Building self-service capabilities can be as simple as a button that triggers a single script or as complex as a chain of event-driven flows, async processes and parallel executions that might even involve a human being in between.

In this talk, we’ll unpack what it really takes to build self-service that scales — not just technically, but as a product your developers love to use. Let’s explore the patterns, pitfalls, and design choices that turn self-service from "just works" to "can’t live without."