Results
Less time spent updating diagrams
Stakeholders understand system design
Faster architecture decision making
Introduction
Jason Steele is the Head of Systems Architecture at NIQ Brandbank, a division of NIQ that helps retailers and brands with omni-channel product content solutions.
At NIQ Brandbank, Jason leads a team of 5 solution architects working with 50 developers and cross-functional stakeholders to implement business solutions based on technical constraints.
Problem
Jason's team struggled to scale architecture understanding as systems grew in complexity. With multiple architects, developers, and stakeholders, docs needed to be consistent and clear. But ad hoc diagrams in tools like Draw.io led to duplication and inconsistency, making it hard to maintain clarity at scale.
"We were modelling ad hoc per feature or project… but there was no consistency or reuse. To really get the benefits of C4, you need to model most of your existing estate — that's a lot of work, and without the right tools, it quickly becomes unmanageable."
How IcePanel helped
IcePanel enabled NIQ Brandbank's architecture team to establish a reusable model that could be understood at different levels of details, helping stakeholders new and old align on a source of truth.
1. Established a consistent and reusable model
By moving away from static diagrams in Draw.io, the team established a living architecture model in IcePanel. This reduced duplication and improved clarity across projects.
2. Helped understand their systems at a deeper level
IcePanel's support for hierarchical modelling allowed Jason's team to better define responsibilities and boundaries between systems. "It made us clarify the responsibilities and boundaries between Containers (Apps in IcePanel) so that they move closer to becoming self-contained microservices."
3. Supported both technical and business collaboration
IcePanel enabled the architecture team to share interactive diagrams directly with developers, Product Owners, and Business Analysts. Technical team members could dive into detail, while less technical stakeholders could stick to higher-level views.
4. Improved onboarding and knowledge sharing
New architects and developers were introduced to NIQ Brandbank's architecture through IcePanel's landscape diagrams. Jason emphasized starting with the big picture and drilling down into relevant flows: "It's really important not to overwhelm a new starter… IcePanel makes it easier to explore on your own and come back with questions."
Full interview
Read our full ice-breaker interview with Jason here.
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