The most important interface
In a workshop developing user journeys I was asked by a client what end goal we were designing for: the users’ or the organisation? It is of course both. While as an interface designer you can develop frameworks to encourage behaviour, you can’t force it – people will just leave your site. On the other hand you can’t just ‘fulfil user needs’ if your company hasn’t got what they want (however good your UI).
So to paraphrase Stephen King, it is a matter of linking what the customer wants with what the company is (uniquely) able to provide. This is the most important interface.
