Professional Documents
Culture Documents
WHY IS TRADITIONAL
WEB DESIGN BROKEN?
FIRST STEP
SUMMIT
DEATH ZONE
CAMP 3
CAMP 2
ADVANCED
BASE CAMP
March of 1953.
MOUNTAINEERING
TEARA.GOVT.NZ
Does Edmunds
story sound familiar
to you?
Website redesign.
UNSPLASH USER CREW
$15,000-80,000
3 - 5 Months.
RISKS
TRADITIONAL
WEB DESIGN
Upfront
Costs
Resources
& Time
After we launch
Impact
SITE
SITE
SITE
2 Years
3 Month
Redesign
Time
2 Years
3 Month
Redesign
#1 Marketing Asset
#1 Sales Person
SITE
2 Years
3 Month
Redesign
RISKS
TRADITIONAL
WEB DESIGN
Upfront
Costs
Resources
& Time
POOR RESULTS
Based on
Assumptions
Static for
2 Years
AGENCY CHALLENGES
TRADITIONAL
WEB DESIGN
Hard to grow
with projects
Out of scope,
launching late
No system
[ongoing]
STRATEGY
STRATEGY
EXAMPLE: WISHLIST
SITE ELEMENTS
SECTIONS/PAGES
FEATURES
OTHER
Mobile click-to-call 3
CRM integration 9
Self-Hosted platform 7
Support forum 8
Quoting Calculator 9
Password Sync 4
About us page 4
Personalized Home 8
I.E. 8 Compatible 3
Careers page 10
Consultation 9
Sales Chat 7
Blog 8
Competitor Comparisons
Re-Order Reminders 8
Impact #
EXAMPLE: WISHLIST
SITE ELEMENTS
SECTIONS/PAGES
FEATURES
OTHER
Mobile click-to-call 3
CRM integration 9
Self-Hosted platform 7
Support forum 8
Quoting Calculator 9
Password Sync 4
About us page 4
Personalized Home 8
I.E. 8 Compatible 3
Careers page 10
Consultation 9
Sales Chat 7
Blog 8
Competitor Comparisons
Re-Order Reminders 8
Impact #
Personalization
based on region 7
Glassdoor
Reviews 5
Culture Video 8
Companys
History & Future 5
Interactive
timeline 6
Impact #
Old-School
Photos 2
Careers page 10
Job Postings - 10
DISTRACTING!
INDUSTRY BEST
PRACTICE IS A VIDEO
VIDEO
SIMPLE
WISHLIST
idea
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80/20
idea
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STRATEGY
PHASE 1: FOUNDATION
45 DAYS
LAUNCH PAD
WEBSITE
STRATEGY
CONTINUOUS IMPROVEMENT
CONTINUOUS IMPROVEMENT
WEBSITE HIERARCHY
A roadmap to follow for building a
peak performing site.
Provide focus
Clear expectations
Measure progress to goals
CONTINUOUS IMPROVEMENT
Audience
Value
Usability
Conversion Rate Optimization
WEBSITE HIERARCHY
A roadmap to follow for building a
peak performing site.
Provide focus
Clear expectations
Measure progress to goals
CONTINUOUS IMPROVEMENT
Audience
Value
Usability
Conversion Rate Optimization
WEBSITE HIERARCHY
A roadmap to follow for building a
peak performing site.
Provide focus
Clear expectations
Measure progress to goals
CONTINUOUS IMPROVEMENT
Audience
Value
Usability
Conversion Rate Optimization
Stickiness
Personalization
Assets
Promoters
WEBSITE HIERARCHY
A roadmap to follow for building a
peak performing site.
Provide focus
Clear expectations
Measure progress to goals
CONTINUOUS IMPROVEMENT
Audience
Value
Usability
WEBSITE HIERARCHY
GOAL
Solves a users point of pain
FOCUS METRIC
NPS - On a scale 1 - 10, how useful
was this _______ ?
LEADING INDICATORS
Bounce rate, video play, etc.
CONTINUOUS IMPROVEMENT
PLAN
Audience
Value
PLAN
1. Determine which step youre
currently at (based on analytics)
Usability
Usability
PLAN
ACTION ITEM 1
Question
ACTION ITEM 2
ACTION ITEM 3
USABILITY
Research
ACTION ITEM 4
ACTION ITEM 5
TASK COMPLETION
Brainstorm
HIGH IMPACT
ACTION ITEM 1
ACTION ITEM 2
MEDIUM IMPACT
ACTION ITEM 3
ACTION ITEM 4
LOW IMPACT
ACTION ITEM 5
Effort Required
Experiment Design
CONTINUOUS IMPROVEMENT
PLAN
BUILD
HIGH IMPACT
ACTION ITEMS
Audience
Value
Usability
BUILD
Everyone on the team will pitch in
and work together to:
Personalization
Assets
Promoters
CONTINUOUS IMPROVEMENT
PLAN
BUILD
LEARN
Audience
Value
Usability
LEARN
After running our experiments,
your team will take a step back:
Review results
What did we learn?
Publish findings
CONTINUOUS IMPROVEMENT
PLAN
BUILD
LEARN
TRANSFER
Audience
Value
TRANSFER
Collaborate between functions to:
Usability
Create recommendations
Share user learnings
Ask questions
CONTINUOUS IMPROVEMENT
PLAN
BUILD
LEARN
TRANSFER
Audience
Value
Usability
Repeat cycle
Continue to build action items
Hit focus metric threshold
Move to next step in the hierarchy
STRATEGY
STRATEGY
LAUNCH PAD WEBSITE
STRATEGY
LAUNCH PAD WEBSITE
CONTINUOUS IMPROVEMENT
STRATEGY
LAUNCH PAD WEBSITE
CONTINUOUS IMPROVEMENT
Audience
Value
Usability
Conversion Rate Optimization
Stickiness
Personalization
Assets
Promoters
STRATEGY
LAUNCH PAD WEBSITE
CONTINUOUS IMPROVEMENT
PLAN
BUILD
LEARN
Audience
Value
Usability
Conversion Rate Optimization
Stickiness
Personalization
Assets
Promoters
TRANSFER
Impact
SITE
SITE
SITE
2 Years
3 Month
Redesign
Time
2 Years
3 Month
Redesign
Impact
SITE
SITE
SITE
2 Years
3 Month
Redesign
Time
2 Years
3 Month
Redesign
Impact
SITE
SITE
SITE
2 Years
3 Month
Redesign
Time
2 Years
3 Month
Redesign
G
N
I
T
&
L
A
S
SITE
E
K
R
A
Impact
SITE
SITE
2 Years
3 Month
Redesign
Time
2 Years
3 Month
Redesign
RISKS
TRADITIONAL
WEB DESIGN
Upfront
Costs
Resources
& Time
RESULTS
Based on
Assumptions
Static for
2 Years
GROWTH-
DRIVEN DESIGN
Spread
Over Time
Launch Quick
& Improve
Data Based
Decisions
Continuous
Improvement
AGENCY CHALLENGES
TRADITIONAL
WEB DESIGN
GROWTH-
DRIVEN DESIGN
Hard to grow
with projects
Out of scope,
launching late
No system
[ongoing]
Stable revenue
to grow
Agile,
no scope creep
Packaged
process
Differentiator
- and -
CONTRACT 1
CONTRACT 2 & 3
CONTRACT 4
Traditional Web
Design
$84,750 Project
$8,000 Project
$18,000 Project
Growth-Driven
Design
$71,500 Foundation
+
$5,000 / mo (12)
$5,000 Foundation
+
$2,000 / mo (12)
$10,000 Foundation
+
$2,000 / mo (6)
+55%
+350%
+22%
Revenue Increase
Back to Edmund
FIRST STEP
SUMMIT
CAMP 3
DEATH ZONE
CAMP 2
ADVANCED
BASE CAMP
THANK YOU.