The Double Diamond describes the design process in four stages—Discover, Define, Develop, Deliver—by alternating phases of opening up (divergence) and narrowing down (convergence).

Formalized by the British Design Council in 2005, the model outlines two diamonds. The first explores the problem: we diverge to build a broad understanding (fieldwork, interviews, observations), then converge toward a precise definition of the true problem to solve. The second explores solutions: we diverge in ideation, then converge toward a prototyped and tested answer. The Design Council has since evolved this model into a Systemic Design Framework in 2021—proving that the diagram is not a rigid recipe, but a living grammar.

Its power lies in one strict discipline: protecting the first diamond. The most common trap is skipping the scoping phase, rushing to solutions before having properly framed the problem. Diverging then converging—twice—is a refusal of the overly hasty answer.

Generative AI is revolutionizing each of these stages. It makes divergence virtually free: producing a hundred variations of ideas, texts, or interfaces in just a few minutes. It enriches discovery: synthesizing volumes of interviews, spotting weak signals. It shortens prototyping. But by lowering the cost of opening up, it shifts all the value toward convergence: sorting, judging, discarding, and giving meaning.

Herein lies a specific risk: diverging endlessly just because it has become painless. An infinite number of options is not a wealth of resources; it is a cognitive load. The designer is no longer the one who generates the most, but the one who chooses the best, and knows exactly why. Convergence has never been more decisive than in an era where diverging costs almost nothing.

Our perspective: AI does not eliminate the diamonds, it changes their rhythm. We use it to open up quickly and broadly, provided that saved time is reinvested into judgment, fieldwork, and strategic decision-making. Technology accelerates the production of options; it does not excuse us from knowing what we are searching for.

What is happening elsewhere: ideation (the engine of divergence), iterations (the rhythm of the second diamond), generative design (AI as a production partner), insights (what discovery uncovers), and design thinking (the framework from which the double diamond was born).

References: British Design Council, Double Diamond model (2005); Systemic Design Framework (2021).