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Which statement best describes when user research is used during Growth-Driven Design?

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Which statement best describes when user research is used during Growth-Driven Design?

Answer

  • User research is used throughout the entire GDD methodology, but it’s especially common during the strategy stage and the plan step of the continuous improvement stage.
  • User research is primarily done when first kicking off a new GDD engagement to better understand your audience.
  • User research is primarily done during the launch pad stage when you’re testing various prototypes with actual customers.
  • User research is primarily done after running an experiment that doesn’t perform like you predicted.
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What are the three high-level steps of the user research process?

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What are the three high-level steps of the user research process?

Answer

  • Develop user questions, perform research, analyze and report on findings.
  • Quantitative analysis, qualitative verification, experimentation validation.
  • Perform research, develop user questions, create hypothesis.
  • Develop user questions, create prototype, run user testing.
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Fill in the blank: You’re training a new team member on the research and brainstorming process. Your teammate asks, “Why are the user questions the first step in the research process?” You respond with, “Starting with creating user questions helps us _______.”

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Fill in the blank: You’re training a new team member on the research and brainstorming process. Your teammate asks, “Why are the user questions the first step in the research process?” You respond with, “Starting with creating user questions helps us _______.”

Answer

  • focus our research efforts in the right areas and helps us determine the best research methods to use
  • communicate expectations between the users and the stakeholders
  • scope the number of action items we implement in that cycle
  • determine which action items we should test and which ones should simply be implemented without testing
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True or false? It’s common to answer a user question by conducting one type of research.

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True or false? It’s common to answer a user question by conducting one type of research.

Answer

  • True
  • False
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Imagine you’re reviewing your website’s analytics and notice a large percentage of users exiting the site on the third step of your conversion funnel. The third step of the conversion funnel is the “product comparison page.” You want to review the behaviors and interactions each user has on that page just before they exit. Which research category would be best to use in the scenario above?

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Imagine you’re reviewing your website’s analytics and notice a large percentage of users exiting the site on the third step of your conversion funnel. The third step of the conversion funnel is the “product comparison page.” You want to review the behaviors and interactions each user has on that page just before they exit. Which research category would be best to use in the scenario above?

Answer

  • Observational
  • Qualitative
  • Quantitative
  • Prototyping
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Which statement best defines a launch pad website?

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Which statement best defines a launch pad website?

Answer

  • A website that looks and performs better than the one you have today but is built quickly and is not a final product. Rather, your launch pad is the foundation you’ll build and optimize from using data.
  • A website that is built quickly by removing the majority of pages and functionality. The result is a pared-down version of your old website.
  • A fully built website that includes all of the ideas your team and stakeholders developed in the strategy stage.
  • An interactive prototype built in PowerPoint that can be used to gather user feedback and iterate on. Once the feedback is collected, the launch pad is turned into a full website.
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Imagine your boss asks you, “Why is it important that we launch the launch pad website quickly?” Which of the following statements is the best response?

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Imagine your boss asks you, “Why is it important that we launch the launch pad website quickly?” Which of the following statements is the best response?

Answer

  • “Two reasons. First, the faster we launch, the less risky assumptions are made. Once it’s live, we can start collecting data to inform our decisions. And second, the faster we launch, the sooner we’ll start seeing a return on our investment. Remember, we’ll continue to build and optimize the site after it’s live.”
  • “The primary reason we need to launch quickly is to allow our team to shift focus from the website to other marketing activities. It’s common to spend too much time on the website and forget about everything else.”
  • “Since we’re an enterprise website with lots of content that can’t be cut, we’re not able to build a launch pad website. Instead, it’s better to follow traditional web design and then run optimization after.”
  • “Launch pad websites are not compatible with our ecommerce website. It’s impossible for us to cut down the number of products we sell. Therefore, we should do traditional web design with optimization after.”
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What is the difference between a launch pad website and a traditional website?

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What is the difference between a launch pad website and a traditional website?

Answer

  • The end result is a fully built website for both. It’s the behind-the-scenes process involved in the launch pad site that the company and users don’t see that enables a faster launch.
  • A launch pad and a traditional website do look quite different. Launch pad websites are much smaller and require a great deal of content to be removed or archived.
  • The launch pad is only seen by a small group of users during the user testing process. The rest of the company and users don’t see the website until you launch the full traditional site.
  • None of the above accurately describe why it’s hard to tell the difference.
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True or false? It’s impossible to build a launch pad website for a large, enterprise website.

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True or false? It’s impossible to build a launch pad website for a large, enterprise website.

Answer

  • True — they’re often too big to make it worthwhile to run Growth-Driven Design versus traditional web design.
  • True — complex functions like multiple languages, ecommerce, forums, etc., make it impossible to build a launch pad website.
  • False — it is possible. You’ll likely have to adjust your approach, and it will likely take you longer to build your initial launch pad, but it will still be quicker than if you built the website using traditional web design.
  • False — in the strategy process, you’ll need to convince stakeholders to cut out the majority of the website’s content and create a small website.
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Imagine your team launched a new website three months ago, before you were hired. The website is performing well, but there’s still opportunity to improve using Growth-Driven Design. Based on this scenario, which is the BEST approach to recommend to your boss?

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Imagine your team launched a new website three months ago, before you were hired. The website is performing well, but there’s still opportunity to improve using Growth-Driven Design. Based on this scenario, which is the BEST approach to recommend to your boss?

Answer

  • Use the “refresh” method by reviewing the strategy stage, auditing the existing website, developing the list of required updates, and moving into continuous improvement starting with your list of required updates.
  • It’s best to start over from scratch and build a brand new launch pad website using the “80/20” method. This way, you know everything on the website aligns with your vision.
  • Because you already have a website, you should skip the strategy and launch pad stages and move directly to the continuous improvement stage. The first theme to use would be the establish theme.
  • Growth-Driven Design is not a good fit because the website is already performing well. Growth-Driven Design is only used when the website is performing poorly.
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