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During discovery, we review the baseline analytics to look for potential problem issues. We then collaborate with the analytics team to conduct the goals analysis, connecting high-level user and business goals to measurable user behaviors. During design, we collaborate with the optimization team to identify and generate design variants for A/B and multivariate testing. And then post-launch, we supplement analytics data with user surveys and usability testing, providing the "why" for the "what." Then we repeat steps one through four.

His mind was distant, his body on auto-pilot. He approached the counter and ordered without glancing at the barista. After the steaming drink was set down, he reached into his coat, pulled out his wallet, removed a bill, and told the cashier to keep the change. "Nice wallet." Looking up, he saw a woman admiring his Braithwaite. "Thanks." "You look a little distracted." As he cautiously began to explain the thoughts that had been overrunning him, she interrupted, surprised to find someone echoing her own enveloping ideas. He smiled as he listened to her recent insights, gladdened to find this new connection: a sense of harmonious collaboration uniting the two as they talked into the night.