A Primer on Growth Design

On how to practice and lead Growth design. I presented this talk as part of a 4-night Growth Design Series by CascadeSF. Lex Roman and I collaborated on covering the breadth and depth of this relatively new area at the intersection of business and design, Growth. We addressed individual contributor product designers as well as design leaders.
Video recording of talk --
https://www.youtube.com/watch?v=lkfA66TT3PQ (8:31 mins)
https://www.youtube.com/watch?v=qHmn6kXKAeM (36mins)

Slide content: 4-18 brief history, 19-81 Lex Roman, 82-137 Chetana Deorah followed by appendix.

Transcript

4. Ten years in the making…
5. Sean Ellis
12. From Growth Hackers...
13. To Growth Teams...
14. To Growth Companies
17. Growth Design! Growth Design! Growth Design! Growth Design! Growth Design! Growth Design!
19. The Growth Design Series @calexity Practicing Growth design
20. lexroman.com/resources
22. I’m Lex Roman find me at @calexity
24. how i got here
30. why become a growth designer @calexity Tonight how to practice growth design
31. why become a growth designer @calexity how to practice growth design Tonight
32. What is the business value of design?
33. Source: Hired “State of Salaries” Report, 2018
35. “product design that didn’t meet customers’ needs” From “Why Startups Fail” by Denise Lee Yohn
36. with just engineering and product” From “Three Mistakes Integration Growth and Design Teams and How to Address Them” by Casey Winters “Usually, growth teams scale
37. Own your design decisions Own your value
38. a new of designer breed
39. @calexity Product Designer Growth Designer works across product focused on highest impact identifies pain points identifies missed opportunities Understands goals Able to track the goals ships complete features ships to learn YES pls
40. why become a growth designer @calexity how to practice growth design Tonight
41. Quantitative Research Customer Development Competitive Research Investigate Goal Setting Focus Prioritization Measure Instrumentation Behavioral Analytics Practicing Growth design Ship Validation Methods Follow Through
42. Quantitative Research Customer Development Competitive Research Investigate Goal Setting Focus Prioritization Measure Instrumentation Behavioral Analytics Practicing Growth design Ship Validation Methods Follow Through
43. goal setting Focus
44. goal not goals
46. Prioritization Focus
47. blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah
48. not features…impact
50. Quantitative Research Customer Development Competitive Research Investigate Goal Setting Focus Prioritization Measure Instrumentation Behavioral Analytics Practicing Growth design Ship Validation Methods Follow Through
51. quantitative research Investigatﯥ
54. customer Development Investigatﯥ
57. competitive research Investigatﯥ
58. Source: Jaime levy
59. Source: Jaime levy
60. Quantitative Research Customer Development Competitive Research Investigate Goal Setting Focus Prioritization Measure Instrumentation Behavioral Analytics Practicing Growth design Ship Validation Methods Follow Through
61. Validation methods Ship
62. Feature Fake Feedback Follow-up Usability Test Landing Page Test Value Survey Rollout Problem Interviews Price Test AB Test Blind Product Test
64. follow through Ship
67. Quantitative Research Customer Development Competitive Research Investigate Goal Setting Focus Prioritization Measure Instrumentation Behavioral Analytics Practicing Growth design Ship Validation Methods Follow Through
68. instrumentation Measurﯥ
69. viewed homepage started registration completed registration Viewed product category added product
71. behavioral analytics Measurﯥ
72. but what does it mean
75. Quantitative Research Customer Development Competitive Research Investigate Goal Setting Focus Prioritization Measure Instrumentation Behavioral Analytics Practicing Growth design Ship Validation Methods Follow Through
76. Own your decisions
 Own your value
77. But remember... growth is a team sport
78. growthdesigners.co
79. community
80. lexroman.com/resources
81. thank you
83. LEADING GROWTH DESIGN
85. LEADING GROWTH DESIGN 900k to 160 million customers across 190 countries.
89. PRODUCT | LEADING GROWTH DESIGN
91. PRODUCT
92. PRODUCT
93. Key milestones/ metrics for start-up growth
94. How do customers find you? How quickly can you get your customers to the A-ha moment? How many customers are you retaining? Why are you losing others? How can you increase revenue? How can you turn your customers into your advocates? Key milestones/ metrics for start-up growth
95. Where and when is it relevant in the customer experience journey? LEADING GROWTH DESIGN PRODUCT
96. Retention model > Monetization > Design strategies and tactics for Growth
97. Platforms, scope & extent
107. Who all play a role in solving for Growth? LEADING GROWTH DESIGN PEOPLE
108. Marketing Content Strategist Brand Localization Prototypers Biz Development Customer Support Payments Infrastructure Member experience
109. Audience Growth Sign Up Payments & Partnerships New Member Experiences
110. Audience Growth Sign Up Payments & Partnerships New Member Experiences Messaging Acquisition Marketing Social Media SEO
112. Marketing Content Strategist Brand Localization vision Prototypers Member experience Payments Infrastructure Biz Development Customer Support
114. How do I spot product designers for Growth? PEOPLE LEADING GROWTH DESIGN
115. aptitude knowledge craft
116. aptitude
117. knowledge
118. craft
126. OUR OBJECTIVE (2018-19) Design locally and personally relevant experiences that give people the “reasons to believe” as we reach new and former customers to help grow our global entertainment business.
128. What value can design leadership bring to a Growth team? PRACTICE LEADING GROWTH DESIGN
129. • • • Design leadership for Growth
130. Design leadership for Growth • • •
131. • • •
132. Good enough? Setting the benchmark
133. Good design is responsible
139. articles
140. books
141. podcasts
142. jobs
143. aptitude • • • • Spotting product designers for Growth
144. knowledge • • • Spotting product designers for Growth
145. craft • • • Spotting product designers for Growth
146. Design leadership for Growth