At didi we do rigorous, behavior-optimizing interface design. We design with a different and fundamentally better process.
Clients report quicker learning, comfortable adoption, little or no training/support costs, lower risk, and easier insights—even fun.
Our services include consulting, education & certification, research, and development.
Announcing our long-requested online class! ↓
Brad Paley looks at the world differently, and provides a perspective in design that is innovative and intuitive for users.
He is able to combine his unusual perspective with years of proven successful design and implementation to deliver transformational change with the mastery of a minimalist.
—Senior Vice President
—See the project
When we first launched BIDS Trading we were struggling with user acceptance; at risk of failing. I knew our conventional UI was a problem—we were introducing a new trading metaphor. Lacking a better way to think about the problem, I went looking for an answer. I saw Brad’s portfolio and I was astonished.
In order to learn about his methods we had him teach his class to our development team. It changed our understanding and the new direction resulted in BIDS winning broad acceptance in the industry.
—Paul Hanson, a BIDS founder
—Read the case study
—(a 90-second read)
I worked with Brad at Goldman and thought his jet-cockpit-like ergonomic approach was normal—until I tried to find a team in London to do the same. We couldn’t find a fraction of the background, insight, or capabilities. Brad also gave a seminar in the didi design methodology that left my development team inspired and motivated.
—Perry Metviner, MD,
—Equities Trading Development
—See the project
Evolution gave us a powerful
“Cognitive Input Protocol”
Understand it. Build tools that use it.
Selected projects and their key innovations · What clients say · Decades of delivering what they call inspiring and next-next generation
Applying Cognitive Engineering to things our clients couldn’t fund is what let us invent this future