Growth Driven Design

At Walk West, we’re believers in user behavior. While we can make educated guesses at how an audience will behave, our methodology doesn’t rely on guesses for success. At the core of our Growth Driven Design approach, we start simple, collect data and valuable behavior information, and refine and build on top of a foundation that we know has already proven itself to be true.

A New Approach

At its core, the traditional web design process is broken. Historically, these projects have been static, with fixed launch dates that are rarely met, and have moving-target scopes and escalating budgets. The plan has been to achieve the perfect site now, and hope that it will continue to perform until it is time to redesign again a few years down the road.

A typical website project has also always been designer-centric, focusing more on the past experience of the individual and their educated guesses on what will function best, instead of focusing on the needs of the user and the user experience. If you have ever been through this process, you know it can be frustrating and confounding.

 

A Better Way

We knew there had to be a better way, and we found one. The approach we use is known as Growth Driven Design (GDD) and it is fundamentally different in three key ways:

  1. Like everything we do, we begin by defining an in-depth strategy. No guessing, no assumptions, but a deep dive to fully understand the organization, market, competition, opportunities, and more. We identify exactly who the target users are, their specific and individualized buyer personas, and the distinct way in which their journey will take them, without friction, through the site to the information they need and want. This critical and thoughtful first step lays the foundation for a new site that will provide a better user experience, increase conversations, and better connect the audience to the brand.\
  2. We make a paradigm shift from a designer-focus to a user-focus. Beginning by infusing the data and findings from the strategy phase, the wants and needs of key site users are integrated with internal business goals to design a site that will drive real engagement and most importantly, results.
  3.  No site is ever perfect, and where it stands at launch is only a single point in time, not its optimal state. While the Growth-Driven Design process will produce a site that is better than the current site, that is only the beginning. Getting the site into the hands of actual users and real traffic is key as we can then use real-world metrics, research, and behavioral data to continue to iterate and improve. It is this real data set that will drive the next site optimization, and leave you with an optimal digital presence that will continue to deliver results over a longer lifespan than a typically design-centric site.

Growth-Driven Design is a radically different approach that not only produces a better website, but delivers a vastly improved experience for both the user and the internal team.

Refinements

Once the initial website is launched, we begin by analyzing what is working well, making adjustments to areas that need to be optimized, and developing an ongoing structure and functionality roadmap. This exercise will continue, with the roadmap serving as an evergreen document that periodically gets adjusted, based on actual, observed traffic data and site analytics. This entire process revolves around the needs and activity of your specific buyer personas and their individualized journeys. At each stage in the process, we will evaluate how well these refinements provide value to the buyer personas visiting your website, how they have impacted incoming lead opportunities, and how they have helped foster an emotional connection to the brand.

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