If we design and construct products in such a way that the people who use them achieve their goals, these people will be satisfied, effective, and happy and will gladly pay for the products and recommend that others do the same.

Products designed and built to achieve business goals alone will eventually fail; personal goals of users need to be addressed.

The way people do things today is often merely the product of the obsolete systems and organizations they are forced to interact with, and typically bear little resemblance to the way they would like to do things or the way they would be most effective.

— Alan Cooper, About Face 3