Balancing an organisation’s objectives while keeping user goals in mind requires more than building the best looking, fully-featured website. A good user experience design should bridge the gap between the business and user needs by identifying the objectives of both sides as early as possible, and keeping an eye out for any areas of potential conflict while gathering requirements. For instance, the business may request to collect user's demographic information by adding fields to an online form without considering how it could impact user behaviour and conversion rate. User interviews can be used to find out what users think about the new fields and whether the additional required information would stop them from completing the form. If the data shows that users will still complete the form regardless, achieving the business objective, then the slight irritation along the way may be worthwhile.