Double Diamond is a design process model made up of four phases
Discover (insight into the problem)
Define (the area to focus on)
Develop (potential solutions)
Deliver (solutions that work)
The Double Diamond emphasizes “divergent” and “convergent thinking” – many ideas are created and refined down to the best idea.
Problems with the Double Diamond
Many designers work with an end solution in mind
Written “documents of vision” are not good catalysts for design
Emphasizes design brief too much over design concept
“Big research up-front” is not applicable to all design projects
Instead, designers should follow “The Three Triangles Process”
Discovery and Ideation stages work together as Discovery consists of research and analysis of data while Ideation includes drawing up different solutions. They form the milestone, The Concept, which is the prototype of the idea, before it gets sent to the last stage, Delivery, which prepares the product for the market.
Adding features to a product adds more power to the product, yet at the same time adds complexity that makes it hard for new users to even get started.
Create a product that competes because it’s taking a fundamentally different position in the market.
Know Your Market
If the market is full of complex enterprise tools, then make a simpler product aimed at individuals.
If the market is made up of fancy, high-end wines, then create one that’s cheaper, younger, and more casual.
If the market is full of long-form text blogging tools, then make one that makes it easy to communicate in 140 character bursts.
If computers are techy and cheap, then make one that’s human and more premium.
Ramifications for startups building initial versions of a product
Don’t compete on features
If your product initially doesn’t find a fit in the market (as is common), don’t react by adding additional new features to “fix” the problem.
Make sure your product reflects the market positioning