No Customer Experience or Automation Efficiency Without APIs | WSO2Con Barcelona 2025
AI Summary
Title: Enhancing Customer Experience Through APIs at Lindex
- Introduction
- Speaker: Yan Ling, Head of Architecture at Lindex.
- Topic: Role of APIs in driving modernization and automation at Lindex.
- Overview of Lindex
- Fashion retailer based in Sweden; operates in 17 countries, focusing on low-cost women’s and children’s fashion.
- Current IT team: ~100 employees; approximately half are developers.
- API Journey
- Started using WSO2 API Manager; goal: improve digital presence and create a mobile app for loyal customers (2014-2015).
- Transitioned from a monolithic structure to an API-driven architecture.
- Modernizing Operations
- Focus on domain-driven design and product-oriented organization.
- Expanded API offerings to encompass customer information, merchandising, and operations efficiency.
- Achievements
- Launched a mobile app and redesigned responsive website.
- Created separate brands under Lindex, utilizing the same APIs for varied consumer experiences.
- Enabled other productivity interfaces for in-store processes like e-commerce order handling and return processing.
- Future Directions
- Anticipating increased reliance on system-to-system APIs, especially in supply chain and automation as AI solutions advance.
- Ongoing improvements in customer experience and employee productivity through API reuse and efficiency.
- Key Takeaways
- Maintain flexibility in product teams to minimize dependencies while building robust APIs.
- Focus on using standards (Open API Specification, JSON Schemas) and a controlled architecture to enhance adaptability and reduce complexity.
- Stability and low maintenance of the API infrastructure are crucial for long-term success.
- Conclusion
- APIs have significantly transformed Lindex’s business model, fostering innovation and adaptation to the digital landscape.