As the late Steve Jobs would say, don’t listen to your customers, they don’t know what they want. Usability studies and live user analysis provide valuable feedback about your product or web site in terms of how the tool is used, but listening to the users about what they want out of the tool can result in a “whack-a-mole” scenario where you solve a problem for one user, but create new problems for other users. Analyzing usage data can provide a very different perspective on how live users actually use the tool and allow you to identify different personas and use cases. This talk will share how Serials Solutions collects and analyzes a dataset of queries and clicks generated by millions of users at hundreds of libraries around the world to find behaviors, patterns, successes and failures in the interface design and search algorithms and then how we leverage that to improve and redesign. We will share the details of our custom developed data warehouse system and how we leverage these tools to perform our analysis. We will also share with you before-and-afters that were developed based on the results of the ongoing analysis.