How do you strike the perfect balance between 'stunning aesthetics' and 'absolute usability' in web design?

Design
I'm deep into a new e-commerce project and constantly find myself compromising one for the other. Either it looks amazing but has a clunky flow, or it's super intuitive but visually bland. I'm eager to hear how others manage this tightrope walk effectively without sacrificing either aspect. What are your go-to strategies or frameworks?

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