The double diamond design process — Explained
By
Masum Parvej
November 15, 2023
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A successful design solution is challenging. To optimize the process, many designers apply a tried-and-tested approach known as the Double Diamond Design Process. This powerful framework serves as guidance for designers. It guides them from the confusing space of ideation to the clarity of a well-defined solution.
In this comprehensive guide, we dive into the detailed processes of the Double Diamond Design Process, its origin, its application, and its transformative impact on modern design strategy.
The Genesis of the Double Diamond Design Process
The Double Diamond Design Process is a brainchild of the British Design Council, developed in 2005. The Council sought to devise a systematic approach to aid designers in their quest for effective solutions. The Double Diamond's foundation rests on Hungarian-American linguist Bela H. Banathy's divergence-convergence model, which emphasizes the importance of exploring a problem deeply before narrowing down to a specific solution.
"The Double Diamond is a way of thinking about design that can help us to create new and innovative products and services. It is a way of approaching design in a systematic and creative way."
- Don Norman, Principal, NN/g Group
Introducing the Double Diamond Design Process
The Double Diamond Design Process is a graphical representation of the ideal design process, comprising four distinct stages:
Discovery
Define
Develop
Deliver
These stages represent the principles of divergent and convergent thinking. In the divergent phase, designers go wide by gathering extensive information and exploring various possibilities. The convergent phase, on the other hand, involves combining the findings and refining them into a precise decision or solution.
The First Diamond: Discover and Define
The first diamond consists of the discovery and definition phases, related to the problem space. Here, designers try to get a comprehensive understanding of the problem at hand. Through extensive research and analysis, they decipher user needs and outline the project's objectives.
The discovery phase allows designers to adopt an open mind, explore multiple solutions, and avoid too-early judgments. This phase often involves reviewing analytics, conducting user interviews, and utilizing other research methods to gain deep insights into the problem.
In the definition phase, designers narrow down the problem space. They distill the wealth of information gathered during the discovery phase and refine their initial hypothesis with newfound insights. This phase is crucial in ensuring the solution aligns with the user needs and business objectives identified in the discovery phase.
The Second Diamond: Develop and Deliver
The second diamond represents the phases of development and delivery, corresponding to the solution space. At this stage, designers utilize the problem definition to develop and test potential solutions.
In the development phase, designers brainstorm and create prototypes, continually testing and refining their designs. This phase encourages alternate thinking and exploration of different solutions. It involves creating low-fidelity mockups, conducting workshops, and seeking feedback from various stakeholders.
Once a single viable solution comes out of the development phase, the delivery phase begins. Here, designers implement the chosen solution, making sure that it meets user needs and aligns with the project's objectives. They prepare design handoff documents and conduct quality assurance tests to ensure the final product meets the project's requirements and goals.
The Double Diamond and Design Thinking
The Double Diamond Design Process is closely aligned with Design Thinking, a human-centered approach to innovation. Both of these frameworks stand for a deep understanding of user needs and encourage collaboration across different teams to create the best solutions.
Design Thinking goes beyond conceptualizing and generating ideas. It calls for a variety of approaches from the entire team to create the best outcomes. The Double Diamond Framework offers a practical and structured approach to applying Design Thinking principles and directs designers from problem identification to solution development and implementation.
The Impact of the Double Diamond Design Process on Modern Design Strategies
The Double Diamond Design Process has had a transformative impact on modern design strategies. Its structured approach has empowered designers to tackle complex design challenges effectively. The framework's focus on understanding user needs, exploring multiple solutions, and iterative refinement has fueled creativity and innovation in design.
Today, the Double Diamond Design Process is employed across various design disciplines, from UX design and service design to industrial design and UX research. By offering a roadmap for navigating the problem and solution spaces, it has become an invaluable tool for delivering user-focused design solutions.
Beyond the Double Diamond Design Process
The Double Diamond Design Process provides a solid guideline for the design process; perhaps it is not without limitations. In reality, design projects often deviate from this idealized framework due to various factors such as time constraints, budget limitations, and stakeholder requirements.
To adapt to these realities, some designers have proposed variations of the Double Diamond Design Process, such as the Reverse Double Diamond. This model emphasizes the often top-down nature of design decisions in organizations and proposes a post-launch focus for design improvements.
In the Reverse Double Diamond, the first half involves delivering a solution as directed by stakeholders. The second half involves monitoring the performance of the delivered solution and proposing measurable improvements based on real-world data. This approach aligns more closely with the realities of many design projects and maximizes the designers' skills in a post-launch context.
Despite its limitations, the Double Diamond Design Process remains a powerful tool in the designer's toolkit. Its methodological approach and emphasis on user needs continue to guide designers towards creating effective and user-focused solutions.
Real-world examples:
VERSIONS®: VERSIONS® highlighted multiple real-world examples where UX teams utilized the Double Diamond methodology to guide their problem-solving process, from discovering user needs to delivering the final product(1).
Eye Caramba Oy: A research project involving a small company/start-up called Eye Caramba Oy presented a case study viewing the Double Diamond design process through a real-world lens, providing insights into its practical application(2).
Design Departments at 11 International Companies: The British Design Council developed the Double Diamond model based on case studies from Design Departments at 11 international companies, demonstrating its relevance and adaptability across different organizational contexts(3).
Finally, consider the following:
By understanding the principles of the Double Diamond Design Process and knowing when and how to adapt it, designers can navigate the complex landscape of design projects and deliver successful solutions that meet user needs and business objectives. The key is to remain flexible, open-minded, and always focused on the user - the cornerstone of any successful design project.
