Growth Driven Design

Growth Driven Design (GDD) is a smarter approach to web design. GDD eliminates all the headaches of traditional web design and drives optimal result using data.

If you’ve ever tried to design a website in the past, then you know what it’s like to spend 4+ months trying to develop the perfect website.

The problem with the traditional approach to web design is that it requires a significant time investment, large up-front costs and there’s a high probability that the project will run late and be over-budget.

But the real problem is that it’s not designed to drive traffic, leads and sales for your business.

It usually goes something like this...

Initially after the launch of your new website, everyone in the organization is thrilled with the design. Not only that, they are excited about the idea that in a short time the leads and sales will be pouring in.

Then a few months later, no leads or sales and you quickly forget that it even exists.

A few years pass and now your website is out-of-date. It’s missing many of the latest design trends that your competitors websites have and, it’s still not helping your business grow.

Swearing never to make the same mistake again, you decide it’s time to redesign your website again, then the traditional web design process starts all over.

The traditional web design process is broken. This process stems from more of the same marketing and sales guesswork that most companies struggle with on a daily basis.

The good news is, there’s a smarter approach to web design. We call this process Growth Driven Design (GDD). GDD focuses on using real data to lead the design process and to drive continuous improvement throughout time.

Traditional Website Design

High-Risk Bet

  • Huge time investment
  • Large up-front cost
  • Often runs very late and over-budget

Unpredictable Results

  • Built on opinions
  • Set it and forget it

Growth-Driven Design

A Smarter Approach

  • Launch quick and improve
  • Investment spread out over time
  • Launch on-time and on-budget

Optimizing Results

  • Data-Driven Decisions
  • Month-over-month improvement

GDD is a continuous iterative process that produces reliable growth month-over-month. Your website becomes stronger as you continue to measure, iterate and act.

Taking this approach, eliminates the headaches of traditional web design by reducing your initial upfront investment of time, money and resources.

Here’s how it works:

The GDD Methodology combines Lean and Agile principles into a highly effective data-driven web design process.

The Three Stages of the Methodology

Stage 1

Strategy

10-14 Days

Requires gaining a deep and empathetic understanding of your buyer's journey and how your website helps them along the way.

Stage 2

Launch Pad

60-90 Days

Quickly build a website that looks and performs better than what you have today, but it’s not the final product. It Is a starting point for continuous improvement and growth.

Stage 3

Continuous Improvement

14-Day Sprints

Requires the collection of use data to identify high impact actions to improve your website throughout time, growing your business along the way.

GDD lowers overall risk in the website development process by enabling you to produce reliable month-over-month growth. Through this process your website becomes stronger as you continue to measure, iterate, and act.

The improvement of your website never ends. The GDD Methodology is designed to adapt and change to match the way your target buyers make their purchasing decisions.

The result is a website that is continuously evolving and is built in stages according to the scientific method. This is done by making fundamental assumptions through the analysis of available data, which is then used to develop a hypothesis that is either invalidated or validated based on resulting user data.

This user data is used not only to continuously improve your website, but it’s also used to inform marketing and sales.

GDD Phases

1. Plan Phase

Every plan starts with a focus metric that you want to improve. The highest impact ideas to achieve the goal are prioritized into a time-boxed build sprint.

  • Performance of control sample vs. goals sought by variation
  • Additional data or research as needed.
  • Brainstorm + update wish list
  • Impact, effort, metrics, completion
  • Prioritize sprint cycle

2. Build Phase

It is now time to build the action items you brainstormed and prioritized in the planning step. You will be working in sprint with a cross-functional pod or team.

  • Implement sprint activities
  • Collaborate on completing tasks
  • Setup validation tracking
  • Develop marketing campaign (where appropriate, to drive users to the changes that have been made)

3. Learn Phase

Learning what works is your guide to planning the next optimization cycle and ensuring your gaining a deeper understanding of how to help your audience.

  • Run experiment
  • Review data
  • Validate or invalidate assumptions
  • Report on learnings

4. Transfer Phase

Once we've learned about our audience and customers, it's time to share those learnings with other parts of the company; marketing, sales, service, etc.

  • Transfer what was learned to improve marketing and sales
  • Create recommendations
  • Educate other teams
 

Cross-departmental collaboration helps your growth team better understand how to make adjustments for peak performance.

Here are a few of the key benefits of Growth Driven Design:

  • Site design speeds are increased 2-3x
  • Site design costs are reduced by up to 50%
  • Site iterations and improvement actually happen

The time-to-value of a lean and agile launch design method upgrades your website experience and effectiveness earlier, which means faster ROI, and a better experience for your users.

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Keith Gutierrez, VP Inbound