Double Diamond: A Structured Approach To Design

In the field of design, having a structured and systematic approach is crucial for achieving successful outcomes.

One such approach is The Double Diamond Process, which provides a framework for problem-solving and innovation.

This guide will introduce the Double Diamond process, explain its importance, discuss its components, explore why companies are interested in using it, outline the steps to implement it, provide a standard model, present examples of its application in the workplace, and summarize its benefits in corporate settings.

Definition

The Double Diamond process is a design thinking framework that helps teams navigate the stages of problem-solving and innovation.

It is called “Double Diamond” because it consists of two diamond-shaped diagrams, each representing a different process phase.

The process emphasizes divergent thinking (expanding possibilities) and convergent thinking (narrowing down options) to arrive at practical solutions.

Importance of the Double Diamond Process

The Double Diamond process is essential for several reasons.

First, it encourages a user-centered approach, ensuring that the needs and preferences of the end-users are considered throughout the design process.

Secondly, it promotes collaboration and cross-functional teamwork, involving multiple stakeholders in problem-solving.

Lastly, it provides a structured framework that helps designers and teams stay focused and organized, reducing the risk of overlooking important aspects of the design challenge.

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Components of the Double Diamond Process

The Double Diamond process consists of five key components:

1. Discover: In this phase, the team explores and gathers information about the problem or challenge. This involves conducting research, interviewing stakeholders, and empathizing with the end-users to understand their needs and pain points deeply.
2. Define: Once the team has gathered insights, they define the problem statement. This involves synthesizing the research findings, identifying patterns, and framing the problem clearly and concisely. The problem statement acts as a guiding principle throughout the process.
3. Develop: In the development phase, the team generates many ideas and potential solutions. This is a divergent thinking phase, where brainstorming sessions, ideation techniques, and creative thinking are employed to explore different possibilities. The goal is to generate as many ideas as possible without judgment or evaluation.
4. Deliver: After the development phase, the team enters the delivery phase, where they evaluate and refine the ideas generated. This is a concurrent thinking phase, where the team narrows down the options, prototypes the most promising ideas, and tests them with end-users. The goal is to refine the solutions and gather feedback for further improvement.
5. Deploy: The final phase of the Double Diamond process is deployment. Here, the team takes the refined solution and implements it in the real world. This involves creating a detailed execution plan, considering scalability, feasibility, and sustainability factors. The solution is launched, monitored, and iterated based on user feedback and market response.

Why Companies Are Interested in the Double Diamond Process

Companies are increasingly interested in adopting the Double Diamond process because it offers a structured and systematic approach to problem-solving and innovation.

Companies can create products and services more likely to succeed by involving multiple stakeholders and focusing on user needs.

Additionally, the Double Diamond process encourages collaboration and cross-functional teamwork, fostering a culture of innovation within organizations.

Steps to Use the Double Diamond Process

1. Understand the problem: Begin by thoroughly understanding the problem or challenge. Conduct research, gather data, and empathize with the end-users to gain insights.
2. Define the problem statement: Synthesize the research findings and frame a clear problem statement that encapsulates the core issue to be addressed.
3. Generate ideas: Encourage divergent thinking and brainstorming sessions to generate various ideas and potential solutions.
4. Evaluate and refine ideas: Use convergent thinking to evaluate and refine the ideas generated. Prototype the most promising solutions and test them with end-users for feedback.
5. Create an execution plan: Develop a detailed plan for implementing the refined solution, considering factors such as scalability, feasibility, and sustainability.
6. Launch and monitor: Deploy the solution in the real world and closely monitor its performance. Gather user feedback and iterate on the solution as necessary.
7. Encourage collaboration: Foster a collaborative environment where team members from different disciplines can contribute their expertise and insights.
8. Iterate and improve: Continuously iterate on the solution based on user feedback, market response, and emerging trends. Embrace a culture of continuous improvement.
9. Document and share: Document the entire Double Diamond process, including research findings, ideation sessions, prototypes, and user feedback. Share this knowledge within the organization to facilitate learning and future reference.
10. Embrace flexibility: Remain open to unexpected insights and adapt the process as needed. The Double Diamond process is not a rigid framework but a guide that can be tailored to suit specific project requirements.

Standard Model for the Double Diamond Process

A standard model for the Double Diamond process is a visual representation of the two diamond-shaped diagrams.

The first diamond represents the divergent thinking phase (Discover and Develop), while the second diamond represents the convergent thinking phase (Define and Deliver).

The Deploy phase connects the two diamonds, bridging the gap between creativity and implementation.

Examples of the Double Diamond Process in the Workplace

1. Product Design: A team of designers follows the Double Diamond process to create a new smartphone. They conduct user research, define the problem statement, generate ideas, prototype and test the designs, and launch the product in the market.
2. Service Design: A company wants to improve its customer support experience. They use the Double Diamond process to understand customer pain points, define the problem, brainstorm ideas for improvement, prototype and test new service concepts, and implement the refined solution.
3. UX Design: A software development team adopts the Double Diamond process to enhance the user experience of their mobile app. They conduct user research, define the UX problem, ideate and prototype new interface designs, and iterate based on user feedback before releasing the updated app.
4. Organizational Change: A company undergoing a significant organizational change uses the Double Diamond process to understand employee concerns, define the change objectives, brainstorm strategies for implementation, test the proposed changes, and deploy refined solutions to improve employee satisfaction and productivity.
5. Marketing Campaign: A marketing team follows the Double Diamond process to develop a new advertising campaign. They conduct market research, define the campaign objectives, generate creative ideas, test different concepts with focus groups, and launch the final campaign based on user feedback and market analysis.

Features and Benefits of the Double Diamond Process in Corporate Settings

The Double Diamond process offers several features and benefits in corporate settings:

• Structured approach: Provides a clear and structured framework for problem-solving and innovation.
• User-centered design: Ensures that the needs and preferences of end-users are at the forefront of the design process.
• Collaboration and teamwork: Encourages cross-functional collaboration and teamwork, fostering a culture of innovation within organizations.
• Iterative and flexible: Allows continuous iteration and improvement based on user feedback and market response.
• Documentation and knowledge sharing: Facilitates documentation and knowledge sharing within the organization, enabling future reference and learning.

Summary

The Double Diamond process is valuable for designers and teams seeking to solve complex problems and drive innovation.

By following the five components of the process, companies can create user-centered solutions that address real needs.

The steps outlined in this guide provide a roadmap for effectively implementing the Double Diamond process, and the examples demonstrate its versatility across various domains.

Ultimately, the Double Diamond process offers a structured and collaborative approach that can lead to successful outcomes in corporate settings.

Catherine Fitzgerald B.A. M.A. PGDip( Founder )

With 30+ years of training experience, I founded Oak Innovation (oakinnovation.com) in 1995. I help busy training professionals and business managers deliver better training courses in less time by giving them instant access to editable training course material. I received my Bachelor’s and Master’s degrees from University College Cork. I hold qualifications in Professional Development And Training from University College Galway. Clients include Apple, Time Warner, and Harvard University.