Chapter 1 IntroduCtIon to dIgItal experIenCe platforms The core components of a typical DXP platform are as follows. We have identified the core components in each of the layers: • User touch points: This layer consists of various digital touch points the end user uses during the journey. The end user could use smartphones, desktops, tablets, third party services, or wearable and such devices to access the DXP services. Users expect device- optimized, seamless and personalized information access across all digital channels. All user access channels and devices come in this layer. • Presentation services: The DXP provides various presentation services to cater to a wide variety of digital touch points. This includes mobile apps for smartphones, UI frameworks, and responsive design for mobile web applications, web services for third party consumer, and A/B testing for presentation testing. Presentation services are mainly responsible for defining the user interface and user experience. We elaborate presentation services and user touch points in Chapter 4. • Lean portal services: In this category, the portal provides various complementary presentation capabilities such as personalized experience (user experience based on end user preferences and past history), consistent branding, unified view, forms (for user registration, queries, and such), search engine optimization (SEO) (to make web pages more visible), multilingual presentation, and such. • Lean portal services provide business-friendly controls to manage pages (page creation, layout, web analytics, navigation) and brands. • Lean portal services provide a single-stop-shop view of personalized content by aggregating information from various sources. • Web analytics provide vital real-time customer insights, and help in understanding customer activities and interests. These insights can be used for customer segmentation, trend analysis, and targeted content delivery/contextual recommendations. 7