What is Growth Driven Design?

 

THE INTRODUCTION

With the ever-changing world of online marketing, businesses are spending large amounts of time and money creating and recreating websites utilizing the traditional process of design and development. As a result, sites usually launch late, budgets are overrun and the entire process is frustrating for both the client and the agency. Traditional websites are built based on the client and agencies assumptions and are often left to receive little to no updating or improvement, which more often than not, necessitates a new design just a couple years later.

Growth Driven Design is a new approach which allows for reduced upfront costs, and continuous improvement billed monthly and based on gathered real user data. This process keeps the site current and timeless for the length of the contract.

THE COMPARISON

Traditional Web Design

  3-6 month design period

  Re-design every 2-2.5 years

  Built based on assumptions

  Becomes outdated quickly

  High risk

  Late launch, budget overruns

Growth Driven Design

  1-2 Month design period

  Continuous design + data updates on retainer

  Built based on real time data

  Continuous evolving based on real user data

•  Minimized risk

  Quick, efficient, cost effective

THE PROCESS

GDD is broken in to two phases:

 

1. STRATEGY

Goals & Personas: Determine ideal customer and how they plan to use the site

User Experience Research: Research users via analytics and other tools to create
effective content

Fundamental Assumptions: Who are our visitors + why are they visiting this site +
points of pain

Global & Page Strategy: Use fundamental assumptions to create page by page strategy

Brainstorm: Using research, create a full wish list of site content

Wishlist: Create a wishlist of items for the website based on the strategy.

Launch Pad Website: Using the 20/80 rule, and decide which 20% of content that will make 80% of the impact. Use this content to create new launch site. After launch we will enter the Harvest Period, which lasts one month, to close any loose ends and begin gathering visitor data.

 

CONTINUOUS IMPROVEMENT

Phase two begins a cycle of action items based on analysis of the wishlist and gathered user data as it relates to our personas. Once the cycle is complete, we review, add to the wish list and repeat the cycle on a weekly basis.

Plan: Review wishlist and user data to outline action items.

Develop: Improve website based on action items over a 4 week schedule.

Learn: Gather real user data through analytics and online tools

Transfer: Take what we learned to adjust wishlist and inform sales and marketing to
improve strategies and tactics for inbound and outbound marketing efforts.