Design thinking glossary

Quick definitions for terms used across the Growth Diamond Model, Academy, and Insights - grouped by framework and EDIDI phase.

Framework

A widely used design process model with divergent and convergent phases for discovering problems and developing solutions.

The five phases of the Growth Diamond Model - Empathize, Define, Ideate, Develop, and Implement.

A design thinking framework that extends the Double Diamond with broader solution exploration, development, testing, and market implementation.

The three spaces in the Growth Diamond Model where teams explore needs, solutions, and market fit.

A structured conversation focused on understanding a user's experiences, pain points, and context - not validating a solution.

A specific frustration, friction, or unmet need that a user experiences in a real context.

A map of the steps, touchpoints, and emotions a user goes through while trying to accomplish a goal.

A research-based profile of a target user segment - goals, behaviors, and constraints - used to keep teams aligned on who they serve.

Narrowing possibilities - prioritizing, synthesizing, and committing to the best options.

Expanding possibilities - generating many ideas, pain points, or options before narrowing down.

A clear, actionable framing of the user need and insight - written so a team can ideate and measure success against it.

A facilitated session to generate many solution ideas quickly, deferring evaluation until later.

A structured argument for why a proposed solution is worth building - including value, cost, risk, and success measures.

Validating that a solution meets agreed user needs and success criteria before broader release.

A time-sequenced plan for delivering solution capabilities, aligned to user value and business priorities.

Building quick, low-fidelity versions of a solution to learn fast before committing to full development.

Moving from early adopters to mainstream users - bridging the gap between a working solution and broad market adoption.

The domain of launch, adoption, and growth - where solutions meet real buyers, channels, and competition.