It seems like every design agency has their own process. But you always, always deviate from this. Even then, there’s utility in setting forth some best-case intentions, so you can understand where we’re coming from if we decide to work together. We call this plan the Draft Method. If you work with us, it’ll deviate slightly for you, which is a natural part of the process.
With that in mind, here’s what we’ll do:
1. Initial Optimization
We’ve never encountered a business that came in the door looking flawless – after all, they hired a consultancy for a reason. Here are some things we typically do before we touch anything else:
- Configuring funnels & goals in Google Analytics.
- Cleaning up messy data reporting.
- Running important quantitative research, such as heat & scroll maps.
- Coming to a consensus on key metrics.
- Assessing browser & platform compatibility.
- Fixing any grievously buggy issues in any parts of your website that facilitate the taking of money.
By the time we’re done with this phase, we’re already improving your business’s conversion rate. In many cases, just this phase pays for our work into perpetuity.
Once we finish our initial optimization, we kick off the most essential part of our work: research.
Research can take many forms, from qualitative (customer interviews, free-text survey responses, usability tests) to quantitative (analytics, heat & scroll maps, click maps, survey scores). Both methods are essential for understanding customers’ motivations and existing behavior – so we can run tests that are more likely to win.
Research is a continuous process, and it’ll happen as we run experiments as well.
Research is what gives us ground to stand on – and synthesis is how we turn our research into revenue-generating design decisions. During synthesis, we look at what we’ve gathered and plan as many changes to your business’s funnel as possible. That involves both one-off changes (this is broken, fix it) and test ideas (changing this might be a tradeoff, and we need to measure its economic impact).
These are pretty rigid categories – you’re either testing an idea or launching it straight away – and no, you can’t just pile test ideas into the one-off bucket. You aren’t hiring Draft to be that careless: you’re hiring Draft to unlearn the “MOVE FAST & BREAK THINGS” poster that you saw in Facebook’s headquarters (and which they unlearned years ago).
Once we get our test ideas together, we prioritize them based on potential impact and feasibility – and then we move to the next step.
A/B testing is a tool that lets you gauge the economic impact of a single design decision. Draft uses it often. At this stage, we build a testable design decision, configure some goals, launch the experiment, and wait.
Once our tests are ready to call, we write up a report that analyzes our findings, summarizes any new research that came out of the test, and provides next steps. If a variant won, we celebrate and launch it to all customers.
Repeating Steps 2 Through 5
While a test runs, we’re always researching what to do for the next one. Our goal is to maximize testing time, and always keep researching. We’re never done.
This is not a “growth hacking” strategy. The Draft Method is a comprehensive, no-nonsense methodology for improving conversion rates, average order value, and customer lifetime value. Doing so takes time, and it usually requires a culture and mindset shift.
Process matters more than tactics – and the ability to be flexible matters the most. If this process sounds appealing, we’d love to begin a conversation with you.
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