The Double
Diamond
Separate the work of finding the right problem from the work of finding the right solution. Diverge before you converge, twice.
The four phases
Each phase has a single discipline
Most teams solve the wrong problem brilliantly.
Most innovation efforts fail not because teams cannot find solutions — they fail because teams solve the wrong problem. A product team builds a feature nobody wanted. A service team redesigns a process that was not actually broken. An organization invests millions in an answer to a question nobody asked.
The Double Diamond was developed by the British Design Council in 2005. Its power is not in its complexity. It is in the discipline it enforces: diverge before you converge, and do it twice.
The core insight
Most teams rush to solutions because they feel the pressure of time, resources, and stakeholders, and skip straight to “how do we fix this?” The Double Diamond insists on a different sequence:
- 1Expand your understanding of the problem space. Gather more information than you think you need. Challenge every assumption.
- 2Narrow down to the real problem. Synthesise what you learned and define exactly what you are and are not trying to solve.
- 3Expand again. Generate more ideas than any one of them deserves. Build concepts before evaluating them.
- 4Narrow again. Test, refine, and deliver the solution that actually works.
Real-world example
When Airbnb was struggling early, the founders flew to New York, stayed with hosts, and observed. They discovered the real problem: listing photos were terrible. The solution — professional photography — came directly from understanding the problem firsthand. This is the first diamond working as intended.
When to use it
Use it when
- →The problem is not yet defined
- →You are solving for people
- →Stakeholders disagree about what the problem is
- →Past solutions have not stuck
Do not use it when
- ×The problem is well understood and solutions are known
- ×You need a fast tactical fix
- ×The decision has already been made
Click any phase to see how it works
Switch between the Design Council and Doblin lenses. The Doblin version adds a Desirable–Viable–Feasible filter at each convergence point.
Five versions, one discipline
The Double Diamond is one of the few innovation frameworks that has evolved publicly and transparently. Select a version to see what changed.
Where this connects
The Double Diamond is a framework, not a method. These are the methods and frameworks that slot into each phase.
Sources & Further Reading
Eleven Lessons: Managing Design in Eleven Global Companies
British Design Council, 2007
Framework for Innovation (2019 edition)
British Design Council
The Design of Business
Roger Martin, 2009