The Functional Goal: Zero UI
Design is to unfold the nature of a system. A good UI design fits to human's ever-changing flowing mental model. It needs to be simple, transparent and personalized. It is so good that the user barely realize it's presence. It's task-oriented, and barrier-blurred.
The Emotional Goal: Software as an art form
Software 2.0 is a medium, a utility, a tool, a self-transcending stage and a life-enhancing system, it's functional and experiential, it can be a web app, a desktop app, a game, a media, a SNS...or all together. By using it repeatedly, user appreciate it's very beauty in presence, it encompasses multiple dimensions and crosses mediums. Software literally becomes a new art form.
The Religion Goal: Ritual
Software 2.0 turns mundane experience into a ritual. Users become both the experience consumers and creators. Software usage becomes a luxurious behavior, and a religion element is needed.
Software 2.0 UI design needs collaboration
User experience design and user-centered thinking immerses into every aspect of human life, it encompasses and involves designers from different fields, architects, fashion designers, graphic designers,filmmakers,game designer, and mostly importantly, it needs the users' proactive participation.