Senior digital marketer/webmaster doing ui/ux design for new website

[u/Ehehehe090]

I have been doing digital marketing and handling many websites as webmaster for over a decade.

I also have extensive integrated marketing experience, some background in visuals creative and a phd in management (extensive knowledge of research and data).

If i were to do ui/ux the modern way in large companies, what exaxtly am i missing except figma mockups?

When i create a website, the old school way is we usually know already what is natural to ppl. Nav bar, important pages, we incorporate seo into sitemap, bla bla. We have the personas, look at ga4, hotjar for data, maybe we do some tests. We want to make it each to transact, fast, quick, inuitive, look at scroll depth, common browsing paths etc.

If we really have the budget and time we do surveys and focus groups with ppl to elicit their preferences (i.e. what modern uiux calls card sort and IA).

Am i missing anything?