Loughborough University
Leicestershire, UK
LE11 3TU
+44 (0)1509 263171
Loughborough University

Enterprise Awards 2014

International Impact

two smart phones displaying the iD Cards apps

iD Cards app

Loughborough lead academic
Mark Evans, Design
Ian Campbell, Design
Eujin Pei, former PhD student, now at De Montfort University

New product development (NPD) can be fraught with difficulty – not least owing to the diversity of specialists involved in the project. Work can stall simply because colleagues from contrasting backgrounds find it difficult to communicate with one another.

iD Cards is a highly effective tool that overcomes these difficulties and – with the unmitigated support of the Industrial Designers Society of America (IDSA) – is transforming NPD.

The highly portable and accessible iD Cards enhance NPD collaboration by standardising language and improving the communication of inter-disciplinary working groups.

They identify 32 key types of design representations, offering an example and explanation of each so that users can better understand the design process and work effectively together irrespective of their specialism.

In recognition of its significance to NPD, the IDSA has championed the resource, promoting it via its district and international conferences and distributing more than 5,000 sets of the app’s card-based predecessor  available to its members.

Various organisations worldwide – including the UK Design Council, Industrial Designers Society of America, Design Institute of Australia and Canada Mission Design – have agreed to make the app available via their websites.


  • iD Cards were a finalist in the International Design Excellence Awards 2011
  • iD Cards were validated by the IDSA who financed dissemination to its members
  • Plans are now in place to make the app available via the websites of a number of design organisations, including the UK Design Council, Design Institute of Australia and Canada Mission Design

Frame from video Play video Introduction to iD Cards


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