Growth Driven Design

An Introduction to the Growth Driven Design Launchpad

Ross Munro Williams Growth Driven Design, SEO, User Experience, Web Design 2 Comments

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When I think of Launch Pads I think of spaceships and landing on the moon. I think of the dream and the desire to reach a new goal and how much work went on behind the scenes to put us there. I think of the people who worked tirelessly against all odds to change what people thought was not possible into a reality.

Now your Launch Pad website might not take you to the moon and back, but it will definitely launch your business to a new frontier and take it to a higher level. Let’s take a look at what goes into a Growth Driven Design Launch Pad Website and how it can make the difference in your business.

The process follows three steps, Strategy, Wish List and Launch Pad.


If you ask any builder, they’ll tell you the most important part of any building is the foundation. And building a Launch Pad website is no different. To ensure that you start off on the right foot you need to build a strong foundation based on your overall marketing strategy.


A plan without a goal is futile. From the outset it’s important to understand what you are trying to achieve from your website. How has it been performing and how do you want that to change. You need to decide how you would like your website to impact on your marketing department’s goals and ensure they are aligned.

2. Personas

Every businessman will tell you that they know who their target market is. The truth is, many have a vague idea, but are completely unaware of the detail they need to go into to fully understand their potential customers. The smallest detail can make a huge difference in the strategy applied. The bottom line is, the more you know about your users the clearer and more targeted your message to them can be. This will vastly reduce your marketing spend and increase your ROI.

A persona is a fictional representation of your ideal customer. You can create different groups of personas based on common characteristics your audience shares. This could be a point of pain, industry, job title, etc.

BONUS: Find out your marketing and sales score

3. Quantitative Research – Website & Analytics Audit

Growth Driven Design is based on data. This is where that process begins. The data will tell you what is working and what is not. The data will also begin to tell you what you can immediately improve upon. You can test things like your website speed, responsiveness, SEO and domain authority. You can also begin to see which users are visiting your site. This data helps to form hypotheses about what to improve and the possible impact it will have on your website.

You may be interested in: Find out your website’s SEO Score

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Image: Pintrest

4. Qualitative Research – User Research

After proactively reaching out to your existing users to learn more about them, use the data to  gain a better understanding of who they are and find ways to improve. During your interactions with your existing users you will gain more insight to who they are and be able to validate and add to your assumptions already made.

5. Fundamental Assumptions

Using what you have learned from the previous steps of the process, you can now start forming some fundamental assumptions about your users. Your fundamental assumptions guide the Growth Driven Design process. They help to explain the behaviour and motivations of your users and drive the global and page strategy for your website.

6. Global & Page Strategy

The final step in the strategy phase is to design the global strategy for the website and the page – by – page strategy for each major page on the website. All the previous steps need to be taken into account in order to provide the best possible user experience. You want to give users the information they are looking for in the simplest way possible. You need to know what value propositions you can offer, what information they are looking for and how they are going to find it.


Your goals have been set and you have a good idea about your users and how you can give them what they need. It’s time to start planning how you can deliver to the user and align the website with the goals set out in the strategy phase.

A brainstorming session is required to get things going. You want to enter the brainstorming sessions with a “clean mind” and the idea that anything goes and nothing is off limits. It’s the one time you can propose the best ideas without considering money, time and skill.

After a few hours of brainstorming your team should have anywhere from 50 – 150+ ideas of what to do. The aim is to best align the performance of the website with the goals of the business. The action items on your Wish List won’t all be implemented at once but they will form the basis of the Launch Pad site and the ongoing GDD Cycle. Your Wish List will change and evolve over time as more user data is collected and certain items prioritized.

Launch Pad Website:

It’s time to get down and actually build the “Launch Pad” website. We call it a “Launch Pad” because unlike with traditional website design the site that is launched is not the finished product.

growth Driven designGrowth driven design is based on user data and if your site is not up collecting data, no improvements can be made to it. As the users interact with the Launch Pad site we can begin to see if our assumptions worked and how we can further improve on the website.

Launch Pad doesn’t mean incomplete. The aim of the Launch Pad is to improve your current website and give a good starting point on which to continuously improve.

The site begins at the Wish List where an 80/20 analysis is run on the 50 – 150+ items that were previously identified as impactful changes. The 80/20 analysis is simply finding the 20 percent of items that will produce 80 percent of the impact and value for your website’s users

Growth Driven Design


For each of these action items a hypothesis statement is drawn up so that the full impact of each item can be tracked, monitored and improved if necessary. The hypothesis statement allows us to gain clarity on how each action item relates back to the goals we’re trying to achieve, the persona we’re focusing on, and the expected impact. The only thing that remains is to actually build it and launch it.

Once the Launch Pad is up and running the Growth Driven Design Process goes into phase two: Continuous development. The companies who are adopting the Growth Driven Design methodology are finding huge success in the flexibility and results they are getting. Re-evaluate both the way you approach your existing website and how you approach future redesigns.

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About the Author

Ross Munro Williams

Ross is the co-founder of Inversion Marketing and clothing startup, Ross heads up the marketing division of both companies. In his spare time, Ross is also a keen rugby coach with 10 years of experience under his belt.

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