Digital business and experience. When reflecting on the word 'experience' from a digital business perspective, we are thinking foremost of convergence to maximise value co-creation. Building on the Nespresso case study we referred to in my last post, Nespresso (and many other organisations) got both feet on the ground with a customer-centric synergistic convergence of physical and digital driving new business models - underpinned with human-centered design. It's also a convergence of art and science. Another good example is Barneys. And emerging direct-to-consumer digital retail business models are also gaining traction. For a good summary of the current state of play digital experience-wise, Actual Experience recently published their digital experience quality 2016 report. And looking further out, virtual reality and voice control will take our experience to the next level.