The Double Diamond model, developed by the British Design Council, is a visual representation of this process. It illustrates the various phases that design teams go through to reach effective solutions. This model consists of two diamonds: the first diamond focuses on understanding the problem, while the second diamond focuses on generating and implementing solutions.
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Double diamond model, definition
The Double Diamond method is a design framework that divides the creative process into four distinct phases: Discover, Define, Develop, and Deliver. It is visually represented by two diamonds, each symbolizing a phase of divergence and convergence. The first diamond focuses on understanding the problem: the discover phase explores a wide range of information and ideas, while the define phase refines this information to identify the core problem to be solved. The second diamond focuses on creating solutions: the develop phase generates and tests various potential solutions, and the deliver phase selects and implements the most effective one. This iterative approach helps ensure that the final solution meets real user needs and solves the problem optimally.
An expert evaluation based on Nielsen’s heuristics for usability helps to clean the interface of its main usability flaws, thus securing the upcoming user testing phase.
“The goal is to produce something through a first step, then use it to keep learning, keep questioning, and keep testing. When human-centered designers arrive at a relevant answer, it’s because they got it wrong first!” – Tim Brown, CEO of IDEO.
The first diamond: understanding the problem
1/ Discover phase
The discover phase is the first step of the Design Thinking process. It consists of exploring the problem from all angles to gain a deep understanding. Design teams use various techniques such as interviews, observations, and desk research to gather relevant information. The goal is to understand the needs, desires, and frustrations of the end-users. This phase encourages divergent thinking, where teams explore the challenge they face widely and deeply.
Techniques and tools
User Interviews:
- Goal: To understand user needs, motivations, and frustrations.
- Method: Ask open-ended questions to encourage users to share their experiences and viewpoints.
- Tools: Audio recorders, transcription software, structured interview guides.
Observations:
- Goal: To study user behaviors in their natural environment.
- Method: Observe users as they interact with the product or service without intervening.
- Tools: Cameras, notebooks, observation grids.
Desk research:
- Goal: To analyze existing data and market studies to gain additional insights.
- Method: Consult reports, academic articles, case studies, and statistical data.
- Tools: Online databases, digital libraries, data analysis software.
The convergence phase of the first diamond, therefore, consists of sorting and synthesizing all the raw data collected in the field. This is the precise moment when creating a reference user journey makes sense, as it allows for visually mapping the major friction points that the team will need to resolve during the design stage.
2/ Define phase
Once the data is collected, the define phase allows for synthesizing this information to formulate a clear and precise problem statement. This step is crucial because it guides the rest of the design process. Teams use tools like personas from templates, empathy maps, and user journey diagrams to define the problem in a concise, user-centered way. This phase marks the transition from divergent to convergent thinking, where teams focus on the most relevant insights.
This iterative transition requires validating concepts on a large scale before refining graphic details, a logic central to the evolution between zoning, wireframing, and mockups that structures interface design.
Techniques and tools
Personas:
- Goal: To create fictional profiles representing different types of users.
- Method: Use the collected data to define the characteristics, needs, and behaviors of the personas.
- Tools: Persona templates, persona creation software (like Xtensio or HubSpot).
Persona example to understand potential user needs and behaviors. Source: uxdesigninstitute
Empathy maps:
- Goal: To visualize user thoughts, feelings, and behaviors.
- Method: Fill out an empathy map with information about what the user thinks, feels, says, does, hears, and sees.
- Tools: Empathy map templates, whiteboards, sticky notes.
Read our article explaining why to create an empathy map.
Empathy map template. According to the model defined by Dave Gray on gamestorming.com, a visual tool used in user-centered design to better understand the needs, thoughts, and feelings of a target user.
User journey diagrams:
- Goal: To map user interactions with the product or service.
- Method: Identify touchpoints, actions, and user emotions at each step of their journey.
- Tools: Diagram creation software (like Lucidchart or Miro), whiteboards.
The second diamond: generating and implementing solutions
1/ Develop phase
The develop phase marks the beginning of the second diamond. It consists of generating a wide range of potential ideas to solve the defined problem. Design teams use brainstorming, mind mapping, and sketching techniques to explore various creative solutions. The goal is to avoid limitations and encourage divergent thinking to maximize the innovative potential of the ideas proposed.
Techniques and tools
Brainstorming:
- Goal: To generate a large number of ideas without initial judgment.
- Method: Gather the team and encourage generating ideas in quantity, noting all suggestions without criticizing them.
- Tools: Whiteboards, sticky notes, collaborative brainstorming software (like Miro or Mural).
Mind mapping:
- Goal: To visually organize ideas and concepts.
- Method: Create a mind map with a central topic and branches representing associated ideas.
- Tools: Mind mapping software (like MindMeister or XMind), paper and pencils.
Sketching:
- Goal: To create quick sketches to visualize ideas.
- Method: Draw rough sketches of potential solutions to illustrate concepts.
- Tools: Sketchbooks, graphic tablets, drawing software (like Sketch or Adobe Illustrator).
Sketching: UX/UI design in its early stages. Hand-drawn wireframes or low-fidelity mockups indicate an initial design phase where the focus is on layout and user interface structure rather than visual details.
2/ Deliver phase
The deliver phase is the final step of the Design Thinking process. It consists of prototyping, testing, and refining the solutions generated during the development phase. Prototypes allow ideas to be visualized and tested in a real environment, gathering valuable user feedback. Teams iterate on prototypes based on the feedback received, progressively refining the solutions until they perfectly meet user needs.
Techniques and tools
Prototyping:
- Goal: To create functional mockups of the proposed solutions.
- Method: Use prototyping tools to create interactive versions of the solutions.
- Tools: Prototyping software (like Figma, Adobe XD, or InVision), physical prototyping materials (like cardboard, paper, electronic components).
User tests:
- Goal: To collect user feedback on the prototypes.
- Method: Organize test sessions with real users to observe their interactions with the prototype and collect their comments.
- Tools: User testing software (like UserTesting or UsabilityHub), test guides, video recorders.
Iterations:
- Goal: To refine solutions based on collected feedback.
- Method: Analyze user feedback and make modifications to prototypes to improve functionality and usability.
- Tools: Project management tools (like Trello or Asana), version control software (like Git or Bitbucket).
When to use the double diamond method?
“In the divergent phase, the goal is to create a maximum of rough ideas and prototypes, to better sharpen the vision. In the convergent phase, the prototypes are more precise and their resolution higher.” – Lewrick, Link, and Leifer
| Use Case | Detailed Explanation |
|---|---|
| Facing complex and ill-defined problems | The Double Diamond method is particularly useful when the problem is ambiguous, difficult to define, and involves many unknowns. It helps avoid rushing toward an unsuitable solution by offering a structured framework to explore the problem from different angles. By breaking the problem down into smaller elements and analyzing real user needs, this method helps to better understand the situation before generating relevant solutions. |
| For user-centered design | This approach places users at the center of the creation process by promoting empathy, listening, and observation. Through surveys, interviews, and tests, it gathers concrete feedback to ensure that developed solutions match the expectations and usage habits of end-users. By involving users throughout the process, the Double Diamond ensures better solution adoption. |
| In a context of innovation and creativity | The Double Diamond encourages the generation of original ideas by prompting teams to explore several paths before converging on the best solution. By challenging established assumptions and promoting divergent thinking, this method stimulates creativity and opens the door to innovative and disruptive solutions. It allows for exploring novel alternatives that can lead to genuine market differentiation. |
| To structure a design process | This method provides a clear and methodical framework that helps teams structure their work and progress logically. By following the different steps of the Double Diamond (problem exploration, definition, idea generation, prototyping, and testing), teams move from a broad and abstract vision to concrete and achievable solutions. This structure facilitates communication, improves project management, and strengthens collaboration among stakeholders. |
| For optimization and continuous improvement | Even for already existing products or services, the Double Diamond allows for identifying weak points and opportunities for improvement. |
Example of applying the double diamond to the development of a task management app
1. Discover
Goal: Understand user needs, the market, and the context.
User research:
- User Interviews: Interview professionals, students, and parents to understand how they currently manage their tasks.
- Example question: “What tools do you use to organize your daily tasks?”
- Observations: Observe users using existing task management apps to identify friction points.
Competitive analysis:
- Market Study: Analyze apps like Todoist, Trello, and Asana to understand their features, strengths, and weaknesses.
- Example: Todoist is appreciated for its simplicity, but some users find customization options limited.
Data collection:
- Online surveys: Create questionnaires to gather data on users’ task management habits.
- Example question: “How often do you use a task management app?”
- Focus groups: Organize discussions with user groups to obtain qualitative insights.
Stakeholder mapping:
- Identify developers, designers, marketers, and end-users.
- Example: Developers will need clear technical specifications, while marketers will need to understand the unique benefits of the app.
Results:
- A deep understanding of user needs.
- A list of key features of competitor apps.
- Insights into market opportunities and challenges.
2. Define
Goal: Synthesize the information collected to clearly define the problem to be solved.
Data analysis:
- Group collected data to identify trends.
- Example: 70% of surveyed users find current apps lack flexibility in task customization.
Persona creation:
- Develop personas representing different types of target users.
- Example: “Sophie, 30, marketing professional, uses her smartphone to manage professional and personal tasks.”
Problem definition:
- Formulate a clear and concise problem statement.
- Example: “Users need a task management app that is intuitive, customizable, and easily integrates with other productivity tools like calendars and messaging apps.”
Needs prioritization:
- Rank user needs by priority.
- Example: Task customization is a high priority, while social media integration is a low priority.
Results:
- A well-defined problem statement.
- Detailed personas to guide development.
- A prioritized list of user needs.
3. Develop
Goal: Generate, prototype, and test potential solutions.
Brainstorming:
- Organize brainstorming sessions to generate a wide range of solution ideas.
- Example: Ideas generated: voice recognition integration to add tasks, AI usage to suggest priorities.
Wireframe creation:
- Draw wireframes to visualize different features and the app’s user interface.
- Example: Wireframe of the home screen with a task list, integrated calendar, and filtering options.
Prototyping:
- Develop interactive prototypes to test the most promising ideas.
- Example: Prototype of a drag-and-drop feature to reorganize tasks.
User testing:
- Conduct user tests with prototypes to gather feedback and identify areas for improvement.
- Example: Users find the drag-and-drop feature intuitive but suggest adding notifications for due tasks.
Iterations:
- Refine prototypes based on user feedback.
- Example: Add customizable notifications and improve interface fluidity.
Results:
- Several prototypes tested and refined.
- Detailed user feedback.
- A validated solution ready for development.
4. Deliver
Goal: Finalize and launch the product to the market.
Final development:
- Finalize app development by integrating all validated features.
- Example: Implement voice recognition, calendar integration, and customizable notifications.
Quality testing:
- Perform quality tests to ensure the app functions correctly and is bug-free.
- Example: Test the app on different devices and operating systems to ensure compatibility.
Launch plan:
- Develop a launch plan including marketing strategy, communication, and user support.
- Example: Create demo videos, tutorials, and social media campaigns to promote the app.
Launch:
- Bring the app to market via download platforms (App Store, Google Play, etc.).
- Example: Publish the app with a detailed description, screenshots, and user reviews.
Post-launch monitoring:
- Monitor app performance, collect user feedback, and perform regular updates.
- Example: Use analytics tools to track downloads, user engagement, and reviews.
Results:
- A mobile task management application launched on the market.
- A follow-up and maintenance plan to ensure continued user satisfaction.
- Performance indicators to measure the app’s success.
Conclusion
By following these detailed steps, you can ensure that each phase of application development is well-structured and centered on user needs. The Double Diamond model helps ensure that the final product is not only functional but also meets the expectations and needs of the target users.