Often when we think of using data to influence our designs, we think of “data” in a very narrow way. When trying to identify opportunities or support our design decisions with evidence, some gravitate solely towards web analytics or conversion data, others only to research findings in lab studies. Some shy away from the thought of “data-driven design” (usually with the exception of qualitative research) in fear that our UX expertise can be overwritten by automated experimentation and optimization. However, data that you gather shouldn’t be treated in isolation and it doesn’t have to be seen as an opposing force to design. When used properly, multiple data sources can be joined together to generate powerful insights that will help us make our products and services better.