As the finale of the Envisioning Tomorrow’s Code executive exchange, Dr. Martina Beck and Volker Maiborn, the CEOs of MaibornWolff, delivered a thought-provoking masterclass, sharing insights from decades of real-world experience. Their presentation explored the "Big Five" trends shaping the future of software engineering—Generative AI, cloud computing, green IT, talent management, and digital design—with particular emphasis on the transformative power of digital design as a distinct and critical discipline.
Kicking off with a bold statement, Maiborn described Generative AI (GenAI) as both the greatest risk and opportunity for IT service providers like MaibornWolff. This disruptive technology has the potential to overhaul traditional software development workflows, from consulting to testing, threatening business models while opening new avenues for efficiency and creativity.
The company has already implemented GenAI in real-life applications, including solutions for a major car manufacturer and a tour operator, enabling natural language interfaces and context-driven workflows. Maiborn cited a recent BMW migration project as an example, where GenAI enabled a fivefold productivity boost and reduced costs by 70%. Yet, the adoption of AI requires not just technical integration but also organizational transformation.
To address this, MaibornWolff launched the AI for You initiative, a company-wide program encouraging employees to explore how AI will redefine their roles. This change management effort ensures their 1,000-strong team is equipped to thrive in the AI-driven era.
For MaibornWolff’s clients, cloud computing has become the standard. However, the current focus has shifted toward multicloud strategies to address challenges like vendor lock-in and cost optimization. While hyperscalers offer convenience through managed services, clients are finding ways to regain control by employing their own engineering resources.
In one case study, a client saved millions by refactoring its IoT cloud, showcasing how targeted engineering investments can yield substantial returns. Additionally, Maiborn highlighted the rise of platform teams—departments designed to streamline synergies across applications—though he acknowledged the tension between cost-effectiveness and operational complexity.
Sustainability in IT, or "green IT," was once a hot topic but has cooled amid Germany's economic challenges. Despite this, Maiborn stressed the importance of being prepared for renewed focus on sustainability, especially as AI’s energy demands grow.
To provide a structured approach, Maiborn referenced a maturity model developed by Metafinanz, which categorizes green IT strategies into technical, social, environmental, and paradigm-shift solutions. Being ready for the questions your sustainability officer will ask is crucial, as he remarked, encouraging organizations to integrate energy consumption optimization into their development processes.
Maiborn framed talent scarcity as an enduring challenge, despite AI's promise of reducing certain manual tasks. With Europe facing a projected shortage of 600,000 IT professionals by 2030, innovative approaches to talent acquisition and retention are essential.
MaibornWolff’s response has been twofold: nearshoring and impact-driven talent development. They’ve established development hubs in Tunisia and Rwanda, where they recruit and train highly motivated local developers, offering them life-changing career opportunities. This strategy not only mitigates talent shortages but also fosters long-term partnerships that deliver value to clients and communities alike.
Saving the most critical trend for last, Dr. Martina Beck introduced the concept of digital design, positioning it as a profession distinct from coding. Her impassioned argument: "We need to ask not just how to build software but what to build."
Beck described the staggering prevalence of "digital waste"—software that is either never used or fails to meet user needs. According to the Chaos Report, only 29% of enterprise software projects succeed, while 22% fail outright. This waste, she argued, stems from insufficient user involvement and unclear requirements, problems that can be addressed through digital design.
Unlike the patchwork of sticky notes that often passes for "design" in Agile workflows, digital design is a structured discipline. Beck likened it to other technical fields like civil or mechanical engineering, where standardized processes and visual blueprints are the norm. She called for software engineering to embrace a similar rigor, creating blueprints that bridge the gap between business ideas and executable code.
At the heart of Beck’s vision is the digital designer—a multifaceted professional with expertise in user experience, requirements engineering, software processes, and the "digital material" of algorithms and technology. These individuals serve as bridge-builders between business and IT, ensuring that projects are not only feasible but also aligned with user needs and organizational goals.
Digital design, Beck emphasized, is not about flashy user interfaces but about crafting systems that work holistically, from the user interface to the backend. She called for at least 31% of project capacity to be allocated to digital design, arguing that this investment would prevent costly missteps and ensure long-term success.
To illustrate the power of digital design, Beck shared two success stories.
Voice-Controlled Washing Machines
A client initially wanted to control washing machines via voice commands. Digital designers quickly identified that this approach made little sense, as users would still need to manually load the machines. Instead, they pivoted to a multimodal interface that provided meaningful feedback, such as alerts when cycles finished. This simple redesign saved the client substantial resources.
Error Lists in Manufacturing
For another client, Beck’s team replaced cumbersome Excel-based error lists with an intuitive tablet interface tailored to workers wearing thick gloves. By understanding user needs and workflows, the team created a solution that transformed operations and earned an Industry 4.0 Award nomination.
Volker Maiborn and Dr. Martina Beck’s masterclass offered a comprehensive roadmap for navigating the future of software engineering. Whether tackling AI’s disruptive potential, navigating multicloud complexities, or championing sustainability, their insights underscored the need for agility, innovation, and a user-first mindset.
Above all, their advocacy for digital design as a profession challenges the industry to rethink its approach to building software. By embracing structured design processes, organizations can reduce digital waste, deliver impactful solutions, and ultimately shape the future of digital transformation.
The Software Excellence Network
This session was part of the Envisioning Tomorrow's Code executive exchange, hosted by the Software Excellence Network. The Software Excellence Network fosters open dialogue between IT leaders and academics to solve the core challenges of corporate software development. For more information, click here.
A Note to Our Readers
This article provides a journalistic summary of the ideas shared by Dr. Martina Beck and Volker Maiborn during their presentation. While we’ve highlighted the key concepts and innovations they discussed, the full depth of their insights and examples can only be appreciated by watching the complete session. If you’re intrigued by these ideas and want to hear them explained directly by the speaker, we encourage you to watch the full video of. If you have any questions or concerns, please contact us.
