Wardrobe startup to awesome scale-up

Hyper growth with agility

OLIVER BRENNAN

Head of Engineering @ THE ICONIC

4 ½ years and counting

Organiser of @SydPHP

On Twitter at @BrOllie

OLIVER BRENNAN

Head of Development @ THE ICONIC

4 ½ years and counting

Organiser of @SydPHP

On Twitter at @BrOllie

I ha aw e c o!

PIERS WARMERS

Tech Manager @ THE ICONIC

3 ½ years and counting

On Twitter at @warmers

PIERS WARMERS

Tech Manager @ THE ICONIC

3 ½ years and counting

On Twitter at @warmers

I’m a ho y m !

THANKS!

CROSS FUNCTIONAL // WHAT HAPPENED?

https://theiconic.tech/

https://theiconic.tech

OUTLOOK // 50

1. ABOUT USWho we are

2. THE PASTOur story

3. THE PRESENTWhere are we today

4. THE FUTUREWhat comes next

TIMELIN

E

LISTENING?WHY ARE YOU

Tech ProgressiveGrowing fastChallenge the status quoCustomer firstYoung

THE ICONIC

MIX

TAPE V

OL. IV

OUR P

RIN

CIP

LES

QUALITYPEOPLETRUST and SUPPORTCHALLENGELEARNINGSUSTAINABILITYPRIDE

LET’S GO BACK IN TIME

STARTUP // 2011 - 2012

ENTHUSIASTICCOMMUNICATIONIT WAS AWESOMEGETTING SHIT DONEFRENETIC

S̀ysAd

Eng

QA

STARTUP // 2011 - 2012

CHAOSSTARTUP // 2011 - 2012

YOU NEED PROCESS

KEY LEARNING:

FAILURE IS A TEACHERFailing is OK!

“I’m surprised with all the support. Last time (prev company) I broke, like everything, all I got was criticism. Thanks again, let’s get on with it.”

We TRUST and ENABLE each other

GROWTH // 2012 - 2013

QUALITYLEADERSHIPCREATED PROCESSORGANISE TEAMSSCRUM

S̀ysAdEng

QA

UXD

PO

CTO

HeadEng

GROWTH // 2012 - 2013

#FAIL

GROWTH // 2012 - 2013

UNDERSTAND THE PROCESS

KEY LEARNING:

SCALING // 2013 - 2015

WE NOW CRAFT OUR SOLUTIONS

CROSS FUNCTIONAL BEGINS

WE NEED THE RIGHT PEOPLE ON THE BUS

WE START TO BECOME AGILE

CTO HeadEng

`DevOps

`

`

QA

EngPO

QA

EngPO

UXD

THE BACKLOGMEET MY FRIEND,

SCALING // 2013 - 2015

BACKLOGSOF DOOM!

TAKEOWNERSHIP

KEY LEARNING:

OWNERSHIP // 2015 - 2016

Leader leader organisationData Obsessed Teams comfortable to break normsIntroduced lean engineeringThe energy is contagiousWho are our customers

PLUMBINGOPERATIONS

Um el Fir l

Ex e Sp s e Sup m u r

Internal Customer Initiatives

External Customer Initiatives

CTO HeadEng

`DevOps

`

`

QA

EngPO

UXD

QA

Eng

QA

EngPO

UXD

PO

UXD

QA

EngPO

UXD

EVERYONE QUIT 2.0!

OWNERSHIP // 2015 - 2016

RESPECT CHANGE

KEY LEARNING:

REBUILD WITH CONFIDENCE

We believe that EXCEPTIONAL TALENT belongs in our team

CROSS FUNCTIONAL // 2017 - 2018

Introduced data scienceCustomer JourneyDrive InnovationOperational Rhythm

WE MERGED DYSFUNCTIONALTEAMS

CROSS FUNCTIONAL // 2017 - 2018

MEASURE THE CULTURE BEFORE RUSHING

CROSS FUNCTIONAL // 2017 - 2018

Discovery

FinanceQA

EngPO

UXD

QA

EngPO

UXD

Algorithms

QA

EngPO

UXD

Pick Pack & Dispatch

CTOHeadEng

D̀evOpsQA

EngPO

UXD

Checkout & Delivery

QA

EngPO

UXD

Data

ACTUALLY, IT’S LOOKING BETTER

CROSS FUNCTIONAL // 2017 - 2018

SELFRELIANCE

KEY LEARNING:

WE CROSS FUNCTIONAL

We never stop LEARNING

We never stop LEARNING

QA WAS STILL A BOTTLENECK

CROSS FUNCTIONAL // 2017 - 2018

THE OPTIMISATIONCONTINUES

CROSS FUNCTIONAL // 2017 - 2018

REBRANDEDOUR ENGINEERS

CROSS FUNCTIONAL // 2017 - 2018

WHAT’S NEXT?

THE FUTURE // WHAT IS NEXT FOR US?

WHAT’S NEXT?

THE FUTURE // WHAT IS NEXT FOR US?

PUSH THE T-SHAPED ENGINEER

RESTRUCTURE SOME MORE?PROGRESS TECH

DATA WILL DRIVE CHANGE

THE FUTURE // WHAT IS NEXT FOR US?

MORE MOBILITYREMOTE FIRST

KEY TAKEAWAYS

MISSION DRIVEN TEAMS

DEVELOP YOUR EMPATHY

THANK YOU

THEICONIC.COM.AU/CAREERS