Jamie Esterman
If you want to innovate a new product idea, you are leading the strategy of a new initiative, or you are looking to design a new website, Design Thinking methodologies can help you streamline your process end-to-end - from research and strategy through to design and build.
In 2003, the Double Diamond approach to design thinking was developed by the Design Council, a UK-based organisation that promotes the use of design to create positive social, economic, and environmental change.
I have always found design methodologies like the Double Diamond to be a bit too theoretical, which can be challenging when trying to use them practically in your workplace. There may be an assumption that the design maturity of where you work or the project you are on will not have the time or understanding to follow a complex design process.
In this post, I will outline a simple, practical version of the Double Diamond approach that I have been using to lead design projects. It can provide role clarity, divide the workload, and increase efficiency. I have also found it to validate the lean approach I used previously in User Experience work.
How it works
The framework for innovation outlines four core principles to be used whilst following the Double Diamond methodology:
- Put people first. Start with an understanding of the people using the website, service, or app.
- Communicate visually and inclusively. Help people gain a shared understanding of the problem and ideas using visual aids like maps, diagrams, and designs.
- Collaborate and co-create. Work together and get inspired by what others are doing by sharing your progress regularly.
- Iterate, iterate, iterate. Do this to spot flaws and determine edge cases early, avoid risk, and build confidence in your ideas.
My take on the Double Diamond approach for User Experience
Although the strategy and structure of the diamonds are the same, I have slightly modified the approach to be suited to User Experience projects or ideas. Apart from adjusting the language to better suit design, I have also added examples of the tasks that may be completed during the relevant stage as well as 'outputs' that can be used for stakeholder engagement. I have used this solo and with teams of three to six people, and it has produced some great results.
Divergent and convergent thinking
Divergent thinking is a thought process that involves generating a wide range of ideas and possibilities. It encourages thinking outside the box, keeping an open mind, exploring different perspectives, and considering anything and everything.
Convergent thinking, on the other hand, is a thought process that involves narrowing down options and identifying one or two key problems and solutions. It focuses on evaluating and analysing ideas to find the best course of action.
The Diamond shapes exist to show when the team should be divergent and convergent, in both their thinking as well as their collaboration. For example, if undertaking a Competitive UX Audit, during the Research stage, the UX Researchers would separate and review competitors independently. Once complete, they would share their findings and converge - strategize and agree on what opportunities they have found or pitfalls to avoid.
Some lessons I have learned during this initial stage are that
- there should be minimal boundaries, real or perceived, when 'diverging'
- there are no wrong answers or bad ideas
- you will need to activate the right-hand side of the brain - for me, that means noise-canceling headphones with focus music, mad Googling, and hundreds of browser tabs opened!
Stage 1: Research
The first diamond helps you understand, rather than simply assume, what the problem is.
It involves speaking to and spending time with people who are affected by the issues.
Rather than simply follow a list of research tasks, I recommend tailoring your research plan to suit your time, resources and required outcomes.
- Interviews (users, customers, SMEs)
- Personas / segments
- Empathy map
- Desk based research
- Competitive analysis
- Gather data
- Questionnaires
- Market research
Thinking: Divergent
Output:
- Customer needs
- Unstructured research findings
- Interview transcripts
Stakeholder engagement: None
Stage 2: Analysis
The insights gathered from the research phase can help you define the challenge in a different way.
- Customer journey map
- Pain points
- Jobs to be done
- Root cause analysis
- Data analysis
- Insights & themes
- Opportunities
- “How might we” questions
Thinking: Convergent
Outputs:
- Defined problem
- “How might we” statements
- Research analysis
- Identify opportunities and goals
Stakeholder engagement: First stage gate presentation to all sponsors / stakeholders
Stage 3: Ideation
A wide range of ideas is generated through brainstorming and ideation sessions. These ideas are then translated into prototypes and mock-ups to be tested and evaluated.
- Ideation workshops
- Sketches / rapid prototypes
- User flows
- Wireframes / concepts
- Service design
- Concept testing
Thinking: Divergent
Outputs:
- Ideas
- User flow maps
- Concepts
- Low-fidelity designs
Stakeholder engagement: Sense check with key sponsors.
Stage 4: Design
During the design stage, we test out different solutions at small-scale within our design tool of choice - rejecting those that will not work and improving the ones that will.
Next we test our designed solutions and iterate. Then rinse and repeat, until we have finalised solution.
- High-fidelity designs
- Design reviews
- Usability testing
Thinking: Convergent
Outputs:
- High-fidelity designs
- Final solution to the problem
- Working prototypes
Stakeholder engagement: Second stage gate presentation to all sponsors / stakeholders
Next steps
After completion of the Double Diamond approach, engagement with your Engineering partners will likely be increasing and further collaborative work will be needed between the UX function, Product and Engineering - for example:
- Gap analysis
- Documentation of requirements
- Document tokens, design system requirements
Conclusion
By adopting a design thinking mindset, you can foster a culture of creativity, collaboration, and user-centered approaches, leading to better solutions and improved user experiences.
Along with the Google Design Sprint, I have found the Double Diamond an amazing tool for designing something new or innovative. I have had success using it over a few days for a small solo project to using it as a framework for a small team over a 3-6 month project. It should not be prescriptive or followed to the letter - it is a guide or reference.
A simple example of following the Double Diamond approach:
- Research best practise for Book a Demo pages via Google
- Look at existing examples across competitors or related fields
- Research the best naming conventions for the UX micro-copy e.g. Book a demo vs Request a demo
- Research Form UX best practise
- Interview your stakeholder / booking receipient
- Define the required fields for the form and types of fields
- Define the content required to address any relevant personas
- Define when and where the optimum place to introduce the Book a Demo CTA
- Ensure the information required to encourage the Book a Demo action is within the content e.g. social proof, testimonials, next steps in the process.
- Design a low-fidelity wireframe of the new page with the booking form and a skeleton of any content, then engage stakeholders
- Iterate on the wireframe design until it is finalised and approved.
- Design a high-fidelity prototype of the page including all of the required states for the form fields, buttons and any other interactive elements. Ensure you have covered relevant breakpoints / devices.
- Hold a design review, engage stakeholders and iterate until you have the final draft.
- Create a prototype and send for non-moderated usability testing with an online platform.
- Iterate and finalise design components for engineering.
It is important not to confuse this with Human Centred Design methodologies that focus on co-designing solutions with your end-user. If you co-designed the next iteration of mobile phone from nokia/blackberry era with the consumer, they would have told you that physical keyboard on the mobile phone was essential… Design Thinking pushes you to look at the root causes of the customer’s wants and needs, then design a solution that is not constrained by how it is done today or the user is used to.
Key take aways
The key take aways from this approach is that it forces you to challenge the assumptions, determine the root cause of the issue and research the user and their behaviours - before starting on the solution.
This leads to more innovative and often simpler solutions to the problem:
- greater efficiency in the design process
- front-loading your exploration during the design process, rather than in engineering
- releasing value in stages or phases that may not have been uncovered
- focusing on outcomes over output
- ultimately shipping products or websites faster and more cost effective with greater outcomes for the end user
With the evolution of Design Systems - creating a source of truth and universal language between design and engineering, you will need to evolve your processes to adapt.
One way to tackle a new way of working like Design Systems would be to use the Double Diamond to complete your User Experience journey and requirements in mid-fidelity.
Then, once completed, work seperately on the high-fidelity components needed in the Design System with accompanied design tokens and colloboration with engineering.
References
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