Understanding the flow of user interactions on a Web site or in a mobile app can reveal friction points that need improvement.
Data is the fuel that powers the engine of design innovation, enabling UX designers to create better user experiences. Once UX professionals have the right data at hand, they can leverage it in making their design decisions. Design practices that leverage this data include data-driven persona development, A/B testing, and iterative design, which leverages both data about user interactions and users' feedback.
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