The double diamond

Fu** the brief

We set out to work for the first time with a real industry client and through the experience learned about one of possible work methodologies: the double diamond.

​The main idea of this methodology is to go wide to understand a bigger picture and then go narrow based on the insights previously discovered. It is made up of two diamonds (obviously).

The first one is all about research. On the starting point we are given a brief by the client. This brief should be taken as an indication of what the client wants and what they think the problem they have is. But without any disrespect, or creating a negative attitude towards the client, fu** the brief. In this research phase is all about understanding the bigger picture, uncovering values, observing, having conversations to be able to define a problem and direction yourself. At the end of this diamond then you have your actual design challenge that incorporates the clients vision but also your own take on whats actually going on.

​The second diamond is now about making it happen. In a similar fashion, the beginning is about going big by trying out, testing and prototyping. And, once you’re set on an idea you should be able to refine it and make it understandable. To be able to share this concept and inspire our client we worked on video concepts.

For this project we worked for one of the biggest telecoms in the country: Elisa. We divided ourselves in pairs and each group took on exploring the needs of different types of clients. Everything from elderly people, to young millennial's who lived by this ‘whatever’ attitude, to the working class that is on the constant move between Estonia and Finland.

With my partner we focused on a group we names ‘the working mother’. Here is our project description and video concept:

Take back your time.

‘To the working mother, one of the most important users of Elisa’s services, telco customer service is frankly ‘a waste of time’. Therefore, with the purpose to rethink the concept for the future we asked ourselves: how might we create a customer service that respects time?

Design in the era of immediacy will have to look past efficiency. In a future where every interaction with a business is characterized by seamlessness, how will telcos’ customer service stand out from the crowd? We believe that focusing on the experience provided for their clients will have a greater impact on identifying and communicating value to them.

Consequently, we propose a shift from the current trend of believing that the best customer service is no customer service at all. Invisibility might imply efficiency, but for such a big data holder it may also be deemed untrustworthy. Therefore, we want to flip things inside out. From invisibility to transparency. From hidden internal standards and metrics to a company that is transparent about its promises. A company that makes visible it’s time demands and lives up to its word.