Architecting a (DNVB) Digital Native Vertical Brand in Consumer Industry — Part 2

3 min readJul 4, 2021

This post is in continuation to part 1 here.

In this post, we will explore the approaches to a DNVB Consumer Engagement(DCE) architecture, map the expected benefits to Consumers plus DNVB in each stage of consumer lifecycle depicted in part-1 and eventually chalk out the blueprint.

Approaches to DCE(DNVB Consumer Engagement) Architecture

The approach to the DCE architecture definition typically stems from one of the following or a combination of architecture styles

(1) Consumer Journey map-oriented architecture: Turning an anonymous person to a prospect and then to a consumer requires passage through a journey life-cycle. Architecture components are aligned to serve the stages of conversion. This architectural approach connects the technology outcomes it drives rather than the function it serves. For example, with 3rd party data management and tagging via a data management platform and a tag manager respectively, the consumer-focused companies can identify and acquire prospects and consumers at scale.

(2) Channel-oriented architecture: This architectural approach entails the alignment with channels(inbound and outbound) and technology. The choice of technology-driven by channels tends to a cohesive grouping of technologies promoting ecosystem-based native integrations and features.

(3) Functionality-oriented architecture: The functionality-oriented architecture focuses on the key capabilities that are required to serve consumer needs and to meet the operational KPIs of the consumer-focussed companies.

DCE Blueprint

For DCE architecture landscape’s product choices, it is not just about making a decision of buy versus build. Companies would have to evaluate the market dynamics, that is, the time to market, global deployment schedules, the pressure of sales, and competition analysis. This would lead to a technology strategy and forming an engineering group led digital platform and/or adoption of a co-creation models with software/plaform providers to take advantage of the tried and tested innovations. One of the key factors while choosing the platform provider is the technology infrastructure and architecture behind the platform components. It should allow to meet and exceed the evolving non-functional requirements including the global and local regulatory requirements.

The strategic objectives and KPIs across multiple channels helps to identify the high level building blocks of the architecture

Fig-1: DCE Building Blocks

The below reference architecture view(my hand drawn representation) expands on the above architecture building blocks depicted in Figure-1.

DCE Reference Architecture

Fig-2: DCE: Reference Architecture

The below schematics show a two stage progressive build of the architecture and the benefits that the consumer and DNVBs are offered through each stage of the experience lifecycle of Discover -> Try -> Purchase -> Enjoy -> Advocate.