The Triple Diamond Design Process is a structured design thinking model that builds on the original diamond design by introducing an additional phase. This third step allows for a more structured approach to product design, design of services, and solution development. By combining divergent thinking and convergent thinking, this process helps product designers, service designers, and cross-functional teams refine ideas before moving to execution.
This method is especially useful for operational service teams, digital technology professionals, business & management experts, and product teams. It ensures that customer-centric innovations are grounded in real demands and informed by customer insights. In this guide, we’ll explore the key principles, core phases, benefits, and real-world applications of the Triple Diamond framework. Understanding this process will help teams develop innovative solutions, improve the customer journey, and drive continuous improvement.
What Is the Triple Diamond Design Process?
The Triple Diamond framework provides a structured path that moves through three distinct phases: Discover, Define, and Develop. This method helps service managers, Customer Success Managers, and Product Managers gain a comprehensive understanding of their target audience so they can create consistent solution ideas that align with customer demands and customer journey management.
How the Triple Diamond Model Developed
The Double Diamond framework, introduced by the UK Design Council, introduced a systemic design approach focused on divergent and convergent thinking. However, while it was effective for structuring problem-solving processes, it did not provide a space for in-depth exploration of complex issues. This gap led to the creation of the Triple Diamond framework.
This new approach is especially beneficial for teams working on digital products, alternative design processes, customer insights, and earlier design methodologies. By adding an extra iteration loop, the Triple Diamond allows for deeper perspectives when handling complex situations.
Key Principles of the Triple Diamond Process
The Triple Diamond framework is based on core principles that guide teams in refining their design experiments and systematic approaches:
Think of these three diamonds as three levels of clarity:
- Divergent and Convergent Thinking – Encourages teams to explore a range of possibilities before identifying the most viable solutions.
- User-Centered and Systemic Design Approach – Ensures that solutions are based on real demands and customer insights.
- Iteration and Design Experiments – Focuses on constant improvement through testing and valuable feedback.
- Collaboration and Cross-Discipline Teams – Helps operational working teams and product teams work together efficiently.
- Understanding Customer Behavior – Provides a deep insight into the current customer experience and the behavior of customers.
Breaking Down the Three Phases of the Triple Diamond Process
Phase One: Discover
The Discover phase focuses on gathering deep insights related to user needs, customer journeys, and competitive analysis. The goal is to gain a clear understanding of the problem before moving into solution development.
Key Activities in the Discover Phase:
- Customer Research: Gathering customer insights through interviews, surveys, and ethnographic studies.
- Demand Analysis: Identifying individual demands and real demands using systemic design workshops.
- Service Blueprinting: Mapping out the current service to identify pain points and visible elements that need improvement.
- Competitive Analysis: Studying market trends and assessing how the current design compares to competitors.
Phase Two: Define
In the Define phase, teams organize the information collected during discovery and turn it into actionable design principles. This ensures that the outcome aligns with user needs.
Key Activities in the Discover Phase:
- Problem Framing: Clearly defining key challenges based on a customer perspective.
- Core Concept Development: Establishing a definition of design thinking that aligns with the customer journey.
- Stakeholder Alignment: Ensuring that cross-functional teams share a unified vision.
- Prioritization Techniques: Using convergent techniques to refine potential solutions and select the most viable ideas.
Phase Three: Deliver
The Deliver phase is where design experiments, prototyping, and continuous improvement take place. Teams refine their ideas through testing and feedback loops to ensure innovative and user-centered designs.
Key Activities in the Discover Phase:
- Choosing the Right Design Tool: Selecting the best tool for designers to create prototypes.
- Prototyping & Testing: Developing digital products and assistive technologies for early-stage validation.
- Systematic Refinement: Using valuable feedback from customer feedback loops to enhance your solutions.
- Implementation Planning: Preparing for the final launch with support from service designers and product teams.
Why Use the Triple Diamond Framework?
Encourages Customer-Centric Innovation
This process ensures that design decisions align with customers’ social expectations and operational service requirements.
Improves Problem-Solving for Complex Situations
By breaking problems into visible elements, teams can systematically tackle challenges and achieve successful outcomes.
Enhances Collaboration Across Teams
The Triple Diamond structure allows cross-discipline teams and operational working teams to collaborate effectively.
How to Apply the Triple Diamond Design Process
Getting Started
To apply the Triple Diamond framework, organizations should:
- Define their core product goals and align them with customer journey management.
- Encourage a culture of innovation that prioritizes creation with customers.
- Use design principles that integrate service blueprinting and systemic design approaches.
Common Challenges and How to Overcome Them
- Avoid Bias: Use competitive analysis and demand analysis to ensure objectivity.
- Align Stakeholders: Host systemic design workshops to build consensus.
- Balance Creativity with Practicality: Rely on customer feedback to refine ideas before implementation.
How the Triple Diamond Framework Works in Practice
A Service Design Approach
This model is particularly effective for the expansion of service design, helping teams improve the current customer experience through design processes.
Critical Decision Points
Teams must regularly decide whether to proceed, iterate, or pivot to achieve the best outcomes.
Why It’s Useful for Digital Products and Services
The Triple Diamond process supports digital product development by ensuring that solutions fit within customer lifecycle management.
Comparing the Triple Diamond with Other Frameworks
Double Diamond vs. Triple Diamond
The original diamond design (Double Diamond) lacked an extra phase for deeper understanding and refinement, which the Triple Diamond framework now includes.
Why Product Managers Use the Triple Diamond
Customer Success Managers and Product Managers can use this framework to ensure consistent solution ideas that align with core product objectives.
FAQs About the Triple Diamond Framework
How is the Triple Diamond different from the Double Diamond?
The Triple Diamond adds a third phase that supports continuous improvement, leading to more refined solutions.
Who benefits from using the Triple Diamond?
Industries like digital technology, business & management, and service design can apply this approach to create innovative solutions.
Why is this framework useful for digital products?
It helps product teams align core processes with customer-centric innovation, ensuring better service blueprinting.
Final Thoughts:
The Triple Diamond Design Process is a structured design tool that helps teams systematically approach complex challenges. Whether working on digital products, customer journey management, or service blueprinting, this method ensures that solutions meet real demands while driving continuous improvement.