How to Use the “Double Diamond” Process to Better Understand Customer Needs

Developing products/services requires an organization to understand the emotional needs and difficulties of their prospects and customers. Most organizations struggle in their attempts as they evaluate seas of data often times masqueraded in a method called the “voice of the customer” (VoC). Often, it loses the personality of the customer. Design thinking helps to bring customer empathy back into the process. A process called the “double diamond” is particularly helpful in visualizing customer needs and helping to focus the design process around them.

The diamond has four phases: Discovery, Define, Develop and Deliver – very similar to the appreciative inquiry method of Discovery, Dream, Design and Destiny. Both frameworks help designers to better empathize with customer needs and tend to lead to better solutions that meet them.

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