DXP Architecture - Types, Capabilities, Diagram and More

DXP Architecture - Types, Capabilities, Diagram and More
What’s Inside
  • Overview of Digital Experience Platform Capabilities 
  • Digital Experience Platform Architecture
  • DXP Architecture Diagram
  • Experro Digital Experience Platform
  • How does it all work in a DXP platform architecture?
  • DXP Architecture Differentiators
  • Conclusion
Key Takeaways
  • A diagrammatical overview of DXP capabilities.
  • Various touchpoints and components of digital experience platform architecture.
  • All about integrating technologies and DXP cloud platform infrastructure and the role of business intelligence and analytics.
  • In-depth talk on the DXP experience layer, infrastructure layer, and management layer.
  • A diagram-based explanation of how a DXP platform architecture works.
  • Three main differentiators of DXP Platform Architecture.

We all have become aware of how critical it is for any business to move online to remain relevant & successful in today's market. There is almost no organization that is not embracing the power of technology. And therefore, also focusing on the technologies' digital platform architecture.

Rightfully said, shifting to digital allows you to reach a bigger audience at quicker rates than any other conventional way. However, what is a digital experience platform? Many want to know this! 

Overview of Digital Experience Platform Capabilities 

DXP Capabilities

If you want to know more about DXP, you can start with the definition of the digital experience platform.

Digital Experience Platform Architecture

A DXP Architecture or a digital experience platform architecture mainly comprises the following essentials:  

Multiple Customer Engagement Touchpoints

There are numerous interfaces in the architecture of DXP, such as mobile apps, websites, text messages, kiosk machines, and more.

These are the results of all the architecture and the touch points at which consumers interact with the products or services.

Front Office Business Applications

These are the instruments that are used to determine different touchpoint interactions.

These business apps are the means of marketing and the link that transports product and service information from the company's database to the touchpoints.

This package of the architecture of DXP primarily consists of four major components.

  • Marketing
    This automated system's primary function is to raise knowledge of the products while assisting with lead creation and brand management. 

  • Commerce 
    This section handles internet transfers. It is the primary mechanism that is responsible for transactions. It's similar to a point-of-sale purchase in a physical shop. eCommerce nowadays extends beyond internet shops. 

    The new advertising methods have cleared the way for various payment fronts, such as Instagram, Facebook, and others. 

  • Sales
    This stage records all of the income. This section oversees all financial planning and implementation. Sales orders, bonuses, commissions, and contract administration all fall under the sales umbrella.

  • Service
    As the name implies, this is the section where all post-sale services are handled. Service is a critical component because getting it right can contribute to increased client loyalty.

Integrating Technologies

A business can only provide a conveniently linked customer experience architecture if its systems function in tandem.

A customer can engage with a company's products in various ways, and if different systems in a business need to be integrated, it's impossible to know how they're engaging with the company.

Most businesses need more resources to completely integrate their systems to build a robust digital experience platform design and provide a flawless digital experience.

As a result, businesses must have tools that aid in integrating various technologies and collaborate in lowering the cost of creating and maintaining such systems. Of course, it also helps to have good APIs.

Cloud Platform Infrastructure

Most businesses are moving to the cloud, but many continue to use a mix of on-premises and cloud technology.

Cloud infrastructure is essential in digital experience platform architecture because the platform has to cope with a comprehensive perspective of the past, present, and future.

Also, the platform architecture must be able to interact with both legacy on-premises apps and next-generation apps. Therefore, it is critical to ensure that your digital infrastructure is future-proof.

Integrated Customer Profile

This stage will give you a sense of how essential integration is, which we discussed above. The initial and most significant implementation of the company's integration expertise is creating a comprehensive client profile.

Many businesses claim to have a client 360 program, but they battle to implement it in practice.

Customers nowadays use multiple devices and move from laptops to mobile to PCs, not to mention their multiple IDs (different email ids), making it even more challenging to create a single strategy.

Customers are becoming more aware of the value of their privacy as businesses recognize the worth of data. They want to be in charge of their data.

A few things that businesses want to ensure include complete transparency, robust security, and, most significantly, stringent privacy measures.

With current laws such as GDPR, LGPD, and CCPA, anonymity has become a more critical consideration.

Another critical issue businesses must handle is developing a comprehensive description of their customers' habits and behaviors.

It will assist them in creating a personalized experience for everybody they serve because each individual is unique, and they must target each of them, or else rival sectors will.

Business Intelligence & Analytics

Now that your business has done everything possible to engage consumers, how can they tell if their efforts yield results? The answers are simple: use of business data tools and analytics.

The issue now is how to go about doing so. Again, the solution can be found in digital experience networks. The most recent digital platforms include tools for gathering data, outlining and monitoring KPIs, etc.

Advanced characteristics such as machine learning and artificial intelligence are also included in these systems. It is up to the business to get the most out of these instruments.

DXP Architecture Diagram

DXP Architecture Diagram

The above is the Digital Experience Platform Architecture Diagram which mainly covers all the essentials of DXP architecture.

Before moving forward, we should further break down the architecture, understanding each layer of the DXP Architecture Platform.

Experience Layer

Search & Discovery
Information discoverability, including SEO

Omnichannel Orchestration & Delivery
Experience distribution to different platforms and devices, as well as automated dispatch

International- & Personalization
Personalization and contextualization based on data, segmentation, and location of interactions

Access & Profile Management
Management of customer profiles and enrollment

Experience Layer Illustration

Management Layer

Campaign Management
Marketing messages via different platforms such as the web, email, and mobile

Content Management
Management of experience, central archive, headless CMS, and multi-site administration

Collaboration & Workflow Management
Communication and cooperation across departments, operational and approval processes

Analytics & Optimization
A/B/n testing, journey planning, analytics and business data fall under this category

Management Layer Illustration

Infrastructure Layer

Deployment
Deployment Models include online and self-hosted alternatives

Developer Tooling
APIs, CI/CD, and automation, as well as low-code and agile development

Integrations & Extensions
Interoperability with neighboring DXP technologies, including data sources and DXP management, as well as feature enhancements

Security & Privacy
This includes access management, SSO, and adherence to security and data standards such as ISO 27001 and the GDPR

Infrastructure Layer Illustration

Experro Digital Experience Platform

Experro as an innovation leader, is entrusted with developing innovations that answer the industry's most challenging technological issues - that's why we couldn't leave this one alone.

We developed the Digital Experience Platform (DXP) to disperse the cumulative bomb via a remarkably simple-to-use, low-lift new feature in the contemporary business ecosystem. Furthermore, this DXP supports the best DXP Architecture that is currently available anywhere around the world.

"DXP is a set of tools that citizens and IT developers can use to plan, implement, administer, and optimize customer journeys across multiple channels from a single platform, guaranteeing a consistent and seamless single and omnichannel consumer experience."

Experro (DXP) reduces the expense of spaghetti wire maintenance while putting the client on a new level of creativity. With this, the cost of adding channels decreases, allowing businesses to extend their distribution reach and gain consumers quickly and easily.

With Experro, buy-flows become more efficient, resulting in higher closure rates. It comprises four significant pillars:

Experro DXP

The above image is for Experro DXP platform architecture comprising its four pillars:

  • Journey Creator
    A low/no-code, drag-and-drop tool suite for creating and managing client journeys.

  • Journey Integrator
    Integrates seamlessly into any old IT system, extracting data, work processes, and business services.

  • Journey Publisher
    Journey Creator's ability to teach and fill existing UI in any given channel significantly decreases the need for software releases. 

  • Data Analytics
    Insights and artificial intelligence to monitor and fine-tune the efficacy of client journeys. This helps with the future predictions in this DXP customer experience architecture.

How does it all work in a DXP platform architecture?

DXP ExplainedDXP Architecture Explained

DXP Architecture Differentiators

Now, let's discuss about Data Modeling, Integration, Journeys and DXP Logic Design that concludes different DXP differentiators:

Data Modeling

Customer Journeys includes an example data model that can be expanded in minutes and customized by location and even project. Furthermore, considering the Digital Experience Platform Architecture, the drag-and-drop interface is so straightforward that even non-technical users can build new data elements and use them immediately in Customer Journeys. 

Data Modeling

Journeys & Logic Design 

Journeys and business logic are specified once and then repeated across different channels. The integrated toolkit method eliminates the need for written communication while allowing for high output, even in small teams.

Journeys & Logic Design

Integration

The IDE from a particular ESB platform is usually used for integration. With Journeys, data mapping and setup are usually performed in the web-based GUI, enabling configurators to perform tasks that would originally have needed the services of a specialized coder.

Integration

Conclusion

Now that you understand digital experience platform architecture, it will be simpler for you to create the best digital experience platform architecture and provide your customers with the best-in-class digital experience.  

FAQs

What is a DXP architecture?

A DXP architecture allows developers to build a modular and adaptable platform for future demands. It improves platform extensibility and reusability and works with a flexible approach. DXP architecture helps to create expandable platforms by leveraging lean design with pluggable and modular components.

What are some significant features of DXP?

Content management, customer data management, customization, analytics, marketing automation, e-commerce capability, and multichannel delivery capabilities are some of the most prevalent features of a digital experience platform (DXP).

What is the difference between DXP and CMS?

The difference between a CMS and DXP is quite simple! A content management system (CMS) is the core software for creating digital identity, strategy, and interaction. However, a DXP is a complete set of technologies that enables the delivery of personalized experiences that scale and connect across channels, geographies, languages, and everything a CMS gives.

What are the advantages of DXP?

DXPs can examine data patterns across channels as a single platform that contains consumer data to offer you a better idea of what to customize in the future. This data agility boosts your capacity to create hyper-personalized content by detecting patterns as data enters your DXP.

What is a DXP platform example?

DXPs may be integrated with other functionally specialized products like inventory management, payment, shopping cart, check-out, and fulfillment software. For example, eCommerce suppliers have created DXPs such as Experro’s DXP, SAP Hybris, Salesforce Commerce Cloud, and Magento Commerce Cloud.

What exactly is a composable DXP?

A cloud-native SaaS platform built of best-of-breed modular solutions that employ open-platform microservices architecture and interact via APIs to communicate with internal and external systems is referred to as a composable DXP.

Mehul Shah
Mehul Shah
Sr. Digital Marketing Manager

A digital marketer with an uncommon funny bone and a knack for perfection, Mehul has been writing about how going headless can help eCommerce stores & businesses for quite some time now! He is a digital marketer and a geek in Inbound marketing who likes to spend most of his time researching ways technology influences your daily life (positively).

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