As user experience has become more popular amongst business and marketing, there seems to be a trend to focus on conversion rates and how to get users to purchase certain products or services. Of course commercial aspects are important, but we must not loose sight of the essence and purpose of our profession.
As Valeria Maltoni recommends very fittingly in her Top Ten Reasons Why You're not a Leading Brand, we should ask ourselves "what have you done to improve someone's life today?".
Or as Peter Drucker put it, the purpose of an organization is to create value for its customers. Our aim is to know and understand users so well, that the product or service fits perfectly and sells itself. The reward of doing this is profit.
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