Forget just functionality - in today's API-driven world, Developer Experience (DevEx) is the key to unlocking true API innovation. We'll move beyond the traditional "DevOps" focus to explore how DevEx encompasses every aspect of the API lifecycle, from design and discovery to integration and ongoing support. By prioritizing clear documentation, intuitive tools, and a frictionless development flow, we can empower developers to build on top of your APIs with speed and efficiency. This talk will explore how a DevEx-centric approach, aligned with core DevOps principles like collaboration and shared responsibility, can foster a thriving ecosystem around your APIs.