What is Growth Driven Design?
Test. Learn. Adapt.
Official definition of Growth Driven Design (GDD):
Growth-driven design succeeds in minimizing the risks of traditional web design. This is done using a systematic approach that shortens the time to launch. By focusing on real impact, continuous learning and improvement.
Traditional webdesign is broken. Why spend 3+ months building a site who’s results aren’t proven. Growth Driven Design solves this.
How Does Growth-Driven Design Work?
According to HubSpot, you can think of GDD as having two phases:
- the strategy and launch pad phase (lasting one month)
- the iterative development and continuous improvement phase (which takes place over the next eleven months)
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Phase One: Strategy and Launch Pad
Strategy & Buyer Personas
As with traditional web design, the GDD process begins with strategy and goal formation. So you know what you’re trying to accomplish, and the different buyer personas so we know whom you’re trying to reach, what they’re like, and what they care about.
With those in hand, you’ll then do quantitative research through a website and analytics audit. This audit will explore how users arrive at your site, interact with it, and why they’re dropping off or bouncing.
In addition to gathering user feedback about why they visit your site and their pain points, this research will help you assess what opportunities there are to improve your user experience on the new site. It will also help you make fundamental assumptions about:
- Why users come to your site
- The value proposition they receive
- How they’re accessing it (i.e. from their desk at work or from a mobile device, while sitting in traffic or at the mall)
Overall, you will learn why they are taking a particular action at a particular time. And you’ll be able to incorporate this insight into your global strategy and page-specific strategy for high-performing pages.
Website Wish List
Finally, you’ll brainstorm a wish list of everything you and the client can think of to improve and increase the impact of the site. This may include new modules, new design or navigation features, integrations, functionality, or additional pages.
This process starts with an 80 / 20 wish list, where you’ll tease out 20% of the action that will inspire 80% of the impact.
You’ll conduct a nice-to-have versus must-have analysis. Move items off the list that can be phased in during the second or third monthly sprint cycle. Through this whittling-down process, you’ll arrive at your website’s core purpose—what your site is and what it is not.
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