It’s no news that human-centered innovation has become a common internalized practice of many organizations around the world. In the last decade, companies have begun developing their own innovation departments in addition to building teams to tackle new, complex business challenges—often employing the Double Diamond design process in these endeavors.1
The Double Diamond design process was mapped by the UK Design Council in 2007 through an in-depth study of the design processes used in eleven global brands. Divided into four distinct phases, it maps the divergent and convergent stages of the design process to illustrate the different modes of design thinking.2
The Discover phase serves to gather inspiration to develop new solutions through ethnography and several research methods. Throughout INSITUM’s many years of helping hundreds of companies develop their human-centered innovation culture, we have come to the realization...
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