How does Growth-Driven Design work? The Growth-Driven Design
methodology has three major stages. The first
is the strategy stage. The goal of the strategy stage is to
develop an empathetic understanding of your audience
and how the website can solve problems along their journey.
Try to imagine the world from your audience's perspective.
Who are they? What challenges are they facing? What are their
goals? And where does the website fit in as a part of
that? There are several steps you'll need to take to
complete the strategy phase. First, define the website goals
by reverse-engineering the overall business' goals and
identifying how the website will influence them. The website
goals should be SMART goals- that's specific, measurable,
attainable, relevant, and timely - to help you properly measure
the website's impact on the business. Next, to understand
your audience, you'll need to do user experience, or UX,
research. The research may be qualitative, quantitative,
observational, or a combination to uncover user insights that
guide you through the rest of the strategy stage. The next
step is called "Jobs-to- be-Done." This framework will
help you identify the underlying needs that drive your audience
and what it takes for them to switch to your company's
products and services as a solution. Following jobs-to-
be-done, you'll refine your fundamental assumptions. This
step involves boiling down what you already know about your
market, your business, and your website. You'll refine or
create new user problem statements, unique value
propositions, situational triggers, current user habits,
switching anxieties, and more. Fundamental assumptions are at
the core of the success of your users, business, and website.
The next step in the strategy stage is to develop personas
using the deep understanding of your audience that you've
gained through the previous steps. A persona is a fictional representation of your ideal
customer. Then, you'll need to do journey mapping where you map out that persona's
journey of what happens before, during, and after they interact
with your business. By mapping your persona's journey,
you'll have a direction of how to weave your website into
that journey and solve their problems along the way.
After that, you'll develop a website specific strategy. These
are probably what you're used to looking at for website redesign.
Things like: site architecture, on-site SEO, key
sections and pages, integrations, technical
requirements, and more. The last step in the strategy stage of
GDD is for you to brainstorm an initial wish list.
The wish list will contain creative and impactful
website ideas that aim to solve your user's challenges,
provide value to the user, and help your business reach its
goals. The website wish list will have anywhere between 75
and 200 different ideas, including site elements,
sections, pages, specific features and modules,
integrations and more. With a strong wish list of high-impact
ideas, you'll begin the second phase of the Growth-Driven
Design methodology, which is the launch pad website. The goal is
to quickly build a website that looks and performs better than
what you have today, but isn't a final product. Rather, your
launch pad is the foundation you'll build and optimize
upon. The main driver, for launching quickly and without
sacrificing quality, is to collect data from real users
interacting with the site. Then, you're equipped to make
better, data- driven decisions on how to improve the website.
Launching quickly also creates a quicker time-to- value versus
the six or more months of a traditional web design project where you don't see any value
from the business. How can you quickly build a launch pad?
Well, there are a few key areas you can focus on
to accelerate the launch of a remarkable and effective
website. First, find a way to customize your approach to
building the new website that maximizes acceleration while
maintaining quality. There are a number of ways to make that
happen. Each website is uniquely different and will require a mix
of approaches to make sure it's a well-performing launch
pad. This is why it can be helpful to work with an
experienced HubSpot Partner agency to guide you on the best
approach for your new launch pad. The second way you can
accelerate your launch pad website is by running design
sprints on high-impact pages and sections. A design sprint is a
short, concentrated time period focused on problem solving,
design, prototyping, and testing. Design
sprints help you use the team's collectively
share their knowledge, generate ideas, but also
come to a high-quality prototype of your new website in record
time. Next, for anyone who's built a website in the past, you
may know that developing high- quality content - including
text, images, and video - is one of the most challenging
parts of a website build and often causes huge delays. Having
an effective content development process and great content
collaboration tools can accelerate your content
production speed and increase the quality of the content you
produce. The last way you can accelerate the build of a launch
pad website is through investing in internal efficiencies.
Internal efficiencies include switching from a waterfall
process to an Agile or Scrum process, building an internal
library of pre-built templates and modules that you can reuse,
removing developer dependencies so marketers can make updates on their own, leveraging
collaboration tools, these are a few way you can invest in internal effeciencies.
Once the strategy stage has been created and your launch pad website is live, you'll move
into the continuous improvement stage of the Growth-Driven
Design methodology. The goal of the continuous improvement stage
is to start identifying the high-impact actions you can take
to grow your business based on real user data. Once you've
launched the website, it may be difficult to stay focused on
improving the highest impact items at any given time, so
you'll follow a simple yet powerful agile process: plan,
build, learn, and transfer. Let's look at each step. In
the planning step of the cycle, you'll define the most
impactful items to build or optimize at that moment in time
to drive toward your goals. This starts by determining an area of
focus that your team can rally their improvement efforts
around. Focus is key, folks. The challenge is, there are many
areas you could work on: things like messaging to layouts to building
new pages to optimizing existing ones. The wide range of options
can make it overwhelming and difficult to determine where to
best focus your time. To solve this, you'll use the website
performance roadmap. The performance roadmap is a
framework for you and your team to ensure you're spending time
and energy on improving the most impactful areas. The roadmap
helps you set clear expectations with your boss, stakeholders, or
clients on exactly what you should and should not be working
on and why. And because there are specific metrics to measure
for each focus area, you can easily measure and report on
your progress building a peak performing website. What does a
performance roadmap look like? There are three major themes:
"establish", "optimize", and "expand". The
"establish" theme revolves around the core foundational
activities you can do when you"ve built something new.
Within this theme, there are three focus areas. First, you
can focus on "harvesting low hanging fruit" or building
high impact items that are easy or quick to accomplish after you
launch the site. Secondly, there"s building an audience to collect
data and run experiments. And third, there"s confirming the
website is driving value to those users. The "optimize"
theme revolves around on improving the user experience
and business performance of existing items on the site. The
three focus areas under optimize include improving usability on
the site to ensure visitors can unlock value as quickly as
possible. Doing conversion rate optimization, or CRO, to reduce
the friction and steps in your conversion funnels on your website. And
personalization, to provide a hyper-relevant experience for
each user or user-segment to ensure they get the perfect
experience for their needs. Lastly, the "expand" theme
revolves around building new items on the website to expand
the impact the website has. The three focus areas within the
expand theme include building new digital products onto the
website, such as tools, directories, digital resources,
or interactive experiences. The second focus area is expand into developing new items
on the website to improve other areas of the customer journey
map, such as a new customer experience, customer website, or maybe an
advocate program. And the third focus area in expand is using the website to help
other teams achieve their goals and help the business grow. This
could be building items on the website to help the sales team
prospect, qualify, and close deals. It could be helping the
HR team recruit more quality candidates and retain current
employees, or helping the customer service team reduce
support tickets and inbound phone calls. There are many ways
you can use the website as a tool to help the entire company
grow. The website performance roadmap is ordered to match the
lifecycle of a particular website. After your launch your initial launch pad
website, you'll often focus on the establishing and optimizing
themes, and over time you'll progress to focusing on the
expand step. Every website is different, and it's key that
you let the performance metrics and experience guide you on where your team
should focus. Each quarter, you should reassess how to divide
your continuous improvement efforts between different focus areas
based on performance metrics. Once your quarterly focus area
is set, it's important not to shift. Shifting focus can create
a lot of motion with little on individual improvements. Once
you've determined your focus area, it's time to complete
user experience research, or UX research, to understand what
challenges or friction points your website users are running
into that's preventing their progress. Once you have a good
understanding of the challenges, your team will brainstorm all
sorts of new action items to build. These items will drive
user value while improving the performance metric of the
current focus area. All ideas should relate to your team's
current focus area. With your list of brilliant ideas, it's
now time to prioritize the list to identify the highest impact
action items you can implement to boost performance in your
focus area. Based on your workload capacity, you'll go
down the list and select the high-impact action items until
you run out of capacity. Anything after will
be re-considered in the planning step of the next cycle. With
those high-impact action items in hand for the current sprint,
you'll write out action item cards with four key elements.
One, an outline of the specific customer scenario in the form of
a "job statement." Two, a hypothesis statement about your
proposed change and the impact it will have. Three, any
research or data that will back up your hypothesis. And four, an
experimental design for how you plan on testing the hypothesis.
Now that you have a focus and prioritized action items to
implement, you can move to the second step in the continuous
improvement cycle: build. The goal of the build step is to
host a working sprint with a cross-functional team to
complete all the high-impact action items. Just like a sports
team, your team will swarm on the action items to
collaboratively tackle them with aggression. With
these action items as their focus, they'll sync schedules,
meetings, and work times. In addition to building the action
items, the team also needs to set up the experiments as
outlined in the experimental design in order to properly
measure the impact the action item has and validate or
invalidate the original hypothesis. You'll launch what
you've built and let your audience interact with your
experiments. After a period of time, which will be different
for every experiment, you'll then move on to the learn step
of the cycle. In the learn step, you'll take a step back to
review the experiments you're running to extract learnings
about what you see your users interacting with. Was your original hypothesis correct or
did you prove it wrong? If it was proven wrong, this is okay
and fairly common, especially when first starting out and
trying bold ideas. It's critical to assess the outcomes
to learn more about your audience. What did their actions
and behaviors tell you about them, and how could you
incorporate these learnings into future action items? This is
such a critical step because the more you repeat the cycle, the
more you learn about your audience. The more you learn
about your audience, the more likely you'll have success in
providing value and hitting your goal metrics. The final step of
the continuous improvement cycle is the transfer step. The goal
of the transfer step is to share your learnings and exchange
ideas throughout the entire company to improve the entire
business, not just one of the parts. Between internal
communications and meetings, you'll share your user
learnings from the experiments you performed the previous
month. You can make recommendations based on the
learnings of how other departments could improve. You
can ask questions to other departments to pull insights and
fill gaps in your user research. You can also use this time to a
consistent user experience during all interactions with
your company. You'll look for possible collaboration
opportunities with other departments and teams. This a
cycle because you'll continually repeat the steps,
building momentum each time you repeat them. Generally, the
cycle is repeated every two weeks, with new action items
being built to impact the current focus for the quarter.
Eventually, you learn and improve enough on that focus
area and meetat specific goal. Then you'll move
to a new theme or focus on the website performance roadmap to
start the cycle again. To recap, the Growth-Driven Design
methodology starts with planning and research in the strategy
phase, which concludes with the creation of a solid wishlist.
The wish list is built into the launch pad website. In this
stage, you're building a website that looks and performs
better than today but is a starting point for your website
success. Then you'll start the continuous improvement stage
where month-over- month your improving based over real user data. This process is a
great alternative to the existing nightmare of a launch,
with the "set-it- and-forget- it" process in traditional web
design. Now you're continuously improving, using
the website to help all aspects of the business grow and seeing
results each month. Of course, marketing and sales are layers
that live on top of Growth-Driven Design. Think of
Growth-Driven Design like a sports car, but you still need
gas for that sports car to go, and that's what marketing and sales are. To develop a
peak-performing growth business, you need all three working
together, as they're all interconnected and they all feed off
each other. All of the challenges associated with the
broken traditional web design process are now solved with the
new playbook, Growth-Driven Design. This is the future of
web design and the playbook for building a peak-performing
website. Hopefully you're feeling inspired to grow as an
marketer, to grow as a web designer, to grow out of the
broken, traditional web design process and to start building
peak- performing websites using Growth-Driven Design. Let's
transform the world of web design together.
Không có nhận xét nào:
Đăng nhận xét