SEOlytics GmbH
Hamburg
Scrum Master & Backend Delivery at SEOlytics
Scrum Master & Backend-Developer - Agile Development
November 2014 - May 2015
7 months
Full-time
Product work
Hamburg
Relevance
Why this case matters
The case shows how problem understanding, responsibility, decisions, and implementation came together in this context.
Impact
Introduced Scrum, work readiness, Definition of Done, and impediment management to better connect frontend, backend, product, and management.
What carries forward today
This case matters for AI-native systems craft because AI only helps when work boundaries, handoffs, and quality criteria are clear enough.
Scrum MasterBackend DeliveryFlowTeam Coaching
Defensible proof
DoD
Quality boundary
Used Definition of Done to make work more clearly finishable.
Readiness
Work preparation
Strengthened work readiness before items moved into implementation.
Impediments
Visibility
Made blockers visible and worked through them with team and management.
Where this experience creates value
- For teams where Scrum only helps if work, quality, and blockers become genuinely visible.
- For product and engineering organizations with friction between planning, implementation, and management.
Case context
Overview
SEOlytics needed frontend, backend, product, and management to work with clearer shared flow. I introduced Scrum and coached management, product managers, and core team members so goals, work, and impediments became more visible.
Lean development and Scrum helped make user stories, product backlogs, sprint planning, retrospectives, and impediment management more reliable. The point was not velocity optimization. It was clearer work readiness, Definition of Done, and better steering of team flow.
Responsibility
Activities
- Agile Transformation: Scrum introduction, team consolidation, front-/backend integration
- Team Coaching: Management, product managers, core team members for agile alignment
- Scrum Events: Daily standups, sprint planning, retrospectives, sprint reviews
- Process Design: Definition of Done, impediment management, flow transparency
- Documentation: Internal Scrum documentation, transparency, team collaboration
Operating mode
Methodology
- Lean delivery: Make work, blockers, and value contribution visible instead of confusing activity with progress
- Scrum as a working frame: Sharpen planning, reviews, and retrospectives only where they improved transparency and feedback
- Cross-role coaching: Align management, product, and engineering around the same goals, constraints, and impediments
- Built-in quality: Definition of Done, code review, pair programming, and refactoring as part of the delivery system
Technical context
Technology stack
The tools are not the point by themselves. What matters is which system layers had to work together.
4Areas
14Technologies
Backend
2JavaBackend Development
DevOps
1AWS
Practices
8Agile DevelopmentProject ManagementTeam CollaborationScrumLean DevelopmentAgile CoachingDocumentationProcess Tracking
Tools
3JiraConfluenceExcel
Next step
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