While none of the above aspects should be overlooked in any user experience design, it is important for companies to know what their users’ highest priorities are, through in-depth user research. Sometimes, a team pours most of its resources into designing incredible functionality (usable), only to discover later that their customers won’t touch it because the visual design isn’t pretty enough (desirable).
Businesses should be careful not to confuse "valuable" with “unique” or "innovative" when reviewing user experience. The look and feel of a site doesn't encompass every part of the user's experience, and sometimes a simple solution is the best one. A site can be beautiful and modern, but still have poor overall user experience if it is unnecessarily complicated (i.e., if it has poor usability).