User interface design begins with identifying the goals of the client, and the information they would like to pass to their audience or end user. The next consideration is what are the goals of the user or what information they want from the information provider or client.

Understanding that every company producing software that they believe will benefit their users they have application features they are developing to get to their users to make the user more sophisticated or useful.

The user always has a different way of driving through an application than the provider has anticipated. So sometimes when a company sets out to produce software they fail to take into consideration how the user will use it.

The user often times will not use all the tools or features, more and more users are relying on interfaces being visually intuitive to get the nugget of information they are looking for. Users now look to avoid reading even to the extent of ignoring useful instruction for a feature. Attention spans have dropped significantly since the introduction of the Internet, companies and information providers can no longer expect their users to read all the information they post on their sites.

This shifting behavior has caused a great deal of user interface design theories to change. The User is digging less and less for relevant information. If their specific search is not met with near instant gratification users are often lost along with revenue. Users have developed a high level of information skimming. So the key is to identify what the user’s needs are and to design towards that quick read. Companies that are producing applications or serving up information now have to understand and anticipate what features and information the user is most interested in and actually design for the user’s needs. To be successful in marrying the user needs and the corporation’s needs is an impossible task without being able to step into both roles.