UX - Are we really designing for the person or for the person to interact?

i've felt over the past few weeks that UX has really been about designing a better way for the user to interact with the UI and data. Are we really taking into account what the user really needs in order to be able to understand whats being presented?

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If a company/concept is created from the ground up to provide an online service then it has more flexibility to be what the user needs rather than an existing business/service adapting to a new customer expectation.

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