Moving From Traditional Website Design to Growth Driven Design
Written by Adriano Tagliarina
Nov 20 2017
Should you rethink your approach to web design? Why move from traditional web design to Growth Driven Design?
Rethinking Web Design
Traditional web design processes can be slow, costly, and often lack the flexibility to adapt to evolving business remits. As such, a complete website redesign is often a substantial undertaking.
Growth Driven Design (GDD) however, rethinks the traditional model. It’s an insight-led, data-driven way to design and optimise a website.
Why Move From Traditional Web Design to Growth Driven Design?
Reasons for redesigning a website can be varied; perhaps your current site no longer meets requirement, looks outdated, or has fallen behind the standards your competitors are keeping to. Regardless, with a traditional redesign process it’s common to expect a site overhaul around once every 2-3 years.
But, conducting a full redesign every few years is a resource-heavy approach. Plus, it can leave you with a website that doesn’t align with business remits and sits outdated in between redesign projects.
Growth Driven Design however rethinks the traditional design cycle to eliminate these problems; a GDD website focuses on incremental, continuous improvement, based on priority goals and user data/ insight. Often these sprints are considered monthly, rather than every few years as is expected in a traditional process.
As a result, with GDD, not only are the risks and costs of a classic website relaunch drastically reduced, but the website can be adapted continuously to ensure it stays in line with your business goals.
Growth Driven Design is all about your Persona
A considered approach, Growth Driven Design has priorities beyond design alone. A site following a growth-driven model uses actual user insight, as well as considering wider business goals to inform development priorities.
For example, each design sprint in GDD starts and ends with a focus on the persona; your ideal visitor, who you want to engage and convert. New pages, features, elements, design etc should be evaluated and prioritised based on the persona-driven value they provide; which in turn should create a more effective site for you.
It’s important to remember here that with Growth Driven Design, changes are implemented in continuous stages - a site typically launches with a basic viable structure (your ‘launchpad’ site), then more features/ pages are added sprint by sprint; adapted based on data and business goals. No site is ever 100% perfect - there’s always scope for change. But with GDD you have the flexibility and insight to make those changes quickly, intelligently; and within budget.
Benefits of a Growth Driven Design website
Reconsidering site design to follow a GDD model rather than a traditional approach can create numerous benefits. A GDD approach:
Provides an agile and flexible approach to website design, allowing you to develop an initial ‘launchpad’ framework that can be put live quickly
Can see initial launch undertaken within weeks, rather than months
Can achieve redesign, improvements and updates on an ongoing basis, normally monthly
GDD is data-driven, based on your user data - allowing you to do more of what works, and optimise what doesn’t
GDD removes guesswork and assumptions on design and allows you create the best site for your audience
And importantly, GDD reduces the financial and resource risks presented by traditional web design; allowing cost, as well as development to be spread over time for more transparent ROI.
An original version of this post was first published on Trialta. Trialta is a Gold HubSpot Partner Agency based in Germany.