It could be beauty, enjoyment, entertainment. But for many of us the only real goal is to convert a user.
On the eCommerce projects I've worked on, a "conversion" was defined as a user simply making a purchase. So the goal of any of our designs was to make that action happen as often as possible (in as high quantities as possible). At the end of the day, it didn't matter if we personally hated a design, or if we thought it was ugly or anything like that. The design that made the most money was the best design.
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It could be beauty, enjoyment, entertainment. But for many of us the only real goal is to convert a user.
On the eCommerce projects I've worked on, a "conversion" was defined as a user simply making a purchase. So the goal of any of our designs was to make that action happen as often as possible (in as high quantities as possible). At the end of the day, it didn't matter if we personally hated a design, or if we thought it was ugly or anything like that. The design that made the most money was the best design.