The intersection of business goals and user experience has evolved. From a focus on achieving specific metrics (e.g., revenue, and conversion rates) to more holistic approaches that balance the needs of all stakeholders, organizations have developed strategies for aligning UX with business goals. In this article, we'll explore how these strategies have changed through the years — from selling software solely on its features and benefits to demonstrating ROI by focusing on human-centered solutions that meet users' needs in meaningful ways.