Growth Driven Design

What Is Growth-Driven Design?

Simply put, Growth methodology is the process of analyzing, discovering and fixing problems which restrain a business from continuously making more sales, driving in more customers, strengthening its position on the market and therefore preventing it from growing.

Defining growth-driven design

Growth-driven design succeeds in minimizing the risks of traditional web design through a systematic approach that shortens the time to launch by focusing on real impact, and continuous learning and improvement. Continuous learning and improvement are particularly important since GDD is an iterative, ongoing process that contrasts with a traditional website redesign, which tends to be an all-at-once event. Rather than planning to do everything at one time, GDD focuses on iterations, or “sprints,” for shorter timeframes (which are less risky and less costly). Rather than undertaking a site redesign every two to three years with stale content that no longer aligns with the organization’s priorities, GDD succeeds by making informed performance improvements to your site based on testing, continuous learning, and research that’s derived from visitor behaviors on your site.

How does growth-driven design work?

You can think of GDD as having three phases:
• The first stage is Strategy. Here we want to gain an empathetic understanding of the world of our target user. What is going on in their life, what issues do they have that we can support them with, and how can we best deliver a website that best supports them?
• The second stage is the Launch Pad website. The goal of this stage is to build a site that looks, and performs better than the site you have today, and get it live. The site won’t be perfect at this stage, no site is ever perfect. The goal is to get the website live using the high impact areas identified at the strategy stage, to use these as a starting point, and then continually improve the website over time using real user data.
• The third stage of the Growth-Driven Design methodology is the Continuous Improvement stage. At this point we have launched the new website, and have real users interacting with the site which will provide valuable feedback.

Website redesign