Scoping a Launch Pad Website: A Growth-Driven Design Approach

Key Takeaways

Prioritize Action Items: Use 80/20 analysis, must-have vs. nice-to-have, and launch pad vs. phase two to focus on high-impact items.
Determine What to Include: Start with a wish list, identify the core 20% using 80/20 analysis, filter for must-haves, and plan phasing to release essential features first.
Scope Management: Break down large websites into phases, minimize bloat, and focus on releasing a functional website quickly for feedback and iteration.

Imagine you’re building a new house. You could go with the traditional approach: design everything upfront, based on your assumptions and gut feelings. Or, you could take the growth-driven design route: start with a basic structure, gather feedback from real users, and iterate as you go.

When it comes to websites, growth-driven design is all about getting a functional website up and running quickly, then using data and user feedback to guide future development. A launch pad website is the first step in this process.

Prioritizing Action Items for a Launch Pad Website

The key to scoping a launch pad website is to prioritize action items. Here are three techniques to help:

80/20 Analysis: Identify the 20% of action items that will bring 80% of the impact.
Must-Have vs. Nice-to-Have: Determine if each action item is essential or a desirable addition. Nice-to-haves should be moved back to the wish list.
Launch Pad vs. Phase Two: Consider whether must-have action items should be included in the initial launch or a later phase.

Determining What to Include in a Launch Pad Website

To determine what to include in a launch pad website, follow these steps:

Start with a Laundry List of Wish-List Items: Gather all potential ideas and features from strategy, research, and client requests.
Identify the Core 20%: Use an 80/20 analysis to select the most impactful items.
Filter for Must-Haves: Determine if the 20% items are essential or nice-to-haves.
Phase Planning: For must-have items, consider whether they are crucial for the launch or can be included in later phases.

Tip: Engage with clients throughout the filtering process to ensure understanding and alignment.

Tips for Scoping a Launch Pad Website

Consider breaking down large launch pad websites into phases to make the process more manageable.
The goal is to minimize unnecessary bloat and release a functional website quickly to gather user feedback and guide future development.

Bonus: Remember, the launch pad website is just the first step in the growth-driven design process. As you gather data and feedback, you’ll continue to iterate and improve your website, making it more effective over time.

As Steve Jobs famously said, “Design is not just what it looks like and feels like. Design is how it works.”

Frequently Asked Questions:

What’s the difference between a launch pad website and a traditional website?

A launch pad website is a stripped-down version of a traditional website, designed to get a functional website up and running quickly. It includes only the essential features and functionality needed to meet the immediate needs of users.

How do I know if my launch pad website is successful?

The success of your launch pad website will depend on your specific goals. However, some common metrics to track include website traffic, conversion rates, and user feedback.

How often should I update my launch pad website?

The frequency of updates will depend on the feedback you’re receiving from users and the results you’re seeing. However, it’s generally a good idea to make updates regularly to keep your website fresh and relevant.