Double Diamond

Use it when you need a structured way to uncover the right problem and iterate on solutions rapidly.

What is it?

The Double Diamond is a proven design process model from the British Execution & Development Council that splits problem solving into two critical stages, Discover & Define, then Develop & Deliver.

It lays out four sequential phases, Discover (diverge), Define (converge), Develop (diverge), and Deliver (converge), so you systematically explore the problem space, nail down the real user need, brainstorm solutions, prototype fast, and ship with confidence. In the Discover phase, you run user interviews, analytics deep dives, and stakeholder workshops to surface hidden pain points. Define turns those raw insights into a clear problem statement or design brief. Develop unleashes ideation, sketches, and rapid prototyping to test multiple solutions. Deliver hones the best concept into an MVP, validates through user feedback, and launches with analytics and iteration loops.

By alternating divergent and convergent thinking, the Double Diamond stops you from jumping to solutions too early, aligns your team on customer needs, and slashes wasted effort while boosting product–market fit.

Why it matters?

Using the Double Diamond directs your energy where it matters: you only build what real users want. By forcing a clear define step and multiple test loops, it slashes scope creep, reduces rework, and speeds up your path to product–market fit, translating directly into higher conversion, better retention, and faster growth.

How it works

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

Discover (Diverge)

Kick off with open-ended research, user interviews, surveys, analytics audits, to cast a wide net around customer needs. Tip: Use empathy mapping to spot unspoken pain points.

Define (Converge)

Synthesize your raw data into themes, personas, and a single problem statement. Tip: Run a workshop to prioritize insights and ensure team alignment.

Develop (Diverge)

Brainstorm a broad set of ideas, sketch flows, and build low-fidelity prototypes. Tip: Apply Crazy 8s or SCAMPER to push your ideation further.

Deliver (Converge)

Test high-fi prototypes, refine based on feedback, and ship a Minimum Viable Product. Tip: Integrate analytics tracking and schedule rapid iteration cycles post-launch.

Frequently asked questions

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

How does the Double Diamond differ from generic Design Thinking?

They share roots in user-centered design, but the Double Diamond explicitly calls out two distinct diverge/converge cycles, problem discovery and solution development, giving you clear handoffs and fewer false starts.

How does the Double Diamond differ from generic Design Thinking?

Can I shorten the Discover phase for a lean startup?

Yes, but don't ditch it. Swap full interviews for rapid guerrilla testing or one-page surveys to surface top pain points. Skipping it means high risk of building the wrong thing.

Can I shorten the Discover phase for a lean startup?

Yes, but don't ditch it. Swap full interviews for rapid guerrilla testing or one-page surveys to surface top pain points. Skipping it means high risk of building the wrong thing.

Where should I fit user testing?

Test twice: in Develop with low-fi prototypes to vet ideas quickly, then in Deliver on your near-final build to catch last-mile UX issues before launch.

Where should I fit user testing?

Test twice: in Develop with low-fi prototypes to vet ideas quickly, then in Deliver on your near-final build to catch last-mile UX issues before launch.

How do I integrate the Double Diamond into agile sprints?

Break each phase into sprint goals: Sprint 1 for Discover tasks, Sprint 2 for Define deliverables, Sprint 3 for Develop prototypes, and Sprint 4 for Deliver and launch prep. Retrospectives keep you iterating fast.

How do I integrate the Double Diamond into agile sprints?

What's the biggest mistake teams make with the Double Diamond?

Rushing through Define or skipping convergent steps. Without a solid problem statement, you'll cycle through solutions that don't move the needle, defeating the whole purpose.

What's the biggest mistake teams make with the Double Diamond?

Rushing through Define or skipping convergent steps. Without a solid problem statement, you'll cycle through solutions that don't move the needle, defeating the whole purpose.

You've mapped your problem and iterated on prototypes with the Double Diamond. Now plug your refined MVP into a CrackGrowth diagnostic to unearth hidden UX gaps and boost your launch's impact before you write a single line of code.

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