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The Value Fly Wheel 2023 DDDesign Taiwan Conference

Kim Kao
September 21, 2023

The Value Fly Wheel 2023 DDDesign Taiwan Conference

In this talk, Kim mentioned how to clarify the current problem and seek for voices from first-line team to confirm. Use the Value fly wheel to capture relevant information, then map the as-is and to-be design decision via Wardley Mapping. Take another angle to consolidate the types of sub domains in DDD, fit-in the different stage of product/solution evolution in Wardley Mapping.

Kim Kao

September 21, 2023
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  1. The Value Flywheel Effect
    那些藏在價值飛輪下你該知道的策略
    Kim, Kao
    Co-organizer, DDDesign Taiwan
    Sr. Developer Specialist Solutions Architect, AWS

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  2. © 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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  3. © 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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  4. © 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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  5. © 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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  6. 7
    ARR ? vs RDD ?

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  7. 8
    Steps Forward
    Consistent with
    Hedgehog Concept
    Flywheels Builds
    Momentum
    Accumulation of
    Visible Results
    People Line up,
    Energized by
    results
    Jim Collins – Good to Great

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  8. The Value Flywheel Effect
    LONG-TERM
    VALUE
    CLARITY OF
    PURPOSE
    PHASE 3
    PHASE1
    PHASE4
    PHASE2
    Join Business &
    Technology
    Strategies
    CHALLENGE
    &
    LANDSCAPE
    NEXT BEST
    ACTION
    Step 1 – CLARITY OF PURPOSE
    $MRR
    Jun, 2022 Jun, 2023
    Get well plan?
    Revenue dropped by 60%
    Inactive members + 40%
    Termination of supplier collaboration + 30%

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  9. PHASE 1 – CLARITY OF PURPOSE
    - Raise the # of active members
    - Extend the contract
    - Net new leads/engagement
    - Recruit new supplier with structural campaign
    CEO
    North Star Metrics
    § Never embrace lagging indicator
    CLARITY OF
    PURPOSE
    PHASE1
    Join Business &
    Technology
    Strategies

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  10. Lagging Metric
    North Star Framework Suffering in execution
    • Too focus on critical metrics
    • Difficult to choose appropriate
    metrics
    • Looking for short-term win
    • Lack of whole picture
    • None concrete execution plan
    11

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  11. Leading Metric
    Impact Mapping Key Characteristics
    12
    • Strategy planning tool
    • Visualize the goals, actors
    • Through behaviors impact to
    identify potential results
    • Connect all stakeholders to
    execute tasks and deliver results

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  12. PHASE 2 – CHALLENGE & LANDSCAPE
    - I can only deal with on-premise system
    - Front end is the best
    - Agile? Are you kidding me ?
    - Take care the worries & concern
    - Enable & coach through pre-production journey
    - Embrace diverse stakeholders
    - Involve in Sociotechnical systems
    § Psychological safety
    § A sociotechnical systems view
    § Enable empowered engineers
    ENGINEERS
    PHASE2
    Join Business &
    Technology
    Strategies
    CHALLENGE
    &
    LANDSCAPE

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  13. Sociotechnical
    • Define the product from scratch
    • Get early stage user feedback
    • Enhancement based on critical request
    • Impact the overall architecture design
    • Expect to gain great customer experience
    • Update strategies

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  14. PHASE 3 – CHALLENGE & LANDSCAPE
    - NO CI, that’s all
    - Lack of documents, knowledge leaking
    - We do what we want - RDD
    - Take care the worries & concern
    - Enable & coach through pre-production journey
    - Embrace diverse stakeholders
    - Involve in Sociotechnical systems
    § Code is a liability
    § System is the asset
    § Align on how you will serve
    customers
    PRODUCT
    LEADERS
    Next Best
    Action
    PHASE 3
    Join Business &
    Technology
    Strategies

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  15. PHASE 4 – LONG-TERM Value
    - Reliability is not reachable
    - Failure is BAU
    - Just meet urgent requests
    - Problem prevention culture – Well Architected
    - Sustainability as top priority
    - Next Generation companies ahead
    § A problem-prevention Culture
    § Keep a low-carbon footprint
    § Map the emerging value
    CTO
    LONG-TERM
    VALUE
    PHASE4
    Join Business &
    Technology
    Strategies

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  16. Wrap it up in transparency
    • Conduct the body of work in documenting the
    trade-off decision making
    • Architecture Decision Record as the long-term
    business growing playbook
    • Make sure everyone can access in your org

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  17. Legacy system refactoring strategy
    Rebuild vs Refactor ?

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  18. Essential capabilities behind value flywheel
    19

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  19. 20
    By using a map of a business, we can anticipate change
    and learn to use it to our advantage
    ~ Simon Wardley

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  20. Evolution of the Value Chain
    Commodity
    Product
    Custom Built
    Genesis
    Just Innovated
    Uncertainty
    Semi-Product
    Experimented
    Specific Knowledge embedded
    Widely Adopted
    Turn-Key Solution
    High maturity
    Plenty of choices
    Standard & Low-Cost

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  21. Wardley Mapping Canvas
    • Identify Users
    • Verify User Needs
    • Start from visible to audience
    • Aware Momentum & Iternia of to-be pace

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  22. Case Study
    Optimising serverless for BBC
    ~ Johnathan Ishmael, Lead technical Architect, BBC

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  23. Unexpected Growing Line of Business
    Scalability challenge
    26
    https://www.infoq.com/news/2021/01/bbc-serverless-scale/
    • Complexity of running such an extensive service.
    • Unpredictable traffic (e.g. Olympic, WW FG)
    • Tons of Millions users watching and reading
    content at once
    • Combined with essential features – SEO,
    accessibility, personalization
    • Multiple channel support – Web, Mobile
    • Compete with Apple new, Netflix with less
    budgets

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  24. Motivation of driving refactor to Serveless
    60 million DAU
    20K RPS
    3x grows QPS / new breaking news story erupts

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  25. Legacy architecture of BBC
    28
    • Timeline : During 2020
    • 165M unique requests from WW
    • “Web Core” stack averaged 80K request/min, peaking at 120K/min
    • Edge traffic over CDN 2.5M PV/min ; 41K qps

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  26. Success factors
    29
    https://medium.com/bbc-product-technology/shipping-progressive-web-apps-everywhere-190a421c606a
    Value Chain
    Visible
    invisible
    Serving context:
    - 160M unique PV
    - 80K RPM, Peak 120K RPM
    - 2.5M PV/Min; 41K QPS over CDN
    Offer WW content
    (Sports, RADIO, News, TV)
    World Wide
    Access
    Multiple platform
    support
    Unpredictable traffic
    Serving
    Content Distribution
    Network
    React App
    Storage
    Cache
    Elastic Compute
    Environment
    inertia
    Serverless
    EC2/Container/Kubernetes
    Web App

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  27. Architecture Decision Record
    30
    https://medium.com/bbc-product-technology/shipping-progressive-web-apps-everywhere-190a421c606a
    Value Chain
    Visible
    invisible
    Serving context:
    - 160M unique PV
    - 80K RPM, Peak 120K RPM
    - 2.5M PV/Min; 41K QPS over CDN
    World Wide Access Elastic Compute Environment
    inertia
    Serverless
    EC2/Container/Kubernetes
    Container
    (Kubernetes)
    Lambda
    - Heavy delay in scaling
    - Don’t tolerate large bursts of traffic well enough
    CPU bound compute
    Lived up
    < 2s
    EC2
    No persistent
    requirement
    - limited by underlying compute instance
    - Has to scale out to meet the demands of
    running container
    - Suitable for long lived, stateful sessions, good to porting
    - Good to handle short lived traffic
    - non-persistent, stateless connections
    - Leave provisioning tasks to providers

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  28. BBC Serverless architecture
    60 million DAU | 20K RPS | 3x growth up QPS/new breaking news story erupts
    Base scenario :
    No traditional architecture, go with API Gateway, customzie the entry point from EC2
    • Internal handle the traffuc forwarding
    • Fastest caching operation and fail backs
    • High network, high memory, low CPU usages

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  29. Overall gained performance
    32
    A graph showing the average and p90 response times of our presentation React app serverless functio
    over a 4 week period. X axis is time, Y axis is duration in milliseconds.

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  30. Heuristics of practice

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  31. Goal
    Alignment
    Facilitating
    Problem
    Domain
    Resources alignment

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  32. 1. Value Flywheel 2. Wardley Mapping 3. Architecture Decision
    Record
    • Persona
    • North Star
    • Don’t embrace lagging metrics
    • Invest on core sub domain
    • Know the momentum
    • Mitigate the inertia
    • Make it traceable
    • Align with business goals
    • Take case stakeholders

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  33. Thank you!
    36

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