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Creating Digital Solutions
Production or Design?
DB Systel GmbH | Dr. Martin Strunk | Enterprise DevOps Summit | Berlin | 19.11.2024
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About me
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• > 20 years experience in IT-industry
• > 10 years experience in leadership roles
• DevOps enthusiast
• Eager to help individuals, teams and
organizations getting better
• Open heart for people
My current role: “Agility Master Customer Experience”
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DB Systel | Dr. Martin Strunk | Enterprise DevOps Summit | 19.11.2024
Production Design
or
How do we create Digital Solutions?
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Production
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DB Systel GmbH | Dr. Martin Strunk | Enterprise DevOps Summit | 19/11/2024
Design
▪ Create new innovative solutions for
specific problems
▪ Flexibility is crucial for adapting to
market and technological changes
▪ Iterations play a central role for
integrating feedback into the product
▪ Although errors may incur high costs
they are seen as necessary part of the
learning process
▪ Efficient and reproducible creation of a product
with a minimum number or errors
▪ Small continuous improvements with a given
production setup
▪ Preventing errors is crucial since errors always
create high costs
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DB Systel | Dr. Martin Strunk | Enterprise DevOps Summit | 19.11.2024
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Economic Pressure!
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Comparing Time-Scales of Design, Production and Support Phase
(Schematic)
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DB Systel | Dr. Martin Strunk | Enterprise DevOps Summit | 19.11.2024
a) Digital Solutions (e.g. Web-Shop, SaaS)
Design Phase
Production Phase (basically, a CI/CD pipeline run)
Support Phase
b) Industrial Good (e.g. Cars, Machines etc.)
Design Phase Production Phase Support Phase
Multiple Times per Day
Days or Months
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DB Systel | Dr. Martin Strunk | Enterprise DevOps Summit | 19.11.2024
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Comparing Costs of Design, Production and Support (Schematic)
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DB Systel | Dr. Martin Strunk | Enterprise DevOps Summit | 19.11.2024
a) Digital Solutions (e.g. Web-Shop, SaaS)
Design
Phase
Production Phase
(basically, a CI/CD pipeline run)
Support
Phase
b) Industrial Good (i.e. Cars, Machines etc.)
Production
Phase
Design
Phase
Support
Phase
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Let’s Improve Digital Solution Design!
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Design Phase Support Phase
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Action Space of Digital Solution Design
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People Business Technology
Overview
Insight
Clarity
Needs of Users and
Stakeholders
Benefit for Business
Success
Opportunities offered by
Technology
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Digital Solution Design is shaped by People, Business and Technology
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Artefacts > Processes
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Information Building Blocks
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A Real World Example: The Design Journey of DB Curbside Management
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People Business Technology
Overview
Insight
Clarity
Parallel Development of
Commercial Product
Technical Design &
Development
Business Process Modeling,
Friendly User-Tests
Development of
Freemium-Product
Collapsing
Market
Deprecation
Strategy
Sales
User-Research
Product-Market-Fit
Product-Solution-Fit
„Klickdummy“
Go-Live Freemium-Product
IT Sec Process, Pen-Test,
Technical Cloud Migration
Re-Architecting (Scaling)
ADR, Capability-Map
Gaining new Customers
With slightly different use-cases
Requirements,
Capability Map
Participation in
Tenders
Gap Analysis
Business Idea, Business Case
BMC, VPC
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Design is not a linear process!
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People Business Technology
Overview
Insight
Clarity
Where to optimize Digital Solution Design?
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Risk /
Chances
Area of Effectiveness
Area of Efficiency
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Around 20 % of features are never used!
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Effectiveness > Efficiency
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What about this GenAI thing?
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People Business Technology
Overview
Insight
Clarity
Where to optimize?
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Risk /
Chances
Area of Effectiveness
Area of Efficiency
Start here with GenAI
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DB Systel | Dr. Martin Strunk | Enterprise DevOps Summit | 19.11.2024
1. Feature Prioritization
ChatGPT can analyze a list of proposed features and help prioritize them based
on user feedback and market trends, ensuring that the most important and
valuable features are developed first.
2. Prototyping and User Stories
Based on interviews and surveys, ChatGPT can draft user stories and personas
that reflect the key needs and expectations of users.
3. Support in Decision-Making
By providing data-driven recommendations and predictive analyses, ChatGPT can
support management and design teams in making informed, evidence-based
decisions.
How may GenAI-Services like ChatGPT enhance the effectiveness of Digital
Solution Design – especially the areas „Overview" and „Insight"
Let’s ask ChatGPT
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Conclusion
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3. Effectiveness Eats Efficiency for Breakfast: Focus on Improving the Effectiveness of
your Digital Design; consider efficiency subsequently!
2. Holistic View: You can’t separate business and IT anymore. Thus, bring the people
together! The holistic approach which fosters collaboration between experts of different
disciplines is crucial for the creation of successful digital solutions.
1. It’s Design, Stupid! Creating digital solutions is a continuous and complex design task.
Successful digital solution design considers the needs of the users, the needs of the
business and the possibilities of modern technology.
4. Use GenAI in the Entire Design Space: Do not focus your GenAI-activities only on
efficiency. Start your GenAI activities in the area of effectiveness!
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DB Systel | Dr. Martin Strunk | Enterprise DevOps Summit | 19.11.2024
Design requires…
… iterations
… continuous learning
… craftmanship
… discipline
… collaboration
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…and creativity!
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Aargh! Creativity?
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Creativity Framing
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DB Systel | Dr. Martin Strunk | Enterprise DevOps Summit | 19.11.2024
Creative Result:
Frame:
First Line: One Word
Second Line: Two Words
Third Line: Three Words
Fourth Line: Four Words
Fifth Line: One Word
Idee
Entsteht unerwartet
Wächst durch Gedanken
Vernetzt sich digital neu
Innovation
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Contact
Dr. Martin Strunk
Agility Master Customer Experience
[email protected]
DB Systel GmbH
Jürgen-Ponto-Platz 1 | 60329 Frankfurt/Main
Thank you for your attention