Business Objectives vs. User Experience

Smashing Magazine recently published today an article entitled “Business Objectives vs. User Experience” (see full article here:
http://www.smashingmagazine.com/2011/02/04/business-objectives-vs-user-experience/)

As a designer, your first reaction might be “What? Are you Kidding?” but stop and think about it. With few exceptions, a web site exists for the purposes of the business. therefore, it should be initially designed and created with the business objectives in mind. User experience is considered and factored into the design process after clear understanding of what the objectives are. Thus, a superior user experience makes it easier for the business objectives to be attained.

So remember, while a website might be pretty or “cool”, don’t forget that in the end, you must get a return on that investment or it just isn’t worth it.