What is the Double Diamond Design Model?


“Double Diamond Design Model” + UX / UI Design Thinking Process

What is the Double Diamond Design Model?

The double diamond design process is the model name, popularized by the British Design Council in 2005 and developed by Hungarian-American linguist Bela H. It is adapted from the Divergence-Convergence model proposed by Benty in 1996.

“Creative step maze to find a solution to the problem. That’s why we have the double diamond model – a roadmap for people who want things to happen.”

Simply put, the double diamond design model is something that system designers can adopt in their creative process. It was officially announced by the British Design Council after a lengthy study involving corporate giants such as Microsoft, Starbucks, Sony, and Lego.

The council wanted to know more about how individuals process information to create solutions – and for all companies, they were shocked to learn that people follow the same steps in implementing their innovations. Every company has its name for this process, every company does it in a certain way – but all creative employees skip these steps when faced with a problem, difficult task, or good opportunity.

We have now divided these steps in the creative process into a double diamond design model by the council.

Double diamond design model

The official double diamond design model consists of four steps. These steps will help the map designer to organize their ideas to enhance the creative process.

Double Diamond Design Model?

4 Steps to a Double Diamond Approach

1. Innovation – Understanding the problem

2. Definition – Defining a problem

3. Development – Developing potential solutions

4. Delivery – Selecting and developing solutions


Double Diamond Design Model?

The first step in Double Diamond is innovation, learning about the problem, and initiating basic research on the challenges and issues that need to be addressed. A culture of success can be built through consumer research and market research. Discovery offers many different results, sometimes you can not find what you are looking for, at other times you will find that it is loaded with a lot of data and research.


At the end of the search, you should have a ton of insight. The definition phase takes all of these insights and expands on them. The purpose of the definition is to improve your initial imagination based on what you have learned from innovation.


This phase of the double diamond has a few names, Atlantic Airways calls it “design”, Microsoft calls it “implementation” and the UK government calls it “alpha”. In development, you are trying to come up with different answers to a problem that has been identified at a defined level.


From the development stage, you will have some different ideas that you want to try. You want to try those ideas on a small scale and when you see a tendency for ideas that don’t work you want to remove them and move on to ideas that work.

Diverse and broad thinking

What you see when using the double diamond approach is that you are using two types of views, namely:

Double Diamond Design Model?

1. Different thinking – You will consider anything and be open to new ideas. It is in the stages of innovation and development

2. Convergent Thinking – When you are trying to define and present your solution you may be thinking narrowly, focusing on certain ideas to try to solve your problem through the solution.

Design principles

Inside the double diamond, the framework is how it works. It has 4 design principles:

1. Repeat

 Be sure to repeat your designs to create robust design solutions to avoid errors and accidents.

2. Put people first: Understanding the needs, strengths, and aspirations of your people (or customers) should be at the forefront of your designs.

3. Collaboration and co-creation: Learn to be inspired by what others are doing and working with others.

4. Communicate: Involve people, help them understand the problem you are trying to solve, and use them to generate more ideas.

We explored different methods for innovative design ideas in different articles and one of these models was the Double Diamond Design Thinking Process developed by the British Design Council. As with other design thinking processes, it uses complex thinking and reflective techniques to apply creative features and design features to reach innovative ideas.

The premise of this exercise highlights the important fact that the value of the design process does not depend on the construction steps, but on the appreciation of the design features when implementing the steps. Any design thought process is useless without a clear understanding of the design strategy and features. The main goal of the design idea is to guide the application of this strategy in real-life scenarios.

These features include:

Creativity: The design process appreciates ideas and explores them in the right environment. Diversity of ideas provides the basic source of innovative results.

User-centric design: Design thinking aims to solve people’s problems and meet their needs. Therefore, customer requirements are at the heart of the design process, reflecting the nature of the starting point in any design thinking process that analyzes the problem and relies on qualitative data.

 Uncertainty: Every design work begins with uncertainty. In comparison, other processes such as the stage-gate innovation process directly defined the problem. The design process is inclusive, so as the team moves from step to step, the thought process adapts to different filter ideas.

 Repetition: A key element in the lean features of the design process is repetition and testing beyond detailed requirements. Testing and improving prototypes with user participation can help create a user-centric solution.

 Feedback: Consumer feedback from real-life consumption of a product or service indicates a key element that designers will use to improve the product in the future.

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