Presentation from June HUG event

1. Methodology, Successes, and Struggles

2. I’m Geoff ( @dailydaigle )
Senior Software Engineer
New User Experience

3. What was your last website
redesign or major update like?

4. There are big chunks of work.

5. It’s mostly guessing.

6. Ended up with few or no
results from major updates.

7. It feels like running
around in circles.

8. Might have heavy ad spend or
a big sales team to supplement
poor website performance.

9. Your website is so important.

10. Impact
Time
2 Years
3 Month
Redesign
SITE
SITE
2 Years
3 Month
Redesign
SITE

11. It shouldn't take a year
to know if you’re building
the right thing.

12. What if…
…we changed the way we think
about redesigns?

13. What if…
…we break up work into small, high-
impact chunks?

14. What if…
…we put customers in control of their
experience?

15. This is GDD
Multiplies leads, customers, and focus metrics
because decisions are prioritized by
impact potential and then quickly validated.

16. The major points

17. Change your mindset about
what “update” means.

18. Start using tools that allow you to
collaborate, build, and learn.

19. Stick to the GDD hierarchy.

20. Other people have done this.

21. GDDID
(Growth Driven Design in Detail)

22. Getting into a growth mindset

23. “Perfect”

24. “Effective”

25. Effectiveness is measurable.
Perfection is not.

26. Focus on the user.

27. Think with unbound creativity.

28. Don’t get stuck at a local maximum.

29. GSD (Get Stuff Done)

30. Small batches of parallel work.
High priority means high impact.
Failures are okay when you move fast.

31. Always be learning

32. GDD is learning + progress
pointed in the same direction.

33. RECAP
Focus on the user
Think with unbound creativity
Get stuff done
Always be learning

34. Building a tool stack

35. Tools to build things fast

36. HubSpot, Wordpress,
or another CMS

37. Maybe your own stack *

38. Tools to gather data

39. Google Analytics
(classic!)

40. Mixpanel, KISS Metrics,
Amplitude, etc.!

41. Hotjar, Fullstory, etc.

42. SurveyMonkey
Snapengage
Intercom

43. usertesting.com

44. Get a drunk guy to do it
TheUserIsDrunk.com

45. Tools to share data and
collaborate

46. Google apps for work

47. Slack / Hipchat

48. Trello, Basecamp, etc.

49. Invision

50. The GDD Hierarchy

51. The order matters

52. CONTINUOUS IMPROVEMENT
LAUNCH PAD WEBSITE
STRATEGY

53. THE FOUNDATION
45 - 60 DAYS
LAUNCH PAD
WEBSITE
STRATEGY

54. STRATEGY
LAUNCH PAD WEBSITE
CONTINUOUS IMPROVEMENT

55. Set your focus metrics.
Strategy

56. Uncover fundamental
assumptions about users.
Strategy

57. Start a user journey map.
(Awareness, Consideration, Decision, Delight)
Strategy

58. Do some research.
(Qualitative, Quantitative, Observational)
Strategy

59. Brainstorm a wish list and
determine priority.
Strategy

60. A launch pad is your
starting point.
Launch Pad Website

61. You already brainstormed the
launch pad items, so build those things.
Launch Pad Website

62. Don’t get carried away.
Stick with only high-priority items for
your allocated time.
Launch Pad Website

63. The goal:
Get something in the
wild to start data collection
Launch Pad Website

64. It will look better and perform better
than your current website.
Launch Pad Website

65. Promoters
Assets
Personalization
Stickiness
Conversion Rate Optimization
Usability
Value
Audience
CONTINUOUS IMPROVEMENT
PLAN BUILD LEARN TRANSFER

66. PLAN BUILD LEARN TRANSFER

67. Present “State of the Union”.
Continuous Improvement: Plan

68. Host “The Summit”.
Continuous Improvement: Plan

69. Start documenting.
Continuous Improvement: Plan

70. For [Marketing Mary] visiting the [Home Page], we believe changing
[funnel tool graphic] into a [interactive & linked graphic] will
[increase home -> product page visitor flow by 5%]
HIGH IMPACT - ACTION ITEM 1
We believe this to be true because [research or previous experiment]
Hypothesis Statement

71. Move fast
(but don't cut corners).
Continuous Improvement: Build

72. Work in parallel.
Continuous Improvement: Build

73. Keep communication open.
Continuous Improvement: Build

74. Let experiments run.
Continuous Improvement: Learn

75. Ask “learning questions”.
Continuous Improvement: Learn

76. Document findings.
Continuous Improvement: Learn

77. Gather all results from all teams.
Continuous Improvement: Transfer

78. Create a “State of the Union”.
Continuous Improvement: Transfer

79. REPEAT

80. Aaaaand exhale…

81. HubSpot GDD Certification
GROWTHDRIVENDESIGN.COM

82. Great, so who’s done this?

83. Agency: 3P Creative
9x qualified leads
For Juribo Redesign
1200% increase in sales
pipeline

84. Agency: Falls Digital
Almost 400 new leads
20 days after launch
For Novik Redesign
Regular +3% visit-to-lead
conversion rates

85. Agency: Web Canopy Studio
Grew from 2 to 5 people in
less than one year
They win 75% of new projects
when pitching GDD
Small size made it easy to
start with new process

86. Agency: Aptera Software
“GDD involves a rethinking of
how our teams interact.”
Clients are loving the process
GDD is playing nicely with
existing agile style

87. HubSpot

88. HubSpot

89. HubSpot

90. Geoff Daigle
@dailydaigle
THANK YOU
GROWTH-DRIVEN DESIGN
Visit growthdrivendesign.com