January 07, 2020 4 min read

Many businesses dread when the time comes to redesign their website. They know that a fresh and more productive look is overdue, but they are horrified of the long and costly process that lies ahead of them.

Growth-driven design (GDD) is the answer to the frustrations of such businesses. Simply put, GDD is the process through which websites are structured in a manner that optimizes traffic, focuses on the user experience, and results in the growth of the business.

If you don’t know yet what is Growth-Driven Design and how it works, you need to read our previous blog post about the fundamentals of GDD. (Click here! )


How Growth-Driven Design impacts the user experience?

The growth-driven design gives rise to a scalable and more adaptive website that is based on actual user engagement in order to provide opportunities for continuous improvement. There are several critical components that define the internet users of today. These characteristics represent the pain-points of these users and how growth-driven design can be used to implement more engaging user experiences.

  • Use short attention spans and attractive visuals:
  • With all the information that is out there today, the attention span of most internet users has been reduced to less than that of a gold fish. To put a number on it, most users have an attention span of less than 8 seconds before their minds wander to the next thing on the list. Therefore, the challenge for designers and web developers is to get their message across in the shortest time possible. 

    One of the best ways to do this is through creating attractive visuals. Hubspot has uncovered that a message along with a relevant image attracts 98% more views. Through growth-driven design, a business can begin to strategically tailor its message around strong visuals that align with the brand and the messaging technique. They can then use the user response and engagement to continuously improve this messaging design.

  • Be mobile-friendly:
  • More internet users are relying on mobile devices to browse the internet. In fact, slightly over 52% of people worldwide are using smartphones and tablets (over desktops) as their main devices for surfing the web. Growth-driven design, therefore, aims at optimizing websites for easy viewing on mobile devices.

  • Simplify the navigation:
  • Today’s internet users are impatient. They desire smooth customer experiences that have minimal interruptions. If a business’s website is choppy and has many layers of sub-pages that make the overall browsing experience slow and disruptive, users will tend to engage less with the website. The message will also be lost upon the users. Growth-driven design emphasizes a single page layouts, where parallax scrolling allows developers to fit more content onto a single page without disrupting the customer experience. With parallax scrolling, an illusion of depth is created on the page through a blend of background and foreground images. As the user browses across content, each segment that the person highlights is shown in the front, while background content is slightly blurred out. Different sections of material are highlighted as the user navigates the page. The end result is an immersive user experience where customers are exposed to more content and attractive visuals.


    How to conduct a UX research for optimization?

    The world's top web design and optimization teams understand that to build a peak performing website, you must have a deep understanding of your users. Knowing what to build to help users comes from viewing the world through their eyes, understanding the progress they are trying to make on an outcome, and what trouble they are having. The way to gain this knowledge is to conduct user experience (UX) research.

    Before you dive into implementing various research methods, it's important to first have an established research process to ensure you're investing your time answering the right questions, using the right methods. The high-level overview of the UX research process includes:

    • Start by creating user questions about the observed challenges they are running into.
    • Once you have your user questions, you can select the correct types of research to use to uncover the answers to those user questions.
    • Review your findings, understand patterns, and summarize your learnings and takeaways into a report.


    After you have established your UX research process, the next step will be to study each individual UX research method you can use to better understand your users:

    • Understand why website visitors are behaving a certain way with a qualitative research.
    • See which specific elements website visitors are interacting with using an observational research.
    • Understand what website visitors are doing with a quantitative research.

    To conclude, after the launch-pad goes live, the business can start collecting data about the user experience. They can also identify critical actions that they can take in order to improve this experience and grow the business. Websites that are able to obtain maximum-performance and immersive user experiences are not built overnight. They have to be constantly tweaked according to the insights that data provides. These websites are both responsive and adaptive to the user experience, allowing them to attain high levels of productivity. When seeking continuous-improvement, the secret lies in having key areas of focus where performance can be tracked and analyzed. Start with a focus metric that is important to improve the business. Ideas that highly impact the focus metric and lead to measurable results should be prioritized and implemented on a specified-timeline. In a nutshell, the basic-principle is to build, learn and adapt.

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