Digital products and software should be easy and fun to use. Learning about target users, structuring the product, and wireframing are all important parts of the UX process.
The look and feel are paramount in how a user perceives a digital product. Having a consistent brand experience and design system will encourage user adoption.
UX and UI Design are reflected in the implementation of the front end. This is where the design system comes to life, allowing the user to interact with it on any device.