Product Discovery is an important part of Product Management. In product discovery where on the one hand serendipity or chance discovery works and one should always be alert to the Archimedes Eureka scenarios; on the other hand, there is the scientific approach given by the Design Council.
The design council’s framework for innovation helps designers and non-designers across the globe to tackle some of the most complex social, economic and environmental problems scientifically.
At the heart of the framework for innovation is the Design Council’s design methodology, the Double Diamond Model – a clear, comprehensive and visual description of the design process. Launched in 2004, the Double Diamond has become world-renowned with millions of references to it on the web.
Design Council’s framework for innovation highlights the design process and also includes the key principles and design methods that designers and non-designers need to take, and the ideal working culture needed, to achieve significant and long-lasting positive change.
The Double Diamond conveys a design process to designers and non-designers alike. The two diamonds represent a process of exploring an issue more widely or deeply (divergent thinking) and then taking focused action (convergent thinking).
- Discover. The first diamond helps people understand, rather than simply assume, what the problem is. It involves speaking to and spending time with people who are affected by the issues.
- Define. The insight gathered from the discovery phase can help you to define the challenge differently.
- Develop. The second diamond encourages people to give different answers to the clearly defined problem, seeking inspiration from elsewhere and co-designing with a range of different people.
- Deliver. Delivery involves testing out different solutions at a small scale, rejecting those that will not work and improving the ones that will.
This is not a linear process as the arrows on the diagram show. Many of the organisations we support learn something more about the underlying problems which can send them back to the beginning. Making and testing very early-stage ideas can be part of discovery. And in an ever-changing and digital world, no idea is ever ‘finished’.
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