What is Growth-Driven Design?

Professor: Luke Summerfield

Growth-Driven Design Agency Certification

Brought to you by HubSpot Academy

WHY IS TRADITIONAL
WEB DESIGN BROKEN?

Sir Edmund Hillary

INALTO.ORG

Climb to the top of Mount Everest.

WIKI USER DRUKAIR2

Build a team of experts.

MIRROR.CO.UK IMAGE

Request budget for resources.

FLICKR USER JOE SHLABOTNIK

FIRST STEP

SUMMIT

DEATH ZONE

CAMP 3
CAMP 2
ADVANCED
BASE CAMP

Carefully plan the three month journey.

TSERINGMA TREKS
WIKIPEDIA CREATIVE COMMONS

March of 1953.
MOUNTAINEERING TEARA.GOVT.NZ

The worst storm of their lives.

MOUNTAINEERING TEARA.GOVT.NZ

Does Edmunds
story sound familiar
to you?

Website redesign.
UNSPLASH USER CREW

Build a team of experts.

PR2020

Average SMB website costs

$15,000-80,000

and takes an average of

3 - 5 Months.

Carefully plan the journey.

ASSORIT2002

Over-budget and launch late?

UNSPLASH USER TRISTAN COLANGELO

The traditional web design

process is broken.

Traditional web design is very risky.

FLICKR USER IMAGES MONEY

RISKS
TRADITIONAL
WEB DESIGN

Upfront
Costs

Resources
& Time

(out of scope, over budget, late)

After we launch

How do you know that you

launched the best
performing website possible?

Traditional Web Design

Impact

SITE

SITE

SITE

2 Years

3 Month
Redesign

Time

2 Years

3 Month
Redesign

Your website is your

#1 Marketing Asset
#1 Sales Person

Traditional Web Design

SITE

2 Years

3 Month
Redesign

Traditional web design produces poor results.

RISKS
TRADITIONAL
WEB DESIGN

Upfront
Costs

Resources
& Time

(out of scope, over budget, late)

POOR RESULTS
Based on
Assumptions

Static for
2 Years

AGENCY CHALLENGES

TRADITIONAL
WEB DESIGN

Hard to grow
with projects

Out of scope,
launching late

No system
[ongoing]

The traditional web design model is totally broken.

Whether youre an agency or a business, it leaves
you extremely vulnerable to project failure and
often does not produce optimal results.
Gabe Wahhab

Director, Interactive Services

What are we suppose to do?

FLICKR USER LUIS SARABIA

Growth Driven Design

Create an elevator pitch for this method here.

There is a better way.

FLICKR USER SAMUELJOHN

WHAT IS GROWTHDRIVEN DESIGN?

A smarter approach to web design that:

Reduces the headaches of traditional web design
Maximizing results
Informs other parts of the business
FLICKR USER SAMUELJOHN

Lets take a deeper look.

PIXBAY USER BYKST

STRATEGY

STRATEGY

GOALS | PERSONAS | FUNDIMENTAL ASSUMPTIONS

JOURNEY MAPPING | GLOBAL STRATEGY | WISH LIST

Gain an empathetic understanding

of users and how to best fit the
website into their life.
GOAL: Brainstorm a Wish List of
elements that solve user
challenges and drive value.

EXAMPLE: WISHLIST
SITE ELEMENTS

SECTIONS/PAGES

FEATURES

OTHER

Use prebuilt template 6

Advocate program area 5

Mobile click-to-call 3

CRM integration 9

Self-Hosted platform 7

Support forum 8

Quoting Calculator 9

Password Sync 4

Custom Mega Menu 4

About us page 4

Personalized Home 8

I.E. 8 Compatible 3

Careers page 10

Mobile Text Updates 4

Ability for team

to easily edit 8

Consultation 9

Sales Chat 7

Blog 8

Follow other users 2

Competitor Comparisons

Re-Order Reminders 8

Impact #

EXAMPLE: WISHLIST
SITE ELEMENTS

SECTIONS/PAGES

FEATURES

OTHER

Use prebuilt template 6

Advocate program area 5

Mobile click-to-call 3

CRM integration 9

Self-Hosted platform 7

Support forum 8

Quoting Calculator 9

Password Sync 4

Custom Mega Menu 4

About us page 4

Personalized Home 8

I.E. 8 Compatible 3

Careers page 10

Mobile Text Updates 4

Ability for team

to easily edit 8

Consultation 9

Sales Chat 7

Blog 8

Follow other users 2

Competitor Comparisons

Re-Order Reminders 8

Impact #

EXAMPLE: WISHLIST - MINDMAP

Customers
telling story 4

Personalization
based on region 7
Glassdoor
Reviews 5

Culture Video 8

Companys
History & Future 5
Interactive
timeline 6

Impact #

Old-School
Photos 2

Careers page 10
Job Postings - 10

Show Top three

Benefits 7
Application system
Integration 9

LAUNCH PAD WEBSITE

LAUNCH PAD
WEBSITE

Build a site with only the core,

value-driving elements and is
better than your current site.
GOAL: Launch quickly while
balancing quality and client
happiness.

TRADITIONAL WEB DESIGN

designer dictates action

user dictates action

DISTRACTING!
INDUSTRY BEST
PRACTICE IS A VIDEO

VIDEO

SIMPLE

KUNG FURY POSTED BY HUGO VASCONCELOS

UNSPASH USER DAI KE

LAUNCH PAD WEBSITE

LAUNCH PAD
WEBSITE

PRIORITIZE YOUR WISH LIST

Build a site with only the core,

value-driving elements and is
better than your current site.
GOAL: Launch quickly while
balancing quality and client
happiness.

WISHLIST
idea
idea

idea
idea

idea
idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

idea

80/20

idea

idea
idea

idea
idea

idea
idea

Must Have -or- Nice to Have

for the launch of the site?

idea

idea

idea

CORE FEATURES OF THE

LAUNCH PAD WEBSITE

idea

LAUNCH PAD WEBSITE

LAUNCH PAD
WEBSITE

PRIORITIZE YOUR WISH LIST

TAILORING YOUR APPROACH
INVESTING IN INTERNAL EFFICIENCIES

Build a site with only the core,

value-driving elements and is
better than your current site.
GOAL: Launch quickly while
balancing quality and client
happiness.

STRATEGY

PHASE 1: FOUNDATION
45 DAYS

LAUNCH PAD
WEBSITE

Our launch pad website is live.

FLICKER USER NASAMARSHALL

STRATEGY

LAUNCH PAD WEBSITE

CONTINUOUS IMPROVEMENT

REAL USER DATA

| HIGH IMPACT ITEMS

| ITERATE LAUNCH PAD

Too many options with little direction.

FLICKER USER WADE MORGAN

CONTINUOUS IMPROVEMENT

WEBSITE HIERARCHY
A roadmap to follow for building a
peak performing site.
Provide focus
Clear expectations
Measure progress to goals

CONTINUOUS IMPROVEMENT
Audience
Value
Usability
Conversion Rate Optimization

WEBSITE HIERARCHY
A roadmap to follow for building a
peak performing site.
Provide focus
Clear expectations
Measure progress to goals

CONTINUOUS IMPROVEMENT
Audience
Value
Usability
Conversion Rate Optimization

WEBSITE HIERARCHY
A roadmap to follow for building a
peak performing site.
Provide focus
Clear expectations
Measure progress to goals

CONTINUOUS IMPROVEMENT
Audience
Value
Usability
Conversion Rate Optimization

Stickiness
Personalization
Assets
Promoters

WEBSITE HIERARCHY
A roadmap to follow for building a
peak performing site.
Provide focus
Clear expectations
Measure progress to goals

CONTINUOUS IMPROVEMENT
Audience
Value
Usability

Conversion Rate Optimization

Stickiness
Personalization
Assets
Promoters

WEBSITE HIERARCHY
GOAL
Solves a users point of pain
FOCUS METRIC
NPS - On a scale 1 - 10, how useful
was this _______ ?
LEADING INDICATORS
Bounce rate, video play, etc.

The continuous improvement cycle.

UNSPLASH USER PIERRE ROUGIER

CONTINUOUS IMPROVEMENT
PLAN

Audience
Value

PLAN
1. Determine which step youre
currently at (based on analytics)

Usability
Usability

Conversion Rate Optimization

Stickiness
Personalization
Assets
Promoters

FOCUS METRIC: Specific task completion

PLAN
ACTION ITEM 1
Question

ACTION ITEM 2
ACTION ITEM 3

USABILITY
Research

ACTION ITEM 4
ACTION ITEM 5

TASK COMPLETION
Brainstorm

HIGH IMPACT
ACTION ITEM 1
ACTION ITEM 2

MEDIUM IMPACT
ACTION ITEM 3
ACTION ITEM 4

LOW IMPACT
ACTION ITEM 5

HIGH IMPACT - ACTION ITEM 1

Hypothesis Statement

For [Marketing Mary] visiting the [Home Page], we believe changing

[funnel tool graphic] into a [interactive & linked graphic] will
[increase home -> product page by 5%]
We believe this to be true because [research or previous experiment]
Expected Impact

Effort Required

Experiment Design

CONTINUOUS IMPROVEMENT
PLAN

BUILD

HIGH IMPACT
ACTION ITEMS

Audience
Value
Usability

BUILD
Everyone on the team will pitch in
and work together to:

Conversion Rate Optimization

Stickiness

Implement the high impact items

Personalization

Setup experiments to test impact

Assets
Promoters

CONTINUOUS IMPROVEMENT
PLAN

BUILD

LEARN

Audience
Value
Usability

Conversion Rate Optimization

Stickiness
Personalization
Assets
Promoters

LEARN
After running our experiments,
your team will take a step back:
Review results
What did we learn?
Publish findings

CONTINUOUS IMPROVEMENT
PLAN

BUILD

LEARN

TRANSFER

Audience
Value

TRANSFER
Collaborate between functions to:

Usability

Conversion Rate Optimization

Stickiness
Personalization
Assets
Promoters

Create recommendations
Share user learnings
Ask questions

CONTINUOUS IMPROVEMENT
PLAN

BUILD

LEARN

TRANSFER

Audience
Value
Usability

Conversion Rate Optimization

Stickiness
Personalization
Assets
Promoters

REPEAT THE CYCLE

Optimize each stage of the GDD
website hierarchy.

Repeat cycle
Continue to build action items
Hit focus metric threshold
Move to next step in the hierarchy

STRATEGY

STRATEGY
LAUNCH PAD WEBSITE

STRATEGY
LAUNCH PAD WEBSITE

CONTINUOUS IMPROVEMENT

STRATEGY
LAUNCH PAD WEBSITE

CONTINUOUS IMPROVEMENT
Audience
Value
Usability
Conversion Rate Optimization

Stickiness
Personalization
Assets
Promoters

STRATEGY
LAUNCH PAD WEBSITE

CONTINUOUS IMPROVEMENT
PLAN

BUILD

LEARN

Audience
Value
Usability
Conversion Rate Optimization

Stickiness
Personalization
Assets
Promoters

TRANSFER

Traditional Web Design

Impact

SITE

SITE

SITE

2 Years

3 Month
Redesign

Time

2 Years

3 Month
Redesign

Traditional Web Design vs.

Impact

SITE

SITE

SITE

2 Years

3 Month
Redesign

Time

2 Years

3 Month
Redesign

Traditional Web Design vs.

Impact

SITE

SITE

SITE

2 Years

3 Month
Redesign

Time

2 Years

3 Month
Redesign

Traditional Web Design vs.

S
E

G
N
I
T

&

L
A
S

SITE

E
K

R
A

Impact

SITE

SITE

2 Years

3 Month
Redesign

Time

2 Years

3 Month
Redesign

RISKS
TRADITIONAL
WEB DESIGN

Upfront
Costs

Resources
& Time

RESULTS
Based on
Assumptions

Static for
2 Years

(out of scope, over budget, late)

GROWTH-
DRIVEN DESIGN

Spread
Over Time

Launch Quick
& Improve

(agile, on time & on budget)

Data Based
Decisions

Continuous
Improvement

AGENCY CHALLENGES

TRADITIONAL
WEB DESIGN

GROWTH-
DRIVEN DESIGN

Hard to grow
with projects

Out of scope,
launching late

No system
[ongoing]

Stable revenue
to grow

Agile,
no scope creep

Packaged
process

Differentiator

- and -

Help with retention

Growth-Driven Design is the new gold standard for

delivering successful website redesigns that bring
measurable business value.
It is a smarter, agile and data guided approach that
minimizes the pitfalls of traditional web design and
produces high performing websites.
Gabe Wahhab

Director, Interactive Services

vs. Traditional Web Design

TYPE

CONTRACT 1

CONTRACT 2 & 3

CONTRACT 4

Traditional Web
Design

$84,750 Project

$8,000 Project

$18,000 Project

Growth-Driven
Design

$71,500 Foundation
+
$5,000 / mo (12)

$5,000 Foundation
+
$2,000 / mo (12)

$10,000 Foundation
+
$2,000 / mo (6)

+55%

+350%

+22%

Revenue Increase

SOLD x10 GDD

RETAINERS FOR
$558,000 USD IN THE
FIRST 8 MONTHS
GDD has impacted our bottom line,
streamlined our process and strengthened
client relations - Trish Lessard, CEO

Back to Edmund

He was afraid for their lives.

MOUNTAINEERING TEARA.GOVT.NZ

FIRST STEP

SUMMIT

CAMP 3

DEATH ZONE

CAMP 2
ADVANCED
BASE CAMP

I can adjust along the way

TSERINGMA TREKS
WIKIPEDIA CREATIVE COMMONS

First team to successfully reach the top.

TEARA GOVT NZ

 I will come again and conquer you, because as a

mountain you can not grow, but as a human, I can.
- Sir Edmund Hillary

FLICKER USER UNITOPIA

THANK YOU.