--- description: A Growth-Driven Design wishlist is a prioritized inventory of potential website improvements ranked by their expected impact on performance metrics. It… image: https://www.leanlabs.com/hubfs/LL%20V4.1/LL%20Featured%20Image.png title: What is a Growth-Driven Design wishlist and how does it work? --- B2B Websites What is a Growth-Driven Design wishlist and how does it work? # What is a Growth-Driven Design wishlist and how does it work? A Growth-Driven Design wishlist is a prioritized inventory of potential website improvements ranked by their expected impact on performance metrics. It functions as the backlog from which GDD sprint teams select items for implementation during each improvement cycle, using the ICE scoring method to evaluate Impact, Confidence, and Ease for every proposed change. The wishlist is populated by analyzing the most-trafficked pages with the most underperforming metrics. Tools such as growthgrader.com assess where a site stands on key performance indicators, and the resulting data determines budget and time allocation. Items scoring high across all three ICE dimensions are prioritized first. The wishlist separates performance improvements from what practitioners call "grease points and polish points." Grease points are functional improvements that reduce friction in the buyer journey. Polish points are visual and brand enhancements. Both appear on the wishlist, but performance improvements take priority because their measurable lift can fund subsequent polish work. The wishlist is not static; as experiments conclude and new data emerges, items are re-prioritized. Items that do not reach statistical significance in testing are resolved by selecting whichever version is clearer and simpler, while items informed by sales insights or market shifts are added on an ongoing basis. ### Ask AI about Lean Labs [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/chatgpt.svg) ChatGPT ](https://chat.openai.com/) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/googlegemini%201.svg) Gemini ](https://www.google.com/search?udm=50) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/perplexity%201.svg) Perplexity ](https://www.perplexity.ai/search/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/claude%201.svg) Claude ](https://claude.ai/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/copilot.svg) Copilot ](https://copilot.microsoft.com/) Ask AI ```json { "@graph": [ { "@id": "https://www.leanlabs.com/#organization", "url": "https://www.leanlabs.com/", "logo": { "url": "https://www.leanlabs.com/favicon.ico", 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