Double Diamond Methodology
The paradigms of design and business are significantly related to one another. They are connected and need to work together in order for you as a businessperson to make a healthy profit. Design is fundamentally a problem solving tool that was born out of the business environment. On a very basic level, design is about helping businesses attain a competitive advantage in their chosen market. Through the use of design strategies, businesses will attain competitive advantage and increased consumer preference.
Businesses share one fundamental purpose, they all develop products and/or services to make a profit. Therefore they must discover the want or desire from their chosen market segment and bring together a variety of elements to ideate, develop and deliver the product and/or service effectively and efficiently.
In the design process we use the Double Diamond Methodology to deliver purposeful and innovative solutions. As a graduate from the Business School of Victoria University and now a graduate from the Design School of Massey University, I have studied and used both methodologies of problem solving. On a very mundane level, the process of problem solving learnt from business school is what some may term ‘vertical’ and narrow. In my opinion, the process is driven by “what is the quickest and easiest way to solve our current problem because time is money”.
This is true but sometimes a little bit more time spent using the Double Diamond Methodology learnt in design school may yield a greater return on your investment.
In the world of design we visualise the problem as an opportunity. A chance to explore and widen the scope for innovative solutions. The above diagram was put together by Dan Nessler and is a great illustration of how we as designers discover a problem and become experts in the particular topic through explorative and primary research. Synthesising and contextualizing the insight, allows us as designers to correctly define the problem that needs solving (opportunity). Out of this, the design brief is born and the problem is then stretched out and explored through idea generation, concept development and evaluation. We begin to solve a final solution through multiple sessions of iterative prototyping. A vital component that ensures we deliver a solution that is not only ready for launch but has been designed with the user in mind throughout the entire process.