Rethinking the Digital Experience Platform for the Modern Age

Traditional Digital Experience Platforms (DXPs) have for years been the default driver of digital transformation efforts. These systems, descending directly from monolithic Content Management Systems (CMSs), were initially designed to manage and publish web content, and are to this day built around a content-centric philosophy. 

However, in our fast-evolving digital landscape, we must recognize that delivering memorable and engaging user experiences goes beyond mere content. As the volume of data companies and organizations have access to continues to grow, so does the possibility to  craft more personalized experiences. Yet, there's a catch – the architectural framework of our current tools, particularly DXPs, is no longer up to the task.

This is the first in the series of articles where I will outline a more detailed analysis on the problems that DXPs are facing in today’s highly demanding landscape. While these insights are based on my own observation when working on enterprise web development projects, they are not exclusive to my experience. They're shared across our industry, resonating with many engineers grappling with similar challenges. My team and I figured there must be a better way - and finding it has been the main driving force behind the StreamX platform.

Let's start by defining a Traditional DXP: It's essentially an evolution of the Content Management System (CMS) or Web Content Management (WCM) System, employing a monolithic architecture, usually built upon a Java or .NET platform.

Scalability and fault tolerance

The traditional DXP platform may be distributed across several machines to ensure scalability and fault tolerance, with content replication managed by the application layer. It may contain various authoring and publishing nodes, each employing its own relational or object database as a primary content store.

This implementation ensures data consistency, manages transactions, observes data changes, and facilitates concurrent updates. That’s why DXPs often come loaded with out-of-the-box functionalities such as content querying, full-text search, user management, authorization, authentication, scripting, and templating.

Extensions and Integrations

Extending the platform or introducing custom services requires updating or deploying new modules to the running applications. Deployments are done on servers, which involve installing new releases onto running systems and altering their states. Integration with external systems is managed by the platform nodes using point-to-point communications. 

Delivery

DXPs generate and deliver experiences using a standard request-reply model, otherwise known as a pull model. Experiences can be generated on demand, optionally cached, and then returned to the client in response to a request.

Though this definition isn't perfect, it provides a good conceptual understanding of how such systems work. Two key observations arise: most market players fall into this category, and a common history and architecture suggest shared limitations and challenges.

As the digital landscape evolves, it becomes more evident that to survive, let alone succeed, businesses need to outinnovate the pace of external change. This involves not just being more creative, but also adding more value than any other competitor. Companies must deliver experiences that will build their customers loyalty, and do so more rapidly than anyone else.

In the face of this reality, surpassing the limitations of traditional DXPs becomes crucial for any company that’s willing to innovate.

Conventional DXPs are struggling to keep pace with growing market demands such as broad data usage, interoperability with a growing number of systems, as well as flexibility and scalability. The fast cloud adoption, which offers unlimited infrastructure and access to specialized services, underscores these traditional platforms' constraints further. Until now, the companies had two options to try and solve those challenges.

Custom made = long way to go

The first option is to invest in custom in-house solutions that will allow them to adopt the new technologies.  While this approach may be successful, it requires significant time and resources. It is also risky: it's not uncommon that after dedicating 2-3 years to the development of a custom in-house platform, the outcome might still not meet expectations. The project success can be influenced by one flawed architectural decision.  What's worse, such a problem usually becomes apparent when it's too late to reverse the decision.

This risk can be mitigated by using modern standards such as MACH and building the platform from well-known products. Unfortunately, there are no standards for building end-to-end solutions such as those offered by traditional DXPs. 

Custom-made  solutions are also notoriously difficult to maintain, as the team working on them needs to be large, competent and available throughout the lifecycle of the solution - right up to late maintenance and decommissioning.

Trying to live with what you have 

The second option is to remain with the traditional DXPs and operate within their boundaries. For some, this may be a viable strategy: companies operating in markets with less demanding digital requirements, or where customer interaction is primarily offline or low-tech.

Similarly, companies that have already made significant investments in these platforms, in terms of infrastructure and skilled engineers, may choose to continue using them to maximize their return on investment.

However, it's important to note that these scenarios are becoming less common as digital demands increase across all industries. Companies that decide to stay with traditional DXPs must strategically seek competitive advantage from other areas, and fully understand the challenges they will face in the near future.

Finding a solution to problems mentioned above is crucial, but the current DXP landscape falls short. Companies need more options than expensive and risky development, or staying with traditional solutions and hoping they don't fail.

To truly grasp what an experience is, we need to start thinking differently about experience creation and distribution. We need to stop using CMS for purposes it was not designed for. 

In the upcoming articles, I will dive deeper into the approach of experience assembly and distribution that’s been embedded into StreamX. Our goal was to address the limitations of traditional DXPs and create a platform that was ready for tomorrow. A platform that could really accelerate the growth of the organization. A platform that was available off the shelf, giving companies the advantage of not having to invest years in in-house development.