All Software Architecture, All the Time
June 10-13, 2019
San Jose, CA
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7 years of DDD: Tackling complexity in a large-scale marketing system

Vladik Khononov (DoiT International)
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

DoiT International

Vladik (Vlad) Khononov is a software engineer with over 15 years of industry experience at companies large and small in roles ranging from webmaster to chief architect. A longtime proponent of domain-driven design and evolutionary architecture, Vlad helps companies make sense of their business domains, untangle monoliths, and tackle complex architectural challenges. He maintains an active media career as a public speaker and blogger and has spoken at numerous industry conferences—including O’Reilly Software Architecture, Domain-Driven Design Europe, and NDC Conference—about subjects such as domain-driven design, microservices, and software architecture in general. In addition to his media work, he co-organizes the Domain-Driven Design Israel and Tel Aviv Software Architecture meetup groups. He lives in northern Israel with his wife and an almost-reasonable number of cats.