Trends in Digital Experience & Challenges of Excellent Digital Experiences

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By: Manish Shewaramani

Top Trends in Digital Experience & Challenges of Delivering Excellent Digital Experiences in 2023

Digitalization has increased the online exposure of the customers to their digital shopping experience. Increased competition urges the enterprise to implement new improved techniques for enhancing their business.

Incorporating newer digital touchpoints enables the enterprise to reach out to their potential customers and improve their interaction with their customers. The feedback from the digital experience through different touchpoints helps in improvisation leading to seamless performance.

What is Digital Experience?

Digital experience allows interaction with the users using different touchpoints that include the online purchase of the item, receiving the updates on the mobile application, tracking the order, etc. The customers can access the different touchpoints on various mobile applications, smart televisions, websites, ATMs, point-of-sale terminals, airport check-in kiosks, etc.

Certain factors that affect the user experience are listed below:


The touchpoint should be available when the customers purchase any product of their choice.


The performance of the various digital touchpoints should be fast and seamless regardless of the device used for searching. The touchpoint should help in enhancing the interaction of the customers with the brands.


There should be no or minimal errors when the customers interact with the different digital touchpoints for a seamless shopping experience.


The required functions should be easily detectable and customers should be able to find their product of choice with ease.


The digital experience platform development has become critical for most organizations to remain ahead in this competitive world. The different digital touchpoints allow the customers to navigate through the brand offerings and required products.

Why is Digital Experience Platform Considered a Powerful Tool?

Marketers worldwide battling hard with many innovative tools and strategies to make their brand stand out in today’s heavily crowded marketplace. Among various tools, the digital experience is often considered the most powerful tool to succeed in virtual business. Owing to that, many marketers prefer digital experience tools for promoting their brands.

Let’s take a look over the reasons that make the digital experience tool the most powerful tool for brands to succeed in virtual business.

Gives Customer a Voice

In today’s digital era, social media is considered the communication platform where brands and consumers can communicate seamlessly.

On social media, consumers never hesitate to share their experiences with the brands. It doesn’t matter whether a consumer shares a positive or negative opinion, it will create an immediate impact on the brand.

To Provide Personalized Experience

Modern consumers are expecting more, they are not willing to settle for less than an extraordinary experience with the brands. After witnessing the granular and shopping experiences that they face with eCommerce giants like Amazon, Netflix, and so on, people are expecting more from start-up companies.

To secure a sale online, companies now prefer to provide impactful creative content along with targeted, personalized experiences to match the expectations of potential consumers.

To Avoid Being Fatigue By Digital Sameness

Almost every eCommerce businesses heavily rely on similar digital technologies to deliver similar kinds of shopping experiences to buyers.

This makes brands harder to stand out among the crowd. However, having great visual content along with engaging and captivating customer journeys throughout the shopping journey will make brands different from others and gain market share.

To Drive More Revenues

In today’s competitive market, having a digital experience is as important as having quality products or services.

Based on the recent reports from Salesforce, about 40% of consumers prefer not to buy products from the company which they are not willing to use their preferred channels for. And similarly, about 60% of buyers like to pay more if they get a great digital experience from the brands.

Manu advanced digital experience platforms are available in the market, so it is quite tough for the brands to select the right one. Read 11 Best Digital Experience Platforms to check out for Digital Transformation to understand the competencies of different DXPs and pick the right platform for your business.

Common Challenges Companies Facing While Delivering Digital Experience Development

Wondering why your business is not able to perform well in a virtual world, well take a look over the below-illustrated reasons. Your business may struggle to overcome any of those challenges.

Here are the lists of the most common challenges a business can face while delivering an excellent digital experience development.

Digital Touchpoint Outage

When it comes to eCommerce, customer touchpoints are often considered the most important thing for business sales and growth. There is nothing worse by a company after a customer touchpoint fails to deliver what they intended for.

In the past, the touchpoint outage can be identified easily, but now with cloud technology identifying the core reason for outages is harder. Apart from poor sales, revenue loss, customers quick enough to call your brand inability on social media will spoil your brand’s market.

Broken Functionality

A brand’s digital experience may hit low when a brand fails to meet the expectation of a consumer during a needy time. Consider this example, when a consumer is unable to view the product tutorial video or image on a majority of the products after opening an eCommerce store app to buy some products.

This will cause a negative digital experience for the buyer and the buyer will never return to purchase again.

Soft Fails & Speed Bumps

Don’t think that only major outright failures will cause a negative digital experience to a brand. Even soft fails like low-quality images, poor site design and slow site loading too will cause consumers to leave your brand.

Often consumers face issues with web performance; complicated user flows, annoying pop-up ads, improper mobile page optimization, poorly designed touch screen UI controls, and so are causing a serious impact on the digital experience of brands worldwide.

Apart from those, brands must be cautious about providing error feedback to their users to alert or inform the users about the issue.

Difficulties in Monitoring Tools Offering Excellent Digital Experience

Almost every brand is facing challenges in the market place and they are trying hard to overcome those, also working hard to monitor those challenges and avoid repeating them back in the future.

This section covers the most common 3 challenges which brands face in monitoring their digital experience.


Behind the user interaction with the brand via a single touchpoint, there can be multiple microservices running in the background in cloud technology. And this may cause some delay in delivering functions or results on time more efficiently.

In addition, the chances of things going wrong with the data architecture in the cloud platform during the interaction time will be high. If this happens, it will ruin the digital experience of consumers and spoil the brand’s name among potential consumers.

Giving Importance To Users Based on Circumstances

Understanding the situation of the users who shop products from the store is another crucial aspect that every brand should concentrate on.

For example, a brand must give importance to the users who access your digital assets while moving than a user who sits at home and tries to access the brand’s digital assets. This will determine the quality of the digital experience of your brand product to consumers.

Determining Reasons Behind Poor UX

Identifying the exact reasons for poor user experience with the brand is the most priority one and it is not much easy to do. Especially with the presence of cloud technology, it is harder to identify those reasons.

Often you may receive an alert when things go wrong and it will be a time-consuming investigation to identify those reasons.

Top Trends of Digital Experience

Newer trends are coming up with digitalization that allows the enterprise to enhance the digital experience for their customer and thus boost their business. The different trends in digital experience for digital experience platform development in 2022 are the following:

1. ContentOps

For the marketing over the different channels, the product content plays a very important role. ContentOps allows for uniting the process, people, and technology for creating quality content that is consistent, scalable, and repeatable. Better content is the position of the business in the market.

2. Omnichannel

To stay ahead in this competitive world, the enterprise needs to implement an omnichannel marketing strategy. This allows the cross-channel business model that engages the different digital channels for engaging their potential customers. This omnichannel includes various channels like eCommerce, physical locations, social media, mobile applications, etc.

3. Headless CMS

Implementing the headless CMS includes making the content management system independent of specific presentations. This CMS includes the database that incorporates the structured content that is provided to the different channels through API.

Implementing headless MCS can become tedious if the enterprise wants to build its website. In such cases, the hybrid CMS is preferred.

4. Atomic content design

Atomic content designing is the modern world technique for structuring content. In this type of content design, the product content or details are split into the smallest possible part resembling atoms and having meaningful and essential details.

5. Cloud platforms and microservers

These trends are gaining importance in the current period. The microserver is the application that allows the structured collection of details essential for several services. These different services should have maintainability, testability, and be independently deployable. Most enterprises prefer shifting their trend to cloud platforms.

Using cloud platforms makes the enterprise ready for future challenges. The cloud platform allows the enterprise to expand its capacity based on the data generated while expanding its business to different parts of the world. It also ensures the safety and security of the data while storage and sharing.

6. Front-end framework

Implementing the front-end framework provides the application type feel and look interface that allows interacting on-screen with the applications as well as websites. Development in the front-end framework systems has led to several interfaces having smoother user experiences.

These provide rich and handy features as available on various websites and applications like Facebook and WhatsApp. This front-end framework is dependent on the client rendering. It allows for handling the applications used and retrieving the data.

7. Progressive web applications (PWA)

These are advanced websites that have the capability of working offline and are compatible with various platforms. Their functioning is easy and can also be easily managed using the mobile application.

The PWA helps infuse the applications and websites as they do not need any installation or downloads and have the URLs for immediate startup. These PWAs are simple, faster, universal, and personalized as compared to other applications or websites.

8. Artificial intelligence and cognition

The use of this artificial intelligence (AI) and cognitive computing positively impacts the increasing facets included in digital experiences. They include a vast array of technologies implemented like the natural learning process, machine learning, reasoning, speech and object recognition, narrative generation, etc.

9. Voice

Implementing the use of smartphones for a better digital experience has increased the voice search options in the last few years. Various applications supporting voice or speech-friendly have been accepted by most users like Amazon Alexa, Google Nest, etc.

The usage of these appliances is spreading in all fields including eCommerce. While designing the digital experience, it is important to understand the onset of voice-based search from the clients and customers. It is beneficial for designing the content structure based on digital touchpoints and behavioral patterns.

10. Customer data platform

The General data protection regulations and the strict privacy laws help inefficient content management by protecting the safety and security of the data. The different content management systems collect the data and build the user profiles and this leads to the creation of silos and privacy issues.

For combatting this potential issue, there is a need for a customer data platform (CDP) that allows for creating a unified customer database that is accessible through all the systems in the organization.

It enables understanding the source of data, cleaning, merging similar data from different sources, data aggregation, etc. to provide an aggregated view. It enables providing the digital experience while following the regulatory laws.


The digital experience is gaining importance and has become mandatory for every enterprise to implement digital experience development to excel in the competitive world. The enterprise can explore the various trends and can undertake the one that is feasible to them and provides them a foreseeable future.

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