Traditional web design vs. Growth Driven Design. On paper, it’s a fierce battle as some businesses simply refuse to budge from the former method as GDD is seen as a relatively new principle. That’s until they see the results that come with launching a website much quicker and continuously improving it over time, as opposed to leaving it for years on end. The first six months are crucial, and here’s precisely what goes down during that time.
Although each stage of the GDD methodology or process can be broken down into much deeper sections, seeing what happens in the first six months is quite simple.
The strategy phase is where the blueprint is laid out and it only lasts around 10-14 days on average.
Following that, in the launch pad stage, a website is made live - which isn’t the final version - and it can last from anywhere between 30-90 days on average.
Following what will roughly be around three months into the GDD journey, the website then goes through the continuous improvement phase of the GDD process. Here, you’ll find that the rest of the six-month period is all about analysing data that you find and implementing the necessary changes to your website based on the user behaviour you’re collecting.
Essentially, you have a website up and running in three months at most. You’re making impactful changes for the rest of the six-month journey and beyond.
GDD Impact Chart
The most successful websites always begin with a focused growth strategy. If there’s no blueprint or plan to measure growth, then the website won’t be successful. It’s as simple as that.
The primary goal in the first two weeks or so is to develop an empathetic understanding of the audience, their world and how the website that’s going to be created will solve their problems along their journey.
During the first 10-14 days, the following needs to be completed:
Roundup of the first 10-14 days: You set SMART goals, solve design problems, understand user behaviour and make sure you connect with customers.
The goal of the launch pad website is to quickly build a website that looks and performs better than your current website. However, it’s not the final product so it’s going to miss some elements that will be added later on. Think of it as the foundation from which you collect real user data and then use that to optimise the website.
Remember, the 30-90 day timeframe is a rough guideline. This process might be completed in 30 days or it could very well take the full 60 days. It all depends on the experience, the size of a team, how much data there is that needs to be collected and so on.
During the estimated one-to-three months for the launch pad website, the following needs to be completed during the six-month plan:
This time period also focuses on running an 80/20 analysis on your wishlist items that you want to implement, creating hypothesis statements for them, investing in internal efficiencies and more.
Roundup of the 30-90 day period: There’s a two-three month build period, the budget is saved for optimisation, you launch on-time and on-budget and there’s a faster time to value. You’re also able to validate assumptions quicker and make data-driven decisions.
The remainder of the six months and even beyond those six months are spent on optimising the new website using real user data. It’s about refining the content and designs after analysing data so that you can’t only see the changes that need to be made but also implement them right away.
When the launch pad website is live around 30-90 days after the GDD process begins, you can now begin to collect data and identify the high impact actions you can take to grow your business.
At this stage, your team works in sprint cycles which can be from anything between a 14-day sprint cycle to a month-long sprint cycle depending on how many wishlist items have been chosen. For each item, you need to go through the sprint cycle - plan, build, learn and transfer. This is a cycle that repeats itself for every item that’s been picked. The faster your team moves through the cycle above, the sooner they drive results for your business and your users.
During the remainder of the six months and beyond, the following factors are looked at during the sprint cycles:
Roundup of the remaining six months of the GDD process: Here, your team needs to continuously collect user data, analyse their behaviour and make the necessary changes to the website to generate more momentum.
The whole point of a brand new website is to get the results you need. This is where the traditional web design method falls short as it features a frustrating 3-6 months (and in some cases longer) design period. As it’s based on assumptions, the website is let down as there’s no data and the next redesign happens years down the line.
With the GDD principle, you get results even in the first six months of the process. As it’s an agile process, you’re able to always improve and that’s what drives results - as you can see below.
Growth Driven Design Graphs
Believe it or not, all of the above was a brief look at the first six months of the Growth Driven Design process. There’s still a lot of useful information to soak in and implement towards a brand new website to drive optimal results.
Although it can be a lot to take in right away, we’ve made your life much easier. To help you gain a better understanding of the whole GDD process, we’ve created a helpful guide. While that's getting ready, why not join our private Facebook Group? We created Inbound After Hours to connect with like-minded individuals to discuss all things Inbound Marketing and GDD. Just click on the link below to join the group.