Fueling growth by design

Lara Cavezza
May 6, 2019 · 4 min read

Growth design is well-established on the west coast. It’s starting to make its way to the east coast now, and we’re pioneering the role at ezCater.

At ezCater, we see growth design as a way to speed up the path to new customers, using design as a tool to accelerate learnings. This is a valuable and exciting new role for us — this person has the opportunity to have a significant, measurable impact on business outcomes, and to contribute directly to our rocketship.

Growth designers connect all the dots: data, marketing, business goals, and user motivations. They have the luxury of thinking outside of constraints, to be creative about the tools they use to get experiments in front of users faster, and to be scrappy about the way they learn what the business needs in order to grow.

The following are the skills that will make the growth designer successful at ezCater:

Passionate about experimentation

A passion for experimentation is important for the growth designer at ezCater. They’ve got the opportunity to really think outside of the box, try different patterns and experiences, and make fast decisions in the midst of ambiguous or missing data. Failures can be just as valuable as successes — those data points still help us get to the right solution.

A strong thought partner

The growth designer doesn’t just create designs for experiments — they also partner with their teammates to define what to test and how to measure success.

At ezCater, the growth designer is a strong thought partner to product, marketing, research, and engineering. They seek input from these disciplines and maintain strong relationships with other collaborators, communicate effectively the problem they’re solving, and drive the design point-of-view forward. They have strong opinions loosely held about the needs of the user, and focus on both business and user success.

The growth designer at ezCater effectively partners with their product, marketing, research, and engineering counterparts to develop right-sized, high quality solutions that solve the right problems, maximize learnings, and lead to measurable outcomes.

Business-minded and metrics-driven

The growth designer has a good intuition for how the numbers impact the bottom line, know how to articulate the goal of their design solutions, and have strong hypotheses about how to be successful. They work to move key business metrics by optimizing common user flows (such as checkout, refer-a-friend, etc.).

They have the opportunity to not only impact the business, but to see the direct result of their work on the bottom line. They seek out the data to validate and invalidate assumptions, and are excited by seeing the metrics move because of their designs.

Deeply empathetic

While being data- and business-minded is crucial for the growth designer, it must be balanced out with a deep level of empathy for users. What mindset are they in when they’re arriving at our site? How do they think about catering? Working with a user researcher, the growth designer connects the qualitative with the quantitative to define problems and develop solutions.

They then take those insights and translate them into designs that reflect the needs and motivations of the user. They consider the users’ mindset in all of their design decisions.

Strong visual design chops

The growth designer at ezCater has an understanding of visual design principles, including layout, color, typography, etc. They can quickly put together designs that are not only aesthetically pleasing, but focus on driving a specific user behavior and clearly communicating key messages. They use their expertise in visual design to create experiences that address the user and business goals.

Interested in making a significant, measurable impact? We’re hiring a growth designer at ezCater!

ezCater Design

Views from ezCater’s Design Team

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