Digital experience platforms (DXPs) have become an essential tool for businesses looking to deliver personalised and seamless digital experiences to their customers. As customer experience demands continue to move a company's technologies away from single-channel monolithic suites to multi-channel API-connected stacks, we will explore the concept of composable DXPs and how they can help businesses evolve their digital customer experience at speed.
What are Composable Digital Experience Platforms?
Composable DxP architecture is a design philosophy that aims to enable organisations to build, deploy, and manage digital experiences (Dx) in a flexible and modular manner. This approach is based on the idea of "composition," which refers to the ability to combine different components or building blocks to create a larger, more complex system. This allows businesses to quickly adapt to changing customer needs and market conditions.
Benefits of Composable Digital Experience Platforms:
- Integration with a Wide Range of Technologies and Systems: Composable DXPs allow businesses to build a digital experience that is tailored to their specific needs, rather than being limited by the capabilities of a single platform.
- Multichannel Support: With a composable DXP, businesses can deliver consistent experiences across multiple channels, including websites, mobile apps, social media, and even physical storefronts.
- Personalized Experiences: Composable DXPs allow businesses to deliver personalized content and recommendations to their customers based on their browsing and purchase history, demographic information, and other data points.
- Agile Development Processes: Composable DXPs support agile development processes, allowing businesses to quickly add or remove features and functionality as needed, allowing them to respond to changing customer needs in real-time.
Composable DxP architecture can help organisations to reduce complexity and improve the efficiency of their operations. By breaking down large, monolithic systems into smaller, more modular components, organizations can more easily manage and maintain their digital experiences over time. This can also help to reduce the risk of errors and downtime, and to increase the speed of innovation and development.
The Shift from Monolith to Composable DXPs:
Traditionally, digital experience platforms were monolithic in nature, meaning that they included all of the features and functionality needed to deliver digital experiences within a single, integrated platform. However, this approach has several limitations. For one, monolithic DXPs can be inflexible and difficult to customize, as businesses are often limited to the features and functionality provided by the platform. In addition, monolithic DXPs can be slow to update and evolve, as changes to the platform must be carefully coordinated and tested.
In contrast, composable DXPs are designed to be modular and flexible, allowing businesses to easily add or remove features as needed. This allows businesses to quickly adapt to changing customer needs and market conditions, while also enabling them to customize their digital experiences to meet their specific needs. In addition, composable DXPs are often built using microservices-based architectures, which enable businesses to update and evolve their digital experiences more rapidly, as changes can be made to individual components rather than the entire platform.
The shift from monolithic to composable DXPs reflects a broader trend towards modular and microservices-based architectures in the software industry. This shift is being driven by a number of factors, including the need for greater flexibility and agility in digital operations, the desire to reduce complexity and improve maintainability, and the increasing importance of the digital experience in a wide range of industries.
Modern DxPs often include these 6 key technology choices:
- Modern Front-End Architecture: Modern front-end architecture refers to the technologies and approaches used to deliver rich and interactive digital experiences to customers. This might include features such as real-time updates, personalized recommendations, and immersive multimedia content. Modern front-end architecture is critical for businesses looking to engage and retain customers in an increasingly competitive digital landscape.
- Agile Cloud Infrastructure & APIs: Agile cloud infrastructure and APIs enable businesses to build and deploy digital experiences at scale, while also enabling integration with a wide range of external systems and services. This allows businesses to deliver digital experiences that are reliable, scalable, and responsive, while also taking advantage of the flexibility and cost-effectiveness of the cloud.
- Modern DigitalOps & DevOps: Modern digital operations and DevOps refers to the processes and technologies used to manage and optimise digital experiences in real-time. This might include features such as analytics and monitoring, A/B testing, and automated deployment and rollback. Modern digital operations and DevOps are essential for businesses looking to continuously improve and optimise their digital experiences over time.
- Design Systems: Design systems provide a common set of design patterns and components that can be reused across multiple digital experiences. This helps to ensure a consistent and cohesive brand experience, while also streamlining the design and development process.
- Headless Platforms: Headless platforms enable businesses to deliver digital experiences through APIs rather than traditional web or mobile interfaces. This allows businesses to deliver digital experiences on a wide range of devices and platforms, including emerging technologies such as voice assistants and connected devices.
- Product-Centric Experimentation & Analytics: Product-centric experimentation and analytics are essential for businesses looking to continuously optimize and improve their digital experiences over time. This might include features such as A/B testing, customer segmentation, and real-time analytics and monitoring. By leveraging data and insights from their digital experiences, businesses can identify opportunities for improvement and drive business outcomes.
DxP Migrations: Transforming the Digital Experience
As businesses increasingly recognise the importance of the digital experience, DXP migrations are already happening at many companies where the digital experience matters. Early adopters of composable DxP architecture are already seeing the value of unconstrained operations teams, custom workflows, and best-in-class tooling. They're delivering amazing employee and customer experiences and this snowballs into a tangible competitive advantage that makes the difference between industry leaders and those struggling to keep up.
For example, businesses in the retail, travel, and financial services industries are among those that have made significant investments in DXPs in recent years. However, the benefits of DXPs are not limited to these industries, and businesses in a wide range of sectors can benefit from the capabilities offered by composable DXPs.
One key driver of DXP migrations is the need to deliver personalized and seamless digital experiences to customers. With the vast amount of data available today, businesses can use composable DXPs to deliver personalized content and recommendations to their customers based on their browsing and purchase history, demographic information, and other data points. This level of personalization can help increase customer engagement and loyalty, leading to improved business outcomes.
Another key driver of DXP migrations is the need to support multichannel experiences. With a traditional DXP, businesses are often limited to a single channel, such as a website or mobile app. However, with a composable DXP, businesses can deliver consistent experiences across multiple channels, including websites, mobile apps, social media, and even physical storefronts. This allows businesses to reach and engage with customers on their preferred channels, while still maintaining a cohesive brand experience.
Finally, DXP migrations are being driven by the need for agility and flexibility in digital operations. Traditional DXPs often require lengthy development cycles, which can slow down the pace of innovation and hinder the ability of businesses to quickly adapt to changing customer needs. However, with a composable DXP, businesses can quickly add or remove features and functionality as needed, allowing them to respond to changing customer needs in real-time.
WQA provides supercharged digital product development for growth driven companies around the world. Working with Startups, Scale-ups and Enterprise, we design, build and scale digital products, experiences and platforms used by millions of people.
If you want to learn more about a scaled approach to product design and how Composable Digital Experience Platforms can accelerate value to your digital customers now, you can chat to us or email us for a conversation and assessment of your unique digital context.