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Triple Diamond
Approach to Innovation
Jentz’s Triple Diamond Framework enhances innovation by adding an Inspiration Phase, helping organizations solve complex challenges and uncover new opportunities.
The Three Diamonds of Jentz’s Framework
1. Problem Space: Deep Exploration for Meaningful Insights
Organizations often tackle challenges based on superficial findings.
The Problem Space within the Triple Diamond framework emphasizes a thorough, multi-dimensional exploration using:
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Ethnographic Research: This includes in-depth interviews, contextual inquiries, and direct observations.
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Co-Participatory Experiences: Utilizing participatory research and shadowing methodologies.
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Triangulated Insights: Employing various ethnographic research methods can lead to a deeper and more accurate understanding.
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By applying these techniques, teams can uncover root causes instead of just addressing symptoms, enabling more effective problem-framing.
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2. Inspiration Space: Learning from Unconventional Sources
Most industries benchmark within their domain, resulting in incremental innovation.
The Inspiration Phase challenges organizations to look beyond conventional sources, drawing insights from unexpected fields such as:
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Entertainment, gaming, and behavioral sciences for engagement strategies.
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Underground economies and informal networks for decentralized business models.
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Adjacent industries for transferable innovations and business model transformations.
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This phase stimulates creative thinking, opening doors to novel competitive strategies and differentiation.
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3. Solution Space: Experimentation & Business Model Innovation
Traditional prototyping emphasizes tangible products.
The Triple Diamond Solution Space shifts focus to assumption testing and experimentation, ensuring:
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Agile experimentation reduces risks before significant investments.
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Business model innovation improves market positioning and revenue potential.
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Human-centered design aligns solutions with genuine user needs and behaviors.
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This phase encourages daring experimentation and embraces trial and error, fostering a culture of failing fast and early to progress with agility and speed.
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Real-World Applications of the Triple Diamond Framework
1. Reinventing Retail Banking through Gamification
Challenge: A traditional bank faced declining engagement among younger customers.
​Triple Diamond Approach:
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Problem Space: Analyzed financial behaviors, digital preferences, and customer pain points.
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Inspiration Space: Studied gaming loyalty habits and behaviors.
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Solution Space: Designed a gamified banking model where users’ pay-to-play directly contributes to their savings accounts.
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Impact: Increased financial engagement, differentiating the bank in a competitive market.​
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2. Transforming Logistics with Cross-Industry Learning
Challenge: A logistics company sought to improve last-mile delivery efficiency.
Triple Diamond Approach:
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Problem Space: Mapped distribution inefficiencies and customer expectations.
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Inspiration Space: Studied Dabawalas in India (hyper-efficient manual delivery), IKEA’s storage solutions, and decentralized networks.
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Solution Space: Developed a hybrid logistics model optimizing speed, flexibility, and resource efficiency.​
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Impact: Increased delivery efficiency and accuracy.​
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3. Expanding the Coffee Market with a New Customer Segment
Challenge: A coffee brand struggled with market saturation.​​
Triple Diamond Approach:
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Problem Space: Identified brand loyalty patterns and early habit formation.
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Inspiration Space: Researched peer-influenced behaviors in gaming, smoking, and soft drink consumption.
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Solution Space: Developed a decaffeinated coffee product for children, positioning it as a healthier alternative to sugary beverages.
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Impact: Developed a new market segment, potentially unlocking long-term brand affinity.​
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Why the Triple Diamond Framework Works
Jentz’s approach transcends traditional design thinking by embedding:
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Behavioral Design: Leveraging psychology to foster sustainable user habits.
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Inspiration from Parallel Worlds: Drawing insights from unexpected industries and disciplines to fuel unique innovation.
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Business Model Innovation: Ensuring competitive differentiation.​
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A Future-Proof Approach to Innovation
Organizations must navigate uncertainty with agility and foresight. The Triple Diamond Framework empowers teams to:
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uncover hidden opportunities
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challenge industry norms, and
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create sustainable, competitive solutions.
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Is Your Organization Ready to Solve Complex Challenges Differently?
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If you’re looking to push boundaries, unlock new markets, and design for the future, Jentz’s Triple Diamond Framework offers a simple, proven, and powerful way to drive innovation and competitive advantage.
The Evolution: From Double Diamond to Triple Diamond
The Triple Diamond Framework enhances the UK's Double Diamond model by adding an Inspiration phase. This additional phase highlights the importance of discovering insights from alternative contexts while focusing on human-centered design. Such an addition helps organizations manage complexity and achieve a competitive advantage through innovative solutions.
Unlike the Double Diamond, which mainly centers on problem identification and solution development, the Triple Diamond emphasizes Inspiration. This methodology allows organizations to repeatedly generate unique and distinct concepts and products, thereby preserving market competitiveness.
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