The design process

The 'double diamond' design process model

The double diamond diagram was developed through in-house research at the Design Council in 2005 as a simple graphical way of describing the design process

Divided into four distinct phases, Discover, Define, Develop and Deliver, it maps the divergent and convergent stages of the design process, showing the different modes of thinking that designers use.

Discover
The first quarter of the double diamond model marks the start of the project. This begins with an initial idea or inspiration, often sourced from a discovery phase in which user needs are identified. These include:

• Market research
• User research
• Managing information 
• Design research groups.

Define
The second quarter of the double diamond model represents the definition stage, in which interpretation and alignment of these needs to business objectives is achieved. Key activities during the Define stage are:

• Project development
• Project management
• Project sign-off.

Develop
The third quarter marks a period of development where design-led solutions are developed, iterated and tested within the company. Key activities and objectives during the Develop stage are:

• Multi-disciplinary working
• Visual management
• Development methods
• Testing.

Deliver
The final quarter of the double diamond model represents the delivery stage, where the resulting product or service is finalised and launched in the relevant market. The key activities and objectives during this stage are:

• Final testing, approval and launch
• Targets, evaluation and feedback loops.

The design process in eleven global companies

To find out about the design process in leading global companies the Design Council undertook its most in-depth study ever.

Researchers visited the design departments of eleven companies (Alessi, BSkyB, BT, LEGO, Microsoft, Sony, Starbucks, Virgin Atlantic Airways, Whirlpool, Xerox and Yahoo!) all world-leaders in their fields and all with a public commitment to the use of design to improve their brand strength and product and service offerings.

While the companies we spoke to had very different ways of managing their design processes, and though the terminology they use may differ from that of the double diamond model, there are some core stages within a design process that are common across the participating companies.