Growth Driven Design (GDD) is agile development or redesign of a website in 3 incremental phases (Strategy, Launchpad Website, Continuous Improvement). Making continuous, adaptations based on data is not as laboring and fruitless as compared to traditional website design (making every element of your site perfect before leaving it to sit static online for a few years). GDD minimizes risk by focusing on a data and audience-analysis driven site launch or re-design intending to make changes based on your ongoing analysis of visitors’ needs and your lead conversions.
1. Strategy (Wish list) Phase
I begin with strategic thinking to evaluate the fundamental assumptions about your site users (what their needs and goals are). I then research whether your assumptions are valid. Having determined where your buyers’ are in their journey and their points of pain, I brainstorm a wish list of website wants( all of the things you want on your site) then determine the top 20% that will have an actual, immediate impact.
2. Launchpad Website Phase
After determining your website’s priorities, I develop and launch a website with those core features. I’ll do this quickly, without sacrificing quality. My our goal is to get your site live for an audience to give us the feedback needed to make smarter choices in moving into the next phase.
3. Continuous Improvement (GDD Cycle) Phase
The fundamental principle of Growth Driven Design is continuously experimenting, learning (from analysis) and improving your website. In designing the content and messaging, I consider site usefulness, user experience, conversion rate optimizations and how to best tailor the site to the targeted persona.
Once I have the information architecture in place, I’ll move into wireframing and design, then program and development. Yet the need to continue testing for user experience and your goal achievement remains.
Essentially, GDD is non-linear. You start out with planning and developing, then quickly move into a stage where you are analyzing data to inform your continuous learning. A final key aspect is transferring that learning to other departments (and listening to them) to better apply the lessons gained from the GDD experience for users and your internal teams.
Your end-users — or visitors to your site — will become the focus of everything you do. You’ll need discover how site updates will impact the user at every turn — what they might say or think about them — and may need to gather additional feedback from them to make this determination.
I use actual feedback and statistics to guide my design decisions. With this information, I optimize your website’s design, by placing the content that your visitors are looking for where they can find it more easily.