UX design is a combination of several subsets, including, but not limited to, information architecture, visual design, usability and user experience. Ultimately, the chief goal of UX design is to solve problems. By investigating business needs with shopper personas and expectations, problems to overcome are 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 fall on the UX side. Great UX will free shoppers from complex flows and overlooked features that other merchants do to inadvertantly clutter the experience. Great UX will delight shoppers with the ease in which they interact with your store.