“Over the last few years, the popularity of UX has grown by leaps and bounds. Companies have come to realize the importance of offering engaging experiences to their users, lest they risk losing them to competitors that have invested time and money into improving their product and service experiences. An interesting side effect of this enhanced focus on UX is that it has helped make users more sophisticated. This, however, can be a double-edged sword; as users become more sophisticated their expectations also increase, and UX professionals must find new ways to meet these elevated expectations. One way to achieve this is to extend the experience beyond the device.”
And beyond technology as well. All through design.