To ensure that your customer gets valuable and necessary information on your platform, divide their journey into 4 most important stages: awareness, product discovery, purchase, and loyalty.
Think about the customer goals at each stage and how your website can meet these goals.
The next step is to analyze channels your users interact with during each stage and generate ideas on how UX/UI can be improved.
Check out the image full-size.
You can customize it to your business and add additional columns. Brainstorm with your team and come up with even more ideas:)