Growth-Driven Design: What is it and How it Works

So in case you guys weren’t aware I’m an intern at New Breed Marketing, an inbound marketing agency in Winooski, VT that focuses on website development and inbound outreach strategy. We are one of HubSpot’s Platinum Partners which is huge because we have less than 30 employees. Since we use HubSpot to help create better websites for our clients we align quite closely with their processes and are seen more as partner agencies.

A recent development that HubSpot has been pushing is Growth Driven Design (GDD). It’s a new way of redesigning websites with a focus on integrating marketing and sales. Rather than rebuilding your website all-at-once, GDD focuses on shorter timeframes to updating certain parts of your website in iterations, or ‘sprints’. This minimizes the risks of traditional web design through a more systematic approach that focuses on real impact as well as continuous learning and improvement.

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If you’re interested to learn more about the approach check out this article about it. I’m going to go through the process in more layman’s terms to make it easier for you and myself to understand.

There are two phases to Growth Driven Design, Strategy and Launch Pad and Iterative Development and Ongoing Improvement. Each phase has a decently long process to it so let’s hop into it!

 

PHASE ONE: Strategy and Launch Pad

The first steps for any redesign, whether it be your website or your kitchen, is to outline your goals and strategy. Essentially you want to find out what you’re trying to accomplish and whom you’re trying to reach. By outlining these you’ll be able to figure what are the most important tasks to be completed and this will come into play much more later on in the process.

The next step is a website audit. I LOVE WEBSITE AUDITS! Personally it’s because you just go to a website and pick out all the crap that doesn’t work well. It also helps a company realign their conversion process and to help learn why they are taking a particular action at a specific time and to incorporate this strategy on high-performing pages.

After the website audit comes the Website Wish List. This is a conference between your business and the client in which you both think of what can be improved and increase the impact of the site. For example this could include new modules, new design or navigation features, integrations, functionality, or additional pages and etc. A tactic I recommend would be to separate the list into two categories, need-to-have and nice-to-have. This will help align the tasks that need to be completed versus the minor tasks that can be done later on after the site is launched. You’ll then want to get started on the wireframing process and launch as soon as can be done. Immediately start collecting user data and use this data to iterate the next step in the process.

The steps afterward depend entirely on what your user-data collection and whatever it dictates need the most work on it. This could include opportunities to boost conversion, user experience improvements, user-based personalizations and building marketing assets. Overall you’ll want to develop and track your overall success metric as this will be the measurement that determines how successful your site has been since launch. It’s vitally important to discover this metric and start tracking it as soon as your site is launched. That’s essentially the first phase, next we’ll focus on the monthly sprint cycle’s used to implement the changes you see necessary to your site.

PHASE ONE OUTLINE:

  1. Strategy and Goal Planning
  2. Website Audit
  3. Website Wish List
  4. Alternate Changes (no specific order)
    1. Opportunities to Boost Conversion
    2. User Experience Improvements
    3. User-Based Personalizations
    4. Marketing Assets to Build
    5. Action Item Hypothesis

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PHASE TWO: Iterative Development and Ongoing Improvement

This is the major shift from traditional website development. Your visitors will be the main focus of everything you do concerning this phase. Each of the different updates you make to the site will affect the users so you must discover how the changes will impact the user and what they will think about these changes. Obviously you should be tracking their commentary about the changes and following their feedback, this is vital to creating a better user experience.

The rest of Phase Two is outlined in four steps Plan, Develop, Learn and Transfer. The steps are pretty simple from a high-level but totally depend upon what updates you are making to your site.

Plan

The first step of the Iteration Phase is to plan out what should be accomplished during that month’s sprint. Determining this next step should be by comparing your site’s current performance against the goals of the site redesign. So for example say from your data you have a high bounce rate, you’ll want to redevelop your website to offer more content that appeals to your target audience. The main focus of this step is to prioritize the most impactful items that need to be taken care of for the next month’s sprint cycle.

Develop

After the first step you must develop tasks and deliverables from the user feedback. First you plan, then you develop the tasks that need to be done in order to accomplish those plans. It is important to make sure to set up validation tracking codes on your site so as to collect the correct user feedback. As you do so make sure to try and drive traffic to new sites using a targeted marketing campaign.

Learn

Next is extremely important as it allows you to validate or kill assumptions you’ve made in the last steps. Review the data to see how you plans developed and use this information as a deliverable to your clients. They will respect the true data and see the changes you’ve made and use them to learn new methods as well.

Transfer

The final and most important step is to share what you’ve learned to your marketing team. If you don’t clue your team in on your progress, then they won’t be able to implement the things you’ve learned through this last monthly sprint cycle. They will use this information to implement new strategies with proof to back up their decisions. This gives your team new insights as well as new directions in which they can execute their plans.

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So there’s a whole lot to dissect out of that but it’s a great new method for developing your website and it’s supported by many organizations such as HubSpot. If you have any questions or comments feel free to leave them in the comments and stay tuned for some more posts soon!

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