UX isn't always about making users happy

UX isn’t always about making users “happy.”
Most of the time? It’s about making users act: sign up, buy, convert, retain.

Companies and teams love to say we’re “advocating for the user.”

But what most companies really want is:
Advocate for the user!
… As long as it gets them to use our product and give us money.

That’s it.

And that’s not evil. That’s business.

I don’t know why UXers and designers shy away from the P word.

Profit.

It’s not a dirty word.
It’s literally the point.

Most companies aren’t running a government-funded charity to boost emotional wellbeing.

They need money to pay salaries, dividends, to grow, to invest.

So let’s stop acting shocked that profitability drives decisions.

You want to make an impact as a UXer?
Learn how your work ties back to money.
Then use that to design smarter.

Because the truth is, UX that doesn’t serve the business… doesn’t last.

And no, profitable UX doesn’t mean soulless, aggressive, or manipulative.
You can create a delightful experience and a profitable one.
They’re not mutually exclusive.