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.
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
- Iteration: Although the process is shown as linear, it’s often necessary to move back and forth between phases or repeat phases.
- Documentation: Thorough documentation in each phase makes it easier to track and communicate progress later.
- Teamwork: The process benefits from collaboration across different disciplines and perspectives.
- User-Centric Focus: Throughout all phases, the needs and experiences of end users should be the central focus.
- 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
Do you need support implementing Design Thinking? We’re here to help. Our experienced team and interdisciplinary workshops, trainings, and learning journeys empower you and your team for long-term success.
Develop innovative services and offer an outstanding customer experience.
Join the New Leadership Community:
Get exclusive insights, practical tools, and proven strategies on how to use New Leadership in your organization – delivered to your inbox weekly.
Kontakt
Sprechen Sie mit Verena, wenn Sie mehr Informationen möchten oder Design Thinking anwenden wollen.
You are currently viewing a placeholder content from Zoho Forms. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.
More Information