This paper discusses the next direction for user experience design to keep pace with an ongoing IT paradigm shift, particularly focused on UX standardization activity contributing to reinforcement of brand power and customer loyalty. The paper introduces a model that identifies four levels of UX standardization and a key concept called "sustainable UX ecosystem" as its top level. It argues that in the new IT paradigm the fourth level of UX standardization, the sustainable UX ecosystem, is the next direction user experience must head towards.