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Web Design & Development

Web Development Goes Agile with Results-Driven Design: Tech Club Podcast

by Dennis Junk
on August 26, 2016

Agile Web Development PodcastIt’s time to update your company’s website. Exciting, right?

If you’ve ever participated in all the planning that goes into web development projects, you’ve probably already experienced some of the bigger frustrations that commonly come up in the process. The planning is far too involved and takes far too long, as no one can agree on what the site should look like or what it should do.

After the planning, you wait… and wait and wait, as the web developers build the actual site. When you finally get to see the final product, many parts turn out to be slightly different—or significantly different—from what you had in mind. But by now the project is already over budget and past deadline. So you’ll be stuck with a less-than-optimal website, but only for a couple of years at most—because the site will have long since become obsolete in some way by then.

For our seventeenth episode, James and I interview Director of Strategic Services C. Ray Harvey about a new approach to website redesign projects called Results-Driven Design. The process begins with goal-setting, and works backward from the goals to the elements of the site that will most effectively help you achieve them. The highest priority content and functionality is then incorporated into a Launchpad site, which goes live as early as four weeks into the project. Ongoing refinements and additions are subsequently guided by actual usage data—the results in Results-Driven Design.  

We ask C. Ray to cover topics including:

  • What the difference is between Results-Driven Design and HubSpot’s Growth-Driven Design
  • What RDD potentially offers beyond launching a website quickly
  • How you can launch quickly without detracting from your site’s quality or effectiveness
  • How RDD relates to agile software development and what constitutes an MVP (minimum viable product)
  • The three predictable failures of traditional (waterfall) web development projects
  • Why it’s better to get something out there soon and build on it with what you learn from real results than to try to plan the perfect site up-front
  • What the most important distinctions are between RDD and traditional web development
  • What the different timescales look like and why more planning seldom means a more perfect website
  • How RDD helps with aligning your website to your broader marketing strategy
  • Why it’s more effective to work backwards from the metrics you hope to move
  • When it’s a better idea to simply purchase a SquareSpace blog
  • Why your website development is never done
  • How metrics can guide your ongoing design strategy and priorities
  • How the cost of maintaining an RDD website compares to having a traditional website
  • What the time-to-launch for the initial site looks like
  • What specific metrics you use to guide the design
  • What an A/B test is and what role the practice plays in RDD

C. Ray has played an integral role in dozens of website redesigns, including a couple for Aptera. He’s good at what he does because he’s quick, direct, and eloquent. And you’ll be able to tell from listening how excited he is to finally have a more workable process for web development.

If you have any questions about RDD or any ideas for other topics, drop us a line at techclub@apterainc.com.

In the meantime, check out some of our other web development stuff:

Website Goals and Getting Your Business Found Online: Tech Club Podcast

Sitefinity DEC Personas vs Inbound Personas: Tech Club Podcast

How to Get the Best Design for Your Website: Tech Club Podcast

HubSpot vs Sitefinity Digital Experience Cloud and the Rise of Inbound Marketing

Embracing the Endless Cycle of Website Redesign

Dennis Junk
I'm Aptera's Content Strategist. I've been writing about tech and marketing for 5 years and have certifications from HubSpot and The Content Marketing Institute. A big science and literature geek, I taught college rhetoric and composition while I was still busy going to school for way too long, earning bachelor's degrees in anthropology and psychology, along with a master's in British and American literature. Look me up on LinkedIn.
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A Results-Driven Digital Agency www.apterainc.com