Once we streamline the path to purchase, what's left for experience designers to do? Vertical after vertical is undertaking a quantum leap, after seeing consumers go from merely buying products and services to buying the entire brand experience instead.

That means it’s no longer enough for experience designers to remove the friction from the purchase journey. Now, design must help companies undergo a new kind of holistic transformation: connecting people from different places and platforms to share a seamless experience that goes beyond the product.

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