Experience Orchestration: Journeys, Canvas, and Cross-Channel Logic
What Experience Orchestration Tests
Experience Orchestration is about designing and reasoning through multi-step, cross-channel customer journeys. The core tool is Canvas, which lets you build a flow with entry rules, audience filters, message steps, delay steps, decision splits, and conversion events. A candidate must understand how entry criteria work, how users move through the canvas, and how timing, branching, and conversion tracking interact.
Key concepts include entry audience and re-entry rules, delay and wait steps, decision splits based on attributes or events, and conversion events that measure outcomes. You should also understand frequency capping, quiet hours, and intelligent timing, which affect when messages actually send. Cross-channel orchestration means a single journey can send push, then email, then an in-app message based on user behavior, so knowing step order and branch logic is essential.
Traps to Watch
Questions often test whether a user can enter a canvas more than once, and how re-entry settings change outcomes. Another trap is assuming a message sends immediately after a delay; quiet hours, frequency caps, and send-time optimization can shift delivery. Decision splits evaluate at the moment the user reaches the step, not at entry, so attribute changes mid-journey matter. Also watch conversion windows: a conversion is counted only within the defined window after the message or step.
Rule of Thumb
Read the journey as a timeline: entry rule, then each step in order, then branch conditions evaluated when reached, then conversion window. If a question asks who receives a message, trace the user through every step and check timing and caps.
Worked Example
A canvas has a push step, a one-day delay, then a decision split on whether the user opened the push. A user who opens the push takes the yes branch; a user who does not takes the no branch and receives an email. The split is evaluated after the delay, so the open must occur within that window to count.