Innovating designed products and experiences

People want designed products, services and experiences, and designing experiences may be the next big opportunity for innovation. While product customization is still prevalent in today's world, what is more valuable and differentiable is the experience. Creating a total experience that links the product or service to other services, support, third party apps and other networks, that is so compelling that even if the product suffers a bit over time, the consumer remains committed. Innovation dollars should be spent on creating an experience that can delight and sustain the customer instead of spending all the effort on the feeds and speeds.