Growth Driven

Design

Applying Agile Software Development Methodologies to Website Design

Whereas traditional approaches to website design would involve a new ~3 month development cycle every couple of years that results in a new website, Salted Stone proposes an innovative new approach called Growth Driven Design (GDD).

GDD embraces agile methodologies and focuses on developing a data driven website that is constructed with adaptability and flexibility in mind.

One of the principal tenets behind this approach hinges on mitigating the risk associated with designing a non-data driven website that leverages popular trends and that leverages decisions that are, ultimately, based on unproven hypotheses. In many cases, decisions are made based on popular trends without any real visibility into what the impact of those decisions will be. It is not until post-launch that an analysis of results occurs, and at this stage it is oftentimes too late to bring a project back to the drawing board.

Growth-Driven Design is based on three central pillars:

Growth Driven Websites

The Growth-Driven design website approach shortens the time and the upfront cost required to launch your new site. This approach involves focusing on the 20% of the website that will make the most immediate impact and launching it quickly. This allows you to save time and resources. Instead of paying a large one-time fee for your website, you’ll make smaller payments over the course of the year as your website is gradually expanded and enhanced.

Once the initial website is launched, expansion will be prioritized in order to focus on those areas that will generate the most impact through boosting conversions, improving user experience, personalizing for buyer personas, and building marketing assets.

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“To do Growth-Driven Design right, you need an expert team to lead you through the journey, understand the behavior of your audience and know how and where to make impactful improvements. I've had the pleasure of working with the Salted Stone team on a number of projects where they truly showed their expertise in Growth-Driven Design and produced amazing results. If you want a peak performing website, I'd recommend chatting with them.”
Luke Summerfield
Program Manager, Hubspot Agency Growth Team

The Process of Getting It Right

Hypothesis statements play a key role in sprint formulation. The inventory of desired site inclusions are evaluated in light of basic hypothesis statements to determine the order by which the items will be deployed to the website.

The hypothesis statement identifies the persona and page being impacted as well as the control variable versus the new variable being introduced. Finally, it identifies the expected impact and the reasons fueling those expectations.

Sprints inclusions are then prioritized according to the expected impact versus the effort required to implement. For each desired site inclusion, the following should be established: 


  • Expected impact
  • Required effort
  • Impacted metrics (for measurement)
  • Definition of completion (to measure impact definitively)

Wishlist items are then evaluated for inclusion in monthly sprint cycles. These sprint cycles are user-centric and seek to continuously increase the effectiveness of the website from the perspective of the website user. Each sprint cycle contains Plan, Develop, Learn and Transfer phases.

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A PHASED APPROACH TO WEBSITE SUCCESS

1

Plan Phase

  • Performance of control sample vs. goals sought by variation
  • Additional data or research as needed
  • Brainstorm + update wishlist
  • Impact, effort, metrics, completion
  • Prioritize sprint cycle
2

Development Phase

  • Implement sprint activities
  • Collaborate on completing tasks
  • Setup validation tracking
  • Develop marketing campaign (where appropriate, to drive users to the changes that have been made)
3

Learning Phase

  • Run experiment
  • Review data
  • Validate or invalidate assumptions
  • Report on learnings
4

Transfer Phase

  • Transfer what was learned to Marketing and Sales
  • Create recommendations
  • Educate other teams

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