Methodology, Successes, and Struggles

I’m Geoff ( @dailydaigle )

Senior Software Engineer New User Experience

What was your last website redesign or major update like?

There are big chunks of work.

It’s mostly guessing.

Ended up with few or no results from major updates.

It feels like running around in circles.

Might have heavy ad spend or a big sales team to supplement

poor website performance.

Your website is so important.

Impa

ct

Time

2 Years

3 Month Redesign

SITE

SITE

2 Years

3 Month Redesign

SITE

It shouldn't take a year to know if you’re building

the right thing.

What if… …we changed the way we think

about redesigns?

What if… …we break up work into small, high-

impact chunks?

What if… …we put customers in control of their

experience?

This is GDD

Multiplies leads, customers, and focus metrics because decisions are prioritized by

impact potential and then quickly validated.

The major points

Change your mindset about what “update” means.

Start using tools that allow you to collaborate, build, and learn.

Stick to the GDD hierarchy.

Other people have done this.

GDDID (Growth Driven Design in Detail)

Getting into a growth mindset

“Perfect”

“Effective”

Effectiveness is measurable. Perfection is not.

Focus on the user.

Think with unbound creativity.

Don’t get stuck at a local maximum.

GSD (Get Stuff Done)

Small batches of parallel work. High priority means high impact.

Failures are okay when you move fast.

Always be learning

GDD is learning + progress pointed in the same direction.

RECAP

Focus on the user  Think with unbound creativity

Get stuff done Always be learning

Building a tool stack

Tools to build things fast

HubSpot, Wordpress, or another CMS

Maybe your own stack *

Tools to gather data

Google Analytics (classic!)

Mixpanel, KISS Metrics, Amplitude, etc.!

Hotjar, Fullstory, etc.

SurveyMonkey Snapengage

Intercom

usertesting.com

Get a drunk guy to do it

TheUserIsDrunk.com

Tools to share data and collaborate

Google apps for work

Slack / Hipchat

Trello, Basecamp, etc.

Invision

The GDD Hierarchy

The order matters

CONTINUOUS IMPROVEMENT

LAUNCH PAD WEBSITE

STRATEGY

THE FOUNDATION 45 - 60 DAYS

LAUNCH PAD WEBSITE

STRATEGY

STRATEGY

LAUNCH PAD WEBSITE

CONTINUOUS IMPROVEMENT

Set your focus metrics. Strategy

Uncover fundamental assumptions about users.

Strategy

Start a user journey map. (Awareness, Consideration, Decision, Delight)

Strategy

Do some research. (Qualitative, Quantitative, Observational)

Strategy

Brainstorm a wish list and determine priority.

Strategy

A launch pad is your starting point.

Launch Pad Website

You already brainstormed the launch pad items, so build those things.

Launch Pad Website

Don’t get carried away. Stick with only high-priority items for

your allocated time.

Launch Pad Website

The goal: Get something in the

wild to start data collection

Launch Pad Website

It will look better and perform better than your current website.

Launch Pad Website

Promoters

Assets

Personalization

Stickiness

Conversion Rate Optimization

Usability

Value

Audience

CONTINUOUS IMPROVEMENT PLAN BUILD LEARN TRANSFER

PLAN BUILD LEARN TRANSFER

Present “State of the Union”. Continuous Improvement: Plan

Host “The Summit”. Continuous Improvement: Plan

Start documenting. Continuous Improvement: Plan

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

[funnel tool graphic] into a [interactive & linked graphic] will

[increase home -> product page visitor flow by 5%]

HIGH IMPACT - ACTION ITEM 1

We believe this to be true because [research or previous experiment]

Hypothesis Statement

Move fast (but don't cut corners).

Continuous Improvement: Build

Work in parallel. Continuous Improvement: Build

Keep communication open. Continuous Improvement: Build

Let experiments run. Continuous Improvement: Learn

Ask “learning questions”. Continuous Improvement: Learn

Document findings. Continuous Improvement: Learn

Gather all results from all teams. Continuous Improvement: Transfer

Create a “State of the Union”. Continuous Improvement: Transfer

REPEAT

Aaaaand exhale…

HubSpot GDD Certification GROWTHDRIVENDESIGN.COM

Great, so who’s done this?

Agency: 3P Creative

9x qualified leads

For Juribo Redesign

1200% increase in sales pipeline

Agency: Falls Digital

Almost 400 new leads 20 days after launch

For Novik Redesign

Regular +3% visit-to-lead conversion rates

Agency: Web Canopy Studio

Grew from 2 to 5 people in less than one year

They win 75% of new projects when pitching GDD

Small size made it easy to start with new process

Agency: Aptera Software

“GDD involves a rethinking of how our teams interact.”

Clients are loving the process

GDD is playing nicely with existing agile style

HubSpot

HubSpot

HubSpot

Geoff Daigle @dailydaigle

THANK YOU

GROWTH-DRIVEN DESIGNVisit growthdrivendesign.com