Vision
My role as a user experience designer is to balance the needs of people with the needs of the business, while they interact in digital environments.
On one hand, there are the people like you and me. We don't seek to accomplish tasks online. We simply want to be happy. In other words, we don't want to download songs. We want to find inspiration for the day in the words and melodies of artists like Bob Dylan. That's really why we go to the iTunes Store to download songs. Technology is important. But it's just one part of the complete picture.
On the other hand, there is the business. Each company provides particular services and products, aiming (at least) to increase revenue and reduce costs. Smart businesses think beyond profit... by providing services and products that are meaningful to the public.
As a designer, I translate those business objectives into experiences that are easy to use and enjoyable. The outcome is that both sides win: the business and us.