The Double Diamond model

The Double Diamond design model has been around since it was officially invented by the British Design Council, back in 2005. While it has been around for a while, many designers are still unclear what this model is or what it entails. Fear not! Just read on.

The official Double Diamond design model has four stages: Discovery, Definition, Development and Delivery. Together, these stages work as a map designers can use to organize their thoughts in order to improve the creative process.

Discovery: gathering data

The very first stage of the Double Diamond model consists of learning more about the different variables that affect the problem and its possible solution. It’s common for companies to start this process by laying down their problem, presenting their hypothesis, and defining ways they can learn more.

The objective of this stage within the Double Diamond model is to identify and contextualize the actual problem or opportunity. Think of it like an expedition to map out the playing field. The study found that keeping employees’ minds open to all possible solutions was crucial to ensure maximum creative problem-solving.

Normal activities in this stage include market research and user testing. Something interesting the Council learned is that all companies were user-oriented, which translates into focusing on users’ needs, wants and behavior.

Definition Stage: filtering through data and sign-off

The definition stage in the Double Diamond model consists of filtering through all the information you got from stage one, and elaborating on it. This can mean identifying bottlenecks or resource waste, seeing hidden opportunities or setting a list of things the design team definitely shouldn’t do (called no-gos).

The definition stage aims to elaborate on the different components of the project, making sure everyone understands the context of the project (both internal and external) as well as understanding what lies within the capabilities of the company. This means that designers must bear in mind the finances of the company, its resources, logistics and market situation before designing anything.

In short, the definition stage of the Double Diamond model represents a filtering of the ideas and data taken from stage one. It also sets the context for product development, assesses the realism of what can be done and analyzes how this project agrees with the corporate brand.

The end of the definition stage comes with the corporate sign-off. This is a make or break moment, when top management either scraps the project or approves of it and gives it the budget and resources needed for it to carry on.

Development stage: start to design

The development stage involves a lot of multi-disciplinary work – putting the designers together with internal partners, such as engineers, developers or other departments that have the expertise needed in the project. A big win from this aspect of the development stage is that by putting different departments together, you speed up problem-solving.

Another aspect that takes the spotlight in this stage of the Double Diamond model is that all companies engage in development methods- as you might have guessed. Each of the companies in the study had its own preferred methods. Brainstorming, visualization, making of different scenarios, MVPs, low-fidelity wireframes and so on.

The important thing is that all methods aim for the same outcome: to put the prototyping tool to good use and bring the solution to fruition. By having different departments participate in the design process, you ensure that less prototypes are needed and that less problems are discovered with testing.

Delivery stage: test and release

The last stage of the Double Diamond model includes the final testing of the product, official sign-off to production and launching.

The final testing is that one last look at the product to make sure there are no issues with it. This usually includes testing it against any regulation and legal standards, damage testing and/or compatibility testing.

Companies also use this stage to assess the impact of the design on customer satisfaction, in order to quantify the value of good design for the brand.

Separately, all the companies in the study took their responsibility to create feedback loops very seriously. This was seen as a window for constant improvement on the product – each company went about it differently but the lesson here is clear.

Your work as a designer isn’t done when the product is launched. In fact, some would say your work has only just started, because once your product is out there you need to listen to users and make sure their thoughts and opinions are reflected in each new version of your design. So forget the race to launch, and brace for the marathon of improvement.

Conclusion

The Double Diamond model is a framework that can be used in a variety of industries and just about anywhere. It’s more than a simple tool for designers, because it can be applied to any problem that calls for a solution. Every designer has their own way of doing things – but having a road map to follow allows you to focus all your might on the situation at hand, and that will always save you time in the long run.

Photo by Daniele Levis Pelusi on Unsplash

What Japan can teach us about UX and product design

Japan's product design is another area of UX design success; both in its approach to the aesthetic qualities and its functionality. Here are just a few things Japan can teach us about product design.

Japan has a long history of packaging and product design rooted in a tradition of gift-giving. Long before industrial materials like plastic and cardboard, gifts were wrapped in straw, bamboo, leaves, and paper. Although the materials have changed, the core values of Japanese design remain at the heart of these creations - harmony, consideration, and functionality.

Harmony in Design

Creative packaging designs often lean towards the experiential. Utilizing interactive elements in the opening experience of the product, creating a whole new realm of experiential opportunity. The creativity of Japanese design often comes in the ability to create a sense of harmony between the products and the user. Take the bento boxes below, warm hues, rounded shapes, and matted textures provide both tactile and visual harmony for the user. The satisfaction of perfectly aligned boxes exists every time the product is used. How can it not "spark joy"?

Cuyana x Marie Kondo Mini-Capsule Capsule case product designs.

Another example of harmony in design. Packaging for Japanese rice crackers and Swedish biscuits.

Design by Saikai — Japanese fika packaging project

Designing for the Differently Abled

Designing for usability in healthcare packaging has been a topic of consideration for many global brands. In Japan, it extends beyond niche markets and brands consider multiple users of varying abilities when designing everyday products. Milk cartons are outfitted with a special indentation to the top of the carton to help visually impaired customers identify pure whole milk out of all the drinks with the same packaging. Simple considerations like this can have a huge impact on the experience of the user.

Image by Ikidane-Nippon Milk carton design in Japan

Minimalism and Maximalism

Strolling down the aisles of a supermarket in Tokyo I'm distracted by the bold, glittering designs of candy screaming at you from the shelves. This provides the perfect contrast to the sleek, monochromatic hues of brands like Muji. This duality in design reminds us that we can't be everything at once but we can enjoy the many facets of our personality through our products.

Examples of "Kawaii Design" - Japanese snack "Pocky", Frog shaped construction signs, dish sponges.

Japan’s “kawaii” culture is another example of personality in design. Sprinkled throughout the city, on everything from construction signs to stationery. “Kawaii” as an aesthetic is not reserved for children but seeks to provide a more relaxed, familiar and friendly feeling to products that would otherwise be mundane. One doesn’t usually smile at a roadworks sign, especially one that disrupts your daily commute…but I found myself doing just that in Japan. The subtle effects of “cuteness” is part of what makes Japan special.

Eugen Eşanu talks about product designers “living the life of a user” when designing products with purpose and clarity. We can go a step beyond to stay that products should share in the lives of the user. Cup noodle containers with resealable lids, food packaging with perforated lines for opening, the neatly outlined 3 step process for unwrapping a rice ball — all examples of products that anticipate the needs of the user and aim to make the experience frictionless. The products certainly change with time but the core values of Japanese design remain the same.

Photo by Manuel Cosentino on Unsplash

Landing Page Copywriting Tips

After design comes great copy. Your objective is to be compelling, instructive, likable, concise, effective, trustworthy and informative all at once. How? Keep reading.

Cover the main points.

No matter how you position it, there are a few main points that you need to hit with your copy. Those main points are your persona’s pain point, the solution to that pain point, how your solution works (features), how your solution will improve their situation (benefits), and verification that it works (social proof). Let’s go more in-depth on these points.

The Pain Point

The pain point that you focus on should be the one that your offer solves. Not to sound negative, but it’s important to touch on the problem your persona is facing so they know you understand what they’re going through. Empathy is an effective way to build trust. And if they know you get their problem, then they’re more likely to trust your solution.

Your Solution

The solution to their pain point is what you’re offering in exchange for their information. Illustrate a clear path between their problem and how your solution is the remedy they need.

Features

Just knowing what your solution is may not be enough to convert leads, so you need to mention what’s included in that solution. If it’s an ebook, what are the subjects your cover? If you’re promoting a webinar, how will it work and what will you teach? If it’s a service, what can they expect? Give your potential lead all the information they need to make a decision.

Benefits

Your copy should be heavy with benefits to the user because that’s what they really care about — what’s in it for them. While features list what your offer has, benefits tell visitors how their situation will be improved as a result. It paints a vivid picture of how much better their life could be by using your solution.

Social Proof

Studies show that social proof is effective for persuading people to take a desired action. Social proof comes in the form of logos of brands you’ve worked with, testimonials from previous clients, reviews of your product, or confirmation that others have purchased your service. In essence, people want to know that others are have used and benefited from your solution, too. By including social proof on your landing page, you're validating your offer without even saying anything.

Touching on each of these points will provide you with well-rounded copy that answers all of your visitors’ questions … which brings me to my next point.

Preemptively respond to objections.

A key part of writing persuasive copy (copy that gets people to convert) is dismantling objections before they even come up. Now, this takes some skill … or at least some help from a friend.

Once you’ve laid your foundation by addressing all the main points, put yourself in the mind of your prospect and think about where they might protest or challenge you as they read. For instance, if you say “We’ve helped Fortune 500 companies bring in customers,” your reader might scoff or doubt it unless you follow up that statement with social proof.

Do this exercise for every section of your page (or ask an unbiased friend to help) until you’ve covered every possible objection you can think of. When you get questions from people who’ve visited your landing page, use that as feedback to sharpen your copy even further. Better yet, seek out constructive criticism from your first few converted leads to ensure your landing page is meeting every need.

Build trust with your prospect.

Say you were reading a sales page and the company wrote, “Our product has helped 100 people and it might work for you, too!” Meh. I’d probably pass and find a company that has a solution that can definitely work for me. Your goal is to build trust with your visitor and the way to do that is to come across as an authority.

Besides using social proof, some other ways to build trust are:

• Write in the way that you speak and address your prospects as you would a live customer.

• Cite statistics that support your message.

• Use case studies that highlight customers similar to your target.

• Be relatable. Show your audience that you’re human by admitting failures, opening up about doubts you’ve had, and being honest. The caveat is you should only share what is relevant to their struggle; don’t just divulge anything.

Use click triggers.

Click triggers are designed to eliminate that last bit of doubt before a visitor converts. You can think of them as lick Probability Enhancers (... yes, I made up that term). They are essentially copy positioned next to your CTA that pushes your prospect over the edge by easing their mind and mitigating the risk of converting.

Below are some effective ways to employ click triggers:

• Money-back guarantee

• Easy unsubscribe

• Quote from a successful or happy customer

• Blurb on “what to expect”

• Price slashing

• Privacy policy

• Some other creative method

Whatever you choose, click triggers will give your conversions the boost they need.

A/B Testing Your Landing Page

Everything we’ve discussed until this point is great … in theory. But your business is different from others, and your target audience is unique. How do you know if the copy you chose is working? Or if your CTA placement is right? Or what colors perform best? Or which image to choose?

You test it. That’s how. Split testing (or A/B testing) is probably nothing new to you as a marketer, and split testing your landing page is just one more experiment to add to your list.

Let’s briefly go over how to best A/B test your landing pages.

What is A/B testing?

A/B testing is simply splitting your traffic to two (or more) variations of a page to see which performs better. While you could do this manually by launching one variation for a period of time, then another for the same amount of time, it’s far more efficient to use a software that allows you to split test and can track your results.

The main components of an A/B test are variants, or the two versions of the page, the champion, or the original page, and the challenger, or the page that you modified to test against the original.

How to A/B Test

The most important trick to split testing is to make very small tweaks with each experiment. For instance, you don’t want to split test your headline and your image at the same time because you won’t know which element garnered the results. For this reason, stick to testing one element at a time. The “winner” becomes your champion, then you can create a new challenger to test the next element. You repeat this cycle until you reach a conversion rate that you’re happy with (and that falls within realistic expectations, which we’ll cover below).

What should you test?

You can test virtually anything on your landing page. But while that’s possible, you may want to limit your test to a few of the most impactful elements of your page, like:

• Headline copy

• Image

• CTA color

• Click triggers

• Copy on the page

• Lead form length and fields

These tests will have the biggest impact on your conversion rates. Try starting with the simplest change first, like a headline or CTA color, then work your way to the larger undertakings, like your page copy.

Photo by Micah Boswell on Unsplash