You wouldn’t build a house without plan, we bet. So, you probably shouldn’t build a website without thinking through its structure first.

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First, UX acts as an advocate for your site’s users. “Good user experience” is dependent on what your users need and expect from your site. The UX process gives us the opportunity to ask the right questions of your business and the people who will visit your site, determine the overriding goals and what the experience should accomplish, and then plan the underlying structures, choices, and visual presentations that will make achieving those goals possible. We wrote a whole series on this: 

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UX also matters from a project standpoint, however. As client-facing deliverables, site maps, content outlines, and wireframes serve as tools to communicate the proposed organization of the website and its content, they also give project team members an overview of the site and how everything will fit together. Together, they form a set of technical and intentional sources of truth for the client, designer, and developer. 

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Need more reasons? Here you go: 

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1. UX supports and aligns both user needs and business goals. 

2. It reduces complexity for collaborators, clients, and users.

3. And finally, it lets us move at pace using low-fidelity techniques to iterate quickly, make decisions, and agree on what we’re building — saving time and money later on.