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Mucon 2019: OOps I DDD it again and again
- 1. Oops, I DDD it again: A story about using strategic DDD during Acquisition (again and again) Ora Egozi Barzilai May 2019 Head of R&D operations at Taboola Mucon 2019 EgoziOra
- 2. About myself • Writing code and leading engineers for 15 years • Experienced in companies of all sizes • Leading at Taboola the Publishers R&D group, Now leading R&D operations • Fascinated by DDD, part of DDD-IL Meetup • Mentored at the GBS excellence program -DDD-IL EgoziOra
- 3. This is a true story The events depicted in this film took place in Minnesota in 1987. At the request of the survivors, the names have been changed. Out of respect for the dead, the rest has been told exactly as It occurred. EgoziOra
- 4. What will you take from this Movie’s Scenes? EgoziOra 1+1=3
- 5. Taboola’s Core Domain 2016 Serving right recommendation to user on Publisher site EgoziOra
- 6. Bounded Contexts at Taboola 2016 Rule: “for all users from UK show only UK related articles” Main Taboola flow - Serving right recommendation to user on Publisher site Reporting Recommendation Serving Serving Rules Management Rules are deployed Rules Data is collected AI EgoziOra
- 7. Before 2016 - Taboola balances ads EgoziOra Ads = Money But too many ads will lose readers
- 8. 2016 – Taboola focuses on Personalization EgoziOra What if we could identify “Clickers” and show only them many ads? Clicker and engager can be the same person at different times
- 9. And then we met NINJA: Personalize Campaigns for e-commerce customers EgoziOra
- 10. Ninja’s Core Domain Serving right campaign to user on e-commerce site EgoziOra *pic take from amazon just for illustration
- 11. Bounded Contexts at Ninja 2016 More rules, WYSIWYG tool Main Ninja flow - Serving right campaign to user on e-commerce site Reporting Campaign Serving Serving Rules Management Rules are deployed Data is collected EgoziOra E-commerce sites Poor reporting Ninja rule: When user is about to leave site show her best campaign
- 12. Value of Taboola+ NINJA More rules, WYSIWYG tool Reporting Recommendation Serving Serving Rules Management Rules are deployed Data is collected EgoziOra E-commerce sites WYSIWYG tool E-commerce Ninja Personalization Ninja reporting
- 13. CONGRATULATIONS! we acquired Ninja, now what…... EgoziOra
- 14. Hi, I’m that Bridge you said you’d cross when you come to it EgoziOra
- 15. “People-Driven-Design” KPI: People stay Take 1 EgoziOra
- 16. People Driven Design EgoziOra What do the ninjas want?
- 17. EgoziOra People Driven Design What does TABOOLA want?
- 18. People Driven Design R&D publisher group EgoziOra Team 1 Team 2 Ninja
- 20. Architecture will be shaped like the communication EgoziOra Conway’s Law “Any organization that designs a system will Inevitably produce a design whose structure Is a copy of the organization’s communication Structure.” Melvin E.Conway
- 22. Take 1 Architecture KPI: People stay, Demo two products working together Reporting Recommendation Serving Serving Rules Management EgoziOra WYSIWYG tool Ninja Personalization
- 25. Reminder: Sub-Domains types Core Domain Critical to the Business Competitive advantage Supportive Domain Supports the business Important but not a competitive advantage Generic Domain Not Valuable for the business Can be bought off the shelf EgoziOra
- 26. Which Sub Domain is Ninja’s Product EgoziOra • Ninja’s team is separated • Ninja’s product supports recommendation Core Domain Critical to the Business Competitive advantage Supportive Domain Supports the business Important but not a competitive advantage Generic Domain Not Valuable for the business Can be bought off the shelf
- 27. Which Sub Domain is Ninja’s Product EgoziOra Yes! Ninja’s personalization supports the recommendation core domain Core Domain Critical to the Business Competitive advantage Supportive Domain Supports the business Important but not a competitive advantage Generic Domain Not Valuable for the business Can be bought off the shelf
- 28. Take1: What’s wrong with this approach? Can you spot the problem? Reporting Recommendation Serving Serving Rules Management EgoziOra WYSIWYG tool Ninja Personalization
- 29. Take1: What’s wrong with this approach? Lets focus on Serving Time: Recommendation Serving EgoziOra Ninja Personalization Supportive Domain Core Domain Ninja: For fast scrollers show engaging content Ninja Rules Taboola RulesTaboola: For user resembling clickers show more ads (Machine Learning based)
- 30. But as Eric Evans said: Each aggregate has a root and a boundary EgoziOra
- 31. Otherwise we end up having an old & young lady picture EgoziOra
- 32. EgoziOra We are a startup! We are the personalization team! Just inside Taboola Take1: Achievements & Challenges - People Integrated product uses 30% of Ninja stuff. Why did Taboola buy us?
- 33. EgoziOra We have a demo proving Ninja has competitive advantage Take1: Achievements & Challenges - Business Nothing works beyond demo. Rules collide…. We want MVP
- 34. The MVP or one product to rule them all KPI: Revenue indicators! Take 2 EgoziOra
- 35. Take2: Defining the MVP Reporting Recommendation Serving Serving Rules Management EgoziOra WYSIWYG Tool Ninja Personalization Ninja Rules Taboola Rules
- 36. Take2: Defining the MVP Reporting Recommendation Serving Serving Rules Management EgoziOra Ninja Personalization Configuration Ninja+ Taboola Rules Ninja personalization Single place for rules management, single place for running them
- 37. What did we DDDo? EgoziOra
- 38. Take2: Moved Ninja’s code into Core domain Reporting Recommendation Serving Serving Rules Management EgoziOra Ninja Personalization Configuration Ninja+ Taboola Rules Ninja personalization Single place for rules management, single place for running them Core Domain
- 39. Defining a MVP eliminates supportive domains, hence focusing you on the core domain EgoziOra
- 40. What did we do with the Ninja team? EgoziOra
- 41. Conway’s Law: If you want to merge architecture, you must merge the teams R&D publisher group EgoziOra Team 1 Team 2 Ninja
- 42. EgoziOra Our product is part of Taboola! Take2: Achievements & Challenges - People Stepping on people’s toes Who are we? What do we own?
- 43. EgoziOra 2 flows move the needle Take2: Achievements & Challenges - Business Faster, Faster, Faster
- 44. Focus and Accelerate KPI: Bottlenecks are eliminated Take 2.5 EgoziOra
- 45. Take2.5: Identifying the bottleneck Reporting Recommendation Serving Serving Rules Management EgoziOra Ninja Personalization Configuration Ninja+ Taboola Rules Ninja personalization It is not a technical system, it is a socio-technical system Ninja coding in team2 areaNinja coding in Team1 area
- 46. When we are architecting a software system, we must consider the impact on the teams in the organization and vice-versa (Nick Tune, Sociotechnical Architecture Patterns) EgoziOra
- 47. Take2.5: Solving the Socio-Technical problem Reporting Recommendation Serving Serving Rules Management EgoziOra WYSIWYG tool Ninja+ Taboola Rules Ninja personalization How can you stop people fighting over code? Ninja coding in team2 areaNinja coding in Team1 area
- 49. Take2.5: Achievements & Challenges – People and Business EgoziOra Ubiquitous language: Unified KPI - for revenue and user Engagement Flight-Control - balancing between KPI’s New modules for Ninja emerged Do we still need the taskforce? Too many cooks in the same code EgoziOra $ $ $ $ $ $
- 50. Cleanup Time KPI: Please don’t slow down Take 3 EgoziOra
- 51. As Alberto almost says: If you want to calm the People, Split the software EgoziOra
- 52. Take3: Redefining personalization EgoziOra Required KPI Current State Possible Layouts Recommendation Serving Context Regular serving Personalization KPI Layout Prediction Flight Control - Layout chooserPersonalized Layout
- 54. EgoziOra What did we DDDo? We found new beautiful boundaries 7:30 AM 8:00 AM
- 55. Take3: Redefining personalization EgoziOra Required KPI Current state Possible Layouts Regular serving Personalization KPI Layout Prediction Flight Control - Layout chooserPersonalized Layout Regular Recommendation BC Personalization Recommendation BC Recommendation Serving Context
- 56. Take3: Redefining personalization EgoziOra Required KPI Current state Possible Layouts Ninja Recommendation Serving Context in team2 area Regular serving Personalization KPI Layout Prediction Flight Control – Layout chooserPersonalized Layout Regular Recommendation BC Regular Recommendation BC Where is Ninja original code in the picture?
- 58. Personalizatio n Happy End – 2016 VS 2019 • All Ninja people stayed in the company except one • Team grew and evolved - Ninja people moved to other teams in the group • Moved from rule based to Deep-Learning based - leveraging Taboola’s competitive advantage EgoziOra
- 59. EgoziOra Heuristics Integrating teams and products is not an event, it is a process: • Strategic DDD is a great tool for an acquisition- use it to: a. Identify what parts of the acquisition should turn into core domain. Your goal is to transition them ASAP. b. Look for NEW bounded contexts • People are critical - Use Socio-technical Architecture as a tool for matching people and architecture. • Evolution!=Confusion
- 60. Business people call it merging companies. I call it: merging and emerging domains. EgoziOra
- 61. Thank You Ora Egozi Barzilai May 2019 Head of R&D operations at Taboola EgoziOra
- 62. Take1: What’s wrong with this approach? Lets focus on Serving Time: EgoziOra Ninja Personalization Supportive Domain Core Domain Ninja Rules Taboola Rules Recommendation Serving