After Facebook, LinkedIn and Dropbox all used growth hacking techniques to create business growth quickly, many other companies across the globe are starting to adopt the method to see their business prosper.
We believe that Design Thinking values can be applied to growth hacking strategies as a way to foster innovation.
What is Design Thinking?
Design thinking is a human-centred approach to innovation. Design thinking’s three main values are empathy, collaboration and experimentation.
What is Growth Hacking?
Growth hacking is a process of rapid experimentation to find the most effective ways to grow a business. Sean Ellis – who came up with the term in 2010 – said that a growth hacker is “a person whose true north is growth. Everything they do is scrutinised by its potential impact on scalable growth.”
Making Sense of Growth Hacking and Design Thinking Used Together
Just like in Design thinking, growth hacking is also a mindset. The process starts with the funnel, a 5-step road the customer goes through:
Acquisition: Expand customer acquisition
Activation: Optimise customer activation
Retention: Improve customer retention
Revenue: Generate more revenue
Referrals: Boost referrals
Much like design thinking, growth hacking starts with creativity. People may think that growth hacking is all about marketing and, although that is technically accurate, marketing also englobes many other things other than promotion: it requires creativity in ways to solve a problem, tactical thinking and the ability to let go of ideas and embrace change – all characteristics a design thinker possesses. The growth hacking process may force a product or service to be tweaked constantly, very similar to the iteration process in Design Thinking.
The implementation of design thinking core values to the growth hacking process will guarantee that, during the journey to growth, the purpose isn’t lost, that the customer is still in the centre of all the questions which, in the end, will guarantee success and true innovation.
Furthermore, growth hacking is a useful framework for achieving a goal efficiently; it focuses on experimenting to find the best avenues for products and the best answer to problems. If paired with design thinking – and its empathic, collaborative approach to ideas and commitment to keep the customer’s needs always at the centre of every question – it has the potential of creating magic.
If you’d like to start an innovation journey in your company, you can check out our in-house course offering as well as download for free our Design Thinking toolkit by clicking here.
If you’d like to see what are the upcoming courses in your region, visit our website.
If you have a special project and would like to use Echos’ consultancy services, you can send us an email.
Rani is a writer and actor based in Sydney, Australia. She is Echos Head of Content & Communications, and the Editor in Chief of The Echos Newsletter.
Before joining Echos, she worked in full-service advertising agencies as a copywriter, moved onto writing for Broadcast Media, and landed on Digital Media, working first as a Digital Producer and later as a Digital Account Manager. Most recently, she was Lead Client Solutions Manager for GumGum Inc, an ad tech company specialised in Artificial Intelligence.
Rani is a highly curious individual that believes creativity and innovation are the most important tools to propel any person or business forward.
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Global PresenceSchool of Design Thinking is an initiative from Echos - innovation lab.
Phone 1300 502 006
ABN 65 617 491 424
Rua Baluarte, 672
Phone +55 11 3476 2500