Digital Image Design Incorporated

We invent information products—or improve them.
We make the value of your data or service obvious, needed.

We do it by applying rigorous, behavior-optimizing interface design: our own fundamentally better process.

Clients report little or no training & support costs, quicker learning, comfortable adoption, lower risk and easier insights—even more fun.

Our services include consulting, education & certification, research, and development.

Please accept our gift of managed complexity (your own!) & an index to your history:
Task-Bespoke Calendars for 2021  

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.

Lou Pastina,
Executive 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

Education & Certification

Lectures · An online class in the Cognitive Engineering Design Methodology: the ideas that make it all possible · White Papers · Books


Delivering Software Engineering, from one-off prototypes to real-time Web apps that reach millions