To ensure that users have a relevant, meaningful and delightful experience while using a platform, the User Experience design process is conducted where all the processes of a platform are defined. These processes are defined based on the research and analysis that UX designers conduct regarding a specific business domain or business.
Based on the research, user personas are defined and based on their likes, dislikes and preferences, the processes, information architecture, User Interface and navigation of the e-commerce platform is designed. With the growing competition, having a unique UX that is preferred by your users can also become a brand identity and can provide an edge to the platform.