Design-Driven Growth

Here’s the cold, hard truth: ideas are cheap. Product follow-through is where the money is spent and made. That’s where heroes are forged, and excellent product design sparks what eventually becomes major growth. Today, products need to grow their user bases… from scratch, again and again. This book is a guide to the vital work of shaping a product into its sustaining engine. It is a design-focused companion to methodologies like product-led growth.

What is design-driven growth?

Design-driven growth is a repeatable process for teams to smash growth targets through design experimentation at scale. It’s not just about user experience, nor business impact, but how to deftly combine both of these into a winning strategy.

Who is this book for?

Growth-Driven Design answers the question, “I’ve launched — now what?” It is relevant to anyone working on digital product performance, no matter their job title. This book is for hands-on product shapers, who care about advancing the business through user experience. Within the text, you’ll find design-driven growth an efficient process for how to do growth design within a product team. Whether you’re a software engineer, product designer, product manager, data analyst, marketer, or executive, you can apply these steps on your mission to thrive.

This book is for global practitioners outside of the Silicon Valley bubble, from early-stage startups to mature scale-ups across the private, public, and social sectors.

What is the book about?

This 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.

Praise for Design-Driven Growth

“Product professionals must go beyond design thinking to add experiment rigor and metrics to not only product design, but to the entire customer journey. Molly lays out simple and concrete steps how to do so.” -Brant Cooper, The New York Times Bestselling Author of The Lean Entrepreneur

“Molly does a great job breaking down the seemingly complex concepts for growth for businesses and designers solving growth problems.”  -Chetana Deorah, Director of Product Design, Coursera

“This book will get you promoted.” -Luke Marshall-Waterfield, Head of Digital Communications & Data Innovation for the Mayor of London

“Molly's book is concise, actionable and relatable, with case studies illustrating each point.” -Tela Andrews, CEO, 1Brand