What is growth driven design?

Kieran Moore

24 October 2019
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Growth-Driven Design is smarter web design. It allows you to build a platform that improves all areas of your organisation, most importantly sales and marketing. It removes the headaches that go along with traditional design such as over budget, not on time and out of scope. Traditional web design basis design on assumptions, it has significant upfront costs and will stay static, on average, for two years. Growth-Driven Design spreads costs over a longer period, it provides you with a quick launch within budget and continually improves the design, sales and marketing using data collected from the site.

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How does it differ on approach?

Step 1 - Creating a Growth-Driven Strategy

The goal of creating a plan is to get an empathetic understanding of how this website fits into the life of your customers. It's finding out what problems it will solve and who's life does it make easier. We use this step to find desired content, pages or functions your platform could provide and create an overarching direction for every step going forward.

Strategy Steps

  • Goals
  • Buyer Personas
  • Fundamental Assumptions
  • Journey Map
  • Global Strategy 
  • Wishlist

Step 2 - Launchpad Website

The launchpad site will improve current web presence, better designed, faster, and will provide you with a platform for continuous improvement.  We use this phase to prioritise the wish list created in step 1, pushing the elements that drive the most value to the top of the list for a quick launch.


Step 3 - Continuous Improvement

The continuous improvement stage gets divided into sections that will go through the Improvement Cycle using the website hierarchy. The process allows us to provide a focus for our team and yours, it gives us clear expectations of what to expect from the site and makes it possible to measure progress to goals giving you a clear understanding of your ROI.

 

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Website Hierarchy

  1. Audience: For us to continually improve the site based on user data, we need to get traffic to the site. In this process, we work with the marketing team to get a flow of potential customers to the site.
  2. Value: We use the HubSpot marketing tool and other third-party tools to find out if the users on the site are getting value from it or are they leaving too quickly.
  3. Usability: Our tools need to show if customers can find the content they want as quickly as possible.
  4. Conversion Rate Optimisation: We use our Hubspot conversion funnels to see if people are willing to engage with us and if not why.
  5. Stickiness: Are customers returning to the site to solve more of their problems.
  6. Personalisation: Is there possibilities where the customers can see different content based on demographics or where they are in the sales cycle.
  7. Assets: Is there assets on the website that people will regularly use, i.e., an industry-specific calculator tool or a piece of software that makes their life more comfortable.
  8. Promoters: How can we get people to tell their friends, family or co-workers about the process through incentives, by asking or only by making it easy for them to do so.

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Improvement Cycle

During the Improvement Cycle, we take each element of the Website Hierarchy and put it through a process of four steps

Plan: In this stage, we ask the questions of each stage. We research the data, and we brainstorm as to how we could improve the site. Once we have our ideas, we then prioritise the ideas based on impact and time taken to execute.

Build: Once we have decided what we are going to do, we then execute our plan and create experiments for best results. We can use what we have previously learned to improve the section.

Learn: After running the experiments in the build stage, we can now collect the results. We refine what we have learned and share it document this for future reference.

Transfer: During this stage, we take what we have learned and use it to collaborate with other teams. We give insights into the marketing and sales to improve their processes as well as asking what they have learned from customer interactions and apply to web design.

This process allows you to continually improve your online presence staying ahead of your competitors and better understanding your customers. It is the most cost-effective form of development and offers you the least amount of friction.

Kieran Moore



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