Developer in your way? How DXPs are the key to moving your digital ideas forward
If you’ve worked in an agency, you’ve been there before.
Out of nowhere you're handed a new digital project and your mind runs rampant with unending creative possibility.
Microsites, an intranet, video content, events and webinars: you throw it all into a meticulously crafted digital strategy as your excitement begins to build.
You formulate a brief, itemise the major components and break down the required assets before sending it to the internal dev team with a note saying 'delivery of this project on time and on budget is a crucial priority'.
An unenthusiastic development manager returns with a response informing you “it’s in the queue” and “your tech spec isn’t detailed enough, anyway”.
You’re back at square one.
Maintaining your spirit, you call your tier one digital agency to the rescue and send them the same brief. It all seems to go swimmingly.
They’re as enthusiastic as you are and could even deliver on the brief two days ahead of schedule. Perfect.
Life’s feeling pretty good until a follow-up quote hits in your inbox with a proposed fee around the six-figure mark, which is enough to throw you back to reality. Even the smaller tier agencies don’t want to go near it with your budget.
As resourceful as you think you are and in a brash Branson-like style, you think ‘Screw it, I’ll do it’ and resort to a mix of paid and free tools such as Wordpress, Salesforce and Eventbrite – whatever you need to scrap together a somewhat functional, albeit lackluster version of your original vision.
Along the way, you’re learning some neat front-end tricks and find the self-sufficiency route feels incredibly empowering up until the point where things start to go haywire.
Platform APIs update, causing connections to break; unresponsive plugins force undesirable homepage layout issues; and security risks begin to mount due to outdated or poorly developed software.
To top it off, you’re paranoid that your hosting is ripping you off in the process.
Weighing up your options, you consider that you could always go back to the internal dev team, though by the time they deliver the final product, it’s likely that you would have missed the opportunity.
Alternatively you could always go back to the agency and reduce your scope, though at the prices they were asking for, you would be lucky to produce anything truly valuable.
By the end of it all, you think to yourself: "If only there was a way to streamline how we design, develop and implement new digital experiences”.
Often we brush it off without much consideration. The reality is, such solutions already exist. They have for years.
They’re called Digital Experience Platforms (DXPs).
Kind of like a “super CMS”, DXPs offer brands the combined capabilities of many free and paid content management, community management, ecommerce, A/B testing, automation and CRM tools out there, whilst integrating them in such a way that makes the sharing of data and digital assets feel seamless.
Some DXPs are built off the back of these freely available tools, whereas others are built entirely from scratch with the purpose of optimising the DXP’s usability and design.
Core dna in particular belongs to the latter category, where the entire system was built from the ground-up while keeping scalability, adaptability and performance in mind.
DXPs have been around a while now, and when you think about it, they are by nature are a logical step forward from traditional content management and ecommerce.
As workplaces adopt more agile and adaptable modes of work and as employees are required to become increasingly versatile, DXPs are enabling many teams and individuals the ability to produce entire digital ecosystems without relying on the input of internal back-end developers or partnered agencies.
If you’re serious about creating autonomy around your work and in giving your activation ideas the best possible chance of coming into fruition, then exploring DXPs will undoubtedly help you get there.