All Software Architecture, All the Time
June 10-13, 2019
San Jose, CA

7 years of DDD: Tackling complexity in a large-scale marketing system

Vladik Khononov (NaXex)
11:00am–11:45am Wednesday, June 12, 2019
Secondary topics:  Best Practice, Overview
Average rating: ***..
(3.50, 4 ratings)

Who is this presentation for?

  • Software engineers and architects



Prerequisite knowledge

  • A basic understanding of DDD practices and principles, ubiquitous language, and bounded contexts

What you'll learn

  • Understand why DDD can be challenging to implement and how it can be adapted to startups' needs
  • Learn why ubiquitous language is the most important part of DDD
  • See the role DDD played in one company's success


Turns out DDD works not only for cargo shipping. Vladik Khononov shares the story of Plexop, a large-scale marketing system that spans over a dozen different business domains—from management of advertising spaces to sales agents’ commissions. There were very limited resources and a very short time to market to implement Plexop. That’s why Vladik embraced DDD from day one, and, boy, did it pay out. Vladik shows how DDD allowed them to manage complexities, talks on different strategies for defining context boundaries that were used, and of course, the things that were learned the hard way—by making mistakes.

Photo of Vladik Khononov

Vladik Khononov


Vladik Khononov is chief architect at NaXex. Vladik has nearly 20 years of industry experience at companies large and small in roles ranging from software engineer to chief architect. He maintains an active media career as public speaker and blogger on topics such as microservices and domain-driven design. He also has a keen professional interest in distributed systems, software architecture, and software design in general. In his spare time, Vladik reads lots of books, flies RC aircrafts, helps animals in trouble, and co-organizes the Software Architecture TLV and Domain-Driven Design Israel meetups.