You may have recently heard about growth-driven design (GDD) and wondered what it’s all about. If you need a refresher on what GDD is, I recommend a quick look here before reading further.
To some, GDD may seem counterintuitive or simplistic, while others will see the method as website development overkill. When you compare GDD to traditional website development, the differences are stark.
At the end of the day, what you really need to know is what the benefits of growth driven design really are and if those benefits are worth the time and money. I’ll talk about the biggest GDD benefits here and let you decide if the juice is worth the squeeze for your organization.
#1 You’ll Create a Goal-Oriented Strategy
Hopefully you already have some good quantifiable goals for your website. If not, you need to create some. Most long-term goals require regular and consistent work, and your website is no exception—a one-time build is just not going to cut it.
You need some consistent work and checkpoints to make sure your efforts are going in the right direction. By diversifying efforts over a regular period of time with your website goals always in mind, our likelihood of achieving website objectives is increased.
#2 It’s User-Driven
Let’s face it—most websites have too many people making decisions about the look and feel of their website based on their own personal preference. It’s easy to forget that the website isn’t for you, nor is it meant for your competitor. Yes, the website needs to look good and it needs to match the company’s brand, but at the end of the day, is the user finding what they are looking for? Maybe you think the users are wanting a feature that they really aren’t. These and a host of other inquiries are the types of questions that should determine what is on the website.
The website is for a specific user related to the website’s goals. GDD is based on your website visitors’ experience. For the best long-term results, the basis for future changes should always hinge on how the user is or isn’t engaged with the website.
#3 You Can Launch Quickly
Trying to get the all-in-one website out in one build can be a daunting task. Unfortunately, if there are multiple decision-makers or unknowns about a certain aspect, the process of deciding what should warrant a final website can take a lot of time.
For instance, specific website features, which seem important during the conceptualization stages, could be completely wrong for the end user. Because these features were “must haves” during conceptualization, users now have something that doesn’t resonate with their experience on the website.
GDD gets your website up quickly with the absolute must haves—what we consider the bare bones to achieve the goals of the website. The initial launch might seem limited, but it’s effective. You end up wasting less time and money and the site is already prepped to start collecting data for the next best move.
#4 It’s Agile In Nature
GDD really follows an iterative agile methodology. This requires a team that understands the value of simplistic and clear delivery. Smaller yet consistent releases mean that risks are managed and less time is required to test the various hypotheses of design or changes to the feature functionality.
#5 GDD Molds With Your Business
A good GDD campaign allows the team to get changes out quickly and consistently, but it also allows you to shift or pivot when needed. Most organizations benefit from this flexibility as GDD thrives off of constant analysis and can change on a month-to month basis.
For those starting a new venture requiring a website, I recommend taking a close look at the GDD model as it will get you started quickly with your end users in mind.
For those with an existing website, consider GDD a great way to grow your existing website into something sustainable long-term. We understand that GDD methodologies can be new to some, so feel free to post comments and questions below or reach out to us directly.