Balancing Users’ Needs and Business Goals in UX Design

June 19, 2023

Have you ever found yourself in a dilemma over meeting the needs of your users versus achieving the company’s business goals? As UX designers, we understand the importance of creating products that satisfy users, but at the same time, we cannot overlook the business goals of the company. For example, having the CEO request the design and development of specific features can be quite challenging.

In this article, I’ll share my personal experiences and insights on how to strike a balance between achieving these two crucial aspects of UX design: meeting both users’ needs and business goals. I’ll discuss some of the challenges that come with prioritizing one over the other and the possible consequences that can arise from neglecting either.

This article can give you a better understanding of how to prioritize your design decisions to ensure that you meet both users’ needs and business goals simultaneously. Whether you’re designing a customer-onboarding user experience or any other primary user flow through a product, you can apply practical tips for aligning your design strategy with your business objectives, without sacrificing the user experience.

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The Importance of Understanding Users’ Needs and Business Goals

Understanding both users’ needs and business goals is essential to creating a successful UX design that meets both the needs of the users and the goals of the business and, ultimately, launching an effective product. Whether you’re a UX designer or a business owner, this article provides valuable insights into creating a successful product that meets both users’ needs and business goals.

Now, let’s consider the importance of understanding users’ needs and business goals when creating an effective UX design in greater depth, including the key aspects of users’ needs and business goals that impact UX design, and how to find a balance between them.

Identifying Users’ Needs

To create a successful UX design, it is essential that you first identify and gain insights into users’ needs by conducting UX research such as surveys, user interviews, and usability testing. Plus, you can analyze data analytics to identity user behaviors and preferences.

Create user personas that represent the target audience and their characteristics to help you understand the users’ goals, motivations, and behaviors. Work with any UX researchers on your team to better understand your users. By understanding users’ needs, desires, and painpoints, you can create a user-friendly product that meets their expectations and is easy to learn.

Understanding Business Goals

Designing a successful product that fulfills an organization’s business objectives requires that you first comprehend the organization’s goals. You must understand the company’s mission, vision, and values and identify the key performance indicators (KPIs) that the company is striving to attain. Gaining insights into these factors enables you to create a UX design that is both user friendly and helpful in achieving the overall success of the organization.

The best way to understand an organization’s business goals is to speak with your product manager and project manager to understand their KPIs. It also helps to speak with the CEO to understand his or her priorities—especially if you work for a small startup.

Balancing Users’ Needs and Business Goals

To balance meeting users’ needs and business goals during UX design, it is important to prioritize all these needs and make strategic decisions about which needs you must address. This means understanding the needs and goals of both the users and the organization and finding ways to meet them both.

One key approach is to identify the most important users’ needs and business goals, then prioritize design decisions that satisfy both. Achieving this goal requires constantly testing and iterating your designs to ensure that they meets both objectives.

Of course, achieving this balance might require making some tradeoffs—for example, compromising on certain business goals to meet users’ needs or vice versa. By balancing users’ needs and business goals, you can create a product that not only meets the organization’s business objectives but also satisfies the users, leading to a more successful and impactful product.

How Users’ Needs and Business Goals Can Conflict in UX Design

Now, let’s consider some examples of how addressing users’ needs and business goals could conflict in UX design—for example, if an ecommerce Web site were to prioritize pushing sales over providing a user-friendly experience or endeavor to maximize its revenues by encouraging customers to make more purchases. To achieve this goal, the ecommerce company might bombard users with multiple product recommendations and pop-up ads, making it challenging for users to navigate the site and find what they’re looking for. Although this approach could increase sales, it would also frustrate users and lead to a poor user experience. Therefore, the company would need to find a balance between pushing sales and providing a user-friendly experience—for example, by displaying personalized product recommendations and ensuring that their site is easy to navigate.

Another example of how users’ needs and business goals might conflict in UX design could occur if a social-media platform decided to prioritize increasing user engagement over protecting users’ privacy. For instance, Facebook might want to increase user engagement by encouraging users to share more personal information and interact with other users on the platform. To achieve this goal, they might make certain privacy settings less prominent and harder to find, which could compromise users’ privacy. Although this approach might increase user engagement, it could also lead users to distrust the platform and negatively impact the overall user experience. Therefore, the company should find a balance between increasing user engagement and protecting users’ privacy—for example, by continuing to encourage user engagement, but also providing clear, accessible privacy settings.

Balancing Users’ Needs and Business Goals in UX Design

While it can be challenging to find a middle ground between satisfying users’ goals and business goals, the following tips can help you achieve this balance:

  • Conduct thorough user research. By understanding your users’ needs and painpoints, you can ensure that your design decisions align with users’ expectations and goals.
  • Prioritize your design decisions. Identify the most important users’ needs and business goals and prioritize design decisions that satisfy both.
  • Continuously test and iterate your designs. By constantly testing and iterating on your designs, you can ensure they meet both users’ needs and business goals.
  • Communicate with your stakeholders. To ensure that everyone aligns on goals and priorities, communicate with your stakeholders regularly, including business leaders, product managers, and developers.
  • Be adaptable. Be willing to make changes to your designs and priorities as necessary to achieve a balance between users’ needs and business goals.

A Successful Service That Has Achieved This Balance

One example of a real-world business that has successfully achieved a balance between users’ needs and business goals in UX design is Netflix. Their design solution focuses on providing a seamless user experience that encourages users to continue using the platform, while also meeting its business goals of retaining subscribers and increasing revenues.

For instance, Netflix’s recommendation algorithm provides personalized recommendations to users, which helps keep them engaged with the platform and increases their watch time. At the same time, the company’s subscription-based model generates revenues while minimizing the number of advertisements to which users are exposed.

By focusing on users’ needs and preferences while also meeting its business goals, Netflix has become one of the most popular and successful streaming services in the world.


In conclusion, achieving a balance between users’ needs and business goals is a crucial goal of UX design. By understanding the importance of both users’ needs and business goals, identifying potential conflicts, and following the actionable tips that I’ve provided in this article, you can create successful products that satisfy both your users and your stakeholders.

The example that I’ve provided demonstrates how a company such as Netflix has achieved this balance to become a successful and highly impactful business. Whether you’re a UX designer or a business owner who is looking to improve your product’s user experience, I encourage you to start by following the tips that I’ve shared in this article. You can ensure that your product meets both users’ needs and business goals, which could ultimately lead you to create a more successful and ethical product.

To dive deeper into this topic and gain a better understanding of how to prioritize your design decisions, check out some of the best UX books and free UX resources that I’ve found on the Web. 

UX Researcher & Design Strategist at The Roxanne Perspective


Roxanne RosewoodRoxanne is a highly experienced, knowledgeable UX consultant with a track record of success working with both startups and design agencies to create exceptional user experiences. She provides valuable insights and practical expertise in the fields of UX design and research to her projects. With a keen focus on understanding users’ needs, she excels in conducting comprehensive design research and developing impactful UX design strategies. As a trusted mentor, Roxanne actively supports and guides aspiring UX professionals, sharing her knowledge and empowering them to succeed in their careers. By leveraging Roxanne’s expertise, companies can enhance their products and enable users to enjoy remarkable experiences.  Read More

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