Andy Budd examines the limitations of the classic “Double Diamond” model of the design process and proposes an updated framework. While the Double Diamond concept idealizes divergent and convergent thinking, Budd notes most organizations operate via a “reverse” process where solutions are predefined.
He argues designers should accept this reality while focusing on post-launch improvements. By iteratively optimizing existing features, trust and evidence can build over time to allow more exploratory work. Budd also offers pragmatic advice, saying when given “lunchbox problems,” designers must sometimes “grit their teeth and design the lunchbox.”
Overall, this experienced professional brings much-needed realism to design process discussions. Budd’s “reverse Double Diamond” model aligns better with workplace constraints while maintaining the spirit of continual learning and refinement. Design leaders would benefit from his balanced, evidence-based perspective on enacting positive change within organizational realities.
