Creating creativity: a step-by-step plan with the double diamond approach

Getting to know the Double Diamond Strategy

The Double Diamond Strategy is like a roadmap for solving problems creatively. It is divided into four phases: discover, define, develop and deliver. Every step plays a major role in making sure we reach our goal and keep our users in mind.

Imagine two diamonds side by side, each with four major phases:

The left diamond, discover and define, is about making sure we're moving in the right direction - finding the best ideas with the most potential. We like to call this the digital transformation phase.

• Bee discover let our mind run wild and explore every nook and cranny of the problem. Think of it as casting a broad net, collecting all possibilities (divergent thinking).
• Then comes the define phase. Here we sift through all those ideas to find the real root of the problem. It's all about narrowing things down and getting a laser-focused focus (convergent thinking).

On the right side, we have develop and deliver - where the magic happens. This is our continuous approach.

• ‍Develop is the brainstorming phase. We throw out ideas like confetti to see what sticks and what doesn't.
• In the Deliver-phase, finally, we polish those ideas and make them shine. It's about narrowing down our options and choosing the winner.

In the divergence phase, we look outside our bubble, take in the world around us and think big. We're not afraid to go a little wild with our ideas. In the convergence phase, we move on to the order of the day, pick out the best bits and focus our efforts.

Our unique Double Diamond Strategy

It's actually like a dance. We use the second diamond while still keeping a foot in the first. So in the “digital transformation” (first diamond) section, we have “discover” and “define”. But then, in the “continuous approach” (both the first and second diamonds), we circle back to the milestones in the first diamond. It's all about overlap and synergy.

The digital transformation phase

This phase is all about bringing in the dream team. We have people like a digital transformation guru, a business expert, and a design wizard. Everyone brings their own flavor to the mix. And we're not just stopping at Lemon; we're also getting our customers involved. It's like a joint dinner of brainpower.

Phase 1: discover - let's dive in

This is where the magic starts. We roll up our sleeves and get to the point. It's about getting into the minds and hearts of our customers. We're like detectives, sniffing for clues and finding out what drives them. And what cool tools do we use to do this, such as Customer Journey Mapping.

Phase 2: define - shape our vision

Now it's time to get creative. We sit around the table and let the ideas run wild. We're like sculptors who chisel until we find the perfect shape. We dig deep into the problem and try to look at it from all sides. And hey, we have our own secret weapon: Design thinking workshops.

At the end of this phase, we have a step-by-step plan. It's like a treasure map that guides us to our goals. But it's not just about the destination, it's also about the journey. We've marked milestones along the way, as small checkpoints to keep us on track.

The continuous approach: More than just Agile

The roadmap that we are laying out is not set in stone; it is more of a living, breathing thing. Each milestone unfolds gradually, one after the other, keeping everything running smoothly and stably. We like to keep our strategy flexible, split into two phases that bend and move along the process, ready to adapt to whatever comes our way.

Flexible phase 1: Getting started with Analysis & Design (Discovery): Building on what we've learned in the digital transformation phase, we work out each milestone and turn ideas into real, tangible products. This means putting the finishing touches, defining what success looks like, and creating mockups to see our ideas in action.

Flexible phase 2: Building (defining) a strong architecture: We don't just throw things together. We take the time to draw up a solid technical plan and make sure everything fits together just right. It's like building a house; you need a good foundation if you want it to stand firm.

We don't just follow a fixed path; it's all about cycles. We analyse, design, build, test and adapt, all in a continuous loop. Each cycle brings us closer to our goals, so we can adjust and adjust along the way. It's a journey, not a sprint.

Phase 3: develop - bringing ideas to life

Now comes the fun part — turning our ideas into action. We work together as a team and build, test and squeeze until we get it just right. It's all about trial and error, learning as you go, and getting better with each iteration. And we've got some cool tools to help us do that, like Prototyping. It's like making a rough draft before writing the final draft.

Phase 4: deliver - sharing our passion

In the delivery phase, we have to make difficult decisions. We pick the ideas that have the biggest impact and make sure they're not only cool but practical. And before we dive into development, we take a step back and prototype. It's like a test run, giving us a chance to fix any issues before we go all the way.

But our journey doesn't end there. We're all about continuous improvement, always looking for ways to make things better. We listen to feedback, analyze data, and continue to strive for excellence. It's not just about achieving our goals; it's about constantly pushing ourselves to get the best out of ourselves.

How to put the DD strategy into action

Using the Double Diamond Strategy is simple and straightforward. We start by getting to know our audience inside out (Discovery). Then we put our heads together and come up with a game plan (Definition). Then we roll up our sleeves and get to work (Development). Finally, we share our creations with the world (Delivery). It's not rocket science; it's just old-fashioned hard work and creativity.