The user experience field is all about creating a user centered design and focusing on what your visitors want to achieve.It is also all about making less asumptions and taking good design choices with the user in mind.
Which road leads to their goal?
If this field of user centered design is new to you I highly reccomend you to read the very well written fable(short story) about a young man who wants to learn how to please his visitors. A fable that gives you an overview of the user experience (UX) field and which factors that are most important:
http://www.userfocus.co.uk/pdf/fable.pdf
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