There was a time when businesses could depend solely on the quality of their products to bring in new business. Success came from a company’s sole focus on delivering a dependable and highly functional product/service to the market. Today, that’s simply not the case. The majority of large brands have become marketing machines, competing against each other’s’ hype instead of being user-centric in the design of their products and services. Product differentiation has become a “me too” gimmick and is no longe

Source: Customer Experience Is the Future of Design | UX Magazine