A series of checklists for each stage of the Double Diamond model adapted for digital product management; Discover, Define, Develop, and Deliver.

1. 1. Research
q Summarise existing user
problems, outlined through
user feedback surveys and/or
experience in delivering
previous initiatives.
q Review potential product
opportunities through market
research (Competitor Analysis,
predicted trends etc).
q Explore problems raised by
Senior management and ideas
provided by internal
stakeholders.
q Create user personas.
2. Strategic Alignment
q Identify how the problems
outlined relate to the overall
company strategy.
q Propose new company
objectives if necessary, should
there be agreement by key
stakeholders that this problem
is worth solving, but hasn’t
yet been considered.
q Quarterly roadmap review.
Are current initiatives on
schedule? Are upcoming
initiatives still best placed?
4. Initiative Communication
q Publish the finalised product
roadmap and problem
statement for the wider
business to acknowledge.
q Invite stakeholders to
contribute their own thoughts
towards the planned initiative
through structured
discussions.
3. Problem Definition
q Draft a problem statement.
q Communicate the problem
statement to product
management peers and key
technical stakeholders.
q Revise the problem statement
after input has been provided
by stakeholders.
q Reshare the revised problem
statement with these same
stakeholders for upcoming
technical feasibility studies.
Product Discovery
A Product Manager’s guide to the Double Diamond model – Rob Hill

2. 5. Suggested Solutions
q Draft product-level
performance metrics
(OKRs/KPIs).
q Draft a specification outlining
what problems need to be
resolved at a product level.
q Suggest several solutions that
are attributed to company
objectives and the planned
initiative on the roadmap.
6. High-level Requirements
q Write epics for the initiative;
aligning them with product-
level performance metrics.
q Mock up lo-fi prototypes
through UX consultation.
q Carry out solution-orientated
market research; user
research workshops and
discussions.
q Update the specification
created from the user
research findings.
8. Product Launch Plan
q Product Marketing – plan and
coordinate.
q Draft user guides and
documentation.
7. Proof of Concept
q Manage technical feasibility
feedback carried out by the
dev team. Update the
specification.
q Create and define epics
aligned with defined product-
level performance metrics.
q Configuration of tools used to
measure product metrics
(KPIs/OKRs). E.g. heatmaps,
page-flows, lead funnels etc.
q Brief UX design through
consultation for hi-fi designs.
A Product Manager’s guide to the Double Diamond model – Rob Hill
Challenge Definition

3. 9. Feature Creation
q Create features; write user
stories, draft acceptance
criteria, and assign the
features to the defined epics.
q Brief is written and
communicated to the dev
team and the wider business.
q Initiative kick-off; host an
event to introduce the chosen
solution to key internal
stakeholders.
10. User Testing
q Host focus groups with the
UX team, presenting hi-fi
prototypes to end-users.
q Determine whether A/B
testing of multiple design
iterations should be used by
funnelling traffic once the
solution is released.
q Log critique and feedback;
reconvene with UX to decide
on revise design if necessary.
12. MVP Definition
q Populate the next quarter’s
sprint releases with the
initiative’s prioritised features.
q Identify which features are
required to be completed and
launched for users to carry out
essential tasks.
11. Feature Revision
q Revise product-level
performance metrics if
necessary.
q Communicate a fully defined
brief to the dev team and
wider business.
A Product Manager’s guide to the Double Diamond model – Rob Hill
Initiative Development

4. 13. Release Plan
q Create a release note
template ahead of the first
sprint’s release. Populate and
publish these for each sprint
of the initiative, for internal
and/or external use.
q Ready product marketing
material for each release;
newsletter content, product
update article formats etc.
14. Agile Development
q Host sprint planning sessions.
q Carry out daily stand-ups
with the development team.
q Oversee the QA/UAT of
critical features.
q Plan and present Sprint
Review meetings.
q Host sprint retro sessions.
q Manage delays in progress
through continuous backlog
prioritisation.
16. Measuring Success
q Evaluate the success of the
initiative. Have product
objectives been achieved?
q Identify areas of
improvements that can
inform future initiatives.
q Update product-level
performance metrics on an
ongoing regular basis.
15. Launch
q Publish product updates in
parallel with released work;
both internal notifications or
external publications
q Log the start values for
relevant performance metrics
being measured for each
release, as part of the
product-level OKRs/KPIs.
A Product Manager’s guide to the Double Diamond model – Rob Hill
Solution Delivery