Double Diamond Design Process

What it is

A high-level description of how to run any design-based innovation process, going through two cycles of divergence and convergence. The first cycle is around understanding the problem and consists of Discover (diverge) and Define (converge). The second cycle is around creating a solution and consists of Develop (diverge) and Deliver (converge).

When to use

Pretty much any time you are embarking on an attempt to create a truly new-to-the-world innovation at any level of resolution, from adding a new feature to an existing product to pioneering a breakthrough category of offering. 

When not to use

When you think you already have a set “answer” to the innovation you’re taking to market—such as with a newly developed technology for which user need is already well established. In these cases, the Double Diamond Design Process would be overkill. 

Tradecraft tips

Perhaps the most important thing to keep in mind when deploying this process is that it is iterative and recursive. That is, while the diagram appears to be a straight-forward linear process, it’s not unusual for insights at one stage of the process to lead the team to moving “backwards” (temporarily) to fill in key gaps in understanding. Also, it’s critical to resist the temptation to rush the first half of the process and try to solve a problem that’s not yet well defined, as so many teams try to do. It’s often necessary to “live with the problem” a bit longer than is comfortable to arrive at a great solution. 

Source

While various versions of this approach have been in use for many decades, the UK-based Design Council gets credit for helpfully codifying this framework in 2005. You can find a wealth of supporting materials on the process here and here.

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