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  • Growth-Driven Design

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3 min read

Growth-Driven web Design

Growth-Driven Design is a Web Design methodology that is built based on the Marketing Fundamentals of the Company and totally user-oriented.


A website is the main marketing asset and as such must be prepared with a deep strategic analysis to establish a continuous improvement system. 


Until now, the usual thing was to create a website and then do some basic maintenance to make sure that the content was not obsolete. And after a few years to return to make a new website.With Growth-Driven Design the web is in continuous evolution, as we get feedback and web analytics from users and changes are faster. 


The statement "We have to renovate the web" is over. 


Below you can see a graph that perfectly shows this reality. In blue you can see the traditional pattern of creating a website and in orange you can see the line of progress and continuous improvement with the Growth-Driven Design methodology.


Diferencias Diseño web tradicional vs. Growth-Driven Design - Hayas Marketing


Principales ventajas DE growth-driven design

The main thing, at least for us, is that it is a system created for continuous growth and intuitive use. And designed with marketing premises, implementing the tools and resources of the Marketing Strategy. 


The second advantage is that before we start designing, there is a strategic analysis phase where we thoroughly analyze all the most important aspects about our clients, our audience and the objectives we pursue on each page and in each digital asset. 


A web project based on Growth-Driven Design encourages teamwork, collaboration between people and areas, sharing all data and insights.


Another great advantage is that GDD web design is usually in charge of Marketing or Communication. That is to say, everything is designed for the user, who in the case of a website, are the members of the marketing and communication areas, who will be in charge of its evolution and maintenance. It is still very common to find websites where there are many obstacles when it comes to making content changes and implementing new campaigns, due to dependencies of the technical areas. Something that causes delays in the new implementations with their corresponding costs or internal budgets.


It is very suitable for projects of international companies since it starts from a common strategy to later distribute different local plans according to the different markets we are targeting.


The ultimate goal is to turn your website into a social network, where you will be able to know how users interact with your brand and be able to respond in real time to their demands, optimizing all your digital resources.

OrigINS OF Growth-Driven Design

This method was created in 2010 by Luke Summerfield who working for many years in a web design agency realized that the projects of different websites became endless, budgets grew along the way and once they were finished they forgot about it. 

It was at this point that he decided to create his own methodology to create more dynamic websites. His inspiration came from the software world where he learned that the best way to build high performance software is not to release one version and forget about it until another one comes along. 

Growh-Driven Design METHODOLOGY

A web design with Growth-Driven Design methodology is approached in three steps:

1. Strategy

En esta fase de análisis estratégico profundizamos en:

  • Business and web page objectives.
  • User Experience (UX).
  • Job-to-be-Done" analysis to know the real motivations of users.
  • Fundamental assumptions where the foundations of the Strategy are laid.
  • Buyer Persona
  • Customer Journey
  • Global Strategy
  • Wish List where all the sections and particularities that we will take into account for the web design are exposed.

2. Launching pad

In this phase we start building the base and the main pages and elements of our website. We will start with a website that will be our starting point but as we collect data and insights from users we will refine it.

We will take into account the following:

  • Start building the website with pre-built elements: templates, themes, image bank and other design assets.
  • Use the 80/20 system. Take 20% of the wish list actions that bring you 80% of your website.
  • Collect and launch the most impactful pages and sections. Reinforce them with second phases as you gather information and as new needs arise.
  • Review and audit according to the website's objectives. Add new pages and categorize new pages and sections as High/Medium/Low as they impact web objectives.

3. Continuous improvement

According to the Growth-Driven Design methodology, it is advisable to gather the team that has created the website at least once before the beginning of each quarter, with the following agenda:

  • Update the team on the strategy and objectives.
  • Conduct a retrospective of actions taken, progress, and impact on focus metrics.
  • Discuss ideas and presentations for the next quarter.
  • Review the current website theme performance roadmap: continue the existing theme or choose a new theme.

To implement this continuous improvement system, Luke Summerfield incorporated two must-have project management tools for businesses today:

  • Lean thinking: a mindset of eliminating waste, reducing risk and maximizing efficiency, with the goal of maximizing customer value.
  • Agile process: iterative and collaborative process used to deconstruct complex projects with high uncertainty into bite-sized chunks.


The Growth-Driven Design methodology is the basis of HubSpot's CMS. In this CMS everything is designed to follow all the steps that this method recommends to create a successful website that grows continuously, along with your Strategy. 

Want to learn more about how to implement or migrate your website with Growth-Driven Design methodology? Contact us!

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