What is Digital Experience Management?


Aternity June 23, 2021

Digital platforms act as the primary touchpoints for most businesses today. The digital experience becomes the first impression regarding the brand for consumers, and for employees, it’s often a significant factor in the overall employee experience. While this is true for non-digital brands, for digital-only brands, it’s even more critical to deliver an exceptional experience to their users.

Definition of Digital Experience Management

Digital experience management or DEM brings together all possible digital touchpoints a business has with its employees and/or customers. It’s aimed at delivering a continuous and complete digital journey across applications, devices, and services by monitoring the various touchpoints users interact with. The current digital ecosystem provides opportunities to learn from user interactions and gain actionable intelligence from them.

DEM is a combination of four techniques used to track, measure, and compare enterprise-wide data on the digital user experience. The four components of DEM are:

  • End User Experience Monitoring (EUEM)
  • Application Performance Monitoring (APM)
  • Device Performance Monitoring (DPM)
  • Benchmarking

We’ll discuss each of these components in more detail below to provide an overall understanding of DEM.

End User Experience Monitoring (EUEM)

EUEM is employed to understand how the end-user interacts with a digital application, which could be a web app, a mobile app, or a desktop app. Understanding how the user interacts with the application helps developers improve the product. User Experience (UX) plays an important role in end-user retention. UX is not about the visual aesthetics of your application; its purpose is to make the features people want to use more accessible to them.

With the capabilities of modern software solutions, every user does not have to use the same version of the application. Applications can be custom designed for each user, and EUEM can help make this possible. EUEM can be done in a couple of ways.

Synthetic transaction monitoring

Here, automated scripts that mimic the actions of a user are created. This script is set up to use the application as a user would. The performance of the application is measured while the script is in action. This is used to understand the areas of improvement for the application.

JavaScript injection

JavaScript injection is used for web applications. The application injects JavaScript code into the user’s browser, and the code tracks the behavior of the user while the application is in use. This provides a wealth of information on how real users interact with the web application.

Real user monitoring

In real user monitoring, an EUEM application is installed on the device being used to access the application, such as a smartphone in the case of a mobile app or on a desktop computer in the case of a desktop application. This application captures the network-based packets to analyze the user experience.

Application Performance Monitoring

The server that delivers the information to the user is also an important part of the digital user experience. A slow processor, faulty architecture, or broken code can cause buggy applications and deliver poor performance to the end-user. APM is used to track the performance of the application at the server-side. A cloud-native APM that can scale with the requirements of the modern microservices architecture enhances visibility across the digital value chain from the end-user to networks and cloud-native ecosystems.

Device Performance Monitoring

In device performance monitoring, agents are created to track the performance of the device. The capability of the device on which the application is supposed to function has a significant impact on how the user experiences your digital application. DPM collects information on the technical specifications of the device. It also has the ability to track metrics provided by the operating system, such as the health of the device, sensor data, the state of the user’s device, and other device information. Some DPMs also have the functionality to monitor the usage of other applications on the device.

Benchmarking

Once all the information is available, the next step is to create digital performance benchmarks. A large organization might have millions of users for its applications, and information from all of them can be collated and benchmarked for comparison. Standalone data does not have any value. The value is based on how each datapoint fares against the others in terms of how users are making use of the application.

The Amalgamation of Four Techniques

DEM brings together the data gathered from all the techniques discussed above. Each of the techniques brings in data that generates valuable insights. Bringing EUEM, APM, DPM, and benchmarking together improves the quality your insights and provides a bird’s-eye view of all the elements that go into the making of the end-user’s digital experience.

Bringing together information from the four information streams helps to improve the experience for each individual user. Modern analytics platforms can provide insights into the features that can improve the experience for the maximum number of users across most devices, with minimal effort. Digital experience management is all about delivering a superior user experience to the end-user by leveraging a vast amount of data collated from millions of sources.