Achieving Exceptional Design through the Double Diamond Model

Mark Bridges
3 min readOct 30, 2023

The design of effective solutions is intricately intertwined with aesthetics, usability, and user experience. The design process is governed by multiple models, each of which determines its course.

Despite the variety of design models, there are universally applicable fundamental processes. These include comprehending the challenge, generating ideas, creating a prototype, putting it through testing, and refining it. These phases are the foundation of Design Thinking, enabling designers to solve complex problems with skill.

The design process provides a methodical path for directing creative teams toward a specific and effective objective in their design endeavors. Excellence in design requires intense focus on a specific objective. In situations involving a large crew, extensive collaboration and synchronization are required.

In activities such as market research, brainstorming, user evaluation, and Design Delivery, the design process facilitates the timely participation of a wide range of individuals.

By instituting the design process, valuable guidelines are established to guarantee that design concepts satisfy user needs while maintaining brand consistency.

When creating digital products, even those without a design background must adhere to the design process. Cross-functional team members substantially enhance the design process.

Design and creative teams have a design procedure that is tailored to their profession. For example, UI design teams will take a different approach than graphic design teams.

The majority of teams that undertake significant design thinking projects adhere to a standard procedure, albeit with variations.

The Double Diamond Model, the UX Design Model, and the Service Design Model are notable design process models.

The Double Diamond Model provides a structure for divergent and convergent thought, emphasizing the significance of exploring multiple solutions before settling on one. It graphically depicts the design process by giving equal weight to problem and solution resolution.

The effectiveness of the Double Diamond Model derives from its iterative and non-linear nature, which enables designers to accept ambiguity, examine various perspectives, and discover novel solutions. This model ensures that the final design closely aligns with user preferences and requirements by incorporating user feedback and continuous iteration.

The four phases of the Double Diamond Model are as follows:

1. Discover

2. Define

3. Develop

4. Deliver

The Double Diamond model, a structured four-phase approach for designers, serves as a navigational assistance for organizing their ideas in order to improve their creative workflow.

Let us conduct a more in-depth analysis of a few of its phases.


In the Discovery phase of the Double Diamond model, various factors affecting the problem and potential solutions are investigated.

This phase’s objective is to identify and contextualize the actual issue or opportunity.

Typically, businesses begin this process by articulating their problem, presenting their hypotheses, and outlining avenues for additional exploration and learning.


In the Definition phase of the Double Diamond model, the initial data collected is organized and expanded.

The process of sifting through data involves identifying constraints, detecting resource inefficiencies, unearthing hidden opportunities, and mapping off-limits areas for the design team.


During the Development phase of the Double Diamond model, a solution to the problem identified in phases 1 and 2 is formulated.

Interested in learning more about the Double Diamond Model? You can download an editable PowerPoint presentation on the Double Diamond Model here on the Flevy documents marketplace.

Do You Find Value in This Framework?

You can download in-depth presentations on this and hundreds of similar business frameworks from the FlevyPro Library. FlevyPro is trusted and utilized by 1000s of management consultants and corporate executives.

For even more best practices available on Flevy, have a look at our top 100 lists:

· Top 100 in Strategy & Transformation

· Top 100 Consulting Frameworks

· Top 100 in Digital Transformation

· Top 100 in Operational Excellence

· Top 100 in Organization & Change



Mark Bridges

I blog about various management frameworks, from Strategic Planning to Digital Transformation to Change Management.