A Practical Guide to the Design Thinking Double Diamond Approach for UX

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:

1. Put people first. Start with an understanding of the people using the website, service, or app.
2. Communicate visually and inclusively. Help people gain a shared understanding of the problem and ideas using visual aids like maps, diagrams, and designs.
3. Collaborate and co-create. Work together and get inspired by what others are doing by sharing your progress regularly.
4. 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 — strategise and agree on what opportunities they have found or pitfalls to avoid.

Some lessons I have learned during this initial stage:

• 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-cancelling headphones with focus music, mad Googling, and hundreds of browser tabs opened!

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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

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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

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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.

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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 the 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

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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-centred 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.

Key takeaways

The key takeaways 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 effectively with greater outcomes for the end user

References

• Framework for Innovation — Design Council
• The Double Diamond — Design Council
• Double Diamond Design Process – The Best Framework for a Successful Product Design
• The Design Sprint
• Design Sprint Kit — Google