Double Diamond

The Double Diamond is a process model that structures innovation work into two consecutive phases: first find the right problem, then develop the right solution. Each phase follows the principle of first opening, then focusing — represented as two diamonds. The model prevents one of the most common mistakes: jumping into solutions too early without having understood the problem.

In the first diamond, broad research is conducted — observing users, collecting data, gathering perspectives. From this abundance, a clear problem statement is distilled. In the second diamond, many solution ideas are generated and then gradually narrowed to the most promising one, prototyped, and tested. A product team might begin with open user interviews (diamond 1 opening), condense the findings into a concrete need (diamond 1 closing), develop numerous solution approaches (diamond 2 opening), and test a prototype (diamond 2 closing).

The model was published by the British Design Council in 2005 and is today one of the most widely used frameworks in innovation work. It is deliberately kept simple but requires discipline to actually work through the two phases separately.