So what is this book about?
Design-Driven Growth is meant to be a practical primer for growth design. Its one-sitting read is broken into the following chapters:
- Defining Growth
- Simplifying Value Propositions
- Crafting Growth Funnels & Loops
- Building Personalization at Scale
- Seeking Expansion at B2B Companies
Each chapter includes real-world case studies that emphasize low-cost and easy starting points to further your growth journey.
Why the title change from UX Design for Growth?
UX design can be a bit niche, and I wanted to take a more inclusive stance. The subtitle of the second edition is Design-Driven Growth: Strategy and Case Studies for Product Shapers. I wanted this edition to be for anyone working on product performance, whether they identify as a designer, marketer, business analyst, product manager, software engineer, or hell, a candlestick maker. I call hands-on leaders who care about advancing the business through user experience product shapers.
Why now?
In a changing economy, it's vital to share our skills in this emerging field so more people can access growth design as a discipline. Writing about growth design shouldn't be about hyping Silicon Valley darlings who for most practitioners have access to unattainable levels of resources and scale. Design-Driven Growth focuses on the stories of early stage global growth design practices in the the private, public, and social sectors.
Because at its core, growth is about solving difficult problems with limited tools.
See you at the virtual book club!
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