Design Thinking

The double Diamond Model of Design

Create
Choices
Make
Choices
Diverge Converge
“To have a good idea, you must first have lots of ideas”
-Linus Pauling

How can you compel to converge?

Design Research vs Market Research
Design wants to know what people really need
and how they actually use the product/service
Marketing wants to know what people will buy
which includes learning how they make their
purchasing decisions
Designers tend to use qualitative
observational methods to study people
in depth and environment factors that
come in to play
Marketing uses large scale quantitative studies
with heavy relaince on focus groups, surveys
and questionnaires etc.
Only 10 – 20 people are involved Tens of thousands of people are involved
Methods are very time consuming Relatively much quicker
Conventional Technique
Relatively new technique

Which method an organization launching new
product should prefer?