The thought of having to go through a web design project strikes fear in the hearts of seasoned business owners and startups everywhere.
Everybody knows traditional web design is fatally flawed, but for years, it’s been the only game in town.
The traditional design process requires lots of time (going months without ever seeing the finished product), goes over budget (requiring more and more of your revenue) and is based on a whole lot of assumptions, which are basically horse puckey (or what the industry likes to call, an educated guess).
(We’re not afraid to tell it like it is!)
There is some good news. There’s a new kid on the block that’s making waves.
It’s growth-driven design (GDD), and it’s positioning itself to take over the web design process, giving traditional design the proverbial kick to the curb.
Learn more about why traditional web design is officially dead, and how the latest and greatest process – growth-driven design – works, and why you should be putting your next web-upgrade investment into this results-oriented method.
Growth-driven design is the perfect marriage of web design and marketing – one that was sorely lacking in the traditional design process.
In the past, businesses basically had to put marketing on hold while building a new website because the process was so time-consuming.
But with growth-driven design, you can get your website up and running in 40-60 days so you can base the next iterations of your website on hard user data – and get back to the important business of marketing!
Let’s take a closer look at just how the growth-driven design process works.
While traditional design is full of risks – How long will it take? Will it meet user needs? Will it go over budget? – GDD bypasses these complications.
A short time-to-launch – a phase called the "Launch Pad Website" that takes between 40 to 60 days – lets you get the website up and running based on the most important factors that will have an impact, and then adjust and improve the site as you go, based on data.
But this isn’t a “less than” website or incomplete one. It’s a viable product you can build on, based on the understanding of how users interact with it and where you need to spend your efforts.
Another phase of growth-driven design is “continuous learning and improvement,” and is, in fact, its hallmark and what makes it so special and effective.
While traditional design is a one-and-done event, GDD is built on an agile methodology. The site is built in phases, or iterations, in short periods of time.
As a result, if you make a change in the website and find out it isn’t working, you haven’t invested a lot of time or money in it.
Traditional design also requires that you go through another design every two to three years to update stale content that no longer aligns with your business goals.
GDD, on the other hand, makes performance improvements based on user data and testing, not assumptions.
So if your site visitors are flocking to a certain page or hovering over particular elements, you can continuously learn from their behavior and make the appropriate adjustments based on cold, hard facts.
This adaptive model makes growth-driven design shine. It integrates sales and marketing (who thought that could ever happen?), and the data gleaned from continuous learning and improvement can also enhance marketing and sales strategies.
For example, by using the growth-driven design methodology, the design team is able to inform sales and marketing of popular user trends by using heat-mapping tools.
This information is particularly useful when creating blog content, offers, and email newsletters, as it allows the marketing team to create content and employ messaging that is specific to the buyer persona.
Now that growth-driven design is on the scene, there’s really no reason to go the traditional design route. You can put a spiraling budget, drawn-out deadlines, and a project that goes way out of scope – and the headaches that go along with them – behind you.
Invest in growth-driven design to drive your company, meet business goals and ensure a steady stream of revenue.