1. Summary

In this series of articles, I would like to introduce the Double Diamond framework, an important framework related to Design Thinking, developed by the Design Council. This is a repeated design process, divided into two main parts: Diamond 1 - Problem Space focuses on exploring and defining the problem; Diamond 2 - Solution Space focuses on developing and delivering solutions.

The key point of the Double Diamond is the combination of Divergent Thinking to expand ideas and Convergent Thinking to filter solutions, through four stages: Discover, Define, Develop, Deliver.

The goal of this framework is to minimize risks, help the entire team understand the problem, and focus on "Design the Right Thing" before "Design Things Right." This article serves as an introduction to a series about applying the Double Diamond in Product Design.

2. Content

The Difference Between Good Products and Great Products

In today's digital technology era combined with AI, the speed of product development has become dizzying. However, haste often leads to the most costly mistake: a product that works well, but no one wants to use because it addresses the wrong problem. For the Product Team, the pressure to come up with quick solutions is significant, but determining the strategic direction is even more important.

Double Diamond was born as a lighthouse, providing a clear, systematic roadmap to guide innovation. It transforms the chaotic design process into a risk management methodology that can be measured and repeated. This is the first article in an in-depth series about the Double Diamond Design Process, where we will decode this framework and affirm its important role in modern Product Strategy.

1. WHAT IS DOUBLE DIAMOND? THE HEART OF DESIGN THINKING

The Double Diamond is a model published by Design Council in 2004, but its core philosophy has long been applied by designers and innovators. It systematizes the problem-solving process by dividing it into four distinct stages, forming two sequential "diamonds."

Core Principles: Divergence and Convergence

Design thinking always requires a constructive tension between expanding and narrowing:

• Divergent Thinking: Expanding. This is when we open up, gather information, perspectives, raw data, ideas, and observations. The goal is to explore the vastness of the problem or solution without judgment, discovering uncharted depths.

• Convergent Thinking: Narrowing. This is when we pull back, analyze, filter, and synthesize all the gathered data. The goal is to distill the vastness into a clear focus, a sharp Insight, or a specific decision.

Each "diamond" is a complete loop (Divergence → Convergence), ensuring that focus is always balanced by comprehensive exploration.

2. STRUCTURE ANALYSIS: TWO SPACES WITH TWO STRATEGIES

The two diamond structure of the model divides the process into two spaces with different goals, which is key for managing risk:

Diamond 1: Problem Space

• Stages: Discover and Define.

• Strategic Goal: "Design the Right Thing" (Design the Right Thing). The team's task is to fully understand the users, their needs, pains, and contexts.

• Core Value: Prevent wasting resources on building solutions for non-existent or unimportant problems. The ultimate result is a clear Problem Statement.

Diamond 2: Solution Space

• Stages: Develop and Deliver.

• Strategic Goal: "Design Things Right" (Design Things Right). The task is to create, test, iterate, and implement optimal solutions for the problems identified in Diamond 1.

• Core Value: Ensure that the solution is not only technically feasible but also meets user needs and business objectives. The final outcome is a validated and ready-to-launch product/feature.

3. THE FOUR STAGES OF THE PROCESS

The four stages (4 D's) of the Double Diamond are the backbone of every Product Design project.

4. APPLICATION AND ITERATION

A common mistake is to consider the Double Diamond as a linear process, executed only once. In reality, it is an iterative framework.

• Nested Diamonds: A large project often includes a master Diamond (Product Strategy) and many smaller Diamonds nested within (Designing specific features).

• Continuous Loop: Testing at the Deliver stage can lead to new Insights, forcing the team to return to the Discover stage to redefine the problem (i.e., starting a new Diamond). This process never ends but continuously refines and optimizes the product.

Examples of How Double Diamond Manages Risk

A FMCG company is at the early stage of researching and developing a sales application for grocery stores. Besides building order management features and cash flow statistics, they are planning to heavily invest in the interface and design various promotional programs to attract users. However, when applying Diamond 1, they discovered that most shop owners are mainly interested in which products sell well in the area and are not very excited about promotions because if they stock many items that don’t sell, they will expire.

As a result, instead of wasting resources creating elaborate UIs and designing multiple offers, they added a feature that suggests best-selling products by region (based on product category, customer types…) which satisfied most users. The Double Diamond helped them reduce the risk of misdirected investment by shifting from assumptions to evidence.

Conclusion

The Double Diamond is a powerful tool that provides clear guidance, logical structure, and is applicable in many environments necessary for sustainable innovation. It is a common language that cross-functional teams (Design, PM, Engineering, Marketing) can use to discuss risks, priorities, and values.

It affirms that our work starts with empathy and exploration. By mastering Diamond 1, you lay a solid foundation for any success in product design.

In the next Part 2, we will delve into Diamond 1: Decoding the Problem (Discover & Define). I will reveal professional data synthesis techniques and guide you on how to write a sharp Problem Statement – the most crucial deliverable of any project.

3. References

1. Design Council. The Double Diamond: A Framework for Innovation. (Official source, emphasizing iteration and strategic applicability).

2. Liedtka, J. (2018). Design Thinking for the Greater Good. (Analyzes how large organizations use design thinking to solve complex problems).

3. Cooper, A. (2004). The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity. (Reinforces the user-centered philosophy and avoids "techno-centrism").

4. Nielsen Norman Group (NN/g). Various articles on Design Thinking and UX Processes. (Provides industry standards on the Discover and Define stages).

5. Ries, E. (2011). The Lean Startup. (Links Double Diamond with Lean principles, especially in testing and iteration).