The web has evolved.
"User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product."
Gone are the days where simply having a website puts you ahead of the competition.
People expect more. More value. More clarity. More everything.
You need to create a great experience.
Engineering user experience is about improving customer experience.
The process of UX engineering increases the likelyhood that users will convert with a cycle of planning, evaluation, and improvement.
With UX, design is lead by real numbers: data acquired through measuring results of existing and historical user activity.