Growth-Driven Design (GDD) is the redesign of a website using agile development methods. This method aims to build out a website in increments and to make continuous adaptations to your website backed by data and analysis. In essence, GDD does away with traditional website design methods which focus on designing and building every single element of your website page to perfection before letting it sit to go stale very quickly.
Growth-Driven Design is usually seen as being split into three phases. Click the headers to learn more about each phase and their importance in the GDD methodology:
This is the first of the three phases in GDD and is probably the most important. This is because this phase sets the precedence of your website redesign project and is the foundation on which GDD sits. Nail down your strategy and you can understand:
- Who will be using your website
- The purpose of your website
- High-value must-have pages
- The nice-to-have pages that can be put on the bench
- The time, money and resources you require for your project
The strategy phase is broken down into the following components:
- Setting goals - a clear understanding of business objectives and setting goals for what you want to achieve
- Identifying buyer personas - knowing who your ideal customer is can help determine ideas for your business and website
- Making reasoned assumptions - help you identify core elements of your website using your persona research
- Empathetic journey mapping - mapping user’s journey will help develop great UX for your website and help you understand a user’s thought processes and physical interactions with your site
- User research - use a mix of qualitative, quantitative and observational research methods to understand ways that users will respond and interact with your website
- Creating a wish list - brainstorm with your team and/or agency and come up with ideas for your website with everything learned from this phase and note important must-have pages and which are the nice-to-have pages.
Launch Pad Website
The second phase is to quickly launch a website through a short turnaround using the most essential, high-value pages (identified in your wish list) - as opposed to a full website that can take a minimum of six months to complete.
The launch pad website will be able to start collecting real-time data and analysis for you to use in order to flesh out its skeleton frame into a fully-fleshed operational asset. This way, you can identify any errors that require a fix, improvements that need to be made etc.
While your launch pad website continues collecting data and leads, you’ll be receiving all this data and understand how well your site is performing, what isn’t working well and what could be improved. This third phase can be broken down into the following:Planning - This is where you can begin asking questions about your users’ site experience and allow you to judge the next steps required
- Building - Once you’ve decided on the next round of high-value items, you can begin designing and building out these items
- Learning - GDD is a cycle, it never stops. So after each cycle, you should have learned something new about your users, interactions and your site and see how what you’ve learned might impact future ideas
- Transferring - You don’t want to just learn, you want to be able to pass that information and knowledge onto others who benefit going forward and vice versa - it’s this collaboration between departments that create a deeper understanding of your website
Growth-driven design is truly the next stage in website design because of its collaborative nature and cost-effectiveness compared to the traditional design method. The traditional method is one that leaves a website stale for many years before you have to spend a great deal of money on another redesign two to three years down the line again.
The benefits of growth-driven design mean that as you’re working in an agile way, you’re focusing on important, high-value things that will bring in the leads, instead of worrying about “fluff” which can drain your resources and spend.
If you’re unsure about exactly what you need to include as part of your B2B website redesign project, download our free checklist to help you get started and ensure you don’t miss a vital component.