In recent memory, Ive come across handful of positions referred to as “Growth Product Designer” and reading the job descriptions, I wonder its just a fancy name?? Like as product designers arent we all striving to help business grow through design? Is there specific thats kind of unique and distinct to growth product designer role? Im really curious in this position, would appreciate if anyone can shed some light 🙏 tc 180 yoe 2
Growth will specialise with surfaces related to acquisition These will vary per product and category but include things like being experienced at onboarding flows, referral mechanisms, invites and waitlists etc Whereas core ux designers will be more focused on engagement / retention
in my experience this is a dogwhistle for "how willing are you to embrace dark patterns for monetization?" you'll be nominally defending the UX until the business decides they need to milk people for more subs
I’m working on Growth and yeah it’s a focus on acquisition, activation, monetization, and retention instead of a specific feature or product. There’s a lot more A/B testing and working with data teams to pull research. Dark patterns do come up from time to time when working on monetization and retention initiatives - I try to negotiate against them but it depends on the company TBH
More of an emphasis on business metrics and experimentation.
Maybe implies focus on acquisition and conversion
I see I think I see this kind of position more in B2C context. In b2b, do designers have any influence on user acquisition/conversion? Isnt this more on the biz or sales rep?
Many b2b have product led growth models as an alternative or addition to sales led growth. Features like being able to invite collaborators to get more people at a client company to use the product, optimizing trial experiences, onboarding, etc. Using b2c freemium to get mindshare for b2b upgrades like with a notion or figma.