In this three-part series, we will look at the pros and cons of three common approaches to website redesign.
The Growth-Driven Hybrid
The hybrid approach combines the best elements of both traditional web development and growth-driven design approaches. Think a longer discovery, strategy and initial development period followed by a similar cyclical data-driven refinement period.
Similar to Traditional
Step 1: Discovery, Planning and Research
Step 2: Strategy
Step 3: Information Architecture—UX/UI (user experience/user interface—done in parallel)
Step 4: Design Concepts / Content Strategy (in parallel)
Step 5: Necessary Design Refinement (without everything being specified) / High priority content production (with the less valuable content being saved for future phases)
Step 6: Website Production and an aggressive launch schedule.
This produces a solid phase one website without some of the features and with flexibility built in—anticipating continued refinement.
Cyclical Process of Refinement
From this relatively early release, we again move into a cyclical process of refinement:
- Definition and Planning
- Production and Development (a sprint), testing and release
- Data Gathering & Analysis
- Discussion and Refinement (return to step one and repeat)
This hybrid approach is well suited to websites that want to get out of the gate faster than traditional web design but cannot launch in a barebones MVP state. It takes a culture that can accept launching "mostly complete" and then being willing to revise based on the data that comes in after initial launch. An established company in transition or within an industry in transition is a strong candidate for the hybrid approach. They need to be nimble but maintain appearances.
To Sum It Up
The Growth-Driven Hybrid works for higher profile business in industries undergoing rapid change. If the rules are changing faster than you can keep up, traditional methodologies may be too slow—but still, you need to come out of the gates looking great. You’ll need to be comfortable with the site missing some features, but refinement based on real data will get you much further, much faster.
Have additional questions? Contact us. No pressure - we’re happy to help!
~Your Friendly Animus Rex Team