In 2003, the Design Council was promoting the value of adopting a strategic approach to design, emphasising „design management“ as a crucial practice. However, they lacked a standardised way to describe the design process. This challenge led Richard Eisermann, the then-Director of Design and Innovation, to ask his team: „How do we describe the design process?“ 1
Early Influences and Conceptualisation
The idea of using diamond-shaped models in design processes wasn’t new. Richard had encountered similar concepts at IDEO and Whirlpool. At IDEO, the product development process was likened to a diamond-shaped kite. Later, at Whirlpool, the innovation program also used a diamond shape to frame innovation, even calling it the Double Diamond, although with different step names.
When Richard joined the Design Council, he aimed to formalise these ideas into a clear, consistent model. His team, which included Anna White, Chris Vanstone, Gill Wildman, Jennie Winhall, and Jonathan Ball, began by reviewing recent projects and the methods used. They sought to identify commonalities and patterns that could form the basis of a universal design process model.
Creating the Double Diamond
The team deconstructed various design processes, focusing on methods like user research, prototyping, and testing. They recognised the importance of divergent and convergent thinking – expanding on ideas broadly before narrowing them down. This approach formed the foundation of the Double Diamond framework.
Over several sessions, the team developed a simplified model that divided the design process into four distinct phases:
- Discover
This phase involves understanding the problem through research and gathering insights. It is characterised by divergent thinking, exploring a wide range of ideas and perspectives. - Define
In this phase, the insights gathered during the discover phase are analyzed to define the core problem clearly. This marks the first point of convergence, narrowing down the ideas to a focused problem statement. - Develop
The focus here is on generating potential solutions. It involves brainstorming, prototyping, and testing various ideas, representing another phase of divergent thinking. - Deliver
The final phase is about refining and implementing the best solution. It involves further testing, iteration, and preparing the solution for launch, marking the second convergence point.
Implementation and Impact
Once the framework was established, the Design Council began sharing it at conferences and presentations. The Double Diamond quickly became a widely recognized and adopted model in the design community. Its visual simplicity and clear structure made it accessible to designers and non-designers alike, helping to demystify the design process.
The Double Diamond framework emphasizes the iterative nature of design, encouraging teams to revisit and refine each phase as needed. This flexibility makes it a valuable tool for various industries, from business and technology to social sectors.
Continuing Evolution
Beyond that the Double Diamond continues to evolve, integrating with other methodologies like Agile to address the dynamic needs of modern design projects. This adaptability ensures its relevance in an ever-changing design landscape. My aim now is not only to make the system flexible in theory, but to make it really applicable and traceable in practice.
