Hot Take: The Double Diamond

One of the most popular models in product development is the double diamond process. I was introduced to this concept during one of my undergraduate marketing classes. It painted a clear and understandable picture of the steps a designer takes in researching and developing an idea. It is a useful model, especially to people who are new to design. However, I think it has two main limitations…

1. The double diamond is an oversimplified process.

   Its structure makes design seem like a straightforward, linear process. While there are countless variations of the double diamond, this image gives a good example of the general process: a problem is defined and then a concept is tested. It involves generating ideas (divergent thinking) and then narrowing those concepts down (convergent thinking). Follow these steps and everything is great right? Not exactly. Design rarely follows such a straight path. Like any creative process, it’s chaotic and unexpected. Why use a model that doesn’t convey how design really works?

2. The double diamond has come to dominate our thinking.

   For some reason, the double diamond has become a “go-to” for designers. It’s become so common, I often fall into the trap of thinking my design projects have to follow a double diamond process. The reality is no design process will ever look exactly the same, so it’s important to stay flexible in our approach.

It’s this last point that led me to write this blog. I think it would be helpful if we tried to think about and share other schemas for design. This can help expand the way we see our work and overcome stale ways of thinking.

I want to share an analogy that I believe portrays the design process more accurately than the double diamond: the Design Spiral.

Design Spiral: An Alternative Approach

Over the summer, I took an online course called Biomimicry Basics taught by Denise K. DeLuca, PE.

Biomimicry is the practice of emulating strategies used in nature to create sustainable innovations for products, processes, and policies.

Biomimicry can be applied in an industrial setting through a process called the Design Spiral. The Design Spiral was developed in 2005 by the Industrial Designer Carl Hastrich. Carl applied elements of biomimicry into a standard design process using one of nature’s most pervasive strategies: a spiral. The image shows the steps of the biomimicry Design Spiral. While this model was intended for biomimicry, the spiral metaphor can benefit and inspire any design team.

Power of the Design Spiral

Unlike the Double Diamond, the Design Spiral conceptualizes the following qualities which are essential to successful innovation.

Start small and fast.

The Design Spiral starts at the center where the laps are quick. At the beginning of a project, designers save time and resources by exploring numerous opportunities, ideas, and hidden assumptions. Following the spiral allows different paths to emerge before committing to a direction.

Dive in at any moment.

Design is a fluid process which can start anywhere on the spiral. It all depends on the goals the designer wants to achieve.

Reflection and redirection are built in.

Creativity is a process of constant iteration and reflection. Each lap of the spiral provides designers an opportunity to adapt their thinking and direction while they explore and learn.

Always driving toward positive outcomes.

Oftentimes, designers may get bogged down by analysis paralysis. With the Design Spiral, each sequence of divergent and convergent thinking is followed with reflection. This pushes design in a positive direction without getting stuck in one way of thinking.

Allows for continuous innovation.

From seashells, pinecones, the cochlea in our year, to even galaxies, we can see spirals everywhere in nature because it allows for functionality and protection during growth. Similarly, a design team or process needs a capacity for continuous improvement. Achieving excellent design ultimately comes down to individual strengths and creativity. It takes collaboration and trust in each other to build something that is meaningful.

What other analogies can you think of to guide your creative process? I think it’s time to be out with the diamonds and in with something new.

Learn More About Biomimicry

If you’re interested in learning more about biomimicry, I highly suggest you check out these resources:

Biomimicry for Creative Innovation:

https://bci-learning.teachable.com/courses/

This is where I took my online course and also learned about the design spiral as discussed in this blog.

Biomimicry Institute:

https://biomimicry.org/what-is-biomimicry/

This is a non-profit organization which provides tools for sustainable innovation.