Designing in the AI-Native Era: Why the Double Diamond Isn't Enough

Last week, the UX community almost crucified me when I said hiring managers don’t care about the double diamond in your portfolio. And guess what? I stand by it.

Here’s why.

As we enter the AI-native era, design leads aren’t just looking for polished case studies anymore. They’re looking for designers who understand AI and can leverage it at every step of the process.

💡 How can you integrate AI into your workflow?

✅ Research and generate new ideas faster

✅ Prioritize concepts using real data

✅ Prototype variations at scale

✅ Test efficiently and rapidly

✅ Streamline documentation and build a knowledge base

Last week, I attended a keynote by Tom, Head of Design at Coca-Cola, and it was mind-blowing. To my surprise, he shared a new version of the double diamond—one that makes way more sense in today’s AI-driven world.

Here’s the reality: the why and what of design still require human thinking. But the how? AI can take over so much of the busy work we do to get the output.

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Challenging Conventional Designing: The Double Diamond Dilemma

In an illustrious gathering last week, I shared a hard truth that I'm sure shocked many a UX designer: Hiring managers don't care much about double diamond models in portfolios. While this reality may have been difficult for some to swallow, it remains unchanged. As the paradigm of design shifts into the age of artificial intelligence (AI), the conventional double diamond model falls short of fulfilling the newly emerged expectations. I was met with quite a backlash from the community, but that doesn't deter me from standing by my assertion. Let me explain why.

Understanding the AI-Native Era of Designing

The Emerging Paradigm

In the world of designing, the winds of change are blowing. The double diamond model, which was once the paragon of UX design, is struggling to maintain its relevance in an industry rapidly evolving with AI-native processes. In this AI-native era, designers are expected to go beyond demonstrating their designing skills through polished case studies. They're now required to showcase their understanding of AI, and how adept they are at incorporating it into each level of their workflows.

Shifting Expectations and Skillsets

AI understanding is no longer a sub-category in the must-have skillset for designers. It has morphed into a key determinant of hiring worthiness. After all, AI can help designers research and generate ideas faster, prioritize concepts based on real data, prototype variations at scale, test more efficiently and quicker, and streamline documentation and build a comprehensive knowledge base. In essence, AI augments the designing process by leaps and bounds, something that the traditional double diamond model is simply not geared towards offering.

• AI enables rapid research and idea generation, challenging traditional time-consuming practices.
• Designers skilled in AI technologies are increasingly favored in hiring processes.

Re-imagining the Design Protocol: An AI-driven Double Diamond

Evolving the Classic: The AI-Marked Double Diamond

Recently, I attended a keynote by Tom, Head of Design at Coca-Cola. His words validated my vision when he put forth an AI-altered version of the double diamond. The roots stayed the same—the why and what of design still require human cognition. However, the 'how', which is exceedingly time-consuming and has long been an area of inefficiency in the process, turned out to be an area where AI can help out.

AI: The New Best Friend of Designers

By taking over the repetitive tasks, AI can free up designers to focus more on ideation and creative problem solving—elements that cannot (yet) be outsourced to AI. This seamless blend of AI and human cognition proposed by Tom is exactly what the next generation of design needs.

AI doesn't replace designers. It gives them wings to take their creativity to new heights.

The Designer's Edge: Integrating AI into Your Workflow

Research and Idea Generation

One crucial area where AI significantly augments the design process is research and idea generation. By scraping the web for relevant trends, data, and designs, AI can provide a comprehensive report personalized to your needs, saving countless hours of manual searching. AI also aids in identifying design patterns and insights that might have otherwise been overlooked.

Prioritizing, Prototyping, and Testing

Once you have a bunch of ideas on the table, the next step involves prioritizing them. AI can take a large dataset and quickly analyze it, helping you make data-driven decisions. Even prototyping and testing, which can typically be time-consuming, can become faster and more efficient with the use of AI technology.

• AI can help create multiple design variants in a fraction of the time it would take manually.
• Concepts can be tested and feedback can be gathered quickly and efficiently.

Documenting and Building Knowledge: AI-Powered Documentation

Streamlining Documentation

Documentation is an essential part of any design process that often gets sidelined due to its tedious nature. AI, however, can process and manage data much more efficiently than humans. It can also autofill certain sections, provide templates based on previous projects, and organize documents in a more effective and accessible way.

Building a Knowledge Base

Over time, the efficiency with which AI handles data and documents can result in a well-organized, highly effective knowledge base. This will ultimately increase team efficiency and smooth out the design process. A dependable bank of insights and resources, created and maintained by AI, can be a game-changer for any design studio.

With AI, you can focus on what really matters: Designing. Let AI deal with the rest.

Time to Let Go: Bidding Farewell to Traditional Double Diamond

There is an enduring value in tradition, but when it stifles progress, it may be the right time to let go. The importance of integrating AI into our workflows can’t be stressed enough. It's time we rethink our dedication to the classic double diamond and adapt to the new AI-driven double diamond model for design, capitalising on strengths of both human cognition and the power of AI.

In conclusion, the debate around the traditional double diamond model and its relevance in the era of AI-driven design is gaining momentum. As the landscape of design continues to evolve, it becomes imperative for designers to adapt and integrate AI technologies into their workflows. The conventional methods of manual research, ideation, prioritization, prototyping, testing, documentation, and knowledge building are being revolutionized by the introduction of AI. The symbiotic relationship between human creativity and AI efficiency holds the key to unlocking new possibilities in the realm of design.

Looking ahead, the implications of this shift towards AI-native design are profound. Designers who embrace AI and incorporate it seamlessly into their processes will have a significant edge in the competitive market. The ability to leverage AI for tasks that are time-consuming and repetitive allows designers to focus on what truly matters: creativity, problem-solving, and innovation. By reimagining the design protocol through an AI-driven double diamond model, designers can enhance their efficiency, productivity, and ultimately, the quality of their work.

For designers looking to thrive in this new paradigm, there are several practical takeaways to consider. Firstly, investing in AI education and upskilling is crucial to remain competitive in the job market. Understanding how AI can enhance various aspects of the design process is essential for staying relevant and in-demand. Secondly, experimenting with AI tools and technologies in real-world projects can provide valuable hands-on experience and showcase proficiency to potential employers. Lastly, fostering a mindset of continuous learning and adaptation will be key to navigating the ever-changing landscape of AI-driven design.

In the words of an unknown innovator, "Innovation is the ability to see change as an opportunity, not a threat." As the design industry undergoes a transformative shift towards AI integration, designers have the chance to embrace change and harness the power of technology to drive innovation. By blending human creativity with AI efficiency, designers can push the boundaries of what is possible and create truly impactful solutions.

As you reflect on the insights shared in this article, I encourage you to consider how AI could augment your own design process and elevate your work to new heights. Whether you are a seasoned designer or just starting in the field, embracing AI technologies can open up a world of possibilities for creativity and efficiency. Share your thoughts, experiences, and ideas with the community to continue the conversation and collectively shape the future of design. Let's embark on this journey of innovation together, pioneering the way for the next generation of AI-driven design.

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