Discover part 1 short

# Introduction to the double diamond model The double diamond model is a structured process for design and innovation that encourages both divergent and convergent thinking across four distinct phases [5](#page=5). ### 1.1 Understanding the double diamond model The double diamond model is a widely used framework within design and innovation. It provides a structured approach to navigating the complexities of problem-solving and idea generation. A key characteristic of the model is its incorporation of both divergent and convergent thinking, which are essential for exploring possibilities and refining solutions respectively [5](#page=5). ### 1.2 The four phases of the double diamond model The double diamond model is comprised of four sequential phases: Discover, Define, Ideate, and Deliver. These phases are often visualized as two diamonds, with the first diamond encompassing the Discover and Define phases, and the second diamond covering the Ideate and Deliver phases [6](#page=6). #### 1.2.1 Discover phase The Discover phase is the initial stage of the design process, characterized by a divergent approach. The primary objective here is to explore and understand the problem space broadly. This involves gathering information, identifying user needs, and uncovering potential issues or opportunities without premature judgment [6](#page=6). #### 1.2.2 Define phase Following the broad exploration of the Discover phase, the Define phase employs a convergent approach. This stage focuses on synthesizing the insights gained during discovery to clearly articulate and frame the specific design challenge or problem that needs to be addressed. The aim is to narrow down the focus to a well-defined problem statement [6](#page=6). #### 1.2.3 Ideate phase The Ideate phase marks the beginning of the second diamond and is again a divergent phase. In this stage, the focus shifts to generating a wide range of potential solutions or ideas in response to the clearly defined challenge. This phase encourages creativity and brainstorming to explore various possibilities [6](#page=6). #### 1.2.4 Deliver phase The final phase, Deliver, is a convergent stage. It involves developing, testing, and refining the potential solutions generated during the ideation phase. The goal is to arrive at a tested and viable solution that can be launched or implemented [6](#page=6). > **Tip:** Each diamond represents a cycle of divergence (opening up to explore) and convergence (narrowing down to focus). This structure helps ensure that both breadth of exploration and depth of focus are achieved throughout the design process [5](#page=5) [6](#page=6). --- # The discover phase: purpose and methods The discover phase is a crucial, open, and exploratory part of a project focused on understanding problems and user needs without immediate solution generation. ## 2. The discover phase: purpose and methods ### 2.1 Purpose of the discover phase The discover phase is an open and exploratory stage designed to gain a broad understanding of users and their context. Its primary purpose is to reveal hidden needs and behaviors by avoiding assumption-driven design. This phase is about being 'naive' and asking questions with a beginner's mindset, focusing on discovering more about the overall problem or context rather than proposing solutions. It provides evidence to support decision-making and avoids the pitfalls of assumption-driven design [8](#page=8) [9](#page=9). ### 2.2 Characteristics of the discover phase * **Divergent phase:** It is characterized by a divergent approach, aiming to explore a wide range of possibilities and information [9](#page=9). * **No solutions yet:** The focus is entirely on understanding the problem space, and no solutions are developed during this phase [8](#page=8). * **Open and exploratory:** It encourages an open and curious mindset to explore the subject matter thoroughly [8](#page=8). * **Evidence-based decisions:** Insights gathered provide a foundation for evidence-based decision-making in subsequent phases [8](#page=8). * **Broad understanding:** The goal is to achieve a comprehensive understanding of the users and their environment [8](#page=8). ### 2.3 Research methods in the discover phase The discover phase utilizes both qualitative and quantitative research methods to achieve a holistic view of the problem and users [10](#page=10). #### 2.3.1 Qualitative research methods Qualitative research explores the 'why' and 'how' behind user actions and attitudes. It focuses on deep research, emotions, and empathy to understand user experiences [10](#page=10) [12](#page=12). * **Behaviors:** Observed actions users take [13](#page=13). * Observations [13](#page=13). * Immersion [13](#page=13). * **Attitudes:** What users think or say [13](#page=13). * Interviews [13](#page=13). * Customer feedback [13](#page=13). * E-mail surveys [13](#page=13). #### 2.3.2 Quantitative research methods Quantitative research measures the 'what' and 'how many'. It provides numerical data that can be analyzed to identify patterns and trends [10](#page=10) [12](#page=12). * **Behaviors:** Measurable actions users take [13](#page=13). * Analytics [13](#page=13). * Heatmaps [13](#page=13). * **Attitudes:** Measurable opinions or stated preferences [13](#page=13). * Online surveys [13](#page=13). #### 2.3.3 The synergy of qualitative and quantitative research Combining qualitative and quantitative methods provides a holistic view, offering unique insights that complement each other for the subsequent define phase. Qualitative data explains the underlying reasons for user behavior, while quantitative data validates the scale and frequency of these behaviors [10](#page=10) [12](#page=12). > **Tip:** Always strive to use both qualitative and quantitative methods in the discover phase. This dual approach ensures a well-rounded understanding, bridging the gap between in-depth user insights and measurable trends. ### 2.4 Specific research methods and sources #### 2.4.1 Digital analysis Digital analysis involves examining digital data to understand user interactions and behaviors [29](#page=29). #### 2.4.2 Desk research Desk research involves gathering information without directly interacting with users or conducting new experiments. It can be divided into primary and secondary desk research. ##### 2.4.2.1 Primary desk research This involves synthesizing existing data that has been gathered by others [32](#page=32). ##### 2.4.2.2 Secondary desk research This involves finding and analyzing information from various sources that are not primary academic studies [34](#page=34) [41](#page=41). * **Academic Sources:** * **Google Scholar:** A search engine for scholarly literature across many disciplines and formats [39](#page=39). * **Assistant by Scite:** A tool that acts as a ChatGPT for academic resources, helping to navigate and understand scientific literature [40](#page=40). * **ResearchGate:** A social networking site for scientists and researchers, often providing access to academic articles [46](#page=46). * **Journalistic Sources:** * These sources are generally more reliable than random internet sources and can be useful for understanding innovations, trends, and market insights. However, caution is advised with consumer trends, as they are not always based on rigorous research [41](#page=41). * **Belgapress:** An archive containing a large collection of Belgian news media, though news may have a delay [42](#page=42). * **Data and Market Research:** * **Statista:** A database offering data for market research, often accessible on campus or via VPN [43](#page=43). * **General Information and Overviews:** * **Wikipedia:** Ideal for a quick overview and often contains references to scientific sources that should be checked. However, Wikipedia itself is not always reliable and should not be used as a final source or for citations [44](#page=44). * **AI Language Models:** * **ChatGPT:** A large language model trained to provide detailed responses based on accumulated text from various websites. It's important to be aware that its responses can be monotonous, and the model is developed by OpenAI with profit as a primary goal, not necessarily to make research more accessible to the general public [45](#page=45). * **Longitudinal Research:** * This involves research conducted over an extended period with the same target group [47](#page=47). * **Examples:** * Flemish examples include Digimeter by IMEC (digitization) and the Social Media Influencers (SMI) barometer [47](#page=47). * International examples include The Accenture Life Trends report and Meltwater's digital reports [47](#page=47) [49](#page=49) [50](#page=50). > **Example:** When researching public transportation needs, secondary desk research might involve reviewing demographic data from Statista analyzing news articles on public transport policy from Belgapress and looking for academic papers on user commuting habits via Google Scholar. This layered approach builds a comprehensive understanding before any primary research [39](#page=39) [42](#page=42) [43](#page=43). --- # Quantitative research methods in the discover phase Quantitative research methods are employed in the discover phase to gather structured, comparable, and measurable data, enabling evidence-based conclusions and supporting data-driven decisions. These methods focus on identifying patterns in behavior, the frequency of actions, and trends across groups [14](#page=14) [15](#page=15). ### 3.1 Surveys Surveys are a primary quantitative research method used to collect structured data from a large number of individuals, allowing for systematic feedback gathering and the identification of trends in opinions or behaviors [18](#page=18). #### 3.1.1 Purpose and characteristics of surveys The main purpose of surveys in the discover phase is to: * Collect structured data from many people [18](#page=18). * Reach a wide population [18](#page=18). * Gather feedback systematically [18](#page=18). * Identify trends in opinions or behavior [18](#page=18). Surveys typically utilize closed-ended questions, often in a multiple-choice format, to ensure clarity and simplicity. However, they can also incorporate open-ended questions to gather personal thoughts alongside numerical data. Surveys can be administered online, on paper, or face-to-face [18](#page=18). > **Tip:** While primarily quantitative, the inclusion of open questions in surveys allows for qualitative insights, bridging the gap between structured data and nuanced understanding. #### 3.1.2 Benefits of surveys The advantages of using surveys include: * Ease of distribution and data gathering [19](#page=19). * Scalability across diverse populations [19](#page=19). #### 3.1.3 Limitations of surveys Surveys also have limitations: * Limited depth or nuance in the data collected [19](#page=19). * Difficulty in recruiting a sufficient number of participants [19](#page=19). * The significant challenge of designing an effective and well-structured survey [19](#page=19). ### 3.2 Analytics Analytics in the discover phase involves tracking digital footprints to understand user behavior, usage patterns, and website or application performance. This method helps in identifying bottlenecks or drop-off points, interpreting data patterns, and validating hypotheses with concrete evidence [21](#page=21). #### 3.2.1 Purpose and benefits of analytics Key purposes and benefits of using analytics include: * Tracking digital footprints to understand user interactions [21](#page=21). * Understanding usage and performance metrics [21](#page=21). * Highlighting bottlenecks or areas where users abandon a process [21](#page=21). * Interpreting data patterns to derive insights [21](#page=21). * Validating hypotheses with empirical data [21](#page=21). * Collecting data to support evidence-based design decisions [21](#page=21). * Providing objective and continuous data streams [22](#page=22). * Revealing real user behavior at scale [22](#page=22). #### 3.2.2 Limitations of analytics Despite its strengths, analytics has certain limitations: * Lacks human context and understanding of user motivations [22](#page=22). * Advanced analytics require specialized skills, tools, and resources [22](#page=22). * Poor or incomplete data collection can lead to incorrect conclusions [22](#page=22). #### 3.2.3 Google Analytics Google Analytics is a widely used platform for collecting data from websites and applications to generate insightful reports [23](#page=23). ##### 3.2.3.1 Website measurement with Google Analytics To measure a website using Google Analytics, an account must be created, and a JavaScript measurement code must be added to each page. This code tracks pseudonymous user interactions with each page. For instance, it can compare the popularity of different product pages or track purchase completions by monitoring if users reach the confirmation page [23](#page=23). ##### 3.2.3.2 Data collected by Google Analytics The measurement code also collects various browser and device-specific information, including: * Location [25](#page=25). * Language settings [25](#page=25). * Browser type (e.g., Chrome, Safari) [25](#page=25). * Device and operating system [25](#page=25). * Traffic source, indicating how users arrived at the site (e.g., search engine, ad, email campaign) [25](#page=25). ##### 3.2.3.3 Data processing and storage in Google Analytics Once collected, the measurement data is packaged and transmitted to Google Analytics for processing into reports. During processing, data is categorized based on criteria like device type (mobile/desktop) or browser used. Configuration settings allow for customization, such as filtering out internal company or developer traffic. Critically, once processed and stored in the database, the data cannot be altered, emphasizing the importance of careful initial configuration to avoid excluding potentially valuable data. Reports are then made available within Google Analytics [26](#page=26). > **Tip:** When setting up Google Analytics, carefully consider all potential data needs for future analysis, as data, once processed and stored, is immutable. ##### 3.2.3.4 Data Visualization Tools Tools like Data Studio (now Looker Studio) by Google are used in conjunction with analytics platforms to visualize the collected data [28](#page=28). ### 3.3 Digital analysis Digital analysis, particularly in marketing, often uses frameworks like the purchase funnel to represent and measure customer engagement stages [30](#page=30). #### 3.3.1 The purchase funnel A standard acquisition funnel typically includes phases such as: * **Acquisition:** Building awareness and recruiting user interest [30](#page=30). * **Behavior:** When users actively interact with the business [30](#page=30). * **Conversion:** When a user completes a transaction and becomes a customer [30](#page=30). While measuring this process offline is challenging, digital analytics in online environments allows for the measurement of many aspects of the funnel. By tracking online behaviors that lead to purchases, businesses can make informed decisions about engaging both new and existing customers [31](#page=31). --- # Secondary desk research and referencing This section details secondary desk research techniques and the fundamental principles of academic referencing, particularly focusing on the APA style [35](#page=35). ### 4.1 Secondary desk research Secondary desk research involves learning from existing studies and data that have already been compiled and analyzed by others, rather than generating new data yourself. It is a crucial part of the "Discover" phase of research (#page=33, 35) [33](#page=33) [35](#page=35). #### 4.1.1 Advantages of secondary desk research Leveraging existing research offers several benefits: * **Learning from existing studies:** A significant amount of research has already been conducted, providing a foundation of knowledge [35](#page=35). * **Accessibility of data:** A vast amount of data is readily available globally [35](#page=35). * **Thoroughness:** Existing studies can often be more comprehensive than what an individual researcher might be able to achieve independently [35](#page=35). * **Efficiency:** It is generally faster and more cost-effective to find and utilize existing information compared to collecting new data [35](#page=35). * **Broadened perspective:** It can expose researchers to different viewpoints and approaches [36](#page=36). * **Skill utilization:** It allows for the application of skills in locating and processing information effectively [36](#page=36). #### 4.1.2 Disadvantages of secondary desk research Despite its advantages, secondary desk research also has limitations: * **Generic data:** The information may be too general and not directly applicable to a highly specific research problem [36](#page=36). * **Outdated information:** Data and findings might not be current, especially in rapidly evolving fields [36](#page=36). * **Reliability concerns:** The accuracy and credibility of sources may vary, requiring careful evaluation [36](#page=36). * **Lack of specificity:** The available research might not precisely address the exact questions a researcher needs to answer [36](#page=36). * **Absence of personal experience:** Researchers do not gain firsthand "empathy" or direct experience with the subject matter [36](#page=36). #### 4.1.3 Effective search techniques To maximize the effectiveness of online searches, several modifiers can be employed on platforms like Google: * **Boolean Operators:** * **AND:** Use to ensure all specified terms are present in the search results. For example, `graphic AND digital` will return results containing both terms [37](#page=37). * **OR:** Use to find results containing at least one of the specified terms. For example, `graphic OR digital` will return results with either "graphic" or "digital" or both [37](#page=37). * **Quotation Marks (" "):** Use to search for an exact phrase or literal sentence structure. For example, `"graphic and digital media"` will only return results where these words appear together in that specific order [37](#page=37). * **Minus Sign (-):** Use to exclude specific terms from search results. For example, `"graphic and digital media" –gent –arteveldehogeschool` will exclude results containing "gent" or "arteveldehogeschool" [37](#page=37). * **Domain and File Type Specific Searches:** * **site:** Use to limit searches to a specific website or domain. For example, `"graphic and digital media" site:arteveldehogeschool.be` will search for the phrase only on websites ending with `.be` and belonging to `arteveldehogeschool` [38](#page=38). * **filetype:** Use to search for specific file formats. For example, `"graphic and digital media" filetype:pdf` will retrieve only PDF documents containing the phrase [38](#page=38). #### 4.1.4 Journalistic sources and databases While not explicitly detailed in the provided pages regarding their specific usage, journalistic sources and databases like Statista are common tools for secondary desk research, offering readily available data and analyses. [No specific page reference available for this general statement, adhering to citation rules. > **Tip:** Mastering these search modifiers can significantly improve the efficiency and relevance of your online research, saving you time and effort. #### 4.1.5 Snowballing Snowballing is a technique where researchers leverage the references and bibliographies of existing academic sources to discover new, relevant literature. This method is also useful for finding more information about experts cited in an article [56](#page=56). ### 4.2 Referencing Referencing is the practice of acknowledging and citing the work, ideas, or sources of other authors to support or contrast your own arguments. Proper referencing is essential for academic integrity, allowing readers to trace the origin of information and demonstrating that your research is built upon established knowledge [54](#page=54). #### 4.2.1 Placement of references References are typically placed directly after a quote or the sentence that uses information from another source. If a reference is placed at the end of a paragraph, it can imply that the entire paragraph is sourced from that reference. For longer sections, explicitly state the source, such as: "For the rest of this chapter, I based myself on Liedtka ". When doing so, ensure that any literal quotes or statistics are also referenced individually [55](#page=55). #### 4.2.2 APA style The American Psychological Association (APA) style is a widely adopted set of guidelines for academic writing, formatting, and citation [57](#page=57). * **Purpose:** APA style ensures clarity, consistency, and credibility by providing a standardized method for presenting research and attributing sources [57](#page=57). * **Usage:** It is predominantly used in social sciences fields such as psychology, education, sociology, nursing, and business [57](#page=57). * **Key Features:** * **In-text citations:** These typically follow the author–date format, e.g., `(Author, Year)` or `Author (Year)` [58](#page=58). * **Reference list:** A comprehensive list of all sources cited, located at the end of the document (#page=57, 59) [57](#page=57) [59](#page=59). * **Formatting rules:** Specific guidelines for headings, margins, title pages, tables, and figures [57](#page=57). #### 4.2.3 APA in-text citations In APA style, in-text citations generally include the author's last name and the year of publication [58](#page=58). * **Format:** `(Author, Year)` or `Author (Year)` [58](#page=58). * **Example:** `(Smith, 2020)` or `Smith argued that...` [58](#page=58). #### 4.2.4 APA reference list The reference list begins on a new page titled "References," which should be bold and centered. Entries are arranged alphabetically by the authors' last names. A hanging indent is used, where the first line of each entry is flush left, and subsequent lines are indented by 0.5 inches [59](#page=59). * **Example of a book:** Smith, J. A.. Learning strategies in education. Academic Press [59](#page=59). * **Example of a journal article:** Brown, L.. Student motivation in online learning. Journal of Education Research, 45 123–135. https://doi.org/xxxx [2](#page=2) [59](#page=59). #### 4.2.5 Resources for APA style Several resources are available for further guidance on APA style: * **APA Style Official Website:** Provides official guides, tutorials, and examples [60](#page=60). * **Purdue Online Writing Lab (OWL):** Offers a student-friendly guide to APA formatting and style [60](#page=60). * **APA Publication Manual (7th edition):** The comprehensive official guide, available in libraries and bookstores [60](#page=60). #### 4.2.6 Tools for referencing Software can assist with managing references: * **Microsoft Word:** The "References" menu in Word can help manage citations, and APA can be selected as the style [61](#page=61). * **Zotero:** A more advanced tool that allows users to create a personal library of PDFs and other works, automatically extract metadata, share libraries, and export bibliographies in APA style. It also includes a plugin for Word to integrate referencing directly into documents [61](#page=61). > **Tip:** Utilize reference management software like Zotero early in your research process. It can save significant time and reduce errors when compiling your reference list, especially for longer projects like a thesis. --- ## Common mistakes to avoid - Review all topics thoroughly before exams - Pay attention to formulas and key definitions - Practice with examples provided in each section - Don't memorize without understanding the underlying concepts

| Term | Definition | |------|------------| | Double Diamond Model | A design process model that encourages divergent and convergent thinking, comprising four phases: Discover, Define, Ideate, and Deliver. It is widely utilized in design and innovation to structure the problem-solving journey. | | Discover Phase | The initial divergent phase of the Double Diamond model, focused on exploring the problem space broadly to understand the context, reveal hidden needs, and gather evidence before defining a clear challenge. | | Define Phase | The convergent phase of the Double Diamond model, following the discover phase, where the gathered insights are synthesized to clarify and frame the core problem or challenge to be addressed. | | Ideate Phase | A divergent phase in the Double Diamond model where potential solutions and ideas are generated based on the defined problem, encouraging creative thinking and a wide range of possibilities. | | Deliver Phase | The final convergent phase of the Double Diamond model, focused on testing, refining, and launching the chosen solutions. It involves bringing ideas to a tangible and usable form. | | Divergent Phase | A phase in a design process, such as the discover or ideate phases of the Double Diamond, characterized by exploration, expansion of possibilities, and gathering broad information or ideas without immediate focus on solutions. | | Convergent Phase | A phase in a design process, such as the define or deliver phases of the Double Diamond, characterized by synthesis, narrowing down options, and making decisions to move towards a specific solution or definition. | | Qualitative Research | A research approach that explores the "why" and "how" behind phenomena, focusing on in-depth understanding of attitudes, behaviors, emotions, and experiences through methods like interviews and observations. | | Quantitative Research | A research approach that measures the "what" and "how many" by collecting numerical data, often from larger samples, to identify patterns, trends, and support evidence-based conclusions through statistical analysis. | | Surveys | A quantitative research method used to collect structured data from a large number of people, typically through closed-ended or multiple-choice questions, to identify trends in opinions or behavior across a wide population. | | Analytics | The process of tracking digital footprints and interpreting data patterns to understand usage, performance, identify bottlenecks, and validate hypotheses, providing objective and continuous insights into user behavior. | | Google Analytics | A web analytics service offered by Google that tracks and reports website traffic, providing insights into user behavior, traffic sources, and conversions, by implementing a JavaScript tracking code on website pages. | | Purchase Funnel | A marketing concept representing the stages of customer engagement, typically including Acquisition, Behavior, and Conversion, used to measure and analyze customer journeys from initial awareness to final transaction. | | Primary Desk Research | Conducting research by collecting and processing online data yourself, such as through benchmarking where various sources or services are compared against each other. | | Secondary Desk Research | Research that utilizes existing studies, literature reviews, and industry reports to learn from previously gathered data and research findings, which can be faster and more cost-effective than generating new data. | | Google Modifiers | Special characters or keywords used in search engines like Google to refine search queries, such as using quotation marks for exact phrases, a minus sign to exclude terms, or `site:` and `filetype:` to specify domains or document formats. | | Google Scholar | A free web search engine that indexes the full text or metadata of scholarly literature across an array of publishing formats and disciplines, useful for finding academic sources. | | Journalistic Sources | Information derived from news articles, interviews with researchers, or market trend reports published in media outlets, which can be informative for innovations and market insights but may not always be based on rigorous academic research. | | Statista | A database providing data and statistics for market research, accessible on campus or via VPN, offering a wide range of information for market analysis and business intelligence. | | Wikipedia | An online encyclopedia that serves as a starting point for gaining a quick overview of a subject, often containing references to scientific sources that can be further explored, but its reliability should always be cross-verified. | | ChatGPT | A large language model developed by OpenAI that generates detailed responses based on prompts by accumulating text from various web pages; it is controlled by a company with profit-driven goals. | | ResearchGate | A social networking platform for scientists and researchers to share papers and research, often providing access to academic articles and facilitating connections within the scientific community. | | Longitudinal Research | Research conducted over an extended period, tracking the same target group repeatedly to observe changes and trends over time, such as in digitization or social media influence studies. | | Referring | The academic practice of citing another author's work, idea, or source to support or contrast one's own points, ensuring proper attribution through citations to connect a study to existing knowledge and the broader research field. | | Snowballing | A research technique where existing academic sources are examined for references and bibliographies to discover new, relevant sources and identify experts interviewed in articles. | | APA Style | A set of rules and guidelines developed by the American Psychological Association for writing, formatting, and citing sources in academic work, commonly used in social sciences to ensure clarity, consistency, and credibility. | | In-Text Citations | Citations placed directly within the text of an academic document, typically following an author-date system (e.g., Author, Year) or mentioning the author and year in the sentence (e.g., Author (Year)), to acknowledge sources immediately. | | Reference List | A compilation of all sources cited in an academic document, presented on a separate page at the end, alphabetized by author's last name, and formatted according to a specific style guide like APA, including details such as author, year, title, and publication information. |