Our integration of multiple disciplines means we offer a comprehensive and holistic approach to product and service design that delivers success.

  • People-Centred Research

    People-Centred Research

    We thrive on understanding people and identifying the interplay between products, services, systems and cultures.

    Our expertise in ethnography and psychology means we can detect unmet and unarticulated needs, desires and aspirations – then translate them into products, services and experiences that engage consumers and business customers.

    Our key services include:

    Exploratory Research to understand how people live, work and play – our methods include contextual enquiry, naturalistic observation, journal studies, digital ethnography, in-depth interviews and small-group discussions.

    Participatory Research to engage people in the design process – we encourage participants to build stories around their experiences and to contribute ideas and concepts.

    Concept Testing to get feedback – we work throughout the product cycle to discover how people feel about our early concepts and prototypes through to fully realised products and services.

    Design Insight

    Design Insight

    We uncover the emergent trends influencing the future of your market and translate them into tangible business opportunities.

    We track the macro and micro changes affecting your market and translate them into insights that can be applied to product design, service design, business strategy and technical development.

    We use a range of design insight tools to inspire your team and identify commercial opportunities:

    Cultural and social trends – we use the latest insights on people’s changing attitudes, behaviour and lifestyles to create reports, brand maps, persona profiles and future scenarios.

    Design and technology trends – we identify the visual design trends likely to influence products and services, and track the latest technology developments.

    Design semiotics – our semiotic approach to understanding the cultural meaning and expectations attached to products, services and consumer behaviours ensures designs correctly communicate your branding and positioning.

    Design Strategy

    Design Strategy

    Design strategy ensures that the products and services we design for you are innovative and commercially successful. With a diverse mix of experts in ethnography, trends, business strategy, usability research and technology, we produce original and actionable strategic innovation roadmaps based on market differentiating opportunities.

    Our design strategy focuses on external factors, such as user experience, local and global trends and competitive/market dynamics, which in combination with internal expertise of creative design, technology application, manufacturing and usability testing, help us create for you a cohesive strategic road map and action plan for project and market success.

    Our key services include:

    Opportunity framing: translating streams of different research into spaces of potential opportunity, to identify areas that a brand/company can differentiate, innovate and ultimately grow.

    Creative translation: we have developed a range of techniques to analyse, filter and fully utilise business aspirations, strategy insights and consumer insights, into meaningful challenges. Helping us validate for you areas of opportunity for innovation and new product/service development.

    Creative sessions: crafting creative and collaborative workshops, building traction around ground-breaking insights and designing concepts that will change your market.

    Innovation roadmapping: having identified opportunities and translated insights into concepts, we use our experience in product/service development and launch, to map an innovation pipeline that guides future R&D.

    Sustainability management: by uncovering the latest eco trends, understanding current consumer behaviours, through to conducting Life Cycle Analysis on products to understand their environmental impact, we can ensure that all CSR needs are included and provide guidance on developing sustainable products and services.

    User Experience & Interaction Design

    User Experience & Interaction Design

    We apply our expertise in interaction and interface design, as well as prototyping and simulation, to create compelling product and service experiences.

    From early concept sketches and storyboards through to fully functioning prototypes, we can help bring ideas to life through:

    Product and service check-ups – after evaluating the usability of your products and services, we recommend the improvements that will deliver the best return on your investment and the most benefit to your customers.

    Interaction and user interface design – using an iterative process, we design and prototype digital interfaces and physical devices, as well as service scenarios and experiences, then analyse how people interact with each proposed design.

    Industrial Design

    Industrial Design

    We create product and packaging designs that are efficient to manufacture and relevant to your market, while standing out from your competitors.

    Our interdisciplinary approach brings ideas to life. We produce beautiful and effective industrial designs and packaging through our expertise in:

    Concept Generation & Development – we create seed ideas which we develop into promising concepts, and eventually into more viable, defined solutions.

    Design Detailing – we consider and define every element of your product or pack, from functionality and visual sensitivity to tactile response and audio feedback.

    Design Communication – we provide you with powerful visualised narratives and scenarios, using hand-drawn sketches, 2D and 3D computer rendering, animation and video.

    Colour, Material and Finish – we explore the options, making recommendations and specifications with the help of our in-house CMF library, plus visuals and prototypes.

    Visual Brand Language – we translate your brand values into tangible attributes that we can then apply meaningfully to your products and packaging.

    Human Factors & Usability

    Human Factors & Usability

    Human Factors
    Human factors is not a stage in our process – it is a fundamental foundation that runs throughout the course of every project, from desk-based research through to post-market surveillance.

    Usability Engineering
    The concept of Usability Engineering (UE) brings together Human Factors, Risk Management and User Experience design to understand and optimise how users interact with medical devices. UE is a regulatory requirement and PDD can fully integrate UE throughout the medical device design and development process or support stand-alone usability testing for your own development projects.

    Regulatory Landscape
    PDD has a comprehensive understanding of IEC62366 and ISO14971 which are both harmonised under the Medical Device Directive. PDD operates in compliance with the FDA and design guidance documents such as HE75.

    In-line with regulatory requirements to develop a UE file for pre-market submissions, we can provide you with a full suite of regulatory documentation to suit the needs of your project.

    On-Site Facilities
    There are two usability testing rooms at our London studio.

    The private rooms can be used for formative or summative evaluations and are equipped with twin ceiling mounted cameras and microphones for recording and remote client viewing.

    A wide range of use-scenarios can be simulated such as the home, outdoors or hospital environments. Furthermore, our flexible spaces can facilitate focus groups, training sessions, workshops and interviews.

    Our key services include:

    For more information on PDD’s usability engineering process click here.


    Prototyping & Verification

    Prototyping & Verification

    We make, test and iterate models and prototypes in our on-site development centre to ensure usability, feasibility and visual appeal of designs and verify performance and safety in our verification laboratory.

    Our designers, engineers and model-makers work together throughout our development process. From Computer-Aided Design (CAD) specifications we translate digital data quickly into tangible form using our facilities including rapid prototyping, CNC machining (computer numerical control), moulding and vacuum casting. Parts are checked using our inspection equipment before finishing and assembly.

    Our range of models and prototypes includes all combinations of ‘works-like’, ‘looks-like’ and ‘made-like’ characteristics of the final product intent so that at various stages the design can be explored, evaluated, tested, optimised, verified and validated.

    Models range from the physical product to the digital interfaces, and also include research stimuli, jigs and the equipment needed for research and test. Our volumes range from 1-off up to batches of tens of thousands where we commission and manage external parties.

    Our on-site Test Laboratory, staffed with experienced technicians and equipped with calibrated instruments and equipment, manages experiments, product characterisation and the verification of medical devices for submission under our certified quality system.

    Technology & Invention

    Technology & Invention

    We have first-hand experience of the power of technology development and application; it creates new user experiences, impactful solutions to challenges and opportunities and creates intellectual property to protect business interests. Companies that market new technology also elevate their brand by reinforcing their commitment to innovation.

    Whether projects are inspired by new technology or market needs, it’s ultimately the alignment of both that will lead to substantial innovation and commercial success.

    Our team researches, applies and integrate technologies into early-phase concepts through:

    – Sourcing and the novel application of established and emerging technologies
    – Combining client, PDD and partner technologies and capabilities
    – Invention – including creating intellectual property strategies to circumvent existing patents.

    With knowledge of the underlying engineering science, we conduct experiments to characterise technology properties, assess feasibility, optimise performance and translate technology concepts into commercial product.

    Our keenness for inventive thinking has created many world-first products, and the scores of commercialised patents are testament to the value created for our clients.

    Engineering Design & Analysis

    Engineering Design & Analysis

    Our engineers ensure that the concepts we develop will perform, meet standards and can be made reliably – without any loss of appeal or profitability.

    Concept & feasibility – we steer our collective talent and expertise to explore opportunities, create ideas and synthesize solutions but we check our enthusiasm with rationale feasibility assessment ensuring the concepts we recommend are realistic.

    Engineering Development – our experience in science, design, materials and processes is applied to assess risk, prove principles and demonstrate potential to you before concepts are developed into functional and manufacturable designs in our Computer-Aided Design (CAD) systems.

    Analysis and Simulation – with our advanced analytical tools we can explore innovative concepts with confidence, de-risk design in virtual prototypes and verify performance at specification. Our tools include numerical applications, Finite Element Analysis (FEA) and Computational Fluid Dynamics (CFD).

    Specification for Manufacture – we know that strong design needs robust specification for its value to be realised. Our statistical tolerance analysis and assurance of critical functions precedes quality-managed documentation in CAD data, engineering drawings, instructions and production specifications.

    Through our creativity, ingenuity and extensive knowledge we provide solutions in many fields including:

    – Fluidics and dispense/delivery systems
    – Mechanisms and electro-mechanical design
    – Enclosure design, including for rugged and body-worn applications
    – Mechanical, structural and flexural design

    Electronics & Software

    Electronics & Software

    Our team manages the integration of electronic and software solutions for a broad array of product categories.

    From rapid breadboard development to full-specification production PCBs and code, our systems engineers and long-standing development partners work alongside our mechanical engineers, UI designers and human factors specialists to ensure that solutions are robust, compliant to industry regulations, intuitive and a pleasure to use.


    – System architecture
    – Digital, analogue, opto and RF hardware design
    – Wireless connectivity solutions
    – Display technology
    – Embedded Firmware & FPGAs


    – Platform & software selection and specification
    – Graphical User interface programming
    – Database Design & Code Generation
    – Software: Processing, C++, Visual Basic, Linux, Microsoft CE, Assembler
    – Software Validation Management

    Production & Outsourcing

    Production & Outsourcing

    PDD has managed tooling and production outsourcing for its clients for over 15 years.

    During this time we have built an extensive network and managed suppliers and manufacturers in the UK, China, Taiwan, Singapore and Malaysia. We provide our clients with a quality-assured service that is integrated with product development for continuity, coherence and rapid times to market.

    From our offices in Europe and Hong Kong we manage our proven process into production. This can start with supplier selection and engagement, progresses through tooling and equipment manufacture and approvals, and is complete once samples are approved and processes and equipment are qualified. We can then help manage logistics and on-going quality assurance.

    Our managers are familiar with commercial and legal factors of supplier engagement and having built PDD’s supply chain know the specific capabilities of the partners we select. Our experienced engineers are familiar with the technical requirements of both the product and manufacture and how to achieve quality and commercial goals alongside regulatory compliance.

    Innovation Training

    Innovation Training

    Innovating in today’s world is essential to ensure success for your organisation by delivering tangible value to customers and securing sustainable growth. But innovation is not easy. There is considerable risk along the entire continuum – from the outset of uncovering opportunities through to implementing and delivering solutions to people.

    Design Thinking – a Human-Centered Design (HCD) approach to innovation is a proven methodology rooted in design and human sciences that helps mitigate the risks associated with the launch of new products, services and strategies. Through better understanding the needs, desires and contexts of the people we’re designing for and with, encouraging collaboration and communication amongst different industry disciplines, and engaging in frequent testing and sense-checking of potential solutions throughout the process we can ensure that we are both designing the right “thing” and designing the “thing” right.

    Through our practical, hands-on training programmes, we teach people a flexible framework for practicing Human-Centered Design to accelerate and de-risk the innovation process.



    We offer different types of training, from 90-minute Taster Sessions to 2.5+ day, fully-customised workshops. Public workshops are open to any organisation and are scheduled throughout the year. They are ideal if you’re looking for Innovation training for yourself or a few other people from your team and you don’t require customised content.

    If you’d like training for larger groups, or customised content and scheduling, then Private (in-house) training is appropriate.


    Design Thinking for Innovation: Accelerating innovation through Human-Centered Design | Download flyer
    A 2-day foundations course teaching participants 20+ HCD methods applied to practice scenarios from different industries.
    London: 5-6 June 19 and 13-14 November 19 | Shanghai: 21-22 May 2019

    Design Thinking for UX: User Experience Innovation Through Human-Centered Design | Download flyer
    A 2-day course introducing participants to the discipline of User Experience (UX) Design, by exploring Human-Centered Design techniques to create compelling and meaningful user experiences.

    Deep Dive into Co-Creation and Participatory Design
    This one-day intensive workshop provides a deeper understanding of how to actively involve people in the design of concepts, products and services using methods such as Journaling, What’s-on-your-Radar, Buy a Feature and Build Your Own.

    Contact Vassilios Kanellopoulos
    Call: +44 20 8735 1111
    Email: [email protected]

    Sign up to our Innovation Training newsletter for latest news, case studies, offers and discounts.


We focus on product and experience innovation that is appealing, responsible and profitable. To uncover and exploit opportunities for you, we have built a balanced team across human sciences, design and technology with the breadth and depth needed to provide you with meaningful innovation.


We focus on product and experience innovation that is appealing, responsible and profitable. To uncover and exploit opportunities for you, we have built a balanced team across human sciences, design and technology with the breadth and depth needed to provide you with meaningful innovation.