This document discusses the importance of being data driven in UX design. It provides examples of key performance indicators (KPIs) and goals such as increasing checkout completion rates. The document recommends setting KPIs and goals, choosing analytics tools, measuring and analyzing data, and optimizing based on insights. Examples of tools mentioned are Google Analytics for measuring trends, pageviews and locations, as well as behavioral analytics to understand user flows and reasons for cancellation. The overall message is that a data-driven approach using metrics and tools can provide insights to improve UX.