I think that the quote means that it doesn't matter what is on the outside it matters what is on the inside. It relates to web design by if your website looks prettier than someone else's website, it may look that way but yours may function a lot better and correctly and not look as pretty as that other persons website. An example of this design process would be the company Apple, and the reasons that it is so popular, because it may not look the nicest but definitely has functionality and is very easy to use.
User experience- it is the overall experience of a person using a product, such as a website or computer application or app like twitter or instagram, especially in terms of how easy or pleasing it is to use. You keep going back to something if you really like it or enjoy it.
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