Investigate - Growth Design [2/4]

Nov 15, 2024

In my previous post, I talked about what are the basic steps in growth design, today I want to talk about the second step i.e. Investigating

At this stage we can employ a variety of research methods like qualititative, quantitative, competitor research. Depending on the capacity of the team, one can begin to investigate

So, how can we investigate our Hypotheses?

It is important to have a structured/ semi structured plan to test it. As much as it’s important to stay in touch with the end customer’s needs, it’s also crucial to test the right hypothesis. This can be prioritised based on what’s the customer saying and using our own gut feeling as designers and having a cross-functional discussion before investigating, often times, what we think as the problem, might not be one in reality.

While we investigate, we must also keep the possibility of failing as much as the possibility of succeeding.

Failing is not so nice experience, but how to proceed if an experiment fails?

  • Look back objectively.

  • Take notes about what went wrong? Was it the design? Was it too complex? Was the hypothesis unclear? Did we target the wrong business metric?.

  • Try to form learnings from the failed experiment. Understand what should not be taken onto the next one.

  • Share with the team, encourage diverse sharing of perspective but don’t feel discouraged in the long run.

it’s important to know, that velocity is the crux of Growth design. It’s vital that the designer and the team fails fast and learns often!

So, to conclude for this small post, we know that it's of highest importance that we investigate and include it in our design practises.

If you want to learn more, you can follow these amazing growth design leaders

Scott Tong (Ex Pinterest)

Paul Smith (Ex-Opendoor),

Maria Ioveva (Meta),

Audrey Liu (Lyft)

More to come in the future posts about the 3rd step i.e. Measure.

If you’re a founder or a designer or a product designer who found this helpful, don’t be a stranger and come say a hi at Akanksha Biswas


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