Double Diamond Model

The Double Diamond Model is a design framework that consists of four phases: Discover, Define, Develop, and Deliver. The model begins with divergent thinking to explore a wide range of possibilities (Discover) and narrows down to a focused problem definition (Define). Then, it shifts to ideation and development (Develop) before converging on the final solution (Deliver). The Double Diamond emphasizes iteration and feedback loops throughout the design process.

The Double Diamond model gives teams a shared language for discussing where they are in a design process — and more importantly, prevents the common mistake of jumping straight to solutions (the second diamond) before properly understanding the problem (the first diamond). For startup teams under time pressure, the model is a useful reminder that defining the right problem is worth the investment before building anything.

IDEO used the Double Diamond process when redesigning the shopping cart experience for an online retailer — spending the first diamond phase observing shoppers in physical stores and online, then defining the core insight that 'saving for later' was more natural than 'buying now,' before ideating solutions in the second diamond.