Today, design has a seat at the table. With the success of products like the iPod and the iPhone, businesses have realized that a good user experience is key for improving the bottom line. Yet even with this determined focus on design, most digital experiences fall short of user expectations.

Of the 700 million websites that exist, 72 percent fail to consistently engage users or drive conversions. Of the 1.6 million apps available, just 200 account for 70 percent of all usage, and three out of four apps aren’t even used beyond the initial download.

So where did things go wrong? Or more important, how can we get them right? Surprisingly, the answer does not lie with design. It lies with data.

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