To me, the theme of “Users First!” (and yes, the exclamation point is obligatory) speaks to the centrality of end users in much of our work. Whether it’s providing customer support, fixing software bugs, or (re)designing business processes, the end user experience is the measure by which define our success. Or it should be. After all, the whole point of our work (be it a project, application, service, etc.) is for it to be used by and useful to its intended audience.