When I create a concept and design of a website, the most important thing to me is that each user experience is an emotional one. So I always regard user experience as an extremely important part of what I do.
The expression of the design changes considerably depending on the content of the site. Like EC sites which are about making direct sales, my main focus is on the usability of the site, making as plain and simple to use as possible. With web magazines, for example, which host a lot of articles, it is so important to have a UI which facilitates the reading process as much as possible.