Data-driven design can have a powerful impact on e-commerce experiences. An iterative analytics and design approach can drive ongoing optimization, making performance better and better over time. And retail e-commerce sites are riddled with unknown friction points. Truly exploring data requires looking at customer behavior with fresh eyes to drive strategic planning for taxonomy, shopflow navigation and checkout. In this discussion, see how data should inform the experience design process – including a real example of a mobile navigation and checkout design optimization on JohnVarvatos.com.