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A Primer on Growth Design

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.

645ea43c28ae373fd90ba81eb8a1b9de?s=128

Chetana Deorah

July 29, 2019
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Transcript

  1. None
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  4. Ten years in the making…

  5. Sean Ellis

  6. 2010

  7. 2008

  8. 2009

  9. 2010

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  12. From Growth Hackers...

  13. To Growth Teams...

  14. To Growth Companies

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  17. Growth Design! Growth Design! Growth Design! Growth Design! Growth Design!

    Growth Design!
  18. None
  19. The Growth Design Series @calexity Practicing Growth design

  20. lexroman.com/resources

  21. None
  22. I’m Lex Roman find me at @calexity

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  24. how i got here

  25. 2012

  26. 2012

  27. 2014

  28. 2014

  29. 2018

  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

  34. None
  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

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  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

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  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

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  54. customer Development Investigatﯥ

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  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
  63. None
  64. follow through Ship

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  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
  70. None
  71. behavioral analytics Measurﯥ

  72. but what does it mean

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  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

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  83. LEADING GROWTH DESIGN

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  85. LEADING GROWTH DESIGN 900k to 160 million customers across 190

    countries.
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  89. PRODUCT | LEADING GROWTH DESIGN

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  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

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  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
  111. None
  112. Marketing Content Strategist Brand Localization vision Prototypers Member experience Payments

    Infrastructure Biz Development Customer Support
  113. None
  114. How do I spot product designers for Growth? PEOPLE LEADING

    GROWTH DESIGN
  115. aptitude knowledge craft

  116. aptitude

  117. knowledge

  118. craft

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  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.
  127. None
  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

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  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

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