The Double Diamond Framework

Abstract

Managing design projects has traditionally been understood as preplanned and predefined phases followed in a linear sequential flow. This approach is no longer sufficient as today´s business environment is very dynamic where the technology is advancing rapidly, customers' preferences are everchanging. Organizations are therefore affected by both external and internal factors which increases the complexity and uncertainty in projects. Exploring the right methods to manage the design, innovation, or problem-oriented projects that would speed up the innovation processes and shortening the life cycle of projects is an ongoing challenge for any project manager. Project managers are accountable for the quality and outcome of a project. To produce successful results and meet the customer needs, the project manager must provide the right tools and techniques for the project teams. One widely applied approach for design projects is the Double Diamond framework developed by the Design Council in 2004. The Double Diamond framework is a graphical description for structuring a design process. The framework presents four phases divided into two diamonds where each phase is characterized by either divergent or convergent thinking. It is an iterative design process that helps the design team to understand the customers and their needs, thus creating a solution based on those needs. This article aims to describe the concept of the Double Diamond, elaborate upon why and when project managers or design teams could utilize the framework and a description of how to apply the framework in practice as well as providing potential tools and methods that can be applied within each phase to successfully progress the different phases. Moreover, the advantages and limitations will be discussed as well as the opportunity for extending the framework.