PDD Design Innovation | Approach to New Product Development Services

We apply a holistic approach to exploit your market opportunities and mitigate project risks in rapid yet quality-assured timescales: From insight to delivery, our people-centred approach to innovation creates appealing products and rewarding experiences. Fused with inventive ingenuity, our novel solutions outperform the competition and provide you patentable differentiation. Founded on proven processes, and certified quality management to ISO 9001 & 13485, our rigorous implementation ensures that solutions are robust and profitable to produce.

We are committed to working across diverse market sectors. Through this we can provide you a diverse perspective on end-user behaviour and expectations, and valuable source of transfer of insights, methodologies and technology. It also keeps our staff enthused and innovative. We want the rewards from this innovation to provide you with the means to work with us again, and the positive experience of our service to provide you the desire.

Our clients provide us with the best examples and endorsements of what we do. Take a look at our Work.

From an interactive briefing process, we provide you with tailor-made and detailed work proposals and plans based on our experience and proven approach for us to review and refine.

Our cross-disciplinary capability and concurrent approach lie behind effective exploitation of market and technology opportunities whilst managing time, cost and risk.


Over the past four decades, we’ve developed a system of cross-discipline and concurrent innovation that exploits market and technology opportunity and manages risk, costs and time to deliver the best outcome.

This ensures that our core expertise in human sciences, design, and technology are integrated throughout your project. Through an adaptive and balanced phase-gate process that is cyclical and concurrent, we deliver success in a cost-effective, risk-managed and timely manner. We can apply our services from the beginning of project scoping and planning all the way to the completion of production management, or at specific phases or in specific areas that complement your in-house team.

Our process consists of several phases:

Understand: we identify fertile opportunity areas by understanding your business goals, customer needs, market trends and applicable technology to help appreciate what might be possible.

Conceive: we explore divergent ideas for what is possible and then evaluate what should be done to best align concepts with your objectives and requirements.

Evolve: we develop, analyse and test concepts and designs to demonstrate how they can be achieved and to complete design and engineering intent.

Prove: we build models and prototypes to demonstrate solutions, as well as testing and evaluating them to verify that they meet defined requirements and validate that they fit the intended purpose.

Apply: we specify and document final designs for your team or production partners with the necessary quality management to ensure effective transfer and production.