The effectiveness of an online platform is dependent on one key factor, and this factor is user experience. To put it simply, customer satisfaction is everything. A website must be easy to navigate, simple to operate, and offer a user some kind of unique benefit or advantage. Without an angle or a strong selling point, a website can very easily fail.
It is the responsibility of a UX specialist to come up with ideas which increase the usability of a website. It is the job of this professional to make sure that all available content is pertinent, relevant, and valuable – otherwise, what reason would users have to interact with it?