Case Study: Design Process
Background
As a design leader, I follow the Double Diamond design process, a structured yet flexible framework that enables agile, user-centred product development. Divided into four distinct phases — Discover, Define, Design, and Deliver — it helps my team balance divergent and convergent thinking to explore problems deeply, and arrive at effective, validated solutions.
The Double Diamond provides a simple visual map of the design process. It represents two key cycles of divergence and convergence — first to confirm we're solving the right problem, and then to explore and refine the right solution. One of the greatest mistakes teams make is skipping the first diamond and rushing into solutions, often solving the wrong problem.
The Process: Double Diamond in Action
[Discover] [Define] [Design] [Deliver]
1. Discover — Understanding the Problem
We start by expanding our understanding of the problem space through:
Quantitative & qualitative research (interviews, ethnographic studies, surveys via Qualtrics)
Behavioural data analysis using Mixpanel, Amplitude, and Linerr
UserTesting & Tandemz for usability testing and real user feedback
Tools like Notion to manage and document research repositories
This phase focuses on divergent thinking, exploring a wide range of insights before narrowing down.
2. Define — Framing the Problem
We synthesise insights into clear problem statements through:
Journey mapping, character profiles, user diaries
Defining impact metrics and desired outcomes
Aligning stakeholders through collaborative problem framing
Here, we shift to convergent thinking, ensuring clarity and focus on the real problem.
3. Design — Ideating & Prototyping Solutions
With a clear problem definition, we move into solution mode:
Wireframes and high-fidelity designs in Figma
Micro animations using Jitter for added delight
Co-creation workshops with users and cross-functional teams
Iterative usability testing to refine and validate
Throughout, we embrace an iterative process with continuous feedback loops.
4. Deliver — Execution & Measurement
Finally, we focus on bringing the solution to life and measuring impact:
Developer handover via Figma with structured design tokens
Close collaboration during development and QA
Launch monitoring with Mixpanel, Amplitude
Tracking impact metrics post-launch to inform iterations
Even after delivery, we continue to iterate based on data and feedback.
Agile Workflow & Iterative Mindset
The Double Diamond supports an agile way of working, with flexible sprints, continuous discovery, and iterative delivery. Practical methods like journey mapping, user diaries, and character profiles help guide us through each phase.
Data-Driven, Customer-First Approach
Failing to use data effectively risks wasted effort and missed opportunities. That’s why my approach is grounded in data-driven decision-making.
Data helps validate assumptions, track success, and uncover real user needs.
Studies show companies using data-driven decisions are 5% more productive and 6% more profitable than competitors.
Every design decision I lead is based on a combination of user insight, behavioural data, and measurable outcomes.
Tools & Collaboration
Figma (design, prototyping, handover)
Jitter (micro animations)
Notion (research documentation)
Mixpanel, Amplitude, Linerr (analytics & insights)
UserTesting, Tandemz (qualitative feedback)
Qualtrics (quantitative research surveys)
Alongside following the Double Diamond approach myself, I ensure my design teams adopt a consistent workflow. I’ve developed clear process plans that map out the stages of the Double Diamond, helping maintain alignment, quality, and output velocity.
UX Canvas
I've introduced a UX Canvas, which is similar to the lean canvas for product, but with more of a focus on the user experience and customer journey.
Design Checklist
I also ensure designers follow the design checklist when it comes to handing over and preparing their files for development to ensure all use cases and instances have been covered.
Design Team Round Table Reviews
To foster a more collaborative and connected design team, we’ve introduced weekly Round Table Reviews. These sessions create space for designers to share in-progress work, seek directional feedback, and avoid working in silos. Rather than presenting polished solutions, the focus is on open problem-solving and peer critique, with small groups to ensure valuable input. This initiative helps balance workloads, encourage team-wide feedback, and strengthen collaboration beyond feature teams. By embedding scalable practices early—like shared libraries and structured feedback loops—we build a foundation for future team growth and cross-functional alignment.
During these sessions I encourage the team to be mindful about using words like 'I like' or 'I hate' as these are preferential statements and don't always reflect the end customer.
Results & Impact
Delivered user-centred, high-impact product experiences
Ensured continuous alignment with real user needs
Supported agile workflows with structured yet flexible design processes
Improved productivity, efficiency, and design quality through data-informed decisions
Summary
The Double Diamond isn’t just a framework, it’s a mindset — one that embraces discovery, critical thinking, iterative problem-solving, and a constant focus on the user. By combining this with a data-first approach, my teams deliver smarter, more effective products that truly resonate with users.
TLDR:
I lead product design using the Double Diamond process — combining divergent and convergent thinking, an agile, iterative workflow, and a data-driven, customer-first mindset to ensure we solve the right problems with meaningful, high-impact solutions.