Digital Arts Online said, "While UX has traditionally been a screen-based medium, innovations will force us to expand and broaden our horizons, moving 'beyond the screen' and designing for an entirely new set of experiences." They are absolutely right! It is exciting to be defining UX for different mediums. If AR and VR want to succeed, they need to really focus on their UX. The surge in voice UI will also rely heavily on user experience and usability. What UX problems have you experienced lately? How did it affect your view of the product or brand?