The Double Diamond in Design Thinking

Anyone who delves into Design Thinking will quickly encounter the Double Diamond. This powerful model is an essential part of the creative problem-solving process, helping leaders and their teams develop innovative solutions for complex challenges. Here, we explain how the Double Diamond works in Design Thinking.

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What is the Double Diamond?

The Double Diamond is closely linked to Design Thinking and can be understood as a visual representation and structuring of the Design Thinking process.

Developed by the British Design Council, it represents the Design Thinking process as two consecutive diamonds. Each diamond represents a phase of thinking and action, alternating between divergent (broad) and convergent (focused) thinking.

 

The 4 Phases of the Double Diamond

Not only the Design Thinking process, but also the Double Diamond process is divided into several phases—four, to be precise.

 

Phase 1: Discover 

Goal: In this initial divergent phase, the aim is to develop a deep understanding of the problem and its context. It’s essential to approach this phase with openness and curiosity.

Activities and Methods:

  • Ethnographic Research: Observing users in their natural environment
  • In-depth Interviews: Conducting interviews with stakeholders, users, and experts
  • Surveys and Questionnaires: Gathering quantitative data
  • Desk Research: Analyzing existing studies, reports, and data
  • Trend Scouting: Identifying relevant market and technology trends
  • Customer Journey Mapping: Visualizing the user experience
  • Empathy Mapping: Stepping into the perspective of the target audience
  • Contextual Inquiry: Observing and interviewing users during product use

 

Challenges:

  • Avoiding preconceived opinions and assumptions
  • Managing a large amount of information
  • Ensuring a diverse and representative sample

 

Outcome: A comprehensive collection of insights, data, and observations that will serve as a foundation for the next phase.

 

Phase 2: Define 

Goal: In this convergent phase, the collected information is analyzed and synthesized to identify and clearly define the core problem.

Activities and Methods:

  • Affinity Diagramming: Clustering insights to identify patterns
  • Problem Framing: Formulating the problem as a “How might we…?” question
  • Persona Development: Creating fictional but representative user characters
  • Point of View (POV) Statements: Defining user needs
  • Ishikawa Diagram (Fishbone Diagram): Analyzing cause-and-effect relationships
  • 5 Whys Method: Gaining a deeper understanding of problem causes through repeated questioning
  • Prioritization Matrix: Evaluating and prioritizing problems and insights

 

Challenges:

  • Reducing complex information to the essentials
  • Avoiding premature solutions
  • Ensuring the defined problem truly addresses the core issue

 

Outcome: A clear, precise problem definition that serves as the starting point for solution development.

 

Phase 3: Develop 

Goal: This second divergent phase focuses on generating a wide variety of solution ideas for the defined problem.

Activities and Methods:

  • Brainstorming: Open group idea generation
  • Brainwriting: Collecting ideas in written form
  • SCAMPER Method: Systematic idea generation by modifying existing concepts
  • Analogies: Applying solutions from other areas
  • Morphological Analysis: Systematically combining solution elements
  • Rapid Prototyping: Quickly creating simple prototypes to visualize ideas
  • Sketching: Visually representing solution ideas
  • Mind Mapping: Structuring ideas and concepts visually

 

Challenges:

  • Overcoming mental blocks and habitual patterns
  • Encouraging bold, unconventional ideas
  • Balancing the quantity and quality of ideas

 

Outcome: A wide array of solution approaches and concepts, often presented as sketches, prototypes, or detailed descriptions.

 

Phase 4: Deliver 

Goal: In this final convergent phase, the most promising solutions are selected, refined, and prepared for implementation.

Activities and Methods:

  • Concept Testing: Reviewing solution ideas with potential users
  • Usability Testing: Testing the user-friendliness of prototypes
  • A/B Testing: Comparing different solution variants
  • Business Model Canvas: Developing and validating business models
  • Implementation Planning: Creating roadmaps and action plans
  • Risk Analysis: Identifying and assessing potential risks
  • Stakeholder Mapping: Analyzing and involving relevant stakeholders
  • Creating Pitch Presentations: Preparing solution presentations for decision-makers

 

Challenges:

  • Objectively evaluating and selecting the best solution(s)
  • Handling feedback and criticism
  • Adapting the solution to practical constraints (budget, time, resources)

 

Outcome: One or more mature, tested solutions ready for implementation, often accompanied by a detailed implementation plan.

 

Tips for Conducting the 4 Phases

  1. Iteration: Although the process is shown as linear, it’s often necessary to move back and forth between phases or repeat phases.
  2. Documentation: Thorough documentation in each phase makes it easier to track and communicate progress later.
  3. Teamwork: The process benefits from collaboration across different disciplines and perspectives.
  4. User-Centric Focus: Throughout all phases, the needs and experiences of end users should be the central focus.
  5. Visualization: Using visual methods can help communicate and develop ideas across all phases.

 

The Double Diamond Model – Applied

Practical Example: Development of an Innovative Workplace System

 

1. Discover (Exploring)

In this phase, the team gathers extensive information on current workplace trends and user needs.

Activities:

  • Conducting 50 in-depth interviews with office workers across various industries
  • Observing employees in 10 different office environments for a full workday
  • Analyzing five recent studies on workplace ergonomics and productivity
  • Running an online survey with 1,000 participants on workplace preferences
  • Attending three office furniture fairs to analyze market trends

 

Insights:

  • 70% of respondents desire more flexibility in the workplace
  • 65% complain of back pain due to prolonged sitting
  • 80% appreciate the option to alternate between sitting and standing
  • 55% seek better concentration options in open office layouts
  • 60% criticize the lack of privacy in their workspace

 

2. Define

The team analyzes the collected data and defines the core problem.

Activities:

  • Conducting an affinity diagramming workshop to cluster insights
  • Creating three personas: “Anna, the focused project manager,” “Tom, the collaborative designer,” and “Sarah, the flexible part-timer”
  • Crafting a Point of View (POV) statement: “Office workers need a flexible, ergonomic workspace that supports both focused work and collaboration while promoting physical health.”
  • Developing the “How might we…?” question: “How can we create a workspace system that balances flexibility, ergonomics, concentration, and collaboration?”

 

3. Develop

In this phase, the team generates a wide range of solution ideas for the defined problem.

Activities:

  • Holding a brainstorming workshop with 15 participants from various departments
  • Sketching 50 different concepts for flexible workspaces
  • Developing 10 low-fidelity prototypes using cardboard and simple materials
  • Applying the SCAMPER method to improve existing furniture concepts
  • Creating a morphological box to systematically combine various solution elements

 

Results:

  • Concept for a modular desk system with integrated acoustic elements
  • Idea for a “Focus Pod” with built-in noise-canceling technology
  • Design of a height-adjustable desk with an integrated motion sensor
  • Concept for a collaborative furniture system that easily converts between individual and group workspace setups

 

4. Deliver

In the final phase, the most promising ideas are selected, tested, and prepared for implementation.

Activities:

  • Using an evaluation matrix to select the top three most promising concepts
  • Creating functional prototypes for the selected concepts
  • Conducting usability tests with 30 participants in a simulated office environment
  • A/B testing different versions of the modular desk system
  • Developing a Business Model Canvas for the new product portfolio
  • Crafting a detailed implementation plan, including production and marketing strategies

 

Outcome: The team decides to develop a “Smart Flex Desk System” with the following key features:

  • Modular design for easy adaptation to various work scenarios
  • Integrated acoustic elements to enhance concentration
  • Height adjustability with automatic adjustments based on usage patterns
  • Integrated sensors to measure ergonomics and usage behavior
  • App connectivity for personalized ergonomic tips and team coordination

 

Implementation:

  • Developing a production plan with a timeline and budget
  • Creating a marketing and sales strategy for the new product
  • Training the sales team and customer advisors
  • Planning a pilot phase with selected existing clients

 

Establishing KPIs to measure product success

triangility: Learn how to harness the Double Diamond

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