Growth Design
Design practiced as a growth lever — every flow, screen, and experiment aimed explicitly at activation, conversion, and retention metrics.
Growth design treats the interface as a system for moving numbers. Instead of shipping a redesign and hoping, growth designers form hypotheses, run A/B tests, and iterate on the specific steps where users drop off — onboarding, checkout, upgrade, re-engagement.
It sits at the intersection of product design and growth marketing. The work looks like ordinary UX, but the framing is different: success is defined up front as a measurable change in activation, conversion, or retention, and the design is judged against it.
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Related terms
Conversion Rate Optimization (CRO)The systematic practice of increasing the share of users who take a desired action, through testing and iterative improvement of the experience.ActivationThe point at which a new user first experiences the core value of a product — the 'aha moment' that predicts whether they'll stick around.RetentionThe measure of how many users keep coming back to a product over time — the clearest signal of whether it delivers lasting value.A/B TestingComparing two versions of a design by showing each to a slice of live traffic and measuring which drives the target metric better.