RETHINKING WEB DESIGN

Creating a peak performing website

with less waste and in half the time
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
 Website Redesign

#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
 SMB websites typically cost

$15,000 - $80,000

#GrowthDrivenDesign @SavvyLuke
 and takes around

Three Months

#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
 RISK

TRADITIONAL
 Upfront
 Resources


WEB DESIGN Costs & Time
(out of scope, over budget, late)

#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
 How do you launch the
best possible

performing website?
#GrowthDrivenDesign @SavvyLuke
 Traditional Web Design

H2

Launch new site

Impact

H1 1.5 - 2 Years 3 Month


Redesign

Launch new site

Site 3 Month

1.5 - 2 Years Redesign

#GrowthDrivenDesign @SavvyLuke
Time
 Your website is your

#1 Marketing Asset
#1 Sales Person
#GrowthDrivenDesign @SavvyLuke
Traditional Web Design

WTF?

H 3 Month

1.5 - 2 Years Redesign

Launch new site

#GrowthDrivenDesign @SavvyLuke
 RISK RESULTS

TRADITIONAL
 Upfront
 Resources
 Based on
 Static for


WEB DESIGN Costs & Time Assumptions 2 Years
(out of scope, over budget, late)

#GrowthDrivenDesign @SavvyLuke
“ The traditional web design model is totally broken. ”
Whether you’re an agency or a business, it leaves
you extremely vulnerable to project failure and
often does not produce optimal results.

Gabe Wahhab

Director, Interactive Services

#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke flickr.com/photos/lst1984/2430338903
 Growth Driven Design
Create an elevator pitch for this method here.

#GrowthDrivenDesign @SavvyLuke flickr.com/photos/samueljohn/5348462863/in/photolist-jVoiAQ-3rKpVZ

 GROWTH-DRIVEN DESIGN
Minimize The Risk

[long timeframe, cost, over-budget/late]


Better Results

[by learning & continuous improvement]


Inform Other Parts of the Business

#GrowthDrivenDesign @SavvyLuke flickr.com/photos/samueljohn/5348462863/in/photolist-jVoiAQ-3rKpVZ
#GrowthDrivenDesign @SavvyLuke
 GDD WEBSITE HIERARCHY

#GrowthDrivenDesign @SavvyLuke
 GDD WEBSITE HIERARCHY

Goal - Discover (and validate) what

“machine” to build.

#GrowthDrivenDesign @SavvyLuke
 GDD WEBSITE HIERARCHY



FOUNDATION:
• [empathic] Strategy

#GrowthDrivenDesign @SavvyLuke
 Growth-Driven Design

• Fundamental Assumptions

• Personas, Questions & Goals

• User Research

STRATEGY
• Journey Mapping

• Global Strategy

• Brainstorm Wishlist

#GrowthDrivenDesign @SavvyLuke
 GDD WEBSITE HIERARCHY



FOUNDATION:
• [empathic] Strategy

• Launch Pad Website

#GrowthDrivenDesign @SavvyLuke
 Growth-Driven Design

• Filter & prioritize Wishlist

• Build the Launch Pad

STRATEGY LAUNCH PAD


WEBSITE • Test along the way

• Launch quick

PHASE ONE - 30 - 45 Days

Traditional Web Design Growth-Driven Design
designer dictates action user dictates action

DISTRACTING!

VIDEO VIDEO SIMPLE

 GDD = User / Data Focused Process

GOAL OF A LAUNCH PAD

Get out of the bubble. Get people using it so

we can make smarter decisions… not guesses.
 GDD WEBSITE HIERARCHY



FOUNDATION:
• [empathic] Strategy
• Launch Pad Website
• Unique Visitor Flow
• Strategy Fit

#GrowthDrivenDesign @SavvyLuke
 GDD WEBSITE HIERARCHY

Goal - Build a optimized and


predictable “machine”

#GrowthDrivenDesign @SavvyLuke
 GDD WEBSITE HIERARCHY

VALUE:
• Usefulness - Utility
• Ease of Use - UX
• Funnel Flow - CRO
• Stickiness - Return Visits
• Personalization - Tailor top
4 for each persona

#GrowthDrivenDesign @SavvyLuke
 GDD WEBSITE HIERARCHY

Goal - Drive as many unique, qualified

people into the “machine” as possible.

(but this doesn’t end)

#GrowthDrivenDesign @SavvyLuke
 GDD WEBSITE HIERARCHY



GROWTH:
• Virality
• Marketing Assets
• Doubling Down

… etc ….

#GrowthDrivenDesign @SavvyLuke
 Growth-Driven Design

Transfer

Plan Learn

Develop

#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke

• Hierarchy -> Metric to Move

Plan
 Growth-Driven Design

ACTION ITEM 1

ACTION ITEM 2
Research
ACTION ITEM 3
GDD

Hierarchy
 ACTION ITEM 4

ACTION ITEM 5
Metric to Move
Brainstorm …

#GrowthDrivenDesign @SavvyLuke
 Growth-Driven Design
HIGH IMPACT

ACTION ITEM 1

ACTION ITEM 2

MEDIUM IMPACT

ACTION ITEM 3

ACTION ITEM 4

LOW IMPACT

ACTION ITEM 5
#GrowthDrivenDesign @SavvyLuke …
 HIGH IMPACT - ACTION ITEM 1
Hypothesis Statement

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


[Enterprise Pricing] into a [“Request a Quote”] will 


[boost MQL conversion from this page by 10%]

We believe this to be true because [research or previously validated assumption]

Expected Impact + Effort Required + Experiment Design

 Growth-Driven Design

Transfer

HIGH IMPACT

ACTION ITEM 1 Plan Learn

GDD

ACTION ITEM 2
Hierarchy

Develop Metric to Move

(continue this until you hit threshold and move on)

#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke

• Hierarchy -> Metric to Move

• Research

Plan • Brainstorm & prioritize wishlist

• Design experiment

• Run though cycle sprint

Deep Dive Training at GrowthDrivenDesign.com

#GrowthDrivenDesign @SavvyLuke

• “Get Shit Done”

• All team hands on deck

Develop • Setup experiments

• Marketing campaign

Deep Dive Training at GrowthDrivenDesign.com

#GrowthDrivenDesign @SavvyLuke

• Run experiment

Learn • Review results

• What did we learn?

• Publish findings

Deep Dive Training at GrowthDrivenDesign.com

#GrowthDrivenDesign @SavvyLuke

• Create recommendations


Transfer • Collaborate between functions


• Ask questions and learn

Deep Dive Training at GrowthDrivenDesign.com

 Growth-Driven Design

Transfer

STRATEGY LAUNCH PAD
 Plan Learn

WEBSITE

Develop

PHASE ONE - 30-45 Days PHASE TWO - MONTHLY CYCLE - FOR 11 MONTHS
 Traditional Web Design

H2

Launch new site

Impact

H1 1.5 - 2 Years 3 Month


Redesign

Launch new site

Site 3 Month

1.5 - 2 Years Redesign

#GrowthDrivenDesign @SavvyLuke
Time
 Traditional Web Design vs. Growth-Driven Design

H2

Launch new site

Impact

H1 1.5 - 2 Years 3 Month


Redesign

Launch new site

Site 3 Month

1.5 - 2 Years Redesign

#GrowthDrivenDesign @SavvyLuke
Time
 Traditional Web Design vs. Growth-Driven Design

H2

Launch new site

Impact

H1 1.5 - 2 Years 3 Month


Redesign

Launch new site

Site 3 Month

1.5 - 2 Years Redesign

#GrowthDrivenDesign @SavvyLuke
Time
 Traditional Web Design vs. Growth-Driven Design
S
ALE
S
&
G
T IN
KE H2
AR
M

Launch new site

Impact

H1 1.5 - 2 Years 3 Month


Redesign

Launch new site

Site 3 Month

1.5 - 2 Years Redesign

#GrowthDrivenDesign @SavvyLuke
Time
 Traditional Web Design vs. Growth Driven Design
S
ALE
S
&
G
T IN
KE H2
AR
M

Launch new site

Impact

H1 1.5 - 2 Years 3 Month


Redesign

Launch new site

Site 3 Month

1.5 - 2 Years Redesign

#GrowthDrivenDesign @SavvyLuke
Time
 Traditional Web Design vs. Growth Driven Design
S
ALE
S
&
G
T IN
KE H2
AR
M

Launch new site

Impact

H1 1.5 - 2 Years 3 Month


Redesign

Launch new site

Site 3 Month

1.5 - 2 Years Redesign

#GrowthDrivenDesign @SavvyLuke
Time
 GDD WEBSITE HIERARCHY

#GrowthDrivenDesign @SavvyLuke
 RISK RESULTS

TRADITIONAL
 Upfront
 Resources
 Based on
 Static for


WEB DESIGN Costs & Time Assumptions 2 Years
(out of scope, over budget, late)

GROWTH-
 Spread
 Launch Quick
 Data Based
 Continuous


DRIVEN DESIGN Over Time & Improve Decisions Improvement
(agile, on time & on budget)

#GrowthDrivenDesign @SavvyLuke
“ Growth-Driven Design is the new gold standard for
delivering successful website redesigns that bring
measurable business value.
”
It is a smarter, agile and data guided approach that
minimizes the pitfalls of traditional web design and
produces high performing websites.

Gabe Wahhab

Director, Interactive Services

#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
 “ I will come again and conquer you, because as a

mountain you can not grow, but as a human, I can.”
- Sir Edmund Hillary

#GrowthDrivenDesign @SavvyLuke flickr.com/photos/unitopia/3089010125

 Your Next Steps…

GrowthDrivenDesign.com

(slides and presentation recording available in the courses)