We have recently begun the journey into the new concept of Growth Driven Design. When we tell our clients, they frequently ask what the difference is between GDD and traditional websites. This excerpt explains what typically happens for a traditional project.
The latest buzz in the website development industry completely revolves around growth driven design.
But what is the difference between growth driven design and traditional website design?
What are the factors that make GDD something more appealing or attractive?
Perhaps GDD is just another fad word used as a gimmick for companies to take your money?
Let’s take a look.
THE NEW WEBSITE PROJECT
Let’s say you have recently been assigned the wonderful task of researching companies to work with on your newest endeavor in the office - the new company website.
This is the one your marketing committee meetings have revolved around for the past 6 months.
You know, that ‘all powerful’ website redevelopment that will be the saving grace of the corporation (which, I might add, has been scraping by on low profit margins for the last year and praying for a happy ending to the drought).
You dive deeper and deeper into all of the companies promising the world in SEO and content marketing, tying in social media, email, PPC, keywords, and all the other buzzwords that tend to float around the market today.
Pretty soon, you realize there is a pattern emerging: Every single company is promising the same exact service and the same exact outcome, through the same exact measure with the same exact tools - they are just wording it differently and pricing it differently.
At that point you realize you have an ace up the sleeve, because you know your decision is going to boil down to cost, how well you trust the company, cost, cost, and how low they will bring down the cost. Did I mention the cost?
So you put in your professional recommendation to the marketing committee that you should work with FastWebsiteCo Inc, who promised the moon in a professional proposal for about $1,500 lower than everyone else (the proposal, by the way, limited your understanding to only about half of what they mention, primarily because it was just filler fluff language design firms like to include in documents that make their efforts sound way cooler and more intense than what they really are).
You sign a contract. Meetings are held. Your firm feels good about the decision and the direction the company is moving.
Fast forward to five months later: Brand new website is launched! emails are sent out to past clients and prospects. Your LinkedIN profiles are updated. It’s an exciting day for the company.
However, within about two weeks after launch, a few bugs start to emerge. Admittedly, you are a little peeved because the design company has over time become slightly uncomfortable to work with, and now you have to bring up yet another snag in the workflow.
This time it’s after the launch period, which is going to really get on the nerves of your design firm who is happy to get your project off the books and ready to move on to the next company.
On top of that, the content you gave them four months ago when the project kicked off has changed slightly.
You have user access to change things around, but you aren’t 100% certain getting in and “toying” around is the safest bet at this point because you don’t want to be the one who broke the new website - which costs $150/hour to repair with a 4 hour minimum purchase.
Long story short - it’s not a pretty scenario. Your designer is upset, you are upset, and now your boss is upset. But what caused this? What could have prevented this?
The reason for these issues revolves around one thing…
poor planning - not on your part, but your design firm’s part.
You see, if more people looked at website design like software design, it would be very evident that website v1.0 is only a preliminary state of existence and should never exist longer than a few weeks or months, depending on the life cycle of the project and the content being delivered.
There is nothing awesome about v1.0 of anything. ever.
Do you remember the first generation of iPhone? It was literally the coolest thing since sliced bread… until people started actually using it.
Many software and hardware companies prepare a list of beta testing groups to dive in and rip apart everything there is to rip apart with v1.0 of a brand spankin’ new software because they know one thing is more certain than anything else.
v1.0 sucks tremendously compared to v2.0, v2.5, v3.3, and so on.
To find out how Growth Driven Design is different, read the whole article here