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Smallfry takes pride in having a diverse, user-focused innovation team of industrial and product designers, mechanical engineers and software engineers, technicians, strategists, human centred designers, marketeers and problem solvers, with each individual bringing something different and unique to the group, whilst all being creative, pragmatic, focused and driven to achieve the best for our customers desires.



Smallfry is a strategy led, Industrial Design and Development and product design consultancy based in Coventry, at the heart of the West Midlands. Operating globally, we offer research, innovation strategy, marketing, industrial design, engineering, and 50 years of experience to deliver market leading products and services across the consumer, industrial, FMCG and medical sectors.

Our methods are informed by a deep understanding of the needs, desires, and drivers of people; be it customers, consumers, patients, or those who make their organisations work. Smallfry aims to make a difference to people’s lives, ensuring customer needs are at the forefront of the design process.


Our product design and development service will help take your business from where it is today to where it needs to be in the future.

Smallfry provide a complete  conception-to-commercialisation service that enables our clients to identify and exploit market opportunities and access design, manufacturing, and marketing expertise to create original product propositions and ideas which will add value and drive consistent, sustainable growth. Our process focuses on balancing both creative and technical aspects of product development to produce a well-rounded outcome, unique to the clients needs.

We work within tight technical and budgetary constraints to maintain a sustainable pipeline of opportunities so that your product is a success. Our product design and engineering experience covers a wide range of industries, projects, materials, production specifications and budgets.

Want to find out more? Take a look some of our work to see just what we can do!


In short, we use a diverse mindset and principles to engage both analytical and creative thinking to successfully solve any problem or brief.

Our new product development process (NPD) starts with understanding market context and building knowledge of what’s currently happening in the client’s industry. This means defining the competitor landscape and developing insights and marketing strategy.

The product range or service can then be aligned to this rationale and improvements and opportunities can be discovered. We focus on a human centered approach to our design process, ensuring the end user is at the heart of the solution to produce meaningful, worthwhile outcomes that will be suited for the target audience, resulting in successful products and services.

For this, a suite of Human Centered Design (HCD) tools are explored and implemented throughout the design process, with a structured approach of constant validation and strategic thinking to ensure nothing is missed along the way, and for the final outcome to be as expected.

Once we have a market validated product, our team of experts will make sure that it meets its full potential whilst ensuring that the product design intent is maintained throughout the manufacturing process.


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    Company name
    +44 (0) 247 654 5678
    Kelly Myall-Chance
    The Old School Building, Wolston, Warwickshire, CV8 3HF