Demystifying ESP Implementations with Use Cases

Whether migrating from one ESP to another or building an implementation from the ground up, it’s important to understand the end goal in order to get to the optimal design.  Particularly when faced with a migration project involving different platforms, it’s easy to assume that preparing a laundry list of everything the current system does will be enough to replicate it in the new platform. But the reality is that ESPs are architected differently so getting to the nuances can be tricky.

It’s typical that the levers that need to be pulled will be different between systems. Trying to get the mechanics to work identically versus optimizing for the new platform can lead to processing inefficiencies and can over complicate the build and maintenance. That’s why it’s important to understand the desired experience and end goals. 

Well defined use cases help to confirm common understanding and will help prevent any misunderstood assumptions that can occur in the requirements gathering process. Use cases should be written out in simple terms, yet clearly define the desired outcome.  Finally, use cases should specify the ‘what’ but not the ‘how’. Relationship One consultants are skilled at translating the desired experience into how it will be accomplished in the ESP once the requirements are confirmed.

Things to consider:

• What are the content requirements?  Is dynamic content or personalization needed?
• How are audiences defined and how are they added into the communication flow?
• What are the follow-up actions or touchpoints based on how your customers interact with your content?
• What specific metrics are important?  Do any of the metrics need to be integrated outside of the ESP?

Once documented, use cases should be reviewed amongst stakeholders on your team to make sure there is consensus with how things should work, including if there are any gaps currently from achieving the desired state.  

Use cases help all parties to clarify what will become system requirements, and provides structure to what can be an overwhelming and ambiguous process.

Looking for help migrating to a new ESP?  Contact us – we’re here to help!