A Practical Guide to the Design Thinking Double Diamond Approach for UX
Jamie Esterman
Driving results through digital experiences | Product Design, UX, UI, CRO & Marketing | Websites, Apps & SaaS
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 article, 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:
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
A break-down of the Double Diamond approach
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.
Thinking: Divergent
Output:
Stakeholder engagement: None
Stage 2: Analysis
The insights gathered from the research phase can help you define the challenge in a different way.
Thinking: Convergent
Outputs:
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.
Thinking: Divergent
Outputs:
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.
Thinking: Convergent
Outputs:
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:
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:
?? Brief: Add a 'Book a Demo' form to an existing website.
- 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 stakeholders / 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 and map the user journey to 'book a demo'.
- 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.
Key take aways
The key benefits to take away 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:
?? A note on Design Systems
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
Transforming Growth through Design. CEO @ Smashy Design. Co-Founder @HOMEGROWN People
1 年Mate this is awesome! I always love using the double diamond method and like you mentioned there has been some practical/process hickups that made me think twice using it. But as you explained, it makes total sense. Gonna try that for the next project. Love the cover artwork ?? Brilliant stuff mate. Keep them coming.