The Double Diamond Design Process Model
The Design Council’s Double Diamond design methodology provides a visual way to map the design process for both designers and non-designers. The two diamonds represent a process of exploring an issue more widely or deeply (divergent thinking) and then taking focused action (convergent thinking).
My Design Process
My design process is largely focussed in the human-centered and user experience domain, but also works for more visual projects. It follows the Double Diamond method, though it is less linear and more flexible to match the needs of a project.
Research, reflection and iteration are at the heart of how I design, and the problems we face today require a range of ideas, perspectives and insights. Co-design and collaboration are an integral part of design and finding deeper meaning and satisfaction in the solutions we create.
Break the Brief.
First things first is to break down the brief – what does the client want? Does this match what they’re actually asking for and is it something that I can help them with? I question the brief in as many ways as possible; this helps firstly to ensure I have all the information I need from the client and allows me to break it down into its basic elements: characteristics, areas of interest, tensions, people, places and experiences that can be explored.
Research.
I love to research and learn, and I enjoy expanding my knowledge in new areas. It’s also a great opportunity to start empathising with users and uncovering the who? what? when? where? why? and how? through primary, secondary and tertiary research sources.
Find Precedents.
Finding precedents’ is an integral part of the design process. It helps to establish what’s already out in the world, what has already been tested? Are there existing ideas that have potential, could be re-worked or spark a new idea? It can be helpful to look beyond the project topic when looking for precedents; finding commonalities in seemingly unrelated areas can spark an entirely new way of looking at a problem or finding its solution.
Brainstorm.
During this process, no idea is a bad idea. In fact, it pays to get any and all ideas, insights, thoughts and even assumptions out during this step; especially when working collaboratively – you never know what will spark a great idea, even if it sounds silly – be brave! This is a ‘no holds barred’, no ‘dumb ideas’ moment.
Set the Design Challenge.
This is a time to take stock, to interpret and find meaning in what has been discovered so far. I like to put people first and outline the user’s needs, challenges and opportunities. This is also a good time to use design thinking tools such as an empathy map to help build user personas and discover their shared values, perform a SWOT analysis and consider the current and proposed user transformation matrices. Are there themes or patterns? How can the research be defined and condensed? Define the insights and use them to tell stories and build the narrative.
First Hunches.
With all the knowledge and resources collected so far, what are the first hunches as to where the project is headed? This is the time to start communicating visually and inclusively, start testing ideas and experimenting. What has potential? Why? How can it be pushed further?
Shape.
This is the time to test theories, experiment and prototype by making and doing, role-play, collaborate and co-create. Collect feedback from users, capture the learnings, insights and visions and use them to define what success looks like for the project. What is working for users? What isn’t? What needs to be removed or improved?
Iterate, Iterate, Iterate.
Iterating early is vital to identifying errors early, avoiding risk and building confidence in ideas. It’s time to walk the walk, do the mahi and make it beautiful.
Implement.
It’s time for the finishing touches. What can take it the extra mile? Cross all the t’s and dot all the i’s and deliver.