The Double Diamond Model and Engagement Hierarchy: Connecting Design and User Actions

The Double Diamond Model and Engagement Hierarchy: Connecting Design and User Actions

Introduction:
The Double Diamond design model, developed by the British Design Council in 2005, has become a popular framework for product development. It consists of four stages: Discovery, Definition, Development, and Delivery. On the other hand, the Engagement Hierarchy emphasizes the importance of users completing the core action of a product. This article explores the connection between these two concepts and how they contribute to successful product design and growth.

Discovery and Core Actions:
The Discovery stage of the Double Diamond model involves various research methods such as mind maps, brainstorming, desk research, and field research. This aligns with the notion of core actions in the Engagement Hierarchy. Just like how Pinterest relies on pinning and Twitter relies on tweeting, the core action of a product is its foundation and essence. During the Discovery stage, designers need to understand and immerse themselves in the core action to create a user-centric design.

Definition and User Engagement:
In the Definition stage of the Double Diamond model, the focus shifts to filtering ideas and data from the Discovery stage. This aligns with the Engagement Hierarchy's emphasis on users continuing to complete the core action. To ensure sustained user engagement, it is crucial to assess the realism of what can be done, analyze how the project aligns with the brand, and involve different departments in the design process. Microsoft's philosophy of designers using their own creations, known as "eating their own dog food," reinforces the importance of understanding the user experience and making design changes accordingly.

Development and Product Momentum:
The Development stage of the Double Diamond model involves creating prototypes and testing them. By involving different departments in the design process, potential problems can be identified early on, leading to a more efficient development phase. This aligns with the Engagement Hierarchy's focus on optimizing for users completing the core action. If a growing number of people do not continue to complete the core action, the product's momentum will diminish. Therefore, the design and development process should prioritize creating a seamless user experience that encourages users to engage with the core action.

Actionable Advice:

1. Conduct thorough user research during the Discovery stage to understand the core action that drives your product. This will lay the foundation for designing a user-centric experience.
2. Involve different departments and stakeholders in the design process to ensure a holistic approach and identify potential issues early on. This will lead to smoother development and increased user engagement.
3. Continuously monitor and analyze user engagement with the core action of your product. If the number of users completing the core action is not growing, reevaluate your design and user experience to maintain product momentum.

Conclusion:
The Double Diamond model and the Engagement Hierarchy both emphasize the importance of understanding and prioritizing the core action of a product. By combining the research and design principles of the Double Diamond model with the user engagement focus of the Engagement Hierarchy, designers and product teams can create products that not only meet user needs but also foster sustained engagement. Ultimately, the success of a product lies in its ability to maintain user interest and drive them to complete the core action.