This is a profound statement and without context it could anybody fired. When looking at user experience and usability you should perform a usability study. A component of a usability study is a user and task analysis. In this user and task analysis users are identified, along with their typical tasks.
Understanding and knowing your users is paramount in providing a positive user experience. Ask them who they are, what they want, what are their tasks when they visit or use your products but also observe them. What users tell you and what they do might be two different outcomes.
How to tackle the situation? Rely on the understanding you have of your product and your users to provide them with the best experience while still being aligned with your organizational goals. Sometimes the usability expertise might be in-house sometimes you meed to rely on the expertise of vendors to achieve this.
Conclusion User experience and usability are vast topics that this short post doesn't do justice. If you remember anything make sure your organizational goals align with your web strategy and that you understand your users by interviewing them but also observing them.
Resources The 7 Rules for Great Web Application Design – Notes Usability.gov Templates – Great resource of templates
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