Growth-Driven Design is an investment that aims to produce month-over-month growth. Your website returns becomes higher as you continue to measure, iterate and act.
Source : Article 1.0 Luke Summerfield, Traditional vs. Growth Driven Design
As a growth driven design agency, our design approach to websites is built on-top of the SCRUM agile process and weaves together various concepts into a comprehensive and highly effective web design methodology. It is broken into two main phases:
PHASE I
Within the first phase, there are three stages to growth-driven design: strategy, wishlist, and launch pad.
Strategy
In this stage, a rock solid foundation is built by focusing on the following aspects of an organisation:
- Website performance goals that you are trying to achieve
- Developing detailed persona profiles for the different groups visiting your site
- Analysing the current website performance and doing a quantitative audit of the good and the bad aspects
- User research focused on understanding their goals, motivations, and pain points
On the basis of the above aspects, we create fundamental assumptions around your user behaviour to identify the value propositions for each offer, locations and devices users will be using to access your website, and what information they are looking for.
These assumptions in return influence the development of the global strategy for the website as a whole, as well as specific page-by-page strategy for each major page on the site.
Wishlist
The next step is to create a wishlist of the experiences that you’d like to include on the site. For this we have a brainstorming session to identify the items you need to achieve your marketing goals, irrespective of money, time, and development skills.
A typical wish list will have 50-150+ items on it. Then we help filter and prioritise this, to determine what to include in your launch pad website, and what list items will wait until a later phase in the GDD process.
The Launch Pad
Next is the development of an initial launchpad site, which includes all the high priority components. The size and complexity of the launchpad website varies depending on your wishlist and type of website. Shorten your list to 20% of the original. This short list makes an impact and launches quickly so you can continue to learn about your users and improve the site.
The launch of your website is the starting point for all other activities and improvements to be done from now on. The idea is to avoid falling into the "analysis paralysis" trap, and put up a site that can serve as a good starting point on which to continuously improve.
PHASE II
Continuous Improvement
Once the launch pad website is up, the next step involves continuously experimenting, learning, and improving on your website. This is done through a four-stage process:
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PLAN This involves identifying the most impactful items from the current data on user behaviour. You can map out behaviour data to website performance goals, and pick the items that will cause an immediate improvement in chosen site performance metrics. |
LEARN In this phase, you review the information collected about your website visitors.Did your change impact as you expected, why or why not? Based on the results, what did you learn about your visitor? What did you learn about them that you didn’t know before? |
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DEVELOP In this step, your team gets together to start completing each action item that you selected in the planning phase. Experiment with each action item you implemented. Measure the impact it has on the performance of the website. |
TRANSFER The last step in the cycle is to now transfer any impactful information you’ve learned in your iteration cycle to other parts of your business. Review previously completed action items to see if you can find any patterns about your users. |
Once these steps are followed, the GDD cycle is complete. Then we go back to the beginning and start planning the next cycle.
This cycle repeats itself over and over again each time with a better end result and more learning about your visitors. The more cycles you can complete, the more impact your website has.
