Stage one – Strategy.
As usual at eSense Strategy is first.
We go through a structured and proven process to do goal setting and priority assessment. What are the most important goals for the project and which ones will make the most difference to your business. We will work closely with all stakeholders including your marketing and technical advisers.
We define goals, develop detailed persona profiles do analytics and user research (looking at the data and research with your customers) .
Using what we’ve learned, we can now start forming some fundamental assumptions about your users. These fundamental assumptions help you explain what your users do (or want to do) and what motivates them.
Then we create a wishlist of every impactful, creative and innovative idea you’d like to include on your finished site. This is a wishlist, so no limitations. We are thinking of what would be amazing and help you achieve your goals.
Stage two – Launch Pad Website.
In the traditional web design process we launch websites at the finish. In Growth-Driven Design we launch websites right away.
All of your other Growth-Driven Design activities and improvements start from this Launch Pad website. We want it up quickly so we can start getting real feedback from users.
Your launch improves your current website and gives a starting point on which to continuously improve.
The size and complexity of the Launch Pad website varies depending on what you have on your wishlist and what type of website you have.
We help prioritise your wish list and help you choose the 20% of items that will produce 80% of the desired result.
We help narrow your focus. The “Must Have” action items give the most impact and narrow down to these core action items to make sure we have a quick launch.
For instance – if you have an e-learning website separate from your main website and the end goal is to have them integrated. We might first focus on getting a better version of the core website up, while leaving the education on the separate platform for a while longer. So we can generate more members from the public facing site and then work on the members area in the improvement stage.
Making the launch pad website follows the same process as a traditional web design. There are no shortcuts on the content, design and development. Its just a laser focused starting point to work from.
Stage three – The Growth Driven Web Design Cycle
Your Launch Pad website is live.
Time to start your on-going cycles to continuously experiment, learn, and improve on your website.
You still have a long wishlist of impactful items that you’d like to implement on the site. This list should be updated on a regular basis.
This Improvement Cycle Revolves Around the Persona
This entire cycle starts with and revolves around the personas who are coming to your website. At each stage of the cycle, we continuously ask how this relates and provides value to the personas visiting your website. If at any point it becomes unclear how an action item provides value to, or relates to the persona, we take a step back and re-evaluate what we’re working on.
It’s a continuous cycle of PLAN, BUILD, LEARN, TRANSFER
CONTINUOUS IMPROVEMENT CYCLE STEP 1: PLAN
Generally speaking, your action items fit within these buckets:
Boost Conversions: Increase the rate of people taking the actions you want them to take on your site.
Improve User Experience: Improvements to the website give the user a better experience and make it easier for them to navigate. They find what they are looking for and solve their problem(s).
Personalise to the User: Adapting the site, calls-to-action, content offers, etc. to the specific visitor based on the data we know about them. This includes tailoring based on interests, persona, device, geolocation, referral source or previous actions on your site.
Build Marketing Assets: Marketing assets hold great value for your marketing program, such as email lists, social accounts, your blog, etc. Build new marketing assets into the website such as tools, in-depth resource sections, online training, directories, etc. — any item that provides great value to both the end-user and your company.
General Website Updates: General website updates come up from time to time and you can add them to your wishlist as well
Prioritise Your Wishlist
Once all the new items are added to the wishlist, we prioritise all the action items.
Base them on their (High / Medium / Low) impact on the goals of the website and value to the user.
Plan sprint cycle:
With an updated and prioritised wishlist, we pick the most impactful action items you want to implement in this cycle. The number of items you pick depends on how complex they are. We want to pick the most important ones and complete them for each cycle.
CONTINUOUS IMPROVEMENT CYCLE STEP 2: BUILD
Now to the build / develop phase of the cycle.
We start completing each action item that we chose in the planning phase.
See the impact it has on how the website performs. To measure the impact each action item as we setup validation tracking around the metrics outlined on the action item to test the original hypothesis.
Once launched, we recommend developing a marketing campaign (social, PPC, blogging, etc.) specifically designed to drive traffic to that section of the site. We will collect the results to analyse in step 3 of the cycle.
CONTINUOUS IMPROVEMENT CYCLE STEP 3: LEARN
In the learning phase, we review the information you collected about your website visitors. Based on the information collected, confirm or disprove the hypothesis on your action item card.
Did the change impact as expected, why or why not? Based on the results, what did we learn about your visitor?
CONTINUOUS IMPROVEMENT CYCLE STEP 4: TRANSFER
The last step in the cycle is to now transfer any impactful information we’ve learned in your cycle to other parts of your business. Review previously completed action items to see if you can find any patterns about your users and how to carry them through the rest of the business.
In growth driven web design, this 4 step cycle repeats itself over and over again each time with a better result and more learning about your visitors. The more cycles you can complete, the more impact your website has.
Want to learn more about growth driven design and find out if it’s right for your project?