Design thinking glossary
Quick definitions for terms used across the Growth Diamond ModelTM, Academy, and Insights - grouped by framework and EDIDI phase.
Framework
Double Diamond
A widely used design process model with divergent and convergent phases for discovering problems and developing solutions.
EDIDI
The five phases of the Growth Diamond Model - Empathize, Define, Ideate, Develop, and Implement.
Growth Diamond Model
A design thinking framework that extends the Double Diamond with broader solution exploration, development, testing, and market implementation.
PSM (Problem · Solution · Market space)
The three spaces in the Growth Diamond Model where teams explore needs, solutions, and market fit.
Empathize
Empathy interview
A structured conversation focused on understanding a user's experiences, pain points, and context - not validating a solution.
Pain point
A specific frustration, friction, or unmet need that a user experiences in a real context.
User journey
A map of the steps, touchpoints, and emotions a user goes through while trying to accomplish a goal.
User persona
A research-based profile of a target user segment - goals, behaviors, and constraints - used to keep teams aligned on who they serve.
Define
Convergent thinking
Narrowing possibilities - prioritizing, synthesizing, and committing to the best options.
Divergent thinking
Expanding possibilities - generating many ideas, pain points, or options before narrowing down.
Problem statement
A clear, actionable framing of the user need and insight - written so a team can ideate and measure success against it.
Ideate
Develop
Acceptance testing
Validating that a solution meets agreed user needs and success criteria before broader release.
Product roadmap
A time-sequenced plan for delivering solution capabilities, aligned to user value and business priorities.
Rapid prototyping
Building quick, low-fidelity versions of a solution to learn fast before committing to full development.