Thank you for your comment. I agree with you in terms of considering both business and user goals. As a product designer, I face this challenge everyday in reality as to maximize the intersection between user and business goals. For this case study, I totally went extreme from a purely user’s perspective to prove a point. As a user, my goal is to easily book an accommodation. No matter what kind of business models the company is, it needs to fulfill the user goal in an easily and pleasant way.