Growth Driven Design is an investment that produces month over month growth.
Growth-Driven Design (GDD) is a smart approach to website design and maintenance. GDD succeeds in minimizing the risks of website design. The website launches faster than a traditional website and stays within budget.
Growth-Driven Design is an investment that produces month-over-month growth. During the GDD process, we measure, iterate, and act. The main aim is to improve user experience and website performance and ultimately the whole business.
Traditional Website Design vs Growth-Driven Design
Traditional Website Design
- Requires a huge time investment (6 months minimum), large upfront cost, and often runs late and over budget.
- The results of traditional website design are unpredictable. It’s built only on the opinions of the company and the designer, not the user.
- When you launch the website, that’s the end of it. You come back after a few years to go through the same broken process.
- GDD gives you a quicker launch, the investment is spread over time and the launch is on time and within budget
- GDD optimizes results because decisions are data-driven
- Growth-Driven Design produces month-over-month improvement
- With GDD your website keeps getting better as you continue to measure and improve
The GDD Process
The Growth-Driven Design has three stages:
During the strategy stage, we start with making SMART goals. We make clear objectives of what the website should do. This helps avoid endless back and forth and revisions of the website.
Then we develop our buyer persona(s). A buyer persona is a semi-fictional representation of your ideal buyer based on data. Therefore, buyer persona research is important to help us understand the users. When you understand your ideal customer you will answer their needs and pain points. This way you can help them throughout their buyer’s journey. Remember as the website grows, your customer and your team will be using your website to help them succeed.
During the strategy stage, we turn a wish list of ideas into an actionable plan. We put together a phased approach to make the wishlist a reality.
There is no such thing as a perfect website. At the LaunchPad stage, our goal is to build a website that looks and performs better than a website you have today. Here we will collect real data that will inform our continuous improvement efforts. It is not your final product, it is not the perfect website but it positions your business for success.
It takes time to build a peak-performing website. Building a peak-performing website comes through data-driven optimizations. The continuous improvement stage is an agile approach to website maintenance. We use real user data to guide how we improve the website for the user.
We use what we have learned from the real user data during Sprint cycles to plan and build the best way forward. We also learn and share the learning with marketing, sales, and other parts departments. This is how a GDD Sprint cycle looks:
- Plan (Come up with ideas and focus on)
- Build (create and test the prioritized ideas)
- Learn (collect real user data)
- Transfer (Now share what works to other parts of the business e.g. marketing, sales, service)