Balthaser has always been about user experience. The B1 site was solely about user experience. It was all about the vessel. Fx is also about user experience albeit in a different way.
User experience is so very important.
It dictates what exactly a user is experiencing emotionally for as long as they give you their time. It is a design discipline. It is not done haphazardly or as an after-thought. When done correctly, a successful user experience is non-intrusive. It is subtle but it's definitely missed if it's taken away.