Disruption from within
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Sharon Frazier and Don Bauer of Franklin American Mortgage Company summarized their company's approach to innovation through a DevOps transformation. They tackled problems by creating a new tool called "Delivery" to manage services using Docker EE. Delivery helped standardize pipelines and images while enabling visibility through monitoring and compliance checks. The team focused on pillars of visibility, simplification, standardization, and experimentation. Currently, Delivery manages over 1,000 containers across many environments and sees continuous improvement.
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Using secondary data from McKinsey, Deloitte, KPMG, Statista, and HBR, the paper presents compelling figures—Q-commerce grew from $0.5 billion in 2022 to $5.5 billion in 2025, with projections reaching $9.95 billion by 2029. The average order value has doubled, while CAGR stands at 4.5%, signifying rapid adoption. Despite the meteoric growth, the study critically assesses challenges to profitability, such as steep operational costs, steep discounts, and last-mile delivery expenses.
A comparative analysis of platforms—Blinkit, Swiggy Instamart, Zepto, BigBasket, and JioMart—reveals how market leaders differentiate through delivery speed, inventory accuracy, app integrations, and urban focus. Moreover, the research stresses the environmental and labor challenges that must be addressed—like packaging waste, carbon emissions, and gig worker instability.
The discussion extends into how Q-commerce forces traditional retailers to adapt, investing in EV logistics, dark stores, and sustainability measures. It underscores the AI-led shift in consumer behavior, and the need for balanced growth that prioritizes environmental responsibility and ethical labor practices.
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Disruption from within
- 1. v Innovation at Franklin American Mortgage Company Disruption from Within
- 2. Sharon Frazier VP Innovation Franklin American Mortgage Company Don Bauer Lead DevOps Engineer Franklin American Mortgage Company
- 4. We picked the scariest problem to tackle first
- 5. Had to create a foundation from which we could operate
- 7. • Low overhead • Easy to manage and maintain • Single cluster, multi- environment, complete segregation • All the important things! Docker EE
- 8. Identifying “Continuous Delivery” as the model we wanted to follow for software delivery, we created a new tool called “Delivery” The initial build-out took 2 months Why did we build vs. buy? Delivery was born
- 9. Initially, Delivery managed: • 30 services • 3 environments • 2-4 deployments per day Delivery was the first product delivered by the Innovation team Delivery in it’s infancy
- 11. Pillars of our DevOps Vision Visibility Simplify StandardizeExperiment
- 14. Visibility vis·i·bil·i·ty /,vizəˈbilədē/ noun The state of being able to see or be seen. "a reduction in police presence and visibility on the streets" If a service goes down in a cluster, but nobody’s notified about it… Was it ever deployed at all?
- 15. • Delivery health dashboard via UCP API and monitoring • ELK stack with Filebeats for log aggregation • Simple Instana integration for APM/INF Visibility :: Monitoring
- 16. • Easily Understandable Events • Links to ELK, UCP and Instana • Real-Time alerts and “nag mode” Visibility :: Monitoring “If you can’t monitor it, then it never happened” – Jeff Gutterman, Charter Communications
- 17. • Simple and visible status of all service pipelines • One-way to Production • Automated and/or manual promotion between environments Visibility :: Pipelines
- 18. • Automated user sandbox updates • Single pane of glass for change management, release managers, developers, and so on… Visibility :: Pipelines
- 19. • Docker EE DTR Image Scanning • Easy for Security to Audit • Automation of rules and regulations checks • Clear and simple feedback Visibility :: Compliance
- 20. Simplify sim·pli·fy /ˈsimpləˌfī/ verb verb: simplify; 3rd person present: simplifies; past tense: simplified; past participle: simplified; gerund or present participle: simplifying Make (something) simpler or easier to do or understand. "an overhaul of court procedure to simplify litigation" …Because Developers are lazy…
- 21. • Not Dungeons and Dragons • Docker-in-Docker Simplify :: DinD
- 22. • Eating our own dogfood • Maintaining isolation • “Base” images • Centralized all build and deploy scripts Simplify :: DinD
- 23. • Customized base DinD images per project language • Acts as a harness for building, testing and deploying projects without bloating Simplify :: DinD
- 24. Standardize stand·ard·ize /ˈstandərˌdīz/ verb Cause (something) to conform to a standard. "the editors failed to standardize the spelling of geographic names" Because naming things is hard…
- 25. • Standard “base” images for services by language • Updates to base images trickle down to extending images automatically • Standardized set of metadata items Standardize :: Images
- 27. • Simple template • Auto environment prefix • Allows deployment to local development machine clusters without changes Standardize :: Swarm
- 28. • Simplifies developer ramp-up time • Standardized environment variables • Ensures identical configuration between environments Standardize
- 31. Experiment ex·per·i·ment noun /ikˈsperəmənt/ A scientific procedure undertaken to make a discovery, test a hypothesis, or demonstrate a known fact. "laboratory experiments on guinea pigs" Because don’t we all really just want to be mad scientists?
- 32. • Single-click user sandboxes clone an entire environment • Can deploy new copy of any environment in minutes • User sandboxes are self- updating Experiment :: Sandboxes
- 34. • Fail fearlessly • Fail fast • Always look forward • Developers & Engineers should never fear failure Experiment :: Failure
- 36. Delivery Today 1,000+ Containers 300+ Services 20+ Environments 2+ New Services Added Weekly
- 37. Delivery Today 100+ User Sandboxes Created 200+ (Automated) Deployments Daily 25,000+ Health Events Resolved 10,000+ Deployments since 11/17/2017
- 38. Where do we go from here?
- 39. fin
- 40. Thank you!