In the past, website design & redesign projects almost always followed the same trajectory.
First, a business would identify the need for a redesign and begin to research their options. Once the team decided on an agency or design firm, they'd convey their needs and expectations.
Three months later, they'd launch the new site.
This process seemed to make sense, that is, until growth-driven design happened.
So, what is a growth-driven design?
Let’s get you started with a brief intro.
"Growth Driven Design" is a fusion or marriage of sorts between site redesign and marketing, where the two goals become one.
Let's talk about the biggest GDD benefits compared to traditional website here and then decide if this is for you.
In a traditional website design cycle, you build a website, and let it pretty much just sit for the next couple of years or so. Eventually someone in the business recognizes the need to redesign the site, and then they go find design agency to make some changes to meet the business’ needs.
This would begin a three-month (or longer) design project, at the end of which you have a shiny new website that is built according to the design agency’s best practices. This process repeats once every few years.
The problems with traditional web design projects include:
These issues can pose an enormous problem for companies, making the whole prospect of redesigning a site less than appealing for many.
The GDD approach to website building is fundamentally different from the traditional approach.
First, the GDD approach emphasizes shorter development cycles, aiming to provide a functional “launch pad site” within 1-2 weeks of kick-starting the project.
How is this possible? Rather than building out the entire website in one go, the GDD approach to web design has the dev team creating a smaller site that incorporates the 5-6 pages that will provide the biggest results for your brand.
Now, some of you are probably going to say “That isn’t a finished project!” and, you would be right. The key to Growth-Driven Design is that it is a continuous process, where you start small and keep building/modifying website based on results data.
The design project doesn’t end with the launch of the "launch pad site". With GDD approach you never stop building your website. It's a monthly activity that becomes a regular part of running your business. Much like the organizational monthly habits of financial invoicing and reporting you'll be in the habit of launching new pages that attract your buyers persona, convert leads, and delight costumers.
That means, there is no 1-5 year wait to see if the new design is generating leads, you check for results and implement changes every few weeks.
First, we'll identify your buyers persona.
Who are your ideal costumers? How old are they? What gender are they?
What are the top 5 reasons your ideal customer will visit your website? How do you want them to feel when they interact with your brand? Safe and secure, edgy and excited, exclusive and cool, like they belong?
Then, we'll make make a wishlist of what information and tools should be on your site. From that list, we'll figure out the 20% of functions that drive 80% of the action, and include them in a “Launch Pad Site". The Launch Pad Site will be clean, simple, and minimalistic, but it will be up and running in 1-2 weeks
Since we're always adding, testing and adjusting conversion elements of your website -- from landing pages to your content campaign, the evolving customer needs are taken cared of as well. Things that customers don’t find valuable are removed and information and features that customers want are added.
A good GDD website allows you to get changes out quickly and consistently, but it also allows you to shift or pivot when needed. Most brands benefit from this flexibility as GDD thrives off of constant analysis and can change on a month-to-month basis.