Developing technology, especially software, presents several challenges when it comes to estimating workload, testing functionality, and responding to feedback. Timelines, budgets, and ultimately end users suffered as a result.
Then, along came agile.
By splitting large development projects into smaller incremental releases, it gave business stakeholders visibility into progress so they could quickly provide feedback. It also allowed them to make course corrections or re-prioritize along the way, striking a balance between product features, timeline, and budget like never before.
In short, expectations aligned, agile allowed new websites, apps, and other tech to be released quickly and then improved over time per the needs of the business.
Agile... Meet Marketing...
As marketing becomes more and more digital-focused, the separation between marketing and technology has blurred and caused an unavoidable overlap. Along with it, some of the principles and many of the methods that work in agile have been finding adoption in marketing circles. However, like any tool in the box, agile alone is not a silver bullet.
RDD is Aptera’s answer to blending marketing strategy with the best online tools through a process that ensures both are leveraged to their full extent. It relies on expertise in customer engagement, thorough understanding of how to measure that engagement, and experience with agile to allow for constant improvement.
RDD vs. Traditional
Before we talk about how RDD applies to an average project, say a new website launch, we should review the traditional model. It’s familiar, right?
Every marketer and technologist out there knows the sad story of the traditional website launch:
1. Business decides to launch a new website
2. Business sends out an RFP
3. An agency spends some amount of time trying to figure out everything the business needs to have on the website to satisfy every possible audience
4. The business and the agency spend months building the website, often with change orders along the way
5. The website launches (golf clap here)
6. The website fails to engage its audience
7. The business spends budget to enhance website
8. The business eventually decides, somewhere around 2-3 years after the cycle, to redesign and re-launch the website
Results Driven Design
RDD turns this on its head by applying agile concepts like “launch quick, measure, and improve”:
1. Engage in a strategy to define the metrics that the website can move and the minimum scope to assume that will move
2. Develop that minimum scope in short increments, providing feedback until that scope is achieved
3. Launch the website ASAP (hushed anticipation)
4. Measure success over a short period of time
5. Meet to review analytics and improvement ideas
6. Re-launch the site with new improvements
7. Repeat steps 4-6
The Results? RDD helps you:
• Launch redesigned websites faster
• Spend less on things you hope will engage consumers
• Save budget for improvements informed by real measurement
• Demonstrate measurable results for budget for true ROI
• Respond to customer needs by continuously improving engagement
• Avoid frustrating change orders
• Adjust priority when new campaigns or initiatives surface
Ultimately, the benefits of RDD in terms of launching, measuring, and adjusting frequently are clear. But RDD does more than provide a framework for creating digital marketing and customer engagement projects. It also balances digital marketing techniques with solid technology tools to ensure that both are leveraged to their fullest extent.