The Double Diamond Approach to Product and Project Lifecycle Management
The Double Diamond framework, developed by the UK Design Council, is a visual representation of the design process. It divides the development of products, services, or projects into four distinct phases organized across two diamonds. Each diamond represents a period of divergence (exploring many ideas) followed by convergence (narrowing down to the best solution). This approach emphasizes user-centered design and problem-solving through iteration and collaboration.
The Four Phases of the Double Diamond
- Discover (Diverge):
- Focus: Exploring the problem space to understand the challenges, user needs, and constraints.
- Activities: Research, user interviews, surveys, and market analysis.
- Output: A deep understanding of the problem, insights into user needs, and identification of opportunities.
- Define (Converge):
- Focus: Synthesizing insights to clearly articulate the problem or opportunity to address.
- Activities: Clustering insights, problem framing, and prioritizing opportunities.
- Output: A well-defined problem statement, such as a project charter or design brief.
- Develop (Diverge):
- Focus: Ideating and prototyping solutions to address the defined problem.
- Activities: Brainstorming, sketching, prototyping, and gathering user feedback.
- Output: Multiple concepts or prototypes to test and refine.
- Deliver (Converge):
- Focus: Selecting and implementing the best solution.
- Activities: Iterative development, testing, deployment, and evaluation.
- Output: A final product or solution that meets user and business needs.
Double Diamond in Agile Projects
In Agile, the Double Diamond integrates seamlessly due to its iterative and user-focused nature:
- Discover and Define:
These align with product discovery phases in Agile, where user stories, epics, and backlogs are created based on research and stakeholder input. - Develop and Deliver:
These align with sprint cycles and iterative development. Prototypes and Minimum Viable Products (MVPs) are tested and refined based on user feedback.
Example in Agile
Developing a fitness app:
- Discover: Conduct user research to identify fitness tracking needs.
- Define: Prioritize features (e.g., step tracking, calorie counter).
- Develop: Build and test a prototype in sprints, gathering feedback.
- Deliver: Deploy an MVP, iterating post-launch based on user reviews.
Double Diamond in Waterfall Projects
In Waterfall, the Double Diamond operates more linearly, with phases executed in sequence:
- Discover and Define:
These are typically part of the requirements gathering and planning phases. Once complete, they are locked in. - Develop and Deliver:
These correspond to design, build, and deploy phases, executed without iterative feedback loops.
Example in Waterfall
Building a company intranet:
- Discover: Interview employees to identify requirements.
- Define: Finalize a detailed design document.
- Develop: Build the intranet according to the specifications.
- Deliver: Launch the intranet after final testing.
Key Differences: Agile vs. Waterfall with Double Diamond
| Aspect | Agile | Waterfall |
|---|---|---|
| Iteration | Iterative and incremental delivery | Linear and sequential phases |
| User Feedback | Continuous feedback during sprints | Feedback primarily during testing phase |
| Flexibility | Adaptable to changing requirements | Limited once requirements are finalized |
| Speed to Market | MVP released quickly for iteration | Final product delivered at project end |
Benefits of Using Double Diamond
- Encourages user-centered design, ensuring solutions address real needs.
- Supports creative exploration while maintaining focus on actionable outcomes.
- Works across methodologies (Agile, Waterfall, hybrid).
Challenges and Considerations
- In Waterfall, the lack of iterative feedback may limit the effectiveness of the "Develop" phase.
- In Agile, balancing divergence (exploration) and sprint timelines can be challenging.
References
- Design Council. (2015). The Double Diamond: A universally accepted depiction of the design process. Retrieved from https://www.designcouncil.org.uk.
- Atlassian. (n.d.). What is Agile? Retrieved from https://www.atlassian.com/agile.
- Royce, W. W. (1970). Managing the Development of Large Software Systems. Proceedings of IEEE WESCON.
- Nielsen Norman Group. (2018). User-Centered Design Process Overview. Retrieved from https://www.nngroup.com.
The Double Diamond framework’s adaptability makes it valuable for both Agile and Waterfall projects, though it requires careful integration to suit each methodology’s constraints.