Double Diamond model

Abstract

From the 2000s design and the creative thinking have become an interesting topic for the managerial field, especially when we talk about innovation. Mostly, the evolution of design is seen as a new and innovative way to manage organizational transformation, thanks to its capability to re-frame problems and see them with a new point of view. Double Diamond is the name of a design process model developed by the British Design Council in 2004 and created to help designers and non-designers to solve complex social, economic and environmental problem It is a creative and innovative approach, with four principles at its roots: put customers first, visual communication, collaboration and co-creation, iterative work. As the name suggests, Double Diamond model is composed by two different areas, the problem space and the solution space, which both begin with a divergent approach and end with a convergent one. In the Double Diamond there are four main stages: discovery, defining, developing and delivery.