**This version of our presentation is for World Information Architecture Day, Feb 9 2013 in Ann Arbor** Chris and Farris expose the differences between how user experience designers and analytics practitioners think. While UXD weave best practices and user research into their designs, digital analysts spend their time confirming or refuting hypotheses in a data-driven way. One approach is decidedly qualitative, the other decidedly quantitative. In this presentation you will learn through their conversations how it is possible to leverage both enlightened design and deep data to continuously optimize user experiences. If you work on either side of this debate, this is how to better state your case… and get along with the other side.