Creating remarkable customer experiences has become a crucial differentiator for any business wanting to truly succeed, whether that is in person or online. To meet the rising expectations of customers, businesses are starting to understand the importance of design thinking, but it really comes together when you introduce the double-diamond design process. These methodologies provide a systematic approach to understanding customer needs, generating innovative solutions, and delivering exceptional experiences. In this blog, we will explore the concept of design thinking and the double-diamond process that we use at Eclipse, looking at how these can be harnessed to create amazing customer experiences.


Understanding Design Thinking

Design thinking is a human-centred problem-solving approach that emphasises empathy, collaboration, and iterative prototyping. It encourages businesses to step into their customers’ shoes and view challenges from their perspective. It is all too easy for businesses, especially those that are long-standing or have employees within a particular industry for an extended period, to assume that they know what the customer wants. The issue is that customer behaviours are changing so quickly and unless you have a team dedicated to researching changing buying behaviours, and other changes across competitors, sectors, and industries, all you’re really doing is making assumptions.

Assumptions could cost your business hundreds of hours and thousands of pounds in design and development, creating solutions that miss the mark, that doesn’t solve a tangible problem, or that make things worse. By being more human-centred and by talking to your customers, understanding their needs, desires, and pain points, design thinking enables businesses to craft solutions that resonate deeply with their target audience.


The Double Diamond Design Process

The double-diamond design process is a visual framework that illustrates the divergent and convergent stages of design thinking. It consists of four distinct phases: Discover, Define, Develop, and Deliver. Let’s delve into each phase and see how they contribute to the creation of amazing customer experiences.



  1. Discover:

The first diamond of the process represents the “Discover” phase, where the emphasis lies on gathering insights and understanding the problem space. This involves conducting research, observing customers, and immersing oneself in their environment. By employing techniques such as interviews, user testing, surveys, and ethnographic research, businesses gain a deep understanding of their customers’ motivations, pain points, and aspirations. These insights lay the foundation for creating solutions that truly address their needs.

  1. Define:

Once a wealth of information has been gathered, the “Define” phase begins. This stage involves synthesising the data collected during the Discover phase to identify key problem areas and define the design challenge. By reframing the problem statement in a human-centric manner, businesses can ensure their solutions align with customers’ goals and aspirations. Clear problem definition enables teams to stay focused and avoid pursuing irrelevant avenues, ensuring the subsequent stages yield relevant solutions.

  1. Develop:

The second diamond represents the “Develop” phase, where teams move from problem definition to ideation and solution generation. Brainstorming sessions, sketching, and rapid prototyping techniques are utilised to explore a wide range of ideas. The goal is to encourage diverse thinking and encourage creativity. Through collaborative efforts, innovative concepts are refined, validated, and iterated upon to find the most promising solutions.

  1. Deliver:

The final phase of the process is the “Deliver” phase. Here, the focus shifts towards transforming ideas into tangible customer experiences. Prototypes from the Develop phase are refined and tested with real users, enabling businesses to gather feedback and validate their assumptions. This iterative process ensures that the final solution aligns with user expectations and provides a seamless experience. Once the solution is refined, it is prepared for implementation and the customer experience is brought to life.


Bringing it Together, Creating Amazing Customer Experiences

By integrating design thinking and the double-diamond design process, businesses can create amazing customer experiences. Here are some key benefits:

  1. Empathy-driven solutions: Design thinking encourages businesses to empathise with their customers, fostering a deep understanding of their needs and pain points. By designing solutions that address these insights, businesses can create exceptional experiences that genuinely resonate with their audience.
  2. Iterative refinement: The double diamond design process enables the iterative refinement of ideas through prototyping and testing. This iterative approach allows businesses to gather valuable feedback from customers and make continuous improvements, ensuring the final solution delivers an exceptional experience.
  3. Collaboration and creativity: Design thinking promotes collaboration among diverse teams, fostering a culture of innovation and creativity. By bringing together individuals with varied perspectives, businesses can generate fresh ideas and unique solutions, resulting in truly exceptional customer experiences. The open and inclusive nature of design thinking allows for the exploration of unconventional approaches, leading to innovative breakthroughs.
  4. User-centricity: Design thinking places the customer at the heart of the design process. By continuously involving users throughout the journey, businesses can ensure that their solutions align with user expectations and preferences. This customer-centric approach enhances the overall experience, as the final product or service is tailored to meet the specific needs and desires of the target audience.
  5. Differentiation and competitive advantage: Crafting amazing customer experiences through design thinking and the double-diamond design process can provide businesses with a significant competitive advantage. By delivering exceptional experiences that exceed customer expectations, businesses can differentiate themselves from competitors and foster customer loyalty. Satisfied customers are more likely to become brand advocates, spreading positive word-of-mouth and attracting new customers.



Design thinking and the double-diamond design process offer a systematic framework for businesses to create amazing customer experiences. By leveraging empathy, collaboration, and iterative refinement, businesses can gain valuable insights, generate innovative solutions, and deliver products and services that resonate deeply with their target audience. By adopting these methodologies, businesses can unlock new opportunities, differentiate themselves from competitors, and build long-lasting relationships with their customers. Ultimately, a focus on customer-centricity enables businesses to consistently exceed expectations and create remarkable experiences that leave a lasting impact.