The Double Diamond model: what is it and should you use it?

The Double Diamond model: what is it and should you use it?

The Double Diamond design model, officially invented by the British Design Council in 2005, has become a popular framework for approaching design projects. It consists of four stages: Discovery, Definition, Development, and Delivery. Each stage plays a crucial role in the design process, guiding designers from problem identification to solution implementation.

In the Discovery stage, designers employ various techniques such as mind maps, brainstorming, desk research, field research (interviews, focus groups, observations, and consumer journey mapping) to gather information and gain a deep understanding of the problem at hand. This stage is all about exploring and uncovering insights that will inform the subsequent stages of the design process.

Once the Discovery stage is complete, designers move on to the Definition stage. This stage involves analyzing the findings from the Discovery stage and refining the problem statement. Root cause analysis and the "5 why's" technique are often employed to get to the core of the problem. Additionally, user stories are created to better understand the needs and desires of the target audience. The Definition stage acts as a filter, narrowing down the ideas and data gathered in the previous stage and setting the context for product development.

It is important during the Definition stage to involve different departments in the design process. This not only ensures a holistic approach but also reduces the need for excessive prototyping and minimizes potential problems that may arise during testing. Companies like Starbucks recognize the value of involving designers in the research process by requiring them to spend time working as baristas before designing anything. This firsthand experience allows designers to gain a deeper understanding of the user's perspective and create more user-centric designs.

Microsoft takes a similar approach by encouraging designers to "eat their own dog food." This means that designers should use their own creations in their work to better understand the user experience. To facilitate this, designers need access to professional tools that allow them to make design changes quickly and efficiently. By putting themselves in the user's shoes, designers can create more intuitive and user-friendly designs.

Now let's shift our focus to the topic of people leaving San Francisco during the pandemic. According to USPS data, the majority of those leaving the city have chosen to relocate to other Bay Area counties. Alameda, San Mateo, Marin, Contra Costa, Santa Clara, and Sonoma were the top six destinations. This pattern suggests that while people are leaving San Francisco, they are not venturing too far away.

This trend could be seen as a silver lining for the city's economy as it recovers from the pandemic. While out-migration patterns may be alarming, the fact that many are choosing to stay within the Bay Area indicates that there is still a strong interest in the region. As a result, San Francisco's rental prices could continue to fall while rental and home prices in the suburbs rise.

In conclusion, the Double Diamond design model provides a structured approach to the design process. By incorporating techniques such as mind maps, brainstorming, and user research, designers can gain valuable insights and uncover the root causes of problems. Involving different departments in the design process ensures a holistic approach and reduces the need for excessive prototyping. Additionally, designers should "eat their own dog food" and use professional tools that allow for quick and efficient design changes. By following these actionable advice, designers can create more user-centric designs and contribute to the success of their projects.