Understanding relationships is the key to creating enjoyable user experiences and exceptional user interfaces. When your customer interacts with your website she is by proxy interacting with your company. The quality of this interaction builds the first relationship between you and your customer. This relationship is not one sided. You company must also interact and build a relationship with your customer, the user of the website. This is the power of UI/UX design.
Practically applied UI/UX means that your website is easily adaptable on all devices and screen sizes, it is easy understood intuitively, and simple to navigate. The more your customer enjoys their experience the better the relationship will be.