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Product Development at Mister Spex

Product Development at Mister Spex

Customer centric, data driven, agile

André Neubauer

September 22, 2017
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  1. PRODUCT DEVELOPMENT
    MISTER SPEX
    Customer centric, data driven, agile
    Berlin, 05.10.17

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  2. 2
    ANDRÉ NEUBAUER – CTO
    “Technology enthusiast,
    org development fanatic and
    strong advocate on modern
    leadership.
    Motivated by 'Y'! Love to work at
    @Misterspex, acting as CTO.”
    @devpg

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  3. 3
    MISTER SPEX IN A
    NUTSHELL

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  4. BUSINESS
    Roll-Out
    internationally
    M&A – in Scandinavia
    Europe‘s largest Online Retailer for Eyewear – One Brand

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  5. BUSINESS
    5
    Over 500 partner opticians 6 retail stores and growing …

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  6. 6
    TECH
    Internal development External software/ service
    Mister Spex in a nutshell
    Intershop
    •  Multi-lingual and –
    currency
    •  Product and
    customer
    management
    •  CMS, SEO and
    Payment
    Storefront
    E-Commerce
    Shop System
    Backend
    Retail Partner
    Module
    •  Multi-
    country
    •  Full Shop-
    and ERP-
    integrated
    Lensstore,
    Loveyewear
    Suppliers
    Microsoft Dynamics
    NAV
    •  Accounting
    •  Cash management
    •  Payment
    •  Inventory
    management
    •  Logistics
    (Nordics)
    •  Order management
    •  CRM
    •  Product catalogue
    •  Pricing and
    assortment
    Suppliers ERP – EDI Interfaces
    Mister Spex
    DE, FR, ES ...
    Linsenpate
    DE
    Data Warehouse
    BI-Tool
    with APIs to
    •  Dynamics NAV
    •  Webtrekk
    •  Catalogue System
    Mister Spex
    Specific
    Software
    Modules
    Solr
    Search
    Engine
    3D virtual
    try-on (TI)
    DY
    Personali-
    zation, AB-
    testing
    Prescription
    Lens Database
    •  Cost efficient
    lens ordering
    Prescription Lens
    Configurator
    •  Rule based PG
    recomendation
    for Storefront
    Kryd/
    Emarsys
    Mailing
    engine for
    Reminder
    and NL
    Zendesk
    •  Ticket mgmt
    tool for
    Customer
    Service
    Lensit
    PSI WMS
    •  Inventory
    management
    •  Logistics
    (for multi legal
    entity)
    Store solution
    Module
    •  Extended
    standard
    storefront for
    consulting
    •  PoS-
    integration
    •  Full Shop-
    and ERP-
    integrated
    Lensware
    •  Integration for
    lense ediging
    Webtrekk
    2D virtual
    try-on
    ESB
    •  Syn-
    chroni-
    zation
    between
    systems
    §  2 monoliths (Intershop, Dynamics NAV),
    owned by all, operated by SiteOps
    §  Serveral side systems, owned and
    operated by a team
    §  Mixed hosting environment (Cloud,
    managed, internal)
    §  Systems decoupled via async interfaces

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  7. 7
    ORG
    Mister Spex in a nutshell
    BI ITSM
    Shop NAV
    §  4 departments with different focus
    §  Complete internal development for all
    mission critical systems
    §  ~60 People over all disciplines (UX, PM,
    DEV, QA, OPS)
    §  Within a department teams have a focus
    topic
    §  Cross-functional teams
    §  Several releases each week

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  8. 8
    PRODUCT DEVELOPMENT (1/2)
    Mister Spex in a nutshell
    ü  Roadmap is based on strategic projects as well as product enhancements
    ü  New topics get pitched and prioritized by Product Council
    ü  Decision on roadmap for upcoming quarter at Quarterly Management Meeting
    CONFIDENTIAL

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  9. 9
    PRODUCT DEVELOPMENT (2/2)
    Mister Spex in a nutshell
    2
    weeks
    24
    hours
    Product Backlog
    Sprint Backlog Sprint
    Daily Scrum
    Shippable
    product
    increment

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  10. 10
    RELEASE PROCESS
    Mister Spex in a nutshell
    Approach:
    §  1 story : 1 branch
    §  1-click deployment at AWS

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  11. §  Continuous integration ✔
    §  Continuous delivery ✔
    §  Big data ?
    §  Full automation (testing, deployment, …) ?
    §  Mircoservices ?
    §  Serverless architectures ?
    11
    SO WHAT … WHAT’S NEXT?
    What’s the purpose of Tech?

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  12. 12
    THE PURPOSE OF
    TECH TO SERVE
    BUSINESS AND
    CREATE IMPACT!

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  13. Welcome to the information age!
    13
    WHAT ARE CHALLENGES NOWADAYS?
    §  Discontinuous change
    §  Short product life cycles
    §  Continuous price declines
    §  Little customer loyalty
    §  Based on knowledge work
    §  Competitor is just one click away

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  14. WHAT'S THE SINGLE MOST IMPORTANT BUSINESS ASPECT
    FOR A COMPANY?
    14
    SUCCESS

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  15. 15
    SUCCESS IS DRIVEN BY TWO ASPECTS
    Challenge:
    Decide for the right idea
    Problem:
    “[…] the literature indicates that drug
    companies typically require a higher number
    of starting ideas (6,000-8,000 or more) for
    every successful commercial new product
    than domanufacturers of typical industrial
    products (3,000 or so).” – Stevens, Greg A.,
    Burley, James 1997 3,000 raw ideas = 1
    commercial success
    Challenge:
    On-time, on-budget, and on-value
    Problem:
    §  “16.2% on-time, on-budget, and on-value
    §  31.1% of software projects will be
    cancelled
    §  52.7% of projects will cost 189% of their
    original estimates.”
    Source: The Standish Group Report
    Doing the right thing Doing the things right
    Focus of IT

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  16. 16
    “It’s more important to do the right thing than do the things right.”
    – Peter Drucker

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  17. 17
    DOING THE RIGHT THING
    Source: https://www.boardofinnovation.com/wp-content/uploads/2013/04/paperprotoyping.jpg
    Source: The Myth of Incremental Development
    http://herdingcats.typepad.com/.a/6a00d8341ca4d953ef01a511e114a3970c-pi
    §  Prototyping
    §  Agility

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  18. 18
    SUCCESS IS DRIVEN BY TWO ASPECTS
    Doing the right thing Doing the things right
    Prototyping
    Agility
    Test automation
    Continuous integration
    Continuous delivery
    Cloud computing
    Scalability
    Big data

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  19. 19
    CONTINUOUS
    DELIVERY* IS JUST
    NOT ENOUGH
    * Representative for modern tech approaches

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  20. 20
    THE NEW JOB OF IT

    HELP BUSINESS TO
    EVALUATE IDEAS
    AND TAKE THE
    RIGHT DECISION

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  21. 21
    HOW TO SUPPORT “DOING THE RIGHT THING”
    Prototyping
    Incremental optimization
    ??


    Hypothesis
    testing
    Data
    Agility

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  22. 22
    MANY SYSTEMS AREN’T MADE FOR QUICK TRY
    Source: http://blog.gardeviance.org/2015/03/on-pioneers-settlers-town-planners-and.html

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  23. 23
    PUTTING IT ALL TOGETHER
    §  Support your business with doing the right thing rather than optimizing for doing
    the things right
    §  Not demand and supply but working closely together
    §  Understand Tech not as cost center but enabler
    §  Distinguish between pioneers, settlers and town planners
    §  Don’t fear non-full-automated solutions
    §  Side effect: Your systems will not end up with technical debt of accidental
    complexity

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  24. 24
    MISTER SPEX

    CUSTOMER CENTRIC,
    DATA DRIVEN,
    AGILE

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  25. Mister Spex: Mostly pioneer and settler rather than town planners
    Focus: Testing, optimizing
    Support doing the right thing, if it’s the right thing, doing the thing right
    25
    HOW WE SUPPORT “DOING THE RIGHT THING”
    What’s in:
    §  Allow easy changes (AB-testing) through client side
    modification framework
    §  Accept technical debt to a certain degree but have a
    clear debt management
    §  Agile product development also for ERP
    What’s not:
    §  Microservice architecture (*we have some, but not
    for the sake of it)
    Client-side modification
    framework
    Misterspex.de

    Examples

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  26. 26
    CUSTOMER CENTRIC
    §  Need to know how customer needs &
    behavior and how they change
    §  Hypothesis board: Open round to discuss
    raw ideas
    §  Intern UX-research
    §  Inhouse user tests
    §  Personalization via behavior &
    segmentation

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  27. DATA DRIVEN
    27
    Shop ERP
    BI





    (e.g. tracking, A/B testing)
    §  Every hypothesis is backed
    by several KPI
    §  Measure always until the
    end
    §  Learning: No hypothesis
    matched so far estimates
    §  Challenge: Traffic to
    validate hypothesis in a fast
    manner

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  28. AGILE
    §  Team setup:
    §  Strive for isolation, minimize
    dependencies
    §  Complete (DTRT + DTTR)
    §  Distinguish between rock-solid
    function and quick tries
    §  Focus on review
    §  Tech debt management

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  29. PRODUCT DEVELOPMENT
    MISTER SPEX
    Customer centric, data driven, agile
    Berlin, 05.10.17

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