The Growth-Driven Design concept is transforming the way designers create and developers build websites.
You’ve likely seen some examples or heard about this practice from a colleague, but let’s take a step back to talk about its history, which will likely bring clarity into exactly why it is so successful.
The principles of GDD mirror software development best practices: You begin a project by doing competitive research, determining the wish list and setting a process. You then get off the ground fairly quickly so you can start collecting user data. As you can see the results, pain points start to reveal themselves, or you’ll notice where you could improve. Then, you optimize, continue to build and grow.
So, instead of investing a large, upfront cost to update a website every three to five years, there’s flexibility with budget and the opportunity to continuously improve — which is pretty much a win-win.
There are hundreds (thousands, maybe) or websites having tremendous success with adopting GDD, and many of those website owners have HubSpot to thank. The marketing automation company was the first big brand to publicize this under the “Growth-Driven Design” moniker, and now, they have a dedicated website, an evangelist working to spread the word and a network of companies benefiting from it.
Many agencies tout the benefits of GDD, but there are also plenty of software companies available to help — many marketers are using Hotjar, FullStory or Optimizely to better conduct tests and make tweaks.
Even as this practice grows to mainstream business circles, the future is unclear — but Growth-Driven Design will certainly be tried, optimized and A/B tested over the next few years.