Good design should always serve the purpose to communicate the message effectively, otherwise it's just a shape. Along the years I have developed an approach that puts the client at the centre of the design. It is important to know who you are designing for in order to deliver the best experience.
A good user-journey combines a solid, logical structure of information (brain) with the look and feel the design-experience communicates (heart).
Empathy and logic go hand in hand when you design a good project. Ultimately the user should make no effort in the journey regardless is an app or even just a landing page. Keeping simple is the way to make a user-journey pleasant and efficient.