• The first cycle starts with discovering the challenges and needs of the people and systems you are designing for, and then converging on opportunities to address these challenges and needs. This cycle helps ensure that you’re designing the right things.

  • The second cycle ensures that you’re designing things the right way by developing and testing ideas, based on the opportunities identified in the first cycle, and then converging on and delivering a solution. This model emphasizes testing and iteration, which helps weed out bad ideas and prioritizes effective, desirable and sustainable ideas.

Design as process.

Designers use their mindsets and skillsets to develop solutions to people’s needs that can be rapidly tested and refined. While each design specialization (such as visual design or product design) works in different ways, they share commonalities in their creative process.

The British Design Council developed the  Double Diamond model to illustrate these commonalities.

It reflects the two primary cycles of divergent and convergent thinking in the design process.