Agile Methodology

from
Growth Driven Development (GDD)
Approach
 What Kind of Website Are We
Building?
Bold the Preferred Approach

Customer- vs
Please Foundation for vs
Launch It &
Centric Stakeholders Growth Leave It

Content-First vs
Design & Revise Launch in <100 vs
Four to Six
Days Months :(

Launch & Learn vs

Perfect Pre- Buyer-Journey vs
Department
Fast Launch Focus Wishlists

Data-Driven vs
Opinion-Based Focus on 3-5 vs
Everything at
Decisions Key Pgs Once

Design with UX vs
Design by Waterfall vs
Unlimited
Data Committee Process Revisions
 Growth-Driven Design
Phase 1 : Strategy
Jobs To Be Done

User Job to Be Done:

As a - (audience or
persona)
As a Sales Manager,
 
When I am - (situation)
When I sign up a new customer,  
I want to - (motivation)
I want to be notified,  

So I can - (outcome)
so I can start a conversation with
them.
 
DEPENDENCIES
Functional:  
Financial:  
Personal identity:  
Social appearance:  
 CORE LIKELY GAPS IN THE MARKET UNIQUE VALUE TARGET
PROBLEMS SEARCHES MARKET
PROPOSITION
KEY If a customer searched for a What do existing What types of companies
PROBLEMS solution to this problem, alternatives fail to offer? (or individuals) have the
Your UVP can be
what would they likely type structured any way you core problems you solve?
Document the problems
into Google? like. If not sure, we like
that would cause a What does our brand
customer to want to hire the “Understand >
stand against?
you. Vulnerable > Promise” Where does this market
- If you’re brand doesn’t
approach. hang out? How would you
stand against a flawed way
find them if you had to?
What would they tell of doing things, a great
you they want help injustice, or some other
I understand you
with? motivating message that
We may not… (vulnerable) ,
people can rally behind,
But we (promise) .
Use their content will fall flat.
words.

WHY HAVEN’T THEY

SOLVED THIS
FIRST VALUE IDEAL
PROBLEM? EXISTING ALTERNATIVES VALUE EXPERIENCE CUSTOMER
STATEMENTS
What has kept them from What of significant value to What attributes make
solving this problem to the customer can you a customer a perfect
date? COMPETITORS: WHAT WE DO: deliver well advance of the fit? A specific need?
List direct competitors [PRODUCT NAME] sale? Size, industry or
in order of market ENABLES [CUSTOMER] TO It should be valuable background? Piece of
share. EXPERIENCE [DESCRIBE enough to make software?
THEIR IDEAL “AFTER”] competitors seem like a Desire or goal?
TRIGGER second tier solution.
EVENTS MAKESHIFT SOLUTIONS:
How are customers
solving this problem with
What happened in the life bandaids and duct tape? UNFAIR ADVANTAGE:
of your target customer How does your company
THE ONE RISKY ASSUMPTIONS
that caused them to want outperform all
to solve their problem competitors? THING
NOW? OTHER CATEGORIES:
What is the One Thing Document the assumptions
Can other solutions (such
NOT AN ADVANTAGE: that if a customer believes, that need validated in order
as more labor hours, or
They have likely been - Customer they’ll feel they have to to minimize the risk of
other paths) solve this
dealing with this for some Service/Support buy from you, and to do so failure.
problem?
time, so asking ‘why now’ - Value @ Price Point with enthusiasm?
is critical. - On Staff Experts
Growth-Driven
Design Journey Mapping
Phase 1 : Strategy
PERSONA CORE PROBLEMS UNIQUE VALUE PRE-SALE WEBSITE PRE-SALE WEBSITE
PROPOSITION KEY INFORMATION NEEDS KEY INFORMATION NEEDS

TRIGGERS TO VISIT TRIGGERS TO VISIT

SOLUTIONS EXISTING
ALTERNATIVES

FIRST VALUE EXPERIENCE FIRST VALUE EXPERIENCE

METRICS FOR DRIVE RE-VISIT DRIVE RE-VISIT

SUCCESS

HIGH RISK - QUESTIONS TO ANSWER LOW RISK - QUESTIONS TO ANSWER

Growth-Driven Design
Phase 1 : Strategy
Journey Mapping
PERSONA / PRODUCT Research, NPS, Stats    

AWARENESS CONSIDERATION DECISION DELIGHT

STEPS
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

           
POSITIVE

           
NEGATIVE

  OPPORTUNITIES/ IDEAS/ RECOMMENDATIONS

 Jobs to Be Done: EXAMPLE
“My website sucks.”

Situation Motivation Outcome Emotional Job Social

Job

When… I want to… So I can… Making me feel... Others see I’m…

Website Sucks Redesign Site Look Better Proud of Driving the

& Convert my brand company
More Leads and forward
confident

What is the situation What does the Why do they want this? What will the emotional How will the customer
which triggers a need (a customer want to do? What’s the desired state of the customer look to others when they
job) to be done? outcome (functional job)? when this job is solve the situation?
complete?
 Harriet the HubSpot Customer “I need more results from our dated, ugly
Head of Marketing, VP Marketing, CMO, etc.
Harriet is In charge of website, ads & marketing.
website.” “Can you help us redesign our

Split
F/M
30-45 $75k-200k website on HubSpot?”

PERSONA INSIGHTS ACTION DRIVERS GOALS DECISION PROCESS BARRIERS

EXTERNAL STRUGGLES PRIORITY INITIATIVES BUSINESS OUTCOMES: HOW I THINK THROUGH THIS: WHY WOULD I NOT BUY?
Stagnant Sales / Growth #1 - Improve Website Results Common to want to 2X their How much will this More interested in “launch it
Website NOT Performing Well #2 - Deliver Lead Pipeline to Sales current revenue and want the cost? When will it be and leave it” than continuous
Has Marketing Tools, but still #3 - Install a manageable website to contribute 50% of done? improvement.
lacking marketing system. marketing system growth goal. How do I know it will work?
What are the exact
deliverables? How do I run this
STEPS TO SUCCESS: after launch? Not interested in focus on content
INTERNAL STRUGGLES WHY MIGHT THIS BE FUNDED? Need to find a smart partner. & buyer journey, drawn to
Not sure how to - Ready to invest in growth. Need to understand costs/timeline. aesthetics only.
Need to buy into the process & HAS TO HAPPEN BEFORE I BUY:
improve. Budget limits Normally driven by desire to I have to be bought into
options. improve #’s or increase sales staff. deliverables.
HubSpot. I have to have the
Inadequate team to run a true right entry cost. PERCEPTION PROBLEMS:
marketing system & drive I have to believe it’s the right Last website was very cheap
growth. team. or migrated for free. Feels
TRIGGERS: INCREASE IN STATUS: pricey.
3 LinkedIn Profiles: The sunk cost of HubSpot software From Dated website to Bling MOTIVATION TO BUY
1)John @ (education motivates Harriet to stay on the website Credited for delivering NOW:
platform (that she knows works), leads to sales Seen as taking SALE STOPPING OBJECTIONS:
co) Need it yesterday. Don’t like timeframe.
2)David @ (financial co) just needs to get her brand’s action and driving growth Quarterly #’s falling
website & marketing in order. Will it integrate with .
3)Al @ (Industrial co) short.
(removed actual customer WHAT’S AT STAKE IF I DON’T?
info) More stagnant growth.
DECREASE IN STATUS: WHO ELSE IS INVOLVED?
Presenting an insane budget would Loss of precious calendar time. CEO / owner normally needs to
WATERING HOLES / OPENERS 1-THING BELIEF: Having to start all over talking to
HubSpot Blog, Marketo, Gary We need to reconsider our website as it make me look bad. see a proposal to authorize funds.
Long timeframes or bad new people.
Vee, Inbound Conference / does not deliver an engaging buyer
MozCon. Happy to discuss journey. We need an agency partner feedback from boss / team
current goals. with strategy, messaging, design & would be bad.
dev.
 VALUE PROPOSITION MAP (example, based on Sprocket Rocket
)
Our modular Our Strategy I saw 100% The team Flexibility. I want I’m My
approach & Content increase in is pumped Don’t want a website frustrated team
lets you phases are leads the to finally to pay for that with the lack laughs
build and critical to an first month! have an small generates of about our
customize engaging site. So Excited! on-brand tweaks. way more performance current
pages easily. website leads. from our site.
. site.
Benefits UX Wants Feels

Our senior 100 days I got just I am worried I don’t want to

team runs of support what I The 1- I want to about I’m just not build
the is included. needed from 1 custom work with a supporting sure how to a
strategy & Ongoing the strategy design time team that this make the template
content support & content made all the can guide website site lots website
workshops. avail. workshops! difference. us. m better. myself.
yself.

Our design Our Strategy & This is not Website Brand to Why is this Why is this
system pattern Content run in a template. producing look great so cheap? so
a guided
focuses on library serves Extensive 1- Leads & without a (honest Q in expensive?
workshop (up
the buyer as “building to 1 design opportunities huge budget. comparison (compared
journey. blocks”, 10) rather time is to Lean to a
saving time than doing it included. Labs) template)
& money. for you.
Features Answers Needs Fears

We start Our If you fall Basically, yes. I need more I don’t know Will I be
strategy & design behind you If you move than new if I can keep
messaging system to graphics or Highly stuck on
workshops… makes
can join the another a template, modular pace with HubSpot if I
for an building even next cohort platform, I need website. this build build a new
engaging complex @ no addt’l you’ll need to better Easy to schedule. site
buyer journey. Hubspot cost. migrate the messaging.
manage. w/
pages site over. SprocketRocket
e
asy.
 WHO WE
HELP
PERSONA
HOW WE PERSONA
1
HELP 2

Before After Before After

State State State State
Have: Have: Have: Have:
-------- -------- -------- --------

Feel: Feel: Feel: Feel:

-------- -------- -------- --------

Avg Avg Avg Avg

Day: Day: Day: Day:
-------- -------- -------- --------

Status: Status: Status: Status:

-------- -------- -------- --------
 Who are you Stealing From?
Competitor Competitor Competitor Competitor
1 2 3 4
Job to
be
Done

Struggling

Moment

The
Outcome

The
Switch

The 1
Thing
 THE BUYER CREATED BY LEAN LABS

AWARENESS INTEREST JOURNEY DESIRE CONSIDERATION DECISION

BAIT HOOK REEL BOAT TABLE

What key questions What can you offer We want to pull them in How do we transition What signals can we use
are being asked? that would be by continuing to deliver from delivering value to know when a
irresistible to your value, attracting them and building trust to customer is thinking
target customer? as a volunteer, and using that trust to help about buying?
What is the right gently lead them to our the customer
inbound content to What would not only be solution. understand what we What can we do to
answer each question? excited to download, but have to offer? lower obstacles and
value and remember barriers to purchase?
your brand for making What content will
available? scratch their itch so What’s the best way for
well that they want to them to grasp the value
learn more about us? What are our
of our solution? decision phase
offers & CTA’s?

What content will attract What would our target What is the right email What is the best way to What “calls to action”
our target customer to customer find “soap opera” sequence help customers understand will entice our target
our site for the first irresistibly interesting to attract them to us? the value of what you customer to come to
time? or helpful? offer? the table?
 CREATED BY LEAN LABS
Buyer Journey: EXAMPLE

5. LEAD MAGNETS Templates / What’s Working

Toolkits Ultimate guide to
Become familiar and liked. Cheat Now Webinar
reciprocity-unexpected Sheets
bonus.

4. BELIEF BRIDGE Suffering

Indoctrination / engagement Little This
Struggle Before & After
Changes
series Suffering, Struggle, Known, Overcoming Everything.
Victory Big
(liking, reciprocity, authority)
Difference
s
3. TRUST TRIGGERS Confirm Suspicions Throw Rocks
Earn Trust, Overcome Justify their Failures
& Allay Fears at Enemies
Objections, (liking, Encourage
reciprocity, authority, proof) their
Dreams

2. SPLINTER OFFER Small Taste of What you Sell that 50 Day Challenge
Reduce Risk, Step vs Leap Delivers Absolute Certainty of [Limited Risk
(consistency, scarcity, unity) Success Engagement]

1. CORE OFFER This is what you actually sell. This is what you actually sell.
Outcome Guaranteed,
Bought In, Deserved
Example Sitemap
 Target
Milestones
Strategy
Complete Strategy Workshop Month 2
Gain Empathetic View of Customer’s - Design Key Pages
World Craft Buyer Journey - Page Migrations in
Plan Site Architecture Motion
Build Plan / Budget (<100 days)

Month 1 Month 3
- All Key Pages Prototyped In
- Finalize All Pages
HubSpot
- Launch!
- Design Brand Styleguide
- Prioritize WishList