UX as described by Wikipedia: User experience is a person’s emotions and attitudes about using a particular product, system or service. It includes the practical, experiential, affective, meaningful and valuable aspects of human-computer interaction and product ownership.
So in short, I think we can safely say it is the user experience design. Here are 5 principles to get the best out of UX design
- User Experience Should be the key to the design decisions
- Simplicity overall
- Examine the website audience and their needs
- Ensure the user can find the information that is important