I love being part of the new field of experience design (and related fields like interaction design and information architecture). Like many others, I find it exciting and fulfilling. But why do we do it, really? Why is this new field becoming so popular? It isn’t for the short working hours. It isn’t for the technology (although the technology is exciting). It isn’t for the money. It isn’t to make cool designs. We do it for the people — the customers, the users.

The whole effort is about helping people. Real people with real wants and needs. A professional accessing her investment or banking accounts online, or a parent checking a child’s grades on a school site, a gen x’er searching for a new song by his favorite band, a weary traveler trying to get to her flight, or a customer service rep taking someone’s order. Regardless of the application, web site, process, or system involved, the users (or customers) are real people trying to accomplish some goal.

Our job, our opportunity, as experience/interaction designers is to help them accomplish their goals in a satisfying manner.

Of course, we have to also represent business concerns. Usually, however, there is a strong advocate representing the business objectives. We, on the other hand, are often the only advocate for the user. We must ensure that their interests are represented, and balanced with the business objectives. If we don’t, not only will the users be underserved (or alienated), but the business goals will be compromised as well (it is hard to sell product when your customers are alienated).