Approach

We use The Design Council’s (UK) tried and tested ‘double diamond’ design methodology as the basis of our human-centred design (HCD) approach when we work with clients:

The four phases in the double diamond are Discover, Define, Develop and Deliver. It offers a clear pathway from the problem or opportunity space through to the solution space.

The pathway is not always linear (although visually depicted as such) and it’s common to experience a looping back to a phase or spending longer in one - we’re here to guide you through.

There are a variety of design activities and outputs possible at each phase - we advise clients through these options depending on the project’s intent and the needs of your Digital, Product and delivery teams.

Depending on the scope of the project, our clients typically choose a project length of 4-8 weeks which applies to design sprints too. We will plan the project and its phases alongside you.

Explore

The Discover Phase

Objectives

Gain clarity and alignment on the project's intent
Understand the current state of product/service delivery
Understand the users/customers
Build understanding of HCD amongst the project team

About this phase

Customer experiences (behaviours and needs) of the current product/service are actively sought and mapped visually showing interactions that work well, pain points and workarounds (Moments that Matter). Product/service owners begin to see both external and internal customer perspectives.

We offer

A clear 'design challenge'
Customer/user interviews
Customer/user observations
Secondary research
Service experience mapping

Understand

The Define Phase

Objectives

Analyse and synthesise the outputs from the Discover phase
Develop robust insights - articulate the problems to solve or the opportunities to leverage
Build a coherent picture of the customer
Create How Might We statements for ideation

About this phase

Whilst the Discover phase explores the design challenge from different angles, this phase calls for a reduction in the possibilities for product/service improvement.

The result is a clear set of problem and How Might We statements which form the launch pad for solution design.

We offer

Customer journey maps
Customer/user profiles
Moments that Matter
Problem statements
How Might We statements
Customer Value Propositions
Findings and insights' summary reports

Ideate, Prototype & Test

The Develop Phase

Objectives

Develop, prototype & test product/service improvements
Co-design with Digital/Product/delivery teams
Work iteratively to refine improvements and features
Visualise the service offering

About this phase

The project team works iteratively to make improvements, building and testing prototypes with customers/users. Improvements are assessed against the DVF model - Desirability, Viability and Feasibility.

This phase is typically longer in duration given the need to prototype and test with increasing fidelity.

We offer

Co-design, ideation workshops
Storyboards
Concept posters
Wireframes
Experience prototypes
Service blueprints

Build, Test & Operationalise

The Deliver Phase

Objectives

Confirm Viability and Feasibility of product/service improvements
Prepare to launch improvements with delivery teams
Implement customer feedback loops
Review the project

About this phase

The last iteration of the product/service prototype is taken through to final testing and launch. This phase can last from weeks to months depending on the level of innovation involved and the overall complexity of the project.

Digital and Product Design teams play a leading role during this phase.

We offer

Collaboration with delivery teams to ensure the customer experience remains front of mind
Storytelling to anchor the role of HCD for the wider business
Expert knowledge as implementation begins