Understanding the Nuances: Design Thinking vs. Double Diamond Approach

Photo by Hal Gatewood on Unsplash

In the realm of problem-solving methodologies, two terms often come into the spotlight: Design Thinking and the Double Diamond approach. Both are subjects of frequent inquiry, particularly among students and practitioners seeking clarity on their differences. Coincidentally, several of my students posed questions about the disparity between these methodologies while working on their Final Assignment in this last semester of their studies. Hence, I feel compelled to provide a detailed explanation through this article.

Defining Design Thinking

Design Thinking is a human-centered approach to innovation and problem-solving. It places a strong emphasis on understanding the needs and experiences of the end-users. The process typically involves several iterative stages:

1. Empathize: Understanding the perspectives, needs, and challenges of the users.
2. Define: Clearly defining the problem statement based on the insights gathered during the empathize stage.
3. Ideate: Generating a wide range of potential solutions through brainstorming and creative thinking.
4. Prototype: Building tangible representations of the ideas to be tested and refined.
5. Test: Gathering feedback from users through testing and iteration to refine and improve the solutions.

Design Thinking encourages a mindset of experimentation, iteration, and collaboration. It fosters creativity and innovation by challenging assumptions and exploring unconventional solutions.

Understanding the Double Diamond Approach

The Double Diamond is a design process model that visualizes the divergent and convergent stages of problem-solving. It was popularized by the British Design Council and is often associated with Design Thinking. The Double Diamond consists of four key stages:

1. Discover: This stage corresponds to the initial phase of exploration and problem framing. It involves researching, observing, and gaining insights into the problem space. This phase encourages divergent thinking to explore a wide range of possibilities.
2. Define: Following the discovery phase, the focus shifts to defining the problem statement based on the insights gained. This stage involves synthesizing the information gathered and identifying opportunities for innovation. It represents the convergence of ideas towards a clear problem statement.
3. Develop: In the development phase, the emphasis is on generating solutions to address the defined problem. This stage encourages divergent thinking to explore multiple ideas and approaches. It involves brainstorming, prototyping, and experimenting with different concepts.
4. Deliver: The final stage of the Double Diamond involves refining and implementing the chosen solution. It represents the convergence of ideas towards a final design or product. This phase includes testing, iterating, and refining the solution based on user feedback.

Differentiating Design Thinking and Double Diamond

While Design Thinking and the Double Diamond approach share common principles such as user-centricity, creativity, and iteration, they differ in their emphasis and granularity:

1. Scope and Flexibility: Design Thinking is a broader methodology that encompasses various problem-solving approaches, including but not limited to the Double Diamond model. It provides a flexible framework that can be adapted to different contexts and challenges. On the other hand, the Double Diamond offers a more structured visualization of the design process, focusing specifically on the stages of discovery, definition, development, and delivery.
2. Level of Detail: Design Thinking offers a detailed process with specific methods and techniques for each stage, encouraging practitioners to dive deep into understanding user needs and iterating on solutions. The Double Diamond, while providing a high-level overview of the design process, may require additional methodologies or tools to be integrated for a more detailed execution.
3. Visualization vs. Methodology: The Double Diamond is primarily a visual representation of the design process, illustrating the divergent and convergent stages of problem-solving. It serves as a roadmap for designers to navigate through the complexities of a project. Design Thinking, on the other hand, is a methodology that encompasses not only the process but also the mindset and principles underlying human-centered design.

In summary, while Design Thinking and the Double Diamond approach are closely related and share common goals, they differ in their scope, level of detail, and emphasis. Design Thinking provides a holistic framework for innovation and problem-solving, while the Double Diamond offers a structured visualization of the design process. Both methodologies have their merits and can be valuable tools in the arsenal of designers and innovators seeking to create meaningful solutions to complex challenges.

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