In my early days as a web designer I was obsessed with trends. I followed and tried to match what the best was doing without fully understanding what it is that they were doing and why they did it. Personal taste dictated what I believed was well done with some bias held against the slow loader. This remained so until I fully discovered the user, me. I interacted with hundreds of sites, subconsciously favouring those which made my journey smoother and somehow managed to excite my artistic sense with immersive designs.
This well thought out article from smashingmagazine.com looks at getting both experience and design right for success. Read this and other pieces and please let me know if this helps by leaving a comment below.
VIEW SOME OF THE MOST IN SPRINTING DESIGN AT SMASHINGMAGZINE.COM