Design is an investment, not an expense. A pretty bold claim and sometimes hard to sell. I would like to justify it with the use of data and content in this session. Designers ~ Creators ~ Innovators - these tags often go along when you think of a UI/UX designer. The reason why a huge number of customers don’t prefer to go with pre-designed templates these days is because it doesn’t represent their brand, voice or tone and *it’s boring*. So, we ask some questions in a stakeholder interview, design a beautiful website and move on. Did it make the client more popular in their world or increase their customer base or fulfill any of their main business goals ? Our best guess response is : “Maybe.” I believe we have all mastered the art of creating an aesthetically good looking and accessible website. That may not be enough though. It has to be usable and we have to be certain that it is or more importantly we have to be certain that it *WILL be*, given our direction of design ? Using *data driven UX strategy* combined with a few aspects of *content strategy* and the power of *Drupal’s flexibility*, can guarantee a balance of satisfied customers and fulfilled business goals. However, not all designers have background in information analytics to collect and interpret data and content for decision making. And that is fine - but we can all learn a few tricks that helps us deliver an ace experience. This session focusses on tried and tested methods striking a balance between Content Strategy, Data driven UX Strategy and UI Design. The key takeaways of the session include : * What kind of data to collect * What kind of questions to ask (going beyond “who are your primary and secondary audience”) * How to read/interpret the data in a way that it doesn’t inhibit innovation * How to present designs with hypothesis backed by data * How to look at content as an aid in developing a UX Strategy