The Double Diamond framework helps product managers tackle complex challenges by clearly separating problem exploration from solution development. From discovery to delivery, it offers a structured yet flexible way to align teams, prioritize user needs, and deliver better products—faster.

In this guide, we’ll break down how to apply the Double Diamond system in product management, share real-world techniques and tools, and show you how to blend it seamlessly with Agile methodologies.

Coined by the UK Design Council, the Double Diamond model emerged from design thinking. It maps how great products often come from first understanding the problem deeply, before jumping into solutions. Over time, product managers adopted it to navigate ambiguity in product development.

Overview of the four phases (Discover, Define, Develop, Deliver)

Discover: Conduct broad research to uncover real user needs and market problems.

Define: Make sense of the data, identify patterns, and narrow down to a clear problem statement.

Develop: Ideate, prototype, and explore a variety of potential solutions.

Deliver: Validate the solution, launch, measure results, and iterate post-launch.

Avoid solving the wrong problem: Many teams rush into delivery before truly understanding user pain points.

Improved cross-functional alignment: The structure brings design, product, and engineering into sync.

Supports Agile and Lean practices: Use it as a discovery layer that feeds into your delivery sprints.

The Discover Phase – Understanding the Problem Space

Explore without judgment: This is about widening the lens to discover unmet needs—not jumping to solutions.

Understand the ‘why’ behind behaviors: Move beyond feature requests and dig into root problems.

User interviews: Talk directly to users to uncover frustrations, motivations, and mental models. Aim for open-ended conversations.

Field studies: Observe users in their natural environment—especially helpful for enterprise tools or physical-digital products.

Diary studies: Great for capturing long-term behavior changes or emotional reactions over time.

Dovetail: Transcribe, tag, and analyze qualitative research faster with built-in insight clustering.

Hotjar: Visualize behavior on your website through heatmaps and session recordings to find friction points.

Maze: Run unmoderated user tests on prototypes or live sites for fast feedback.

Techniques for divergent thinking and exploration

"How Might We" exercises: Reframe research findings into opportunity areas. E.g., “How might we reduce user drop-off after onboarding?”

Journey mapping: Plot user actions and emotions to find pain points, delays, or drop-offs.

Problem tree analysis: Break down core issues into symptoms and root causes—especially helpful when business and user problems intersect.

Co-create research plans: Get buy-in by involving product, engineering, and marketing in shaping research questions.

Run stakeholder interviews: Treat internal teams as users too; their context can unlock unseen constraints or opportunities.

Demo early insights: Bring stakeholders into early research debriefs to build excitement and alignment.

Collecting data with no plan to synthesize: Always pair research with a clear analysis approach.

Confirmation bias: Avoid asking leading questions or only seeking validation for your ideas.

Ignoring edge cases too early: Outliers can often spark innovation or reveal overlooked segments.

The Define Phase – Making Sense of What You Found

Affinity mapping: Group observations into themes. Stick insights on a wall or use FigJam to find meaningful clusters.

Thematic analysis: Identify repeated user needs, frustrations, or behaviors that suggest broader trends.

User personas and empathy maps: Distill learnings into relatable artifacts that guide ideation.

Use structured statements: “[User] needs a way to [goal] because [underlying reason].”

Keep it narrow but actionable: Broad problems like “improve onboarding” don’t help; instead: “new users feel lost during the first 5 minutes.”

Ground in evidence: Include direct quotes or behavioral proof from your research.

Impact vs. effort matrix: Map problems based on potential value and ease of solving.

JTBD (Jobs To Be Done): What’s the core job users are hiring your product to do? Prioritize around it.

Opportunity solution trees: Visualize user problems, potential solutions, and metrics to drive prioritization.

Link pain points to KPIs: Does solving this improve retention, increase conversion, or reduce support volume?

Use OKRs to frame insights: Translate qualitative data into outcome-driven objectives.

Balance short-term wins and long-term strategy: Address critical user pain while keeping an eye on the product vision.

Summarize what matters: User problem, business need, constraints, and success metrics.

Make it collaborative: Share the draft with cross-functional partners for feedback.

Keep it visible: Use the design brief as a north star during development and testing.

The Develop Phase – Ideating and Prototyping Solutions

Encourage wild ideas: The goal is quantity, not perfection. Unconventional ideas often lead to breakthroughs.

Build on each other’s thoughts: Use “Yes, and…” techniques to foster collaboration.

Start broad: Don’t default to UI solutions—think about workflows, messaging, and tech approaches too.

Design studios: Have each person sketch ideas, then present and build on them as a group.

Time-boxed sprints: Keep workshops focused by limiting rounds to 10–20 minutes.

Tools like Miro/FigJam: Great for remote collaboration and visual ideation.

Figma: Create interactive mockups quickly for early design testing.

Marvel or InVision: Turn wireframes into clickable experiences with minimal effort.

Wizard of Oz testing: Fake complex functionality behind the scenes to test desirability before building.

Test with 5–7 users: This often uncovers 80% of usability issues.

Watch reactions, not just answers: Where users hesitate or click unexpectedly reveals confusion.

Iterate fast: Treat feedback sessions as mini sprints, improving between each test.

The Deliver Phase – Launching and Iterating

A/B testing: Compare two variations live to optimize conversion or engagement.

Beta testing: Soft-launch with a subset of users to gather real-world usage data.

Internal dogfooding: Have your own team use the product daily to uncover issues early.

Prepare support teams: Share FAQs, bug reports, and common questions before launch.

Handoff to dev and ops: Ensure code is scalable, documented, and stable for wider rollout.

Localize or modularize: Plan for feature variations across markets or segments.

Adoption rate: How many target users are actually using the feature?

Task completion time: Is the product making core jobs faster or easier?

Net Promoter Score (NPS): Are users satisfied and likely to recommend it?

Churn or repeat usage: Are users coming back or dropping off?

Use heatmaps and behavior analytics: See what users do—not just what they say.

Customer feedback channels: Monitor support tickets, reviews, and feedback loops.

Schedule a retrospective: Reflect with your team on what worked and what to improve next time.

Real-World Examples of the Double Diamond in Action

Example 1 – Discovery gone right: Fintech app uncovers unmet need

A fintech company uncovered that users were manually tracking bills in spreadsheets. By validating this in the Discover phase, they shipped a native budgeting feature that boosted daily active users by 32%.

Example 2 – Defining the right problem saved months

An edtech startup thought poor content caused churn. Research showed users just didn’t understand the dashboard. A focused Define phase led to a new onboarding flow—churn dropped by 18%.

How to Use the Double Diamond Framework in Product Management

Learn how to apply the Double Diamond framework in product management. From discovery to delivery, explore real-world tips, tools, and examples for each stage.

Master the Double Diamond in Product Management

To build better products, you need better data. Product optimization metrics are the compass that guide product managers toward smarter decisions, improved user experiences, and scalable growth. In this guide, you’ll learn which metrics truly matter, how to track them, and how to avoid the most common pitfalls.

The Difference Between Product and Business Metrics

While business metrics track overall company health (like revenue or profitability), product metrics tell you how users interact with your product. Think of them as diagnostic tools that uncover what’s working, what’s not, and what needs to change.

For product managers, metrics aren’t just numbers—they’re signals. They answer key questions: Are users getting value? Where are they dropping off? Which features are underused? The right product metrics let you move from intuition to insight.

Great metrics align tightly with business outcomes. If your north star is MRR growth, then track metrics like activation rate, retention, and ARPU. If retention is your challenge, focus on churn, cohort behavior, and product stickiness.

Customer Acquisition Cost (CAC): Total cost of acquiring a new user.

Conversion Rates: Across landing pages, signups, and key funnel steps.

Lead Quality: Track leads that become high-LTV customers.

Time to First Value (TTFV): How quickly users get value post-signup.

Daily/Monthly Active Users (DAU/MAU): Gauge product usage.

DAU/MAU Ratio (Stickiness): Higher = more engaged users.

Feature Adoption Rate: Tracks usage of specific features.

Session Frequency & Length: Helps assess user attention span.

Churn Rate: % of users who stop using your product.

Customer Lifetime Value (CLTV): Revenue from a user over their lifetime.

Cohort Analysis: Track retention trends among groups of users.

Net Promoter Score (NPS) & CSAT: Qualitative signals of satisfaction.

Monthly Recurring Revenue (MRR) / Annual Recurring Revenue (ARR): Core SaaS revenue KPIs.

Average Revenue Per User (ARPU): Indicates monetization efficiency.

Upsell/Cross-sell Revenue: Measure expansion from existing users.

Free-to-Paid Conversion Rate: Critical for freemium models.

Choosing the Right Metrics for Your Product

Using North Star Metrics and Secondary Metrics

Your North Star Metric (NSM) reflects long-term product value—like weekly active teams for a collaboration tool. Support it with secondary metrics like activation rate or TTFV to optimize the path toward the NSM.

Don’t track everything. Use the HEART framework (Happiness, Engagement, Adoption, Retention, Task success) or AARRR (Acquisition, Activation, Retention, Referral, Revenue) to narrow your focus based on product maturity and goals.

Vanity Metrics: High numbers that don’t mean much (e.g., pageviews).

No Context or Benchmarks: Metrics are meaningless without comparison.

Analysis Paralysis: Tracking too many KPIs leads to inaction.

Poor Data Hygiene: Garbage in, garbage out—invest in clean tracking.

Tools and Techniques for Tracking Product Metrics

Product Analytics Tools (Amplitude, Mixpanel, Heap)

These tools allow event-based tracking, funnel analysis, retention reports, and more. Choose one that matches your team’s technical skills and growth stage.

Track key product events (e.g., “started onboarding,” “used feature X”) and segment users by persona, plan type, or engagement level to uncover patterns.

Build custom dashboards in tools like Looker, Tableau, or directly in Mixpanel. Visualizations help you spot trends quickly and communicate insights effectively.

Integrating Metrics into A/B Testing and Roadmapping

Use platforms like Optimizely, Eppo, or LaunchDarkly to test feature changes. Let metrics inform product roadmaps—not just gut instincts.

Tailoring Metrics for Stakeholder Communication

Executives care about revenue and growth; engineers want usage data; marketing wants funnel insights. Tailor your message and dashboards accordingly.

Building a Metrics-Driven Culture in Your Product Team

Make metrics part of sprint reviews, product kickoffs, and team rituals. Celebrate wins and learn from the data. When everyone owns the numbers, product quality improves.

Align your team around measurable outcomes

Are our current metrics tied to outcomes?

Do we trust our data? If not, start with a simple audit and refine from there.

CTA: Download Our Product Metrics Checklist or Subscribe

Want to track what truly matters? Download our Product Metrics Checklist to get started. Or subscribe to our newsletter for actionable insights on product growth, analytics, and experimentation.

How do I choose the right product metrics?
Start with your business goals, then identify metrics that tie directly to user behavior driving those goals. Use frameworks like HEART or AARRR for guidance.

What’s the difference between DAU, MAU, and the DAU/MAU ratio?
DAU = Daily Active Users, MAU = Monthly Active Users. The DAU/MAU ratio shows stickiness. A ratio of 20–30% is typical; 50%+ indicates strong engagement.

How can I reduce churn with product metrics?
Use cohort analysis to identify when and why users churn. Pair with qualitative feedback (like exit surveys) to improve onboarding, engagement, or support.

Which tools should I use for tracking product metrics?
Amplitude, Mixpanel, Heap, and UXCam are great for behavior tracking. Use Looker or Tableau for data visualization. Optimizely or Eppo for experiments.

Why do many product teams fail to use metrics effectively?
Common issues include tracking too many metrics, lack of alignment with goals, poor data quality, or failing to act on insights. Focus, prioritize, and communicate.

Product Optimization Metrics: What to Measure and Why It Matters

Learn how to choose, track, and use key product optimization metrics—like CAC, CLTV, DAU, and MRR—to make data-driven product decisions.

Top Product Optimization Metrics for SaaS Success

SaaS growth experiments are powerful tools for uncovering scalable, repeatable strategies—but most of them fail. Why? In this guide, we’ll explore what SaaS growth experiments are, why they often flop, and how product managers can fix the process to drive real impact.

SaaS growth experiments are structured tests designed to validate hypotheses for improving key metrics like activation, conversion, retention, or revenue. They’re rooted in data and run in short cycles to enable agile learning.

Why They Matter in Today’s SaaS Landscape

In a competitive SaaS market, guesswork doesn’t cut it. Growth experiments let teams test ideas without overcommitting resources. When done right, they help identify what truly moves the needle—turning small bets into big wins.

A/B Tests: Compare two versions of a feature or flow

Pricing Experiments: Test different tiers or models

Onboarding Tweaks: Optimize activation flows

Email Campaigns: Improve engagement or reactivation

Feature Gating: Measure the impact of new features

Lack of Clear Hypotheses and Measurable KPIs

Too many teams jump into testing without clear, falsifiable hypotheses or meaningful KPIs. Without these, it’s impossible to measure success or learn anything actionable.

Unfocused test groups, overlapping changes, and unclear variables can render results meaningless. Good experiments isolate one variable at a time with well-defined control groups.

It’s tempting to go after surface-level wins—like open rates or likes—but these often don’t tie back to revenue or retention. Prioritize metrics that influence your growth engine.

Growth experiments touch product, marketing, design, and data. If teams aren’t aligned on goals or timing, experiments stall or fail due to poor execution.

Inadequate Sample Sizes and Statistical Significance

Running a test without enough users leads to inconclusive or misleading results. Use tools to calculate minimum viable sample size and stop relying on gut feel.

How to Run Better SaaS Growth Experiments

Start with a business objective (e.g., increase trial-to-paid conversion) and choose metrics that align (e.g., conversion rate, churn rate). Keep metrics meaningful and measurable.

Use a Framework (ICE, RICE) for Prioritization

Frameworks like RICE (Reach, Impact, Confidence, Effort) help prioritize experiments based on potential impact. This avoids shiny-object syndrome and keeps teams focused.

Don’t guess—use analytics tools like Mixpanel or PostHog to identify drop-offs or user friction. Then craft hypotheses: “If we improve onboarding speed, we expect activation to increase by X%.”

A/B Test with Precision and Document Outcomes

A/B testing platforms like Optimizely or Amplitude help run controlled tests and ensure statistical significance. Always document learnings in a central knowledge base.

Leverage Segmentation and Personalization

What works for one segment might flop for another. Segment users by behavior, persona, or lifecycle stage to tailor experiments and improve relevance.

Treat growth as a loop: Test → Analyze → Learn → Iterate. Each experiment feeds into the next, creating a compounding effect over time.

Creating a Culture of Experimentation in SaaS

Team Alignment and Cross-Functional Collaboration

Embed experimentation into team rituals—standups, planning, and retros. Make it everyone’s responsibility, not just the growth team’s.

Document every test—win or lose—in a shared repository. This prevents repeat mistakes, accelerates onboarding, and creates organizational learning.

Normalize failure as part of the process. Celebrate learnings, not just wins. Psychological safety is key to getting bold, innovative experiments on the table.

Real-World SaaS Growth Experiment Case Studies

A B2B SaaS company noticed users stalled at the onboarding tutorial. By simplifying the flow and adding tooltips, activation improved by 17% in just 2 weeks.

Case Study 2: Boosting Trial-to-Paid Conversion

A SaaS product added in-app nudges during the trial period, guiding users to key features. This led to a 12% uplift in conversions compared to the control group.

Case Study 3: Increasing Feature Adoption

After low usage of a new analytics dashboard, a company tested guided tours. Engagement with the feature rose 28%, proving the power of contextual education.

Conclusion: Fix the Process, Fuel the Growth

Document learnings and build a knowledge base

Foster a culture where testing is safe and continuous

Growth experimentation isn’t just a tactic—it’s a mindset. Product managers who treat it as a process, not a one-off project, will unlock consistent, compounding growth.

Call to Action – Start Testing Smarter, Not Harder

Ready to elevate your SaaS growth engine? Start by auditing your current experiments, implement a clear framework like RICE, and download our free SaaS Growth Experiment Template to build your own repeatable system. Subscribe to our newsletter for ongoing growth insights and strategies.

What is a SaaS growth experiment and why is it important?
A SaaS growth experiment is a structured test aimed at improving a specific business metric. It’s important because it allows data-driven decision-making and reduces the risk of launching ineffective features or campaigns.

Why do most SaaS growth experiments fail?
They often fail due to unclear hypotheses, poor design, misaligned teams, or chasing the wrong metrics. Fixing these core issues improves success rates.

How do I design a successful SaaS growth experiment?
Use a framework like RICE to prioritize, base your hypothesis on real data, isolate variables, and ensure statistical significance with proper tools.

What tools can help with SaaS growth testing?
Tools like Optimizely, Mixpanel, PostHog, and Amplitude support A/B testing, analytics, and user segmentation—critical elements of effective experimentation.

How can I recover from failed SaaS experiments?
Document what didn’t work, revisit your assumptions, and use the insights to guide the next iteration. Every failure is a learning opportunity when tracked properly.

Why SaaS Growth Experiments Fail (And How to Fix the Process)

Learn why most SaaS growth experiments fail and how product managers can fix the process to drive measurable, repeatable SaaS growth.

Why SaaS Growth Experiments Fail & How to Fix Them

In today’s competitive landscape, product innovation is key to staying ahead of the curve. But what fuels product innovation? The answer lies in understanding your customers. Customer research is the bridge that connects a company’s offerings to real-world needs. By diving deep into customer insights, companies can create products that not only meet but exceed expectations.

Customer research is more than just gathering data. It’s about understanding your audience at a granular level—what they need, what they want, and how they behave. This insight can transform the way products are designed and developed, driving true innovation.

Statistics Speak Volumes: According to a study by Deloitte, companies that prioritize customer insights are 60% more likely to be profitable than those that do not. Customer-driven products are also more likely to achieve product-market fit faster.

Methods of Customer Research for Innovation

Understanding your customers isn’t a one-size-fits-all approach. Several methodologies can help in uncovering unique insights:

User Experience (UX) Research UX research plays a critical role in product innovation. By observing how users interact with your product or service, you can identify pain points that aren’t always obvious. Conducting usability tests, interviews, and surveys can reveal hidden opportunities for improvement.

Example: A B2B SaaS company used UX research to streamline its onboarding process, significantly reducing churn by addressing users’ pain points.

Net Promoter Score (NPS) NPS can be a quick but effective way to gauge customer loyalty. Promoters of your brand (those who rate your product highly) can provide valuable feedback that leads to innovative product features. On the flip side, Detractors (those who rate your product poorly) highlight areas where immediate changes are needed.

Pro Tip: Look beyond the score itself—focus on the qualitative feedback that comes with NPS responses.

Customer Feedback Surveys Surveys allow companies to gather large-scale data on customer preferences. By tailoring your questions, you can pinpoint the exact features or products customers want, driving a more targeted innovation strategy.

Survey Tip: Ask open-ended questions like, “What feature would you love to see next in our product?” This provides more valuable insights than simple yes/no answers.

In-app Feedback For tech products, in-app feedback can offer real-time data on what users love or hate. By allowing customers to express their opinions while they use the product, you gather insights in a highly contextual manner.

Case Study: A mobile banking app implemented a “shake-to-send-feedback” feature, allowing users to instantly submit feedback when they encountered bugs or frustrations. This led to faster product iterations and an improved user experience.

Once you gather insights, the challenge becomes turning those insights into actionable innovation. This requires cross-functional collaboration between product teams, designers, and engineers.

Identifying Key Themes: Review customer research data to identify recurring themes and issues. Use these insights to brainstorm new features or products that address these pain points.

Example: After conducting customer research, Dropbox identified a recurring need for offline file access. This led to the development of their offline sync feature, which has become a cornerstone of their product.

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