I am no expert on user experience. But I am a passionate programmer. I care for the users who (will) visit my website. I think your users are your asset – more important than your (paying) customers. This is simply because they help you create one of your value propositions – data. Unless you are meticulous about their experience, you won’t be able to create lasting value.
The point I am trying to make is thinking of user interface actually changes the way you design your internal data structures and model interactions. And my experience has been that a simpler design of these internal machinations usually emerges by thinking of how a user would interact with them on a website. This is even more applicable to the user experience of your website on hand-held devices.