If you’re into technology, you know that every year Gartner releases a Hype Cycle Special Report of emerging technologies trends and buzzwords. Sometimes just reading their technology reports can feel like youre reading a new language. 

For example, Digital Experience Platform. Words Ive used separately and sometimes paired off into little groups, like Platform as a Service or when I digitally experience my iphone on a call. This is the first Ive seen these three words grouped together, in this order, like a new throuple making their grand debut.

These words were in the title (the title!) of Gartner's annual article comparing the biggest technology companies by industry. Clearly, another buzzword [industry] I’m already behind on.

So I memorize this new industry name, right then and there and as soon as I have a chance, I drop this hot new buzzword - out in the wild.. which means at the office. You should always seize any opportunity to demonstrate your competence and technological brilliance (we all know he who uses the most buzzwords, WINS).  

So thats how I found myself casually chatting about DXPs (oh what's that - you thought it was going to abbreviate to DEP? What are you some illiterate pleeb?). Anyway, once I’d successfully dropped this shiny new term into conversation, it got me thinking: What exactly is a Digital Experience Platform?

Well, according to Gartner, its “an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences.” Or in plain English, it’s how companies make sure you get the same smooth experience across all the touchpoints you interact with. You probably noticed that when you're looking for something to watch on Netflix, or shopping on Amazon that your experience in the app is relatively smooth, consistent and personalized to your interest, no matter if youre on a computer, phone or TV.  DXPs.

Netflix in fact, has mastered the art of personalization. Every user gets their own tailored recommendations based on their viewing history, preferences, and even the device they’re using (and they seem to think your laptop and phone needed different movie suggestions). All that data is collected from various touch points. The system keeps refining its algorithms to ensure that you never run out of things to watch. Being able to  resume watching at the same point in the episode after switching a different device, keeps its users loyal, engaged, and probably watching way too much TV.

Shopify's DXP puts the personalization in the hands of the businesses that sell on the platform, so they can customize their storefronts for different channels like web, mobile, and social media. Retailers can easily  adapt their shopping experience based on device, without having to rebuild everything from scratch. The flexibility of a DXP like Shopify lets businesses quickly update their offerings and even pivot to new platforms (like social media APIs). It’s all about being ready for wherever customers go next.

Looking forward, no product will stand alone. Whether it’s through APIs, data pipelines, or direct integrations, products are being built to work within this broader DXP ecosystem. And as customer expectations keep rising (because we expect more!), companies will need to ensure they’re delivering seamless and personalized experiences across all their channels. Personally, what I'm looking most forward to are all the new buzzwords coming with these shiny new things. 

As a product manager, I’m constantly thinking about the evolution of digital experiences and the tools we use to create them.