1.6 Double Diamond model

The Double Diamond model is a design framework that guides problem-solving through four phases: Discover, Define, Develop, and Deliver. It balances divergent and convergent thinking, encouraging exploration and focused decision-making throughout the design process.

This approach helps designers tackle complex challenges by emphasizing user needs, iterative development, and collaboration. While it shares similarities with design thinking and agile methods, the Double Diamond provides a structured yet flexible framework for creating innovative solutions across various industries.

Origins of double diamond model

• Developed by the British Design Council in 2005 as a visual framework for the design process
• Based on research into the design processes used by 11 leading global brands
• Aims to provide a structured approach to tackling complex problems and creating innovative solutions
• Emphasizes the importance of both divergent and convergent thinking at different stages of the design process

Four phases of double diamond

Discover phase

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• The first phase focuses on exploring the problem space and gathering insights
• Involves conducting research to understand user needs, market trends, and business requirements
• Uses methods such as interviews, observations, and desk research to gather a wide range of information
• Aims to identify opportunities and challenges that will inform the rest of the design process
• Encourages divergent thinking to generate a broad range of ideas and possibilities

Define phase

• The second phase involves synthesizing the insights gathered in the Discover phase
• Focuses on narrowing down the problem space and defining a clear direction for the project
• Uses techniques such as affinity mapping, persona development, and problem statements to create a shared understanding of the challenge
• Involves making strategic decisions about which opportunities to pursue and which to set aside
• Requires convergent thinking to prioritize ideas and create a focused brief for the next phase

Develop phase

• The third phase focuses on generating and refining potential solutions to the problem
• Involves ideation sessions, prototyping, and testing to explore different design directions
• Encourages divergent thinking once again to generate a wide range of ideas and concepts
• Uses iterative development to refine and improve solutions based on feedback from users and stakeholders
• Aims to create a range of viable options that can be evaluated against the project brief

Deliver phase

• The final phase involves selecting the best solution and preparing it for implementation
• Focuses on convergent thinking to make final decisions and create detailed plans for execution
• Involves creating high-fidelity prototypes, conducting final user testing, and preparing assets for launch
• Requires collaboration with cross-functional teams (marketing, engineering) to ensure successful delivery
• Emphasizes the importance of measuring success and learning from the process to inform future projects

Divergent vs convergent thinking

• The double diamond model alternates between divergent and convergent thinking modes
• Divergent thinking involves generating a wide range of ideas and possibilities without judgment
  • Encourages creativity, exploration, and open-mindedness
  • Uses techniques such as brainstorming, mind mapping, and lateral thinking
• Convergent thinking involves narrowing down options and making decisions based on specific criteria
  • Focuses on analysis, evaluation, and prioritization
  • Uses techniques such as dot voting, weighted decision matrices, and SWOT analysis
• Effective design requires a balance of both divergent and convergent thinking at different stages

Benefits of double diamond approach

Encourages exploration

• The Discover phase provides a structured way to explore the problem space and gather insights
• Encourages designers to challenge assumptions and look beyond obvious solutions
• Helps to identify hidden opportunities and unmet user needs that can drive innovation

Focuses on problem definition

• The Define phase ensures that the team has a clear and shared understanding of the problem
• Helps to avoid jumping to solutions too quickly without fully understanding the context
• Provides a solid foundation for the rest of the design process and ensures that solutions are aligned with user needs and business goals

Iterative development process

• The Develop phase emphasizes the importance of prototyping and testing to refine solutions
• Encourages a fail-fast approach where ideas are quickly tested and improved based on feedback
• Allows for a more agile and responsive design process that can adapt to changing requirements and insights

User-centric deliverables

• The Deliver phase focuses on creating solutions that are tailored to the needs of the end-users
• Emphasizes the importance of user testing and feedback throughout the design process
• Helps to ensure that the final deliverables are effective, usable, and desirable for the target audience

Applying double diamond in practice

Tools for each phase

• Discover: user interviews, contextual inquiry, stakeholder workshops, market research
• Define: journey mapping, user personas, problem statements, design principles
• Develop: sketching, wireframing, prototyping, usability testing, design sprints
• Deliver: high-fidelity mockups, user acceptance testing, style guides, handover documentation

Team collaboration throughout process

• The double diamond model emphasizes the importance of collaboration and co-creation
• Involves bringing together cross-functional teams (design, research, engineering, business) to share insights and ideas
• Uses workshops, design sprints, and other collaborative techniques to facilitate teamwork and alignment
• Helps to break down silos and ensure that everyone is working towards a common goal

Adapting model to specific projects

• The double diamond model provides a general framework that can be adapted to different types of projects
• The specific tools and techniques used in each phase may vary depending on the context and constraints
• The duration and emphasis of each phase may also differ based on the project scope and timeline
• It's important to tailor the approach to the specific needs of the project while still following the overall structure and principles

Limitations and criticisms

Oversimplification of design process

• Some critics argue that the double diamond model oversimplifies the complexity of real-world design projects
• The model may not capture all of the nuances and iterations that occur in practice
• It's important to use the model as a guide rather than a rigid prescription and to adapt it as needed

Potential for scope creep

• The divergent thinking phases (Discover and Develop) can sometimes lead to scope creep if not managed carefully
• It's important to have clear boundaries and criteria for evaluating ideas and deciding which ones to pursue
• The Define phase plays a crucial role in keeping the project focused and aligned with the original goals

Need for experienced practitioners

• The double diamond model requires skilled facilitation and experienced practitioners to be used effectively
• Novice designers may struggle with knowing when and how to switch between divergent and convergent thinking modes
• It's important to provide training and support to help teams use the model successfully and to learn from experienced practitioners

Double diamond vs other design models

Comparison to design thinking

• The double diamond model shares many similarities with the design thinking process
• Both emphasize the importance of empathy, ideation, and experimentation in solving complex problems
• However, the double diamond model provides a more structured framework with distinct phases and activities
• Design thinking is often seen as a more general mindset or approach that can be applied in many different ways

Similarities to agile methodology

• The double diamond model shares some similarities with agile methodologies such as Scrum and Kanban
• Both emphasize the importance of iteration, collaboration, and responsiveness to change
• However, the double diamond model is more focused on the early stages of the design process (problem definition and ideation)
• Agile methodologies are more focused on the later stages of development and delivery
• The two approaches can be used in combination, with the double diamond model guiding the overall design process and agile methodologies used for implementation

Case studies of successful implementation

• The British Design Council has published several case studies of organizations that have successfully used the double diamond model
  • The redesign of the London Ambulance Service's command and control system
  • The development of a new customer experience for Virgin Atlantic Airways
  • The creation of a new service model for the UK's National Health Service
• These case studies demonstrate how the double diamond model can be applied in different contexts and industries
• They highlight the benefits of using a structured and iterative approach to design, such as improved user experiences, increased efficiency, and better alignment with business goals
• They also provide insights into the challenges and lessons learned from applying the model in practice, such as the importance of stakeholder engagement and the need for flexibility and adaptation