Designing for Growth

“growth” can mean a whole lot of things to a whole lot of people

The truth is that “growth” can mean a whole lot of things to a whole lot of people. In our case (read - people building digital products), it means acquiring new users, getting them activated, and making sure they keep coming back, as result of which we end up making a lot of money (duh!) Now that we have a basic understanding of growth, let’s take a look at a newly coined term that has taken the industry by storm - growth hacking. The term “growth hacker” was coined by Sean Ellis in 2010 in his blog post “Find a Growth Hacker for your startup.”

Growth hacking is essentially a process that has been designed to acquire, engage and retain users at relatively lower costs than traditional marketing techniques. It focuses on the utilization of convincing copy, engaging design, search engine optimization, search engine marketing, viral strategies, content marketing, analytics, etc. to rapidly increase a product’s conversion rates.

As a designer who happens to be working with a growth team, my job is to come up with strategies and ideas which help users get hooked on and use our products, spread the word about us, then bring their friends on board as well. However, it doesn't end there. If the ideas that I come up with can be represented visually, I go ahead and develop visual mockups/creatives for them. For example, when the monsoon season started, I came up with the idea that we should leverage weather conditions to increase the number of bookings on our Cabs app. So I designed a push notification that roughly conveyed the message, “Hey, don’t worry about the rain. We have a cab waiting for you.” This was rolled out to users that were in the areas which saw a lot rain on that particular day. This doesn’t mean that every designer out there needs to be a hardcore growth hacker, but it’s important to understand how we can leverage what we design to grow our products (as in, getting more and more users onboard). To understand that, let’s dive into the basics of growth hacking first.

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