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The Approach

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Alex Haproff’s leadership was pivotal in driving this digital transformation, particularly in the following areas:

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1. Strategic Technology Leadership

• Technology Strategy Development: Alex formulated and executed a long-term technology strategy aligned with the business goals of Frasers Group. The strategy ensured the creation of a flexible, scalable platform built for future growth, with the MACH principles at its core.
• Platform X: Alex also led Platform X, a complex digital transformation project for Frasers Group, with a particular focus on evolving the company's digital product architecture. The project required significant software/system architecture expertise, ensuring the seamless integration of existing and new technology systems.

2. Architecture Vision and Oversight

• Architecture Runway Leadership: As the Chair of the Architecture Runway, Alex guided the design and vision of software systems for the project. This involved steering architectural decisions, establishing frameworks, and ensuring consistency across the platforms.
• Collaboration with Solutions Architects: Alex worked closely with Solutions Architects, collaborating with cross-functional squads to translate business requirements into scalable, high-performing software solutions. This collaboration ensured that the technical infrastructure would support the brand’s digital and eCommerce ambitions across multiple markets.

3. Cross-Functional Leadership and Squad Management

• Managing Cross-Functional Squads: Alex oversaw five cross-functional squads, totaling around 40 people, each specializing in different aspects of the project. This included engineering teams, data migration squads, and a strategic data squad dedicated to migrating legacy data from Oracle to AWS Big Data.
• Agile Methodology: By adopting Agile principles, Alex ensured that each squad was aligned and focused on key milestones, delivering high-impact work iteratively and collaboratively.

4. Cloud Migration and New Tech Stacks

• AWS Cloud Migration: A key component of the digital transformation was migrating Frasers Group’s systems from on-premise infrastructure to AWS Cloud. Alex led the migration efforts, including the development and deployment of new tech stacks in the cloud. This migration empowered the company to scale operations while benefiting from enhanced performance and flexibility.
• Cloud-Native Solutions: The decision to adopt cloud-native technology ensured that the new platforms could scale with ease and adapt to future business needs.

5. Business and Technical Alignment

• Workshops for Business Requirements: Alex facilitated workshops that helped translate complex business requirements into actionable technical specifications. These workshops ensured alignment between business and technology teams, enabling a smooth flow of communication and understanding.
• OKRs for Product Engineering Teams: To maintain focus on key deliverables and ensure all squads were moving in the right direction, Alex set OKRs (Objectives and Key Results) for the product engineering teams. This framework helped track progress, measure success, and maintain momentum throughout the project.

6. Third-Party Technology Evaluation

• Procurement and Integration of Third-Party Solutions: Alex played a key role in evaluating and procuring third-party technologies and SaaS products. This included the selection of best-in-class tools and platforms that would integrate seamlessly with the MACH stack, ensuring the project’s long-term sustainability and flexibility.

Results

The launch of Sports Direct in France, Germany, and Spain marked a significant milestone in Frasers Group’s digital transformation journey. The platform, built on MACH principles, provided:

• Seamless, localised digital experiences for customers in these new markets, tailored to regional preferences and languages.
• Scalable and flexible architecture that can easily adapt to future business needs.
• Improved operational efficiency through the migration to AWS Cloud, reducing costs and increasing agility.
• Increased stakeholder confidence through a well-executed strategy that aligned business goals with technological execution.

Conclusion

Through effective leadership and technical expertise, Alex Haproff and Writepush played a central role in delivering a successful digital transformation for Frasers Group. By leveraging MACH principles, cloud-native technology, and a collaborative approach, they ensured that the new Sports Direct platforms were not only innovative but also positioned for long-term success in the competitive European markets.

This case study highlights the power of strong technical leadership, strategic vision, and seamless cross-functional collaboration in driving impactful digital transformations.

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