What is the primary goal of the software development team at your company? Until fairly recently, the answer to that question was simple: to develop functional software.
For the first several decades of the Information Age, creating functional software was the only target development teams had to hit. Unfortunately, things are no longer quite so simple.
https://www.cmswire.com/digital-experience/3-steps-to-delivering-great-ux-with-an-agile-mindset/
No matter how far the world goes, the final goal of any business is to generate profit. For that, it needs to convert. To achieve this goal, the consumer - or user in the case of software - needs to feel comfortable with the interaction they have with their product, or service provider. In the digital world, this is known as User Experience (UX). The better that relationship is, the better the sales potential.
http://www.dotcominfoway.com/blog/12-ux-tips-to-boost-your-website-engagement-and-user-experience-for-a-better-conversion/
