Derived from earlier processes mostly in consumer-oriented fast-moving customer goods (FMCG), the Double Diamond model provides guidance through the various stages of Product Discovery.

Marketing in FMCG

When marketers in FMCG want to develop new products, they face a high demand for innovation (well, counting washing powder that washes even more white as innovation🤣) which results also in high failure rates as these innovations might not be accepted by consumers. On a non-digital world, where physical products have to be produced, packaged, shipped, advertised and finally sold, this is a major risk and root cause for risk of investments.

To mitigate that risk, marketing organizations have developed detailed processes around ideation, concept testing, product testing and finally product launch. Methods vary from company to company (sch as with the 7P Marketing Mix). But a core idea is depicted in the following chart:



The chart already depicts the various phases, but these need adjustments for digital products, and also the very nature of each of the phases doesn't become clear enough.

Double Diamond

To start with, there is another type of double diamond, but this is what we will not be talking about 😉:

Instead, Double Diamond can be seen as a refinement, when the marketing process from above is adjusted for digital products:

Looking at the chart, the reason for the name is immediately obvious. Also, the image nicely illustrates when to be open and explorative, and when to narrow down and select a specific aspect.

There are several variations of that model, e.g. some refer to the 4 phases as Discover — Define — Develop — Deliver, but the core idea remains the same. In that model, the objective of the blue-ish part is to select the right problem, while the green-ish phases aim to define the right solution.

In a bit more detail, the various phases can be sketched as follows:


<aside> 💡 Immerse into the problem, observe the user, understand situation and context.


So essentially be open, widen the scope, observe what is going on, do not make any assessments or decisions yet but try to see, hear, feel what is going on.


<aside> 💡 Select a focus problem and identify challenges.