How to Develop a Growth-driven Design Mindset
The traditional website design process brings with it many challenges that your business must deal with every time you want to embark on a website redesign. Each website design project has risks, requires an expert team, a budget and restrictive timeline that can compromise the success of the project. Once the new website is live, do these stressors disappear? Unfortunately not.
Businesses can often shy away from updating the new website once it’s live to save themselves the risk and frustration experienced in the new design process. With this traditional mindset, your website can quickly become outdated and fail to give your audience the experience they need. Growth-driven design (GDD) reduces these challenges with its progressive approach to website design, development and optimisation.
What is growth-driven design?
Growth-driven design is a smarter approach to web design that reduces risk and frustration experienced in the traditional process, produces optimal results driven by user data, and supports your business’s bottom line. Growth-driven design works on the principle that your website is never finished. There are always impactful improvements that can be made to improve the customer experience and deliver optimal performance. Website design isn’t a one and done project – there is always work to be done to get the most return from your efforts.
With growth-driven design, the launch process is quicker. There isn’t a need to get every page of your website designed, developed and launched all at once. You start with the core pages of your website and put them live. Once live and generating visitors and results, you can start to build your website out with the other pages that support your offering. While the launch is quicker, the overall design and development process is longer, but the results are better.
How does growth-driven design work?
Growth-driven design can be split into three phases: strategy, launchpad and continuous improvement.
Strategy
Strategy is the first stage of the GDD process. It involves setting goals and objectives for what your website will deliver. You should develop an understanding of your audience’s needs, pain points and behaviours to plan a website that will solve their challenges throughout the entire customer journey. Having as much information about your audience at the strategy phase is crucial to developing an ineffective plan.
Use your buyer personas and map your ideal customer experience that attracts, engages and delights your audience at every touchpoint they experience with your business. Knowledge of the data and tactics you must implement at every stage of the customer experience enables you to create a detailed action plan that you can begin working on.
Launchpad
The launchpad website isn’t just quicker, it’s also more cost-effective. Rather than a six-month design and development process, you can launch within three months having spent less money, with the budget to invest in making continuous improvements and optimisations after launch.
Continuous improvement
The best thing about GDD is that you’re always learning. You use the data you’re generating to learn what works and what doesn’t for your audience. You can test functionalities, creative and content to see which is the most engaging for your customers. Your website should be tweaked regularly so it never falls behind your audience’s needs and continues to provide an exceptional customer experience.
Why growth-driven design should be applied business-wide
GDD can’t work without the buy-in of your whole business. To ensure your growth-driven design process is as effective as it can be, the principles and actions must be implemented business-wide. Here are some ways to implement growth-driven design into your whole business:
Become growth-driven design certified
Create quality content to drive website traffic
Your GDD process can’t work without driving traffic to your website to start producing user data. Your marketing and creative teams should create engaging and valuable content that generates brand awareness, engages audiences and encourages them to click through to your website. The more traffic you have on your website, the more data you gather and the more optimisations you can make to generate results and growth.
Develop your growth-driven design toolkit
Developing a growth-driven design mindset is an ongoing process that won’t happen overnight. You need buy-in from your whole business to ensure the strategy, launchpad and continuous improvement stages can be implemented effectively. Becoming GDD certified will help your team gain an in-depth understanding of the methodology. Creating relevant and valuable content will drive traffic to your website and start gathering user data. With this data, you can make continuous, high-impact improvements to your website that drives the growth of your business.
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Author: Laura Greenhalgh
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