As Design Evolves, we must refocus our attention to the Emerging 'Experience' Economy. 

In his recent UX Mag article, “Proactive Experiences and the Future of UX,” Costa writes: “In the past, creating a great customer experience meant presenting information and functionality to customers in a usable, efficient, and enjoyable manner. That’s no longer the case … Technology is evolving from a productivity tool into an enabler for how we live our lives and interact with the world around us. [With this shift in usage], our expectations and desires evolve as well, placing more demands on the devices and experiences we make an integral part of our lives.”