Great UX should either delight and/or be invisible so that the content can take the main stage. Ideally both. Invisible in the right ways, Delightful in surprising ways. 

(There's nothing quite as frustrating than a beautiful website that's confusing or difficult to navigate). 

Studio BOCA's beautiful interior work sells itself. I just need to get out of the way and make sure it's simple to navigate find what you are looking for.

— Josh Waggoner