User Centric Design (UCD) describes an approach to product creation that aims to improve the applicability and acceptance of the end design by placing the user at the heart of development.

UCD reduces development risk as the explicit and implicit needs of the user are revealed in the discovery phase of product design, prior to extensive development investment. 

At PDR we utilise capabilities in rapid and interactive prototyping together with facilities for structured user observation and expertise in product interaction analysis to shape the development of products. Using this approach we have informed the design of a wide range of products from medical devices to consumer hardware.

Bringing together rapid prototyping, video ethnography and design expertise creates an opportunity for the generation of new products that better address potential customers’ value expectations, leading to improved market relevance and reducing product development risk.

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