User experience design is a tricky beast
There are so many elements to consider. Who are the users? What are they trying to do? How much do they already know? What route do they want to take ...what route do YOU want them to take? All this and more is before you even start thinking about the aesthetics of the design.
Designing a great user experience requires knowledge and research about human phycology, emotion and behavioural science. Over the last few years designing a website has changed dramatically. The market is saturated and users are spoiled for choice, this means that user expectation is higher, so users will more likely abandon a site if they're not instantly hooked in.
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