- Looking to create a new website?
Good news!
The passing of traditional web design means that the
process doesn't have to be such a buzzkill.
Today, we're going to be talking about the three steps of
growth-driven design and how you can create a website
quicker and more effectively.
(upbeat music)
Hey guys!
It's Dom here for Neighbourhood, where we help brands
find, sell, and keep their people.
So growth driven design, or GDD, minimises the inherent
risks of traditional web design through a systematic
approach that shortens the time to launch by
focusing on real impact, and continuous learning
and improvement.
You'll be seeing results quicker than you would have
imagined, through having your new website up and running
in under three months.
This is then used as the launchpad for understanding
what your visitors are doing, loving, and how you can
improve the site's performance.
GDD evolves as your website does.
It embraces constant research, experiments, and insights
about your users' experience, then uses it to drive your
overall marketing strategy.
I know this might sound too good to be true.
But it's real and it works.
The first step of GDD framework is the strategy.
Where you get inside your audience's head.
Identifying their pain points and how your website
can better solve the problems they may face
through the creation of their website.
To do this, you're going to have to audit your current site
to find out where your users are coming from and
how they are interacting and engaging with your site.
Next, we focus on the users' jobs to be done,
which is their underlying need for connecting with your site
and the fundamental assumptions.
So things like user problem statements, current user
behaviour habits, et cetera,
to then develop a journey map, showing your persona's
journey before, during, and after they've interacted
with your website.
After this deep dive, the group needs to resurface and
brainstorm a wish-list of every feature and function
you want the website to have.
Once your list is fleshed out, perform an 80/20 analysis,
determining which 20% of your wish-list is going to deliver
80% of the impact.
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Now, let's move on to stage two.
The Launch Pad stage.
Where you build and launch your website.
The launch pad is designed to get into users'
hands fast, so you can start monitoring the performance
of the site, and make immediate updates, based on
user feedback.
To do this effectively, ensure you are customising an
accelerated approach to maintained quality.
Since each website is so unique, it will require a unique
approach to make sure it's the best launch pad it can be.
This is why it can be super helpful to work with an
experienced help-smart partner agency,
like Neighbourhood, to guide you on the best approach
for your new launch pad.
You should also run design sprints on high impact pages
and sections.
A design spring is a short, concentrated time period
focused on solving a problem using brainstorming,
design, prototyping, and testing.
They help you use your team's intellect and creativity
to generate the best possible ideas and give you a
high-quality prototype of your website in record time.
Next, ensure the content is being developed effectively.
As those of us who have built websites in the past may know,
developing high-quality content is one of the most
challenging aspects of a website build.
Because the process is tough on our willpower.
Having an effective content development process can
accelerate your content production and ensure the quality
is next-level.
The last way you can accelerate the process is through
investing in internal efficiencies.
This may include things like switching from a waterfall
process to an agile one, scrum processes, building
an internal library of pre-built templates, removing
developer dependencies, or leveraging collaboration tools.
Now that your strategy has been created, and your launch pad
is live, it's about time we start identifying the
high-impact actions you can take to grow your business based
on real user data.
As we've arrived at the next and final stage of GDD,
the continuous improvement stage.
In all the madness and excitement of creating a website,
it may be difficult to stay focused on improving the
highest impact items at any given time.
So here's a simple and agile process to get you
continuously improving.
First of all, plan.
In order to start what you'd like to accomplish in this
month's sprint cycle, compare your performance against
the goals you outlined in stage one.
Identify any items on your wish-list that could be initiated
and use a performance roadmap to ensure you and your team
are spending time and energy on improving the most
impactful areas.
Then, build.
Once you've got your plan, it's time to put it into effect.
Don't forget to set up validation tracking to measure your
precious success metrics, develop marketing campaigns
to drive traffic to your new pages and features that you
worked so hard on.
Next, learn.
This is where you need to see if all the changes
you've made have had the desired effect.
What more have you learned about the user that you
can leverage to improve the overall user experience?
Lastly, transfer.
Here, you need to show and tell what you've learnt
and what you've been doing with the rest of your company,
to ensure you're all working toward the same objectives.
So there you have it.
Borne from the ashes of traditional web design,
growth driven design invites you to bask in all its glory
by enjoying increased revenue, happier employees,
and happier customers.
If you've found this video helpful, then feel free
to share it with someone you know that needs a hand
with their web design.
You can also subscribe to our blog where you'll find
a bunch more tools, tips and templates to help you find,
sell, and keep your people, just like NBH does.
That's all from me.
Happy marketing.
(music fades out)