Triple Diamond Design Process
Problem
eBay Ads Design Team encountered two distinct project types.
A
Larger projects with a focus on discovery and understanding of target user.
ex. How do we provide better personalized recommendations for our users?
B
Quicker tests aimed towards conversion
ex. Which creative variant tests better?
Unfortunately, our existing Design Process and project intake form were not adequately designed to accommodate Type B projects.
Problem
The Double Diamond design process, consisting of four phases (Discover, Define, Develop, Deliver), is a well-known approach for product creation.
However, the team identified the need for a more flexible and efficient process to suit our project space with quicker project turn around.
Double Diamond Design Process
What did we do?
To address this, we developed the Triple Diamond design process, which extends and refines the Double Diamond model. The Triple Diamond capitalizes on the strengths of its Double Diamond while overcoming certain limitations.
How did the new process help the team?
Iterative and Agile: The Triple Diamond allowed the team to rapidly refine and iterate ideas and prototypes, making full use of the experimentation platforms such as MAB Tests. The adoption of this iterative approach empowered product partners to experiment effortlessly and efficiently without a lot of hassle.
Scalability and Adaptability: The Triple Diamond process is designed to be adaptable to various project types and scales. It recognizes that not all design challenges require the same level of rigor and provides a framework that can be tailored to different contexts. This adaptability promoted an efficient and effective design process and made Design a better partner for Product.
Overall, the Triple Diamond design process offers a more flexible and robust approach for the eBay Ads Recommendations Team, enabling faster iterations, improved evaluation, and scalability across different project types.
Triple Diamond Design Process
Design Brief Rework
Problem
A Design brief/One pager is a crucial document used in product design to outline the objectives, requirements, and constraints of a design project. Even though the Ads Team’s Design Brief was working well, it was still causing a lot of friction for the team.
The One Pager did not cover
cases and error states,
technical and product limitations,
success metrics
deliverables (what and when),
existing documentation links,
open/unanswered questions that may impact product direction.
Sign off process was not clear
Good for bigger user problems that require careful thought and consideration around the problem space, but not conducive to more speculative UI tests.
Screenshot of One Pager / Design Brief
What did we do?
We leveraged Design Thinking principles to evaluate the strengths and weaknesses of the current One Pager. We engaged a diverse team, including designers, project managers, and researchers, to gather valuable feedback. Utilizing affinity diagramming, we discovered recurring themes and gained insights. As a result, we streamlined the One Pager by eliminating underutilized fields while introducing new ones to enhance the overall process. This iterative approach allowed us to optimize the One Pager, making it more effective and beneficial for our project.
Screenshot from One Pager Rework Deck - showcasing the process
Screenshot from One Pager Rework Deck - showcasing The Update One Pager Template
Screenshot from One Pager Rework Deck - detailing the process guidelines
A bonus!
While a new updated One Pager was ideal for most projects, it was not conducive towards quick experimentation. Specifically for 2 scenarios:
When designs are needed for quick A/B testing.
If the goal is to maximize performance rather than learn about user needs or pain points.
Screenshot of One Pager / Design Brief
Outcomes
Significantly reduced churn with projects by involving engineers from the outset.
Implemented Light Touch Template for rapid A/B testing.
Embraced iterative learning, eliminating the need for extensive design cycles.