here are a few things you can do to help avoid problems from the start:

Practice & Iterate.

I’ve given my current demo about 10 times publicly, but I must have run through it by myself 100 times before that. Know what you’re going to say before you say it and know it well. Plenty of good API demos were given on the fly, but if you want to be great, you need to practice.

Another thing that can help make a demo great is experimentation. Every time I give my demo, I try to make at least one test change. For example, I tried giving the talk with the Arduino plugged in from the start instead of starting with it unplugged. I noticed that things went a lot smoother when I wasn’t fumbling with the cord, so it stuck. After that, I tried starting with the code pre-written, which had too much magic and didn’t stick. Experiment and make changes based on what performs well and what doesn’t.


The tips should be enough to get you heading in the right direction. Of course the best way to get better at your demo is to, well, give it. So get out there and put this stuff to practice.

- Swift

P.S. My name is Swift. I'm a former developer evangelist at SendGrid and one of the founders of Hacker League. I also tweet as @SwiftAlphaOne. Follow me there for more of my thoughts and maybe a laugh or two.

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