After a deep discovery process (Strategy), and a full specification (LaunchPad) that took particular notice of Exonar's complex buying cycles and their Ideal Customer Profiles (ICPs) we were able to identify three primary personas.
The bespoke website design and custom build was then tailored to allow a full inbound marketing methodology to flow through the site for each of these personas.
Incorporating 16 unique page templates, and 24 custom modules, the team at Exonar is now able to manage and evolve their site and make full use of the HubSpot CMS drag-and-drop functionality.
Realising that utopia - the perfect website - can never really exist. Exonar we're very receptive to the idea of a Growth-Driven-Design (GDD) methodology.
GDD enables the rapid development of a new website; that has all the features, functionality and conversion paths required to supersede their old, WordPress site, without the typical long development cycles, high-cost and runaway scope of traditional website builds.
As a result, we established what a Minimum Viable Product (MVP) would look like, (this is basically the point at which the new site is better than the old site), and provided a fixed cost and timescale for developing this. The site then launched as planned on time and on budget.
In tandem, we then helped specify what 'utopia' would look like and developed a series of wants and needs that the site should have, over time. Based on the MoSCoW method this process gave us a series of functions and features that would then have a time and cost associated to them. Those tasks were then placed in order of priority and a retainer arranged for the continual, timely development of each task over the following 12 months (Continuous improvement).
The result is an evolving, ever improving website. You can think of it as a 'live-beta' - with continual development and feature rollout that enables the team at Exonar to trial, learn and pivot as the business and its market evolves.
GDD vs Traditional web development
Growth-Driven Design is an investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate and act.
TRADITIONAL WEB DEVELOPMENT
GROWTH DRIVEN DESIGN
A high-risk bet
A smarter approach
Huge time investment
Launch quick and improve
Large up-front cost
Investment spread outover time
Often runs very late and over budget
Launch on time and on budget
Built on opinions
Set it and forget it
Designing a website with a Growth-Dviven-Design methodology is not essential. But experience and research shows that GDD yields faster development, lower total cost and ongoing, data-driven improvement.
There are three stages to a GDD website build, Project36 is a certified GDD agency and can help you deliver a strong website based on the GDD methodology:
Develop an empathetic understanding of your audience’s world and how the website can solve problems along their journey.
Quickly build a website that looks and performs better than what you have today, but is not a final product. Rather, your Launch Pad is the foundation on which to build and optimise from.
With a launch pad site live and collecting user data, you can start identifying the high-impact actions you can take to grow your business.
See the Exonar website
You can view the current status of the Exonar website here: Exonar.com or you can see below a snapshot of how it looked at the time of writing this post: