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 gained popularity in the design industry. It consists of four stages: Discovery, Definition, Development, and Delivery. The first two stages, Discovery and Definition, focus on problem development, while the latter two stages, Development and Delivery, revolve around finding solutions.

During the Discovery stage, various techniques are employed, such as mind maps, brainstorming sessions, desk research, field research (including interviews, focus groups, observations, and consumer journey mapping). This stage allows designers to gather as much information as possible about the problem they are trying to solve. It is crucial to involve designers closely in the research process and have them interact with users directly.

Starbucks, for example, has embraced this approach by requiring its designers to work as baristas for a month before starting any design work. This hands-on experience allows designers to understand the needs and preferences of both customers and employees, leading to more effective design solutions.

Once the Discovery stage is complete, the Definition stage begins. This stage involves filtering the ideas and data collected during the Discovery stage. It sets the context for product development, evaluates the feasibility of the project, and aligns it with the corporate brand. It is essential to involve different departments in this stage to ensure a comprehensive understanding of the project and reduce the need for numerous prototypes and testing.

Microsoft takes a unique approach by encouraging designers to "eat their own dog food." This means that designers should use their own creations in their work to empathize with the users. By experiencing the product from the user's perspective, designers can identify pain points and make necessary improvements. To facilitate this process, designers should have access to professional tools that allow them to make changes quickly and efficiently.

While the Double Diamond model provides a structured framework for the design process, it is essential to consider other metrics to measure the success of a design. One crucial metric is the activation rate, which is often used as a leading indicator of long-term value delivery to the user.

The activation rate is calculated by dividing the number of users who hit the activation milestone by the number of users who completed the signup flow. Ideally, users who hit the activation milestone should retain at a rate at least 2x better than those who do not complete the activation step. This indicates that the activation milestone is predictive of long-term retention and monetization.

To ensure the activation rate is meaningful, it should be highly actionable for growth teams. This means that the metric should be something that can be directly impacted by the team's efforts. Merely completing the signup flow may not be sufficient to demonstrate the value of the product to users, and therefore may not be predictive of long-term retention.

In the SaaS industry, the average activation rate is around 36%, with a median of 30%. However, it is important not to overthink the specific milestone for activation. Instead, choose a milestone early in the user's lifecycle that strongly correlates with long-term retention. For example, Facebook measures activation as users having seven friends in ten days, Twitter defines it as following 30 people, and Dropbox considers uploading at least one file as the activation milestone.

In conclusion, the Double Diamond model provides a structured approach to the design process, emphasizing the importance of research and collaboration. By involving designers in the research stage and encouraging them to experience the product firsthand, companies can create more effective design solutions. Additionally, considering metrics like the activation rate can provide insights into the long-term value delivery to users. To improve activation rates, it is crucial to choose a meaningful milestone early in the user's journey and ensure that it aligns with long-term retention goals.

Actionable advice:

1. Involve designers in the research process to gain a deep understanding of user needs and preferences.
2. Encourage designers to "eat their own dog food" by using their own creations and experiencing the product from the user's perspective.
3. Choose a meaningful activation milestone early in the user's lifecycle that strongly correlates with long-term retention.