Designing for product-led growth involves creating a seamless and intuitive user experience that drives adoption and encourages customers to become active users. Slack is a workplace communication tool that has successfully used product design to drive growth and attract millions of users worldwide. By prioritizing the user experience and focusing on solving real problems, product-led design can drive adoption and create sustainable growth for any business. https://www.divami.com/blog/designing-for-a-product-led-growth

1. Designing for product‐led growth involves crea ng a seamless and intui ve user
experience that drives adop on and encourages customers to become ac ve users.
Slack is a workplace communica on tool that has successfully used product design to
drive growth and a ract millions of users worldwide. By priori zing the user experience
and focusing on solving real problems, product‐led design can drive adop on and
create sustainable growth for any business.
This approach differs from tradi onal marke ng and sales‐driven growth, focusing on
Designing for a Product-led growth
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2. acquiring new customers through marke ng and sales efforts. Instead, a product‐led
approach priori zes customer success and product func onality, making the product
the driving force behind the company’s growth. This leads to customer referrals and
organic expansion, making it a customer‐centric method that has been gaining
popularity in recent years.
Findings from the 2022 Product Benchmark report indicate that product‐led companies
are experiencing rapid growth at more than 100% year‐over‐year revenue growth, twice
as likely as sales‐led companies. This is especially true for companies that offer a
freemium product.
Example of PLG
For instance, take Paytm as an example. The onboarding process is straigh orward and
user‐friendly. For payment, users open the app, scan a QR code, enter a number, and
type in a pin. For those in a hurry, there’s even an op on to transfer money to their
wallet for quick and easy payments. The ease of use leads to daily transac ons and
turns users into poten al customers, fueling the growth and advancement of the
product. Ul mately, customer sa sfac on is the driving force behind a product’s
success.
Why is designing for Product‐Led Growth is Important?
– A racts customers: Designing for product‐led growth can help a ract customers to a
product through word of mouth without relying on expensive marke ng campaigns,
which can help companies save money in the long run.
– Increased User Engagement: By focusing on the user experience, companies can
create products that are easy and enjoyable to use, which can lead to increased
customer engagement and sa sfac on.
– Be er User Insights: Designing for product‐led growth can provide valuable insights
into customer behaviour, which can inform product development and marke ng
strategies.

3. – Organic Growth: By crea ng a product that is valuable and easy to use, companies
can drive organic growth through word‐of‐mouth marke ng, user referrals, and high
levels of user engagement.
– Improved Product Development: By focusing on the product as the primary driver of
growth, companies can priori se the development of features that deliver real value to
their users.
– Increased Customer Loyalty: A well‐designed product‐led growth approach can lead
to increased customer loyalty, as sa sfied customers are more likely to become repeat
customers.
– Cost‐Effec ve: Designing for product‐led growth can be a cost‐effec ve way to drive
growth, as companies can reduce the need for expensive marke ng and adver sing
campaigns.
– Be er Customer Acquisi on: By focusing on the product, companies can acquire
customers in a more sustainable way, as the product itself is the primary driver of
growth.
How to design for product‐led growth?
Designers are o en instructed to priori ze user‐centered design and conduct thorough
user research. While market research provides valuable insight into the market poten al
for a product, designers must consider users’ needs, wants, and pain points. However,
it’s equally important to balance users, business, and product. The goal is to create a
successful product, not just a product that serves the users. A focus solely on users
without considering the viability of the business may lead to product failure.
Most importantly, designers must align the business goals, product func onality, and
user needs. This requires understanding the business objec ves, defining the target
audience and their needs, and ensuring that the product meets both the business and
user goals.

4. By balancing these three elements, designers can create meaningful and successful
experiences that benefit both the company and its users.
– Business
Before a designer begins working on a product, it is vital to comprehend its mission and
vision. This includes understanding the business objec ves, revenue targets, and
desired market posi on.

5. Designers must also be aware of the various market penetra ons. If the product is to be
sold in another country, it is crucial to understand the mul ple factors that affect the
business there.
– Product
When it comes to the product, it is essen al to comprehend its roadmap. This includes
iden fying the cri cal areas for quick wins and determining which elements of the
product are crucial to its success. For example, if the product is divided into 20% and
80%, it is essen al to understand the significance of the 20% – this may be a unique
selling point. Understanding the deadlines for delivering the product and ensuring that
the designer’s crea ve ideas align with the product roadmap is also essen al. Failure to
meet these deadlines or misaligning the roadmap can result in an unsuccessful product.
– Users
Understanding users means figuring out how user experience can deliver the ul mate
CX
To make the end user successful it’s important to consider few key factors:
A. Unified and seamless ecosystem: A product’s success depends on a well‐built and
seamless ecosystem with other pla orms.
B. Increase reten on: Providing a posi ve and memorable user experience can increase
customer loyalty and keep them coming back.
C. Accelerate adop on: A user‐friendly design and accessible features can make it easier
for new users to get started and quickly adopt the product.
D. Decrease churn: Addressing pain points and providing mely support can reduce the
likelihood of customers leaving and decrease churn.
E. Increase ac ve usage: Con nuously improving and upda ng the product based on
user feedback can encourage frequent and ac ve usage.

6. F. Increase end user success: Providing a user experience that helps achieve desired
outcomes can lead to increased end user success and sa sfac on
Current and future scope of User Research in design
In user research, the design community typically focuses on demographics, geographics,
user needs, and user pain points. However, the modern design philosophy calls for a
shi in focus to also encompass psychometrics, firmographics, and market influence in
addi on to these tradi onal areas.
1. Psychometrics
Psychometrics in user experience refers to measuring a person’s psychological
characteris cs, such as personality, intelligence, and emo onal states, to understand
their behaviour, preferences, and mo va ons. By understanding these psychometrics,
designers can create products and services that are more tailored to the needs and
desires of the user. Psychometrics help designers build a deeper understanding of the
user, leading to be er user engagement, increased sa sfac on, and a more posi ve
overall experience.
i. Subject ma er exper se‐ Subject ma er exper se refers to the level of knowledge
and understanding a person has in a par cular field.
ii. Data and analy cs – The modern design world uses data and analy cs to make
informed decisions and improve the user experience.
iii. Influence level – It is the degree of impact a person has on others or a given
situa on.
iv. Cogni ve tolerance– It refers to a person’s ability to handle complex informa on or
tasks.
v. Technology proficiency– It refers to a person’s comfort and ability to use technology.

7. vi. Language proficiency‐ It refers to a person’s ability to understand and communicate
in different languages.
vii. Lifestyle traits – Lifestyle traits are pa erns of behavior, interests, and opinions that
define a person’s overall lifestyle.
2. Firmographics:
Firmographics apply very well to B2B and refer to demographic informa on about a
company or organiza on. Moreover, in the context of user experience, firmographics
play an essen al role in understanding the target audience and customizing the user
experience.
Some common firmographic data includes,
i. Industry type
ii. Target market
iii. Target segment
iv. Organiza onal Size
v. Business goals
vi. Occupa on type
3. Market influence:
Market influence refers to the external factors that affect the user experience. These
factors can be economic, cultural, technological, or societal. For example, current
trends, consumer preferences, and technological advancements can impact the design
and func onality of a product.
i. Domain influence
ii. Compe tor influence

8. iii. Regulatory factors
iv. Environmental factors
The new‐gen design philosophy?
Design is not just about crea ng aesthe cally pleasing products but also a seamless and
intui ve user experience. The Newgen design philosophy takes this concept to heart,
aiming to revolu onize how we interact with technology. This philosophy priori zes the
user above all else, carefully considering their needs, preferences and behaviour to
create products that are not only visually appealing but also func onal and easy to use.
With the Newgen design philosophy, a be er user experience is guaranteed, giving you
the tools you need to achieve your goals easily and efficiently.
1. Personaliza on – Scalability:
Design should be flexible and adaptable to individual user needs and preferences, while
s ll being scalable to accommodate a large user base.
2. Time to task – User engagement:
Design should priori ze quick and efficient task comple on, while also engaging and
retaining the user’s a en on.
3. Contextualiza on – Naviga on:
Design should take into account the user’s current context and provide clear and
intui ve naviga on to guide them through the experience.
4. Inclusion – Consistency:
Design should be inclusive and accessible to all users, while maintaining a consistent
and coherent brand iden ty.

9. 5. Emo onal innova on – Intellectual Innova on:
Design should strive to evoke an emo onal response in the user, while also
incorpora ng innova ve and intellectually s mula ng features.
6. Discoverability – Guided flows:
Design should make features and content easily discoverable through intui ve and
guided flows, reducing fric on in the user experience.
7. Security – Accessibility:
Design should priori ze the security and privacy of user data, while also being
accessible to users with disabili es and different devices.
Wrapping it up
To design for product‐led growth, designers must balance user‐centred design with
business and product considera ons and focus on delivering a seamless and posi ve
user experience. The future of user research is moving towards a holis c approach that
considers both demographic and psychological factors, ensuring that products are
designed to meet the needs and desires of users. By adop ng a product‐led growth
approach, companies can set themselves apart and achieve rapid growth driven by the
success and sa sfac on of their customers.
This blog is based on our webinar on Product‐led Growth. You can watch the recording
HERE.
Unlock the Power of Product‐Led Growth with Divami Design Labs! Stay Ahead of the
Game with Our Expert Design Trends. Visit Our Website Now to Discover More!
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10. Sushree
COMMENTS 2 Comments
If you are s ll not
convinced, we have
duct tape & glue!
Recent Ar cles
Aligning Product Vision and
Roadmap With UI UX Design
‐ Diya
16 Feb, 2023

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