What is a Double Diamond? A Simple Guide to the Design Process

Why is it called the Double Diamond?

The name comes from the shape of the process. Imagine two diamonds placed side by side:

• The first diamond focuses on understanding the problem.

• The second diamond focuses on creating the solution.

Each diamond has two parts:

• First, you diverge (expand your thinking and explore widely).

• Then, you converge (narrow down and focus on what matters most).

This balance between exploring and focusing is what makes the Double Diamond so powerful.

The Four Phases of the Double Diamond

1. Discover

This is the research phase.

Instead of jumping straight into solutions, you explore the problem deeply. You collect insights, talk to users, observe behaviors, and gather as much information as possible.

Key activities:

• User interviews

• Surveys

• Market research

• Competitor analysis

• Observations

The goal here is simple: understand the real problem, not just the obvious one.

Many projects fail because teams solve the wrong problem. The Discover phase helps to prevent that.

2. Define

After collecting insights, it’s time to make sense of everything.

In this phase, you:

• Organize research findings

• Identify patterns

• Clarify user needs

• Define a clear problem statement

This is where you turn messy information into a focused direction.

3. Develop

Once the problem is clearly defined, it’s time to explore solutions.

This is the creative stage. You brainstorm, sketch, prototype, and test different ideas.

Key activities:

• Brainstorming sessions

• Wireframing

• Prototyping

• User testing

The goal is to generate multiple ideas instead of settling for the first one. Great design often comes from testing many possibilities before choosing the best.

4. Deliver

Finally, you refine and launch the best solution.

In this stage, you:

• Test prototypes

• Gather feedback

• Improve the design

• Finalize and launch

It’s about polishing the solution and making sure it truly solves the defined problem.

But here’s something important: the Double Diamond is not always linear. Sometimes, testing reveals new insights, and you may go back to earlier stages. That flexibility is part of good design thinking.

Why is the Double Diamond important?

The Double Diamond helps teams avoid two common mistakes:

1. Solving problems too quickly without proper research

2. Falling in love with one idea too early

It encourages:

• Structured creativity

• User-centered thinking

• Clear communication

• Better collaboration between designers, developers, and stakeholders

Whether you’re designing an app, a website, a product, or even a service, this framework gives you a roadmap.

Is the Double Diamond only for designers?

Not at all.

Although it started in the design world, the Double Diamond can be used in:

• Business strategy

• Marketing campaigns

• Product development

• Startup planning

• Innovation workshops

Anytime you need to solve a problem creatively and thoughtfully, this model can help.

Final thoughts

So, what is a Double Diamond? It’s a structured yet flexible design framework that guides teams from understanding a problem deeply to delivering a tested and refined solution through two cycles of exploration and focus.

If you’re serious about improving your design thinking skills, mastering the Double Diamond is a great step forward. It teaches you patience, clarity, and the importance of user-centered design.