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, created by the British Design Council in 2005, has become a widely used framework for the design process. It consists of four stages: Discovery, Definition, Development, and Delivery. In the Discovery stage, designers utilize various tools such as mind maps, brainstorming, desk research, field research (interviews, focus groups, observations, and consumer journey mapping) to gather insights and understand the problem they are trying to solve. This stage is crucial as it sets the foundation for the rest of the process.

Once the Discovery stage is complete, the Definition stage comes into play. This stage involves analyzing the data and ideas gathered in the Discovery stage, filtering out irrelevant information, and setting the context for product development. It also assesses the feasibility of the project and ensures alignment with the corporate brand. It is important for different departments to participate in this stage to ensure a holistic approach and minimize the need for multiple prototypes and testing.

One company that exemplifies the importance of involving designers in the research process is Starbucks. The company requires its designers to spend a month working as a barista before designing anything. This firsthand experience allows designers to understand the needs and preferences of the users and create solutions that resonate with them.

Microsoft also emphasizes the importance of designers using their own creations in their work. This concept, known as "eating their own dog food," allows designers to experience the product from the user's perspective and identify areas for improvement. To facilitate this process, it is essential for designers to have access to professional tools that enable them to make design changes quickly and efficiently.

The Double Diamond model is not only applicable in the field of design but also in the emerging creator economy. The creator economy refers to the class of businesses built by independent content creators, curators, and community builders. With more than 50 million people considering themselves creators, this industry has experienced significant growth in the past decade.

Creators have gained power in the media ecosystem, moving their top fans off social networks and becoming founders of their own businesses. This shift is driven by a societal desire for fulfillment, control over one's time, and autonomy in one's career. Fans see creators living their passion and aspire to follow a similar path.

To succeed in the creator economy, individuals need to excel in storytelling, be relentless hustlers, and cultivate strong fan communities. Many companies have emerged to support creators, including those who are able to make a full-time career out of content creation as well as those who monetize their creations part-time.

The creator economy has evolved through different layers. The first layer consists of foundational media platforms like YouTube, Instagram, and Spotify. These platforms have allowed creators to establish their presence and build an audience. However, they also pose a risk as they may not always have the best interests of content contributors in mind. Smart creators have learned to cross-promote and diversify their presence on different apps to minimize this risk.

The second layer of the creator economy involves monetizing influencer reach. As creators gained a substantial following, brands recognized the value of paying creators to advertise their products and services to their audience. Influencer marketing has become a rapidly growing sector, with a projected market size of $15 billion by 2022.

However, relying solely on paid partnerships can be detrimental to creators' relationships with their audience. With each paid post, there is a risk of losing trust and engagement. This has led to the emergence of the third layer of the creator economy, where creators are becoming full-fledged businesses with multiple revenue streams beyond ads.

Creators are now able to develop fandoms that follow them off-platform and directly fund their work. This shift allows creators to focus on creating niche content designed to resonate with their biggest fans and generate revenue through direct support. Platforms that enable creators to monetize their work, such as Cameo, have experienced success by providing a seamless way for creators to get paid for their content.

In conclusion, the Double Diamond model and the creator economy share common points. Both emphasize the importance of understanding the problem or audience before developing a solution. They also highlight the need for ongoing experimentation and collaboration to achieve success. For designers, incorporating the principles of the Double Diamond model can lead to more effective and user-centered design, while creators can benefit from diversifying their revenue streams and building strong fan communities.

Actionable advice for designers:

1. Involve different departments in the design process to ensure a holistic approach and minimize the need for multiple prototypes and testing.
2. Embrace the concept of "eating your own dog food" by using your own creations in your work to gain a better understanding of the user's perspective.
3. Utilize professional design tools that allow for quick and efficient changes to enhance the design process.

Actionable advice for creators:

1. Focus on storytelling and cultivating a strong fan community to differentiate yourself in the crowded creator economy.
2. Diversify your revenue streams beyond ads by exploring direct funding options from your fans.
3. Consider cross-promoting and diversifying your presence on different platforms to minimize the risk associated with relying on a single platform.