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Double Diamond Model

Editor's Note: Take a look at our featured best practice, Design Thinking (225-slide PowerPoint presentation). [NOTE: Our Design Thinking presentation has been trusted by an array of prestigious organizations, including industry leaders such as Apple, MIT, NASA, Ford, Boeing, Fujitsu, Syngenta, Palo Alto Networks, and Mercer, to name just a few.] Design Thinking is [read more]

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Design plays a vital role in creating effective solutions.  It encompasses aesthetics, functionality, and the user experience.  Various models are used to guide the design process.

Despite the diversity of design models, there are common foundational steps.  These include understanding the problem, generating ideas, prototyping, testing, and refining the solution.  These steps form the core of Design Thinking and enable designers to navigate complex challenges effectively.

The design process is a structured way to direct creative teams towards a well-defined and purposeful objective for their design endeavors.  Attaining excellent design necessitates a clear focus on a specific objective, and when a larger team is involved, it demands stretch collaboration and synchronization.

The design process facilitates the timely involvement of various individuals, such as during market research, brainstorming, user testing, and Design Delivery.

The design process establishes beneficial guidelines to ensure that design concepts meet user requirements while maintaining brand consistency.

The design process is vital for non-designers too, especially when creating a digital product.  Cross-functional team members provide valuable input on the design.

Creative and design teams have a unique design process tailored to their work; for example, teams involved in UI design will have a different approach than those involved in graphic design.

Despite the variations, most teams generally follow a common set of steps when undertaking significant design projects.

Different models of design processes are utilized, such as the Double Diamond Model, UX Design Model, and Service Design Model.

The Double Diamond Model provides a framework for divergent and convergent thinking, emphasizing the importance of exploring multiple possibilities before narrowing down to a single solution.  The Double Diamond is a visual model that aids in comprehending the design process, with emphasis on addressing both the problem and the solution.

The Double Diamond Model’s strength lies in its iterative and non-linear nature, enabling designers to embrace ambiguity, explore diverse perspectives, and discover innovative solutions.  By incorporating user feedback and continuous iteration, this model ensures that the final design aligns closely with user needs and preferences.

The Double Diamond Model consists of 4 phases:

  1. Discover
  2. Define
  3. Develop
  4. Deliver

The Double Diamond model is a 4-phase, structured approach for designers that serves as a map to arrange their ideas in order to enhance their creative process.

Let us delve a little deeper into some of its phases.


The Discovery phase of the Double Diamond model involves exploring various variables that influence the problem and its potential solutions.

The goal of this phase of the model is to recognize and situate the real problem or opportunity.

Typically, companies initiate this process by articulating their problem, presenting their hypothesis, and establishing avenues for further exploration and learning. 


The Double Diamond model’s definition phase involves sifting through the information gathered in the 1st phase and expanding upon it. 

Sifting through data entails recognizing bottlenecks, uncovering resource inefficiencies, discovering hidden opportunities, and establishing a list of no-go areas for the design team.


The Development phase of the Double Diamond model initiates the practical design process, where the solution to the problem identified in phases 1 and 2 is created.

Interested in learning more about the Double Diamond Model?  You can download an editable PowerPoint presentation on the Double Diamond Model here on the Flevy documents marketplace.

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Design Thinking poster gives a detailed description of a Design Thinking process. It is great as introduction to design thinking, an overview of a possible design thinking project, encouraging innovation and design thinking. Poster presents some typical tools for design thinking: Problem [read more]

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About Mark Bridges

Mark Bridges is a Senior Director of Strategy at Flevy. Flevy is your go-to resource for best practices in business management, covering management topics from Strategic Planning to Operational Excellence to Digital Transformation (view full list here). Learn how the Fortune 100 and global consulting firms do it. Improve the growth and efficiency of your organization by leveraging Flevy's library of best practice methodologies and templates. Prior to Flevy, Mark worked as an Associate at McKinsey & Co. and holds an MBA from the Booth School of Business at the University of Chicago. You can connect with Mark on LinkedIn here.

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