UX design is a combination of several subsets, including, but not limited to, Information Architecture, visual design, usability and user experience. Ultimately, UX is problem solving. By going through a discovery phase around business needs, problems and shopper personas and expectations, limitations and problems are discovered and identified. The UX process breaks each of these points down and solves the problems with an interface, feature, function or flow.
We believe that UX is more important than creative or visual design. The ROI of great UX and great design tends to always fall on the UX side of most importance. Great UX will allow shoppers to overlook complex flows and missing features/functions that other merchants do by default which clutters the experience. Great UX will delight shoppers in either a noticeable or sometimes unnoticeable way.