Approach - The Double Diamond Build the right thing. Build the thing right
Created by the British Design Council, the Double Diamond methodology is a structured approach to validated user-centred problem solving. The process can be worked through on any timescale, from an intense workshop to a new product exploration.
Despite the presentation, the double diamond is certainly not linear. Within each phase we test and iterate assumptions and outcomes, circling back where we discover more information is needed (or deciding to accept the risk and proceed). It is a framework for problem solving, not a defined process, which can be done on multiple features in parallel and at any scale. In reality you should always be discovering, defining, developing, and delivering - all in parrallel on different aspects of a product.
The diamonds represent diverging and converging exploration of the problem and then solution spaces - exploring and focusing on a problem before ideating and rapidly iterating prototypes to production, constantly testing and iterating in continuous feedback loops.
Research Discovery in the problem space
Start with understanding the context of the problem. Primary and secondary research is used to build evidence on which decisions can be made and insights can be formed.
A key part of this phase is identofying the users in play and building relationships with users who can join you in the process.
Activities
- Usability testing (existing product)
- Competitor analysis
- Market research
- User interviews
- Review against OKRs/KPIs
Deliverables
- As-is user journey map
- Interview reports
- User personas
Insight Define the problem(s) to be solved
The raw research findings are explored to identify the most valuable problems to solve for customers. This could be problems with an existing product, opportunities for problems our product could be solving, or even just uncovering that the market has shifted and customer expectations have changed.
Opportunities are combined with the product vision to assess which ones fit the value proposition. At the same time, the key metrics for success are established, firmly establishing how we will know if the next activities represent success.
Activities
- Process analysis
- Journey mapping
- SWOT analysis
Deliverables
- Value proposition canvas
- Problem definition
- Success metrics (OKR/KPI)
- Future-state journey map
- Opportunities and 'how may wes'
- No-gos
Ideate Develop a range of ideas
Any problem can be solved in many ways. This phase imagines many potential solutions we can test for feasibility and likely effectiveness.
We avoid assumed solutions and narrow thinking by inviting ideas from a wide range of stakeholders. Co-creation with users, ensures they are a key source of ideas and can quickly validate the ones they feel would serve their needs best. Likely effectiveness and technical feasibility are assessed to quickly place the ideas on the Desirable/Feasible/Viable map.
Activities
- Ideation workshops
- Co-creation
- Paper walkthroughs
- Usability testing (high level)
- Fesibility analysis
Deliverables
- User journeys
- Lo-fi prototypes
- Low-code prototypes
- Concept designs
Prototype Deliver and refine
The most promising ideas are advanced into prototypes which can be progressively refined and combined. Interactive prototypes, low-code mockups and proofs of concept evolve into an MVP or feature iteration.
Measured against the desired outcomes, we can clearly track progress to 'success' as experience and technology maturity increases. Testing and validation ensure the outcomes remain the bar for success, preventing delivery for its own sake becoming the goal.
Activities
- Detailed prototyping
- Co-creation
- Working PoC
- Usabilty testing (detailed)
- Measurement of effectiveness
Deliverables
- Interactive prototypes
- Proof of concept
- MVP/MLP
- SUS eveluation
- Measurement against OKRs/KPIs
Iterate, iterate, iterate
Whether running through the steps in a two week sprint or over three months testing a new value proposition, the double diamond is about iterating.
The real value comes from constantly testing what's been delivered, using it to build new insights and create a positive feedback loop that creates an upward trajectory in product quality.
The double diamond is an adaptable framework for design thinking and a powerful tool in user-centric design and product management.
Case studies
The $25bn platform driving global trade A.P.Moller-Maersk
Maersk transports around 20% of global shipping trade in a trillion dollar industry. Leading the industry digitalisation, we created the digital platform connecting shippers, importers, factories and agents across the world. Integrating Maersk's complex, diverse products, the portal revenues exceed $25bn per year.
I led an international team in the research, service, user experience and visual design on the transformation, launching the supply chain management platform connecting connecting the largest global brands.
A new global supply chain platformA.P.Moller-Maersk
As Maersk underwent a major tranformation a key priority was modernising its supply chain management platform and making it suitable for new markets. Maersk Flow was a ground-up re-imagining of what a modern digital-first supply chain platform should be.
I led the service and product design for this exciting new platform connecting global importers and suppliers to deliver greater control of global supply chains.
Industry-leading biometrics Equiniti
Pension fraud costs the global economy hundreds of billions of dollars a year. We worked with a top 10 global banking group to reduce the problem. This innovative solution to the costly and flawed 'proof of life' process greatly reduces risk for many of the world's largest financial providers today.
Working with world-leading biometrics technology partners I led a team and agency in designing a product that's changing the financial services industry, starting with one of the most challenging user groups to design for - pensioners.
Managing social at scale Equiniti
For companies, social media is full of risk and reward. Reacting to complaints and feedback in the order they arrive is no longer enough. Companies need to exploit viral opportunities and head off complaints gaining the most attention.
I led a team re-imagining the social workflow across multiple platforms, providing some of the UK's largest brands with the tools to harness praise and capture complaints more effectively.
Enterprise excellenceEquiniti
In highly regulated industries complaints can cost billions of dollars. Financial institutions operate in competitive, closely-watched environments in which dozens of stakeholders can be involved in resolving a single complaint.
I led design for several of Equiniti's platforms, used by some of the World's largest financial insttutions to seamlessly manage their customer complaints.
Serving healthcare professionalsEquiniti Clinical
We trust that the doctors and nurses who treat us are certified, qualified and up to date on their training and practise. But how can that assurance robustly safeguard patients whilst placing as little overhead on the people we rely on to keep us healthy?
In partnership with the National Health Service I led a team designing a modern product to handle continuous professional development, documentation, references and annual certifcation. The solution is a constant companion to many UK healthcare professionals allowing them to easily track their hours and training, simply and securely.
Transforming an industry
Loughborough University - Number 1 for student experience
With the introduction of tuition fees, the UK Higher Education sector became a true consumer market for students. Leading the industry, Loughborough was one of the most successful institutions to prioritise a user-centric student experience approach.
Through gaining a deep understanding of students and their priorities we drove a transformation of the University's student experience from recruitment to graduation, and beyond.
The results speak for themselves - Loughborough University rose to be a top 5 UK university and the leader in student experience for over a decade.
