A smarter approach to web design and development that eliminates the headaches, challenges, and unreliable and inconsistent results we experience due the outdated and broken process of “traditional” web design.

1. WEBSITE REDESIGNS ARE
FRUSTRATING.
GARRETT GINGERICH, DIGITAL DIRECTOR
@garrettrg

2. 2
Sir Edmund Hillary
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

3. 3
Climb to the top of Mount Everest
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

4. 4
Build a team of experts
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

5. 5
Request budget for resources
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

6. 6
Carefully plan the 3-month journey
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

7. 7
March of 1953
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

8. 8
The worst storm of their lives
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

9. DOES EDMUND’S STORY
SOUND FAMILIAR TO YOU?

10. Website redesign

11. 11
Build a team of experts

12. An average website cost
$15,000 - $80,000

13. And takes an average of
3-5 MONTHS

14. Carefully plan the journey

15. Over-budget and launch date?

16. THE TRADITIONAL WEB
DESIGN PROCESS IS BROKEN

17. Traditional website design is
VERY RISKY

18. RISKS
TRADITIONAL
WEB DESIGN
Out of scope, Over budget, Late
UPFRONT
COSTS
RESOURCES
& TIME

19. HOW DO YOU KNOW THAT YOU
LAUNCHED THE BEST
PERFORMING WEBSITE POSSIBLE?

20. TRADITIONAL WEB DESIGN

21. Your website is your
#1 MARKETING ASSET
#1 SALES PERSON

22. TRADITIONAL WEB DESIGN

23. TRADITIONAL WEB DESIGN
PRODUCES POOR RESULTS

24. RESOURCES
& TIME
RISKS
UPFRONT
COSTS
TRADITIONAL
WEB DESIGN
POOR RESULTS
Out of scope, Over budget, Late
BASED ON
ASSUMPTIONS
STATIC FOR
2-3+ YEARS

25. What are we supposed to do?

26. THERE IS A BETTER WAY (!)

27. A smarter approach to web design/development
START SMALL.
LEARN FAST.
FOCUS ON WHAT
CREATES VALUE FOR THE USER.

28. DISCOVERY ALPHA BETA LIVE

29. An in-depth discovery phase
reveals the real pain points people
are experiencing. It helps
determine your users’ needs, what
to measure, and risks associated
with the project. It also helps align
a website with business objectives.
HELP THE USER.
HELP THE BUSINESS.
DISCOVERY GOAL
TIMING: 2 – 4 WEEKS

30. BUILD
LAUNCH PAD
WEBSITE
ALPHA GOAL
When developing a new website it’s
impossible to predict everything
upfront. By building a site with only
the core, value-driving elements
(that’s still better than your current
website) we avoid overanalyzing and
can focus on challenges, not features.
TIMING: 4 – 6 WEEKS

31. GROW FEATURES
& STABILITY
BETA GOAL
The objective of this phase is to
continue learning, grow the
features the website has, ensure
stability, and prepare a fully-
working website that has been
tested with real users to go Live.
TIMING: Defined by scope of project

32. CONTINUOUS
IMPROVEMENT
LIVE GOAL
Your website meets user needs. You
have a tested solution, and it’s
working. But the work doesn’t stop
there. Now is the time develop an
ongoing roadmap that provides focus
and clear expectations, measures
progress to goals, and most
importantly– keeps your website
running at peak performance.
TIMING: Ongoing

33. RESOURCES
& TIME
RISKS
UPFRONT
COSTS
BASED ON
ASSUMPTIONS
STATIC FOR
2-3+ YEARS
TRADITIONAL
WEB DESIGN
RESULTS
Out of scope, Over budget, Late
LAUNCH QUICK
& IMPROVE
ANY BUDGET,
SPREAD OVER
TIME
DATA BASED
DECISIONS
CONTINUOUS
IMPROVEMENT
THE SMARTER
APPROACH
Agile, On Time & On budget

34. BUT DOES IT WORK?

35. BEST WEBSITE(S)
At the Indiana Tourism Association Conference, March 2017

36. Drive an emotional connection to the area that not
only focuses on Santa Claus and Lincoln’s Boyhood
Home, but captures everything Spencer County has to
offer including fun events, overnight accommodations,
and dining experiences.
The Challenge

37. The Strategy
QUICK & EASY ACCESS.
BE VISITOR FOCUSED.
BE AUTHENTIC.
PLAN FOR THE FUTURE.

38. CONTENT
MARKETING

39. SOCIAL MEDIA
INTEGRATION

40. RESPONSIVE
DESIGN

41. ONE PLATFORM

42. BACK TO EDMUND

43. He was afraid for their lives
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

44. “I can adjust along the way.”
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

45. First team to successfully reach the top
SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

46. SOURCE: HUBSPOT & GROWTH DRIVEN DESIGN

47. THANK YOU
GARRETT GINGERICH, DIGITAL DIRECTOR
@garrettrg | pathfind.com