SpringOne Platform 2019 Title: A Tale of Transformation: Changing the Way We Deliver and Transform Product Data at Dell Speakers: Deepali Kishnani, Product Manager, Dell Commerce Platform; Joe Toubia, Senior Director, Dell Technologies Youtube: https://youtu.be/St6lP9b0_tY

1. A Tale of Transformation: Changing
the Way We Deliver and Transform
Product Data at Dell
Deepali Kishnani, Product Manager, eCommerce - Dell Technologies
Joe Toubia, Senior Director, eCommerce - Dell Technologies

2. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Dell Technologies is a unique family of businesses that provides the essential
infrastructure for organizations to build their digital future, transform IT and protect
their most important asset, information.
Dell Technologies consists of 7 brands:
180
countries
34,000 full time
Services & Support
team members
145,000
team members
Serving 98%
Fortune 500
$91.3B
revenue

3. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Architecture
Buyer/Seller
Experience
Store Owner
Experience
Back Office
Experience
“FRONT
OFFICE”
“BACK-
OFFICE”
PaaS PIVOTAL CLOUD FOUNDRY
IaaS VMWARE
DELL EMC
RSA SECUREWORKS
ON-PREMISE / VIRTUSTREAM / VMWARE CLOUD
COMMERCE PLATFORM
GATEWAY
PRODUCT
CANONICAL
ORDER
MANAGEMENT
FULFILLMENT
“BOM”

4. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Commerce Platform Challenges
Waterfall & Program based
• Centralized planning
• Long feedback loop from stakeholders
• Quarterly releases with long
deployment windows
PROCESSPEOPLE
Multiple Teams in same
Codebase
• Quality suffered
Teams needed SME to
unblock
TECHNOLOGY
Monolithic Applications
• Even the smallest change could create
unforeseen issues within the overall
application
Not 12 Factor
• Coupled to OS & vendor specific
technology

5. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
How we define Digital
Transformation
Digital Transformation is a cultural change
powered by technology that requires
organizations to continually challenge the
status quo, experiment often, and continuously
learn via successes and failures.

6. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
The Dell Digital Way
Pivotal Labs Practices
• Fully empowered to identify and
address top Customer opportunity
• Close Partnership with Business
Stakeholders
• Agile/TDD Methodologies (iterative)
Modern DevOps on Dell Technologies
• Continuous discovery and delivery via
automated CICD pipeline
• Multiple deployments a day
PROCESSPEOPLE
Simple, streamlined, balanced
and direct
• 1 Designer
• 1 Product Manager
• 6 Engineers
Product Mindset & Culture
TECHNOLOGY
Cloud Native Applications
• Leverage PCF to break away from
monolith and into microservices
• Decoupled architecture that abstracts
multiple sources of truth
• 12 Factor

7. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Commerce platform journey and vision
Commerce
Platform DDW
Unified Commerce Platform
Product Search
Pricing
Store back
Content
Cart
Quote/Order
Engineering Product Mgmt
45 Product teams
Payment Identity
Deliver a modern, global, cloud-based, omni-channel commerce platform that enables
Dell to meet our customers wherever they are and provide the best experiences to
discover and purchase Dell technology leveraging the Dell Digital Way

8. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
“Product” Use Case

9. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Dell Products EMC ProductsDell EMC Products
• Configurability
• Customization
• Adaptability
• Scalability

10. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
TECHNOLOGY

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What does our system look like?
Product Master 1 Product Master 3Product Master 2
Product Adapters
Product APIs Product Tools
Store Back Store Experience
Commerce Product
Master
Order Management/Fulfillment Adapters

12. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
What are we trying to achieve?
DELL
EMC
MDM 1
MDM # PCF
PRODUCT APIs
Caching Concurrency
Exception
Management
Stream / Batch
Execution
Security Monitoring
Transformation and Routing
Adapters
Pipelines

13. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
How did we decide?
Purpose Technologies
Pipeline
Messaging
Platform
Others
* Java * Kibana
* .NET * New Relic
* AngularJS * Javascript
Spring Cloud
Data Flow
Cloud Native Performance
RabbitMQ
PCF Spring
Framework

14. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
PEOPLE

15. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Balanced team
Engineering pairs
Designer
Tech Anchor
Product Manager
Vision

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Accomplishments
Empathize
with users
Happiness
Own the
product
Question
the ‘whys’
Validate
assumptions
Independence

17. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Dell Digital Labs

18. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
PROCESS

19. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Adaptation of XP
Release
BuildTest
Deploy
Continuous Integration /
Continuous Delivery
Dev Ops
Repeat
Behavior Driven Development
Write a
failing
test
Make it
pass
Refactor
Test Driven Development Pair Programming

20. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Pipeline as a product
Correlation ID
Pipeline 01
Pipeline 02
Pipeline 03
Pipeline 04
CompositeId

21. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Measuring performance

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Pipeline dashboard
Pipeline 1 Source
Pipeline 2 Filter
Pipeline 1 Processor
Pipeline 1 Sink
Pipeline 2 Source
Pipeline 2 Processor
Pipeline 2 Sink

23. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Practices that helped us win
Standups Retrospectives
(Retros)
Iterative Planning
Meetings
ScorecardsLean Principles

24. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
SUMMARY

25. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Challenges
Tribal knowledge vs.
well-documented
processes
Breaking old
habits
Pair programming
adoption

26. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Lessons learned
Tooling is
necessary
Non-negotiable
practices
Transformation
is possible
for anyone
Feedback

27. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
Net results
DailyMonthly RELEASE CYCLE
Minutes3 Days DEPLOYMENT
DevOpsExternal TESTING
Minutes (On demand with Pivotal Cloud
Foundry)
Weeks / Months SCALABILITY

28. Unless otherwise indicated, these slides are © 2013-2019 Pivotal Software, Inc. and licensed under a Creative Commons Attribution-NonCommercial license: http://creativecommons.org/licenses/by-nc/3.0/
QUESTIONS?
Stay Connected.
Deepali Kishnani Joe Toubia
Deepali.Kishnani@dell.com Joe_Toubia@dell.com