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A Software Architects view on Digital Product Design

A Software Architects view on Digital Product Design

Held at DevOpsCon, Berlin. Copyright of images in the slides is with Vorwerk International Strecker & Co.

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Alexander Heusingfeld

May 29, 2018
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  1. DIGITAL PRODUCT DESIGN A Software Architects view on

  2. About Alexander Heusingfeld § Occasional author and conference speaker §

    Member of International Software Architecture Qualification Board (iSAQB) § Twitter: @aheusingfeld Head of Architecture @ Vorwerk Digital alexander.heusingfeld@vorwerk.ch
  3. AGENDA § Why are we talking Digital Transformation at DevOpsCon?

    § What is Digital Transformation? § Digital products are shaping our daily lives § Ways to approach Digital Product Design § The currency of the digital age and what it means for us § Issues with the current way § What are the takeaways?
  4. Why are we talking Digital Products at DevOpsCon? You know,

    … …it‘s about assembly pipelines
  5. Why are we talking Digital Products at DevOpsCon? https://www.altexsoft.com/blog/business/6-tech-tips-for-building-a-successful-startup/

  6. None
  7. Consider Value Stream Mapping From “Continuos Delivery”, Jez Humble &

    David Farley Continuous Delivery is a key enabler for Digital Transformation
  8. What actually is Digital Transformation? My experience § Hardest challenge:

    cultural change § „If it hurts, do it more often“ – „Eh, no, it hurts!“ § „I can‘t touch and feel your product. How is it a real product?“ Change existing Business Strategy to build products upon Digital Technologies.
  9. What are Digital products anyway? § Product created through software

    engineering § Digital delivery chain i.e. no physical supply chain § Available to customers anywhere at any time, payable online § Value is created by offering a service fulfilling customers‘ needs
  10. When was the last time you… …rented a DVD disc

    at your local video rental? …used a printed map? …walked over to a friend to see whether she‘s home? …you and a friend scanned through printed photos… …and told her that you liked that photo?
  11. Shaping our lives… https://www.t-online.de/digital/smartphone/id_83667042/schild- warnt-vor-smartphone-zombies-in-reutlingen.html

  12. Physical products become platforms

  13. Ways to approach Digital Product Design § START: Which service

    would solve a problem my customers have? § NEXT: What could be the simplest solution I can quickly try out? …another way is to start with „I have a software. How can I monetize it?“
  14. The currency of the digital age is… ATTENTION https://www.slideshare.net/stradablog/attention-is-a-currency

  15. What does it mean for us?

  16. There‘s a new „precious“… https://www.gq.com/story/jail-time-turkey-gollum-meme

  17. Algorithms designed to draw your attention You installed the app

    to e.g. stay in touch with friends -> Desire/Reward The app sends a push notification about just anything -> Trigger/ Cue You think „While I‘m here, let‘s quickly check what my friends did“ -> Routine Habit Loop http://charlesduhigg.com/how-habits-work/
  18. Algorithms designed to draw your attention http://wersm.com/facebook-tests-push- notifications-on-ios-app/ Facebook has

    been perfecting this since 2012
  19. …some are even advertising it https://www.nirandfar.com/ Boundless Mind/ Dopamine Labs

    AI-optimized reinforcement that changes user behavior and drives business metrics. https://techcrunch.com/2017/02/13/dopamine- labs-slings-tools-to-boost-and-reduce-app- addiction/ Why We're All Addicted to Texts, Twitter and Google Dopamine makes you addicted to seeking information in an endless loop. Posted Sep 11, 2012 https://www.psychologytoday.com/intl/blog/brain- wise/201209/why-were-all-addicted-texts-twitter- and-google
  20. Our society is being hijacked by technology What began as

    a race to monetize our attention is now eroding the pillars of our society!
  21. Issues with the current way

  22. There are alternatives http://humanetech.com/

  23. …remember, we are responsible for products we build! Be mindful

    about addiction loops and Dark Patterns! https://darkpatterns.org/
  24. WE ARE CLOSE TO WHAT MATTERS MOST Our Philosophy CUSTOMER

    FOCUS ENTREPRENEURSHIP EXCEPTIONAL QUALITY THINK LONG TERM OPEN TO CHANGE
  25. Our COOKIDOO 1.67 MILLION IoT Devices platform currently serves

  26. TAKEAWAYS § Digital Products are our home turf – join

    in § Focus on problem solving, monetization will follow § Be mindful of the digital addiction problem § Let‘s Build products that we can be truly proud of § …because they serve the well-being of our customers
  27. https://www.linkedin.com/pulse/attention-currency-its-time- re-think-storytelling-content-brian-solis

  28. THANKS FOR YOUR ATTENTION ALEXANDER HEUSINGFELD HEAD OF ARCHITECTURE JOIN

    THE MOVEMENT …BTW: WE‘RE HIRING! Come join us @ http://vorwerk.digital