Design Methods: Double Diamond


In all creative process a number of possible ideas are created (Divergent Thinking), before refining and narrowing down to best ideas (Convergent Thinking), and this is represented in a diamond shape. Double Diamond indicates that this happens twice, once to confirm the problem definition and once to create the solution.

4 distinct phases: Discover, Define, Develop and Deliver.

  1. Discover: Diverge in the first quarter. You look at the world in a fresh way, notice new things and gather insights. The journey begins with a trigger (an idea, a change in the market, user needs, etc.). Through design methods you discover customer behavior and business drivers. Opportunities are identified for further consideration.
  2. Define: Converge. You synthesize all the knowledge gathered into insights. This helps you focus on the most compelling opportunities to pursue, its about converging on a vision and defining the first expression of our plans to occupy a future position. We assess the viability and impact of our plans and determine how to measure success. It doesn’t need to define all details of a solution. Instead, the focus is on the desired outcomes or impact to achieve.
  3. Develop: Diverge. Solutions or concepts are developed, prototyped, tested and iterated. We know what to achieve, and by exploring and validating options, we find the best ways to succeed. Details and requirements have not been defined, instead, the right solution is discovered.
  4. Delivery: Converge. A working solution is delivered to market, gather feedback, as a result your understanding will deepen and you iterate on the product and launch it again.