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Gdd geoff daigle-june2016

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Presentation from June HUG event

Published in: Marketing
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Gdd geoff daigle-june2016

  1. 1. Methodology, Successes, and Struggles
  2. 2. I’m Geoff ( @dailydaigle ) Senior Software Engineer New User Experience
  3. 3. What was your last website redesign or major update like?
  4. 4. There are big chunks of work.
  5. 5. It’s mostly guessing.
  6. 6. Ended up with few or no results from major updates.
  7. 7. It feels like running around in circles.
  8. 8. Might have heavy ad spend or a big sales team to supplement poor website performance.
  9. 9. Your website is so important.
  10. 10. Impact Time 2 Years 3 Month Redesign SITE SITE 2 Years 3 Month Redesign SITE
  11. 11. It shouldn't take a year to know if you’re building the right thing.
  12. 12. What if… …we changed the way we think about redesigns?
  13. 13. What if… …we break up work into small, high- impact chunks?
  14. 14. What if… …we put customers in control of their experience?
  15. 15. This is GDD Multiplies leads, customers, and focus metrics because decisions are prioritized by impact potential and then quickly validated.
  16. 16. The major points
  17. 17. Change your mindset about what “update” means.
  18. 18. Start using tools that allow you to collaborate, build, and learn.
  19. 19. Stick to the GDD hierarchy.
  20. 20. Other people have done this.
  21. 21. GDDID (Growth Driven Design in Detail)
  22. 22. Getting into a growth mindset
  23. 23. “Perfect”
  24. 24. “Effective”
  25. 25. Effectiveness is measurable. Perfection is not.
  26. 26. Focus on the user.
  27. 27. Think with unbound creativity.
  28. 28. Don’t get stuck at a local maximum.
  29. 29. GSD (Get Stuff Done)
  30. 30. Small batches of parallel work. High priority means high impact. Failures are okay when you move fast.
  31. 31. Always be learning
  32. 32. GDD is learning + progress pointed in the same direction.
  33. 33. RECAP Focus on the user  Think with unbound creativity Get stuff done Always be learning
  34. 34. Building a tool stack
  35. 35. Tools to build things fast
  36. 36. HubSpot, Wordpress, or another CMS
  37. 37. Maybe your own stack *
  38. 38. Tools to gather data
  39. 39. Google Analytics (classic!)
  40. 40. Mixpanel, KISS Metrics, Amplitude, etc.!
  41. 41. Hotjar, Fullstory, etc.
  42. 42. SurveyMonkey Snapengage Intercom
  43. 43. usertesting.com
  44. 44. Get a drunk guy to do it TheUserIsDrunk.com
  45. 45. Tools to share data and collaborate
  46. 46. Google apps for work
  47. 47. Slack / Hipchat
  48. 48. Trello, Basecamp, etc.
  49. 49. Invision
  50. 50. The GDD Hierarchy
  51. 51. The order matters
  52. 52. CONTINUOUS IMPROVEMENT LAUNCH PAD WEBSITE STRATEGY
  53. 53. THE FOUNDATION 45 - 60 DAYS LAUNCH PAD WEBSITE STRATEGY
  54. 54. STRATEGY LAUNCH PAD WEBSITE CONTINUOUS IMPROVEMENT
  55. 55. Set your focus metrics. Strategy
  56. 56. Uncover fundamental assumptions about users. Strategy
  57. 57. Start a user journey map. (Awareness, Consideration, Decision, Delight) Strategy
  58. 58. Do some research. (Qualitative, Quantitative, Observational) Strategy
  59. 59. Brainstorm a wish list and determine priority. Strategy
  60. 60. A launch pad is your starting point. Launch Pad Website
  61. 61. You already brainstormed the launch pad items, so build those things. Launch Pad Website
  62. 62. Don’t get carried away. Stick with only high-priority items for your allocated time. Launch Pad Website
  63. 63. The goal: Get something in the wild to start data collection Launch Pad Website
  64. 64. It will look better and perform better than your current website. Launch Pad Website
  65. 65. Promoters Assets Personalization Stickiness Conversion Rate Optimization Usability Value Audience CONTINUOUS IMPROVEMENT PLAN BUILD LEARN TRANSFER
  66. 66. PLAN BUILD LEARN TRANSFER
  67. 67. Present “State of the Union”. Continuous Improvement: Plan
  68. 68. Host “The Summit”. Continuous Improvement: Plan
  69. 69. Start documenting. Continuous Improvement: Plan
  70. 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. 71. Move fast (but don't cut corners). Continuous Improvement: Build
  72. 72. Work in parallel. Continuous Improvement: Build
  73. 73. Keep communication open. Continuous Improvement: Build
  74. 74. Let experiments run. Continuous Improvement: Learn
  75. 75. Ask “learning questions”. Continuous Improvement: Learn
  76. 76. Document findings. Continuous Improvement: Learn
  77. 77. Gather all results from all teams. Continuous Improvement: Transfer
  78. 78. Create a “State of the Union”. Continuous Improvement: Transfer
  79. 79. REPEAT
  80. 80. Aaaaand exhale…
  81. 81. HubSpot GDD Certification GROWTHDRIVENDESIGN.COM
  82. 82. Great, so who’s done this?
  83. 83. Agency: 3P Creative 9x qualified leads For Juribo Redesign 1200% increase in sales pipeline
  84. 84. Agency: Falls Digital Almost 400 new leads 20 days after launch For Novik Redesign Regular +3% visit-to-lead conversion rates
  85. 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. 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. 87. HubSpot
  88. 88. HubSpot
  89. 89. HubSpot
  90. 90. Geoff Daigle @dailydaigle THANK YOU GROWTH-DRIVEN DESIGN Visit growthdrivendesign.com

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