The simplest visualization of Design Thinking is called the Double Diamond. It describes the steps taken in any design or innovation project: empathy, definition, ideation, prototyping. The double diamond model provides a clear structure for navigating complex problems and creating innovative solutions, emphasizing the importance of a systematic approach to design thinking.
The double diamond model was created by the British Design Council in 2005 to help designers navigate the phases of their creative work. A fundamental characteristic of this model is that it is not linear. Designers are encouraged to move regularly between its various stages.
Phases of Double Diamond:
1. Empathy (Divergence)
The first step in the double diamond model is empathy. This phase focuses on understanding users and their needs through extensive research. The goal is to gather as much information as possible about users, their behavior, needs, and motivations. In this phase, various methods are used, such as interviews, observations, and surveys. Divergence in this phase means that we aim to collect a wide range of data and perspectives.
2. Definition (Convergence)
Following the empathy phase is the definition phase, where the gathered information is synthesized and analyzed to clearly define the problem. The goal is to identify key insights and patterns that enable us to formulate a precise problem statement. This step is convergent, meaning that we aim to narrow down and focus on a specific problem that can be addressed. The outcome of this phase is a clearly defined problem, which provides direction for the subsequent steps in the process.
3. Idea Generation (Divergence)
After defining the problem, the ideation phase follows. In this divergent phase, the focus is on generating as many ideas and possible solutions as possible. Techniques such as brainstorming, mind mapping, or storytelling are used. It’s important to encourage creativity and innovative thinking without immediately evaluating the ideas. The goal is to create a wide range of potential solutions that can later be tested and refined.
4. Prototyping (Convergence)
The final phase in the double diamond model is prototyping. This phase involves creating simple and quick prototypes of selected ideas. The prototypes can be physical models, digital mockups, or other forms that allow users to interact with the design. During this convergent phase, prototypes are tested and refined based on user feedback. The goal is to iteratively improve the design until an effective and usable solution is achieved.
The double diamond model is applied across various industries and is more than just a tool for designers. It provides a structure that helps focus on the problem and save time in the long run. Each designer can approach problems in their own way, but this model can make the process of finding solutions more efficient and targeted.
There are also other frameworks for the design thinking process, such as the circular model, which emphasizes a continuous cycle of learning and adaptation. For instance, this model distinguishes phases as follows: Understand > Observe > Define point of view > Ideate > Prototype > Test > Reflect. It’s not to say that one approach is better than another. Both approaches demonstrate that design thinking is not a rigid process but rather a flexible framework that can be adapted to the needs of a specific project or team. Regardless of which model you use, the fundamental principle remains to focus on the user and continuously improve solutions based on their needs and feedback.
