A project process is used to make sure your desired outcome is achieved. A design process is used to make sure you create a useful product. The 20/20 Model shows how the two processes fit together. It is agnostic about the project methodologies (Waterfall/Agile) or design frameworks (e.g. User Personas, Jobs to Be Done) your teams use and focuses instead on finding the best fit to manage and design your products or services - two processes, one model.

If your vision is 20/20, you can perceive objects as clearly at a distance of 20 feet as individuals with normal vision can perceive them at the same distance. The term ’20/20 vision’ is used to indicate normal clarity or sharpness of vision. Equally, the aim of the 20/20 Model is to bring clarity and vision to all your projects by helping you develop a design thinking mindset that will enable you to create the products or services your customers want.