February 2009: CEO said build store

April 2009 @ Java ONE, shipped complete end to end store, end user UI to download apps, developer UI to put apps into the store, management UI to manage apps in the store.

7 versions shipped in 12 months.

Lessons learned

• Collaboration is key. UX, dev and product management stayed in lock step. That enabled quick decisions and quick iterations.
• A store looks only as good as its contents. If the apps in your store use bad icons, then your store looks bad.