'Users ignore designs that ignore users'
I always try to match the user experience of a product with the brand identity, as well as the business needs. I involve the users throughout the entire UX design phases, so that the product not only solves their problem, but also pleases them.
I consider that being able to empathize with the users and actively listen to their needs is one of the most important traits of great UX design.
Wireframing & prototyping90%