Maxims and Axioms On Growth Design
I've seen a few recurring themes emerge over 15+ years of working on "Growth Design" for Disney, MLB, BlogTalkRadio, et al. These nuggets are fortune cookie length to get attention but there is an evidential story behind each one.
- "Growth" is a business goal. You need to work harder to be user-centered with a business-centered team brand.
Conversion = Motivation / Friction- The biggest design challenge of Growth Design is communicating value.
- “We Buy On Emotion and Justify with Logic.”
- You can easily grow horizontally or vertically, but not both.
- For every basis change in conversion rate there is an opposite but equal change in LTV.
- Nobody walks on the lot who doesn’t want to buy.
- A leaky payment screen means there's a problem with your offer.
- There’s no such thing as giving prospects too much information about your product.
- Organic user growth is like organic food. It's more expensive but more sustainable.
- Velocity is not a KPI.
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