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.

Application

The double diamond model offers a guideline through which designers can build a project where the goal is finding an innovative solution to an existing problem. It is a flexible model, so it can be adapted in many situation and projects. In a more focused vision, in the project management field the double diamond is a tool useful to structure the project, frame the problem and implement a solution following the design thinking approach. Depending on the project, the size of the diamonds may vary, for example it can be useful to exploit only the first diamond without implementing the solution space, or the contrary. It is also a non-linear process therefore the designer has to be ready to go back to the previous stage at any point of the process. The creativity required by this framework is based on a teamwork, as it is necessary to collect many points of view and idea. Thus, the best option is to create a team with people with different backgrounds and cultures, as they will see the tasks with different lenses. It is worth to use it when a project field is too sticky to traditional mental schemes and patterns and need a fresh point of view. Indeed, through the double diamond framework the project team will “think out of the box” and find innovative solution disrupting traditional patterns of thinking.

Limitations

Double Diamond model can be adapted to many fields and levels of a business. In fact, it is a problem-solving framework that combines a holistic user-centered approach with a more rational and analytical research, which makes the model flexible and not only for designers. Though, some aspects of a project which are not central in this model but are actually important for the organization and the project’s success, need to be integrated.

For example, it is not considered a time scheduling for the whole process or for the single activities and the economic feasibility as well is not really considered in the creative process.

In addition, the double diamond model doesn’t consider the specific roles of the team members inside the grou, while the cooperation and relation within the group is really important to accomplish an efficient final goal.