Double Diamond


The Power of Double Diamond Principles in Design Thinking


Design thinking is a problem-solving approach that has gained popularity in various industries. At the core of design thinking is the Double Diamond model, which provides a framework for the design process. This model, with its four phases - Discover, Define, Develop, and Deliver - offers a structured approach that helps teams generate innovative solutions. In this blog post, we will explore the power of Double Diamond principles in design thinking and how they can drive successful outcomes.

The Discovery Phase: Uncovering Insights

The first diamond in the Double Diamond model is the Discover phase. This phase involves extensive research, observation, and empathy-building to gain a deep understanding of the problem space. By immersing themselves in the context of the users, designers can uncover valuable insights that inform the subsequent phases.

During the Discovery phase, designers employ various research methods such as user interviews, surveys, and competitor analysis to gather data. This data helps them identify patterns, pain points, and user needs. By fostering a user-centered approach, the Double Diamond principles ensure that designers empathize with their target audience and develop solutions that truly address their needs.

The Definition Phase: Defining the Problem

Once the insights are gathered, the next phase of the Double Diamond model is Define. In this phase, designers synthesize the information collected during the Discovery phase to define the problem statement. This step is crucial as it sets the direction for the design process and helps designers focus their efforts on solving the right problem.

During the Definition phase, designers use techniques like affinity mapping and persona creation to distill the insights into actionable problem statements. By clearly defining the problem, designers can avoid unnecessary iterations and ensure that their solutions align with the users' needs and goals. The Double Diamond principles emphasize the importance of a well-defined problem statement as it lays the foundation for successful ideation and prototyping.

The Development Phase: Ideation and Iteration

With a well-defined problem statement, designers move on to the Develop phase of the Double Diamond model. This phase is characterized by ideation and iteration, where designers generate a wide range of ideas and explore multiple solution options.

Ideation sessions often involve brainstorming, sketching, and collaborative exercises to encourage creativity and diverse perspectives. By embracing a divergent thinking approach, designers can explore unconventional ideas that may lead to breakthrough solutions. The Double Diamond principles encourage designers to think outside the box, challenge assumptions, and push the boundaries of what is possible.

Once ideas are generated, designers enter the iteration phase, where they refine and iterate on their concepts. This involves gathering feedback, conducting user testing, and continuously refining the solutions based on user insights. The iterative nature of the Double Diamond model ensures that designers validate their ideas early and often, reducing the risk of developing solutions that do not meet user expectations.


The Double Diamond principles provide a powerful framework for design thinking, enabling teams to navigate the complex design process with clarity and purpose. By following the four phases of Discover, Define, Develop, and Deliver, designers can uncover valuable insights, define the right problem, and develop innovative solutions that meet user needs. Embracing the Double Diamond principles not only enhances the effectiveness of design thinking but also fosters a user-centered approach that drives successful outcomes. So, whether you are a seasoned designer or new to the field, harness the power of the Double Diamond principles and elevate your design thinking process to new heights.