TikTok’s Future: Learnings from China and the Double Diamond Model: What is it and Should You Use it?

TikTok’s Future: Learnings from China and the Double Diamond Model: What is it and Should You Use it?

In today's digital landscape, businesses are constantly searching for innovative ways to engage with customers and drive revenue. Two interesting concepts that have gained significant attention recently are TikTok and the Double Diamond design model. While seemingly unrelated, there are common points between these two that can be explored to unlock new opportunities and enhance the customer experience.

TikTok, the popular video-sharing platform with over a billion global monthly active users, has captured the attention of young people worldwide. In fact, studies have shown that 40% of young people turn to TikTok or Instagram when searching for a place to eat, rather than relying on traditional platforms like Google Maps or Search. This highlights the potential for video search to become a powerful tool for in-app commerce. If a social company can keep users engaged within their app and leverage their intent, they can expand into lucrative areas such as commerce, payments, and the consumer wallet.

Imagine a scenario where every user-generated video content on TikTok has a location tag that can redirect to a voucher or other deal. This would provide merchants with a vast number of new, free, and seemingly less-biased user-generated ads for their products. This not only benefits the merchants but also creates a more immersive and personalized experience for TikTok users. By leveraging their algorithm and user behavior, TikTok can continuously discover and recommend the best places to users, enhancing their overall experience.

Now, let's shift our focus to the Double Diamond design model. This model, developed by the British Design Council, consists of four stages: Discovery, Definition, Development, and Delivery. The Discovery and Definition stages focus on problem development, while the Development and Delivery stages focus on finding solutions. Companies that have successfully implemented this model have found value in involving designers closely in the research process. For example, Starbucks requires their designers to spend a month working as baristas in their venues before designing anything. This hands-on experience allows designers to truly understand the needs and pain points of the users they are designing for.

The Definition stage of the Double Diamond model acts as a filter for ideas and data gathered in the Discovery stage. It sets the context for product development, assesses the feasibility of ideas, and ensures alignment with the corporate brand. By involving multiple departments in the design process, companies can reduce the need for excessive prototyping and testing, leading to more efficient and effective product development.

Microsoft takes a unique approach by encouraging their designers to "eat their own dog food." This means that designers are encouraged to use their own creations in their work, putting themselves in the shoes of the end-users. This emphasizes the importance of having a professional design tool that allows for quick and efficient design changes.

Combining the insights from TikTok's success and the Double Diamond design model, we can derive actionable advice for businesses:

1. Embrace video search: Explore ways to incorporate video search into your app or platform to unlock new opportunities for in-app commerce. Invest in algorithms and user behavior analysis to continuously improve recommendations and provide a personalized experience.

2. Involve designers in the research process: Encourage designers to engage directly with users to understand their needs and pain points. This hands-on experience can lead to more effective and innovative solutions.

3. Foster collaboration across departments: Break down silos and involve multiple departments in the design process. This reduces the need for excessive prototyping and testing, resulting in more efficient product development.

In conclusion, TikTok's success in leveraging video search and the Double Diamond design model's focus on user-centric design offer valuable insights for businesses. By understanding and incorporating these concepts, companies can unlock new opportunities, enhance the customer experience, and drive revenue growth. Whether it's mastering video search or involving designers closely in the research process, the key is to continuously innovate and adapt to the evolving digital landscape.