“(…) As user experience matures, it will become more closely aligned with business strategy—so the same priorities that drive the business will guide UX design. Instead of producing designs and deliverables to meet business requirements, UX professionals will collaborate with business strategists to co-create solutions that successfully engage customers and exceed competitive offerings. This expansion will require some learning on the part of UX professionals, who must gain literacy in the business drivers that cause their companies to succeed or fail in the marketplace.”

(UXmatters)