Mathieu Zastawny, Director of Industrial DesignP9 Innovation addresses this by grounding design in real-world conditions from the outset. Its process begins with a clear understanding of end users, supported by in-house consumer testing.
“At the end of the day, we focus on delivering real solutions, on time and on budget,” says Mathieu Zastawny, director of industrial design.
Balancing Creativity with Feasibility
Expectations for product design have evolved significantly, making design excellence a baseline. This often leads to feature expansion, increasing engineering complexity and cost. P9 addresses this by anticipating how early decisions affect later stages of development.
Clients are presented with structured options, from conservative paths to more ambitious concepts. In some cases, parallel strategies are pursued, combining higher-risk directions with stable alternatives. This allows innovation without compromising delivery timelines or cost targets.
Channel differentiation has also become a growing challenge. P9 increasingly develops platforms rather than standalone products. In one project, this approach enables more than seven times the number of SKUs while reducing parts by more than half, improving scalability and efficiency.
Each project follows a tailored path based on its constraints. Research begins with ethnographic and market analysis to identify unmet needs. This is followed by collaborative ideation sessions that refine concepts and define clear directions.
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At the end of the day, we focus on delivering real solutions, on time and on budget.
The design phase progresses through cycles of creation and refinement, combining CAD tools, digital sketching and physical prototyping. In-house 3D printing supports rapid iteration, while advanced models are developed with specialized partners when required.
User validation is integrated through testing sessions and client checkpoints, ensuring concepts meet real-world expectations. Designers and engineers work closely as ideas evolve into manufacturable solutions, reducing disconnects between intent and execution.
Manufacturing partners are introduced once product architecture is defined, with iterations depending on complexity. The process concludes with a final prototype for validation before production-ready design files are completed.
Applying Design Thinking in Practice
A collaboration with Happy Habitats demonstrates this approach. The company aimed to create a product that allows hamster owners to safely walk their pets outdoors. Research highlighted both animal health considerations and strict cost constraints.
P9 reframed the opportunity, leading to three product launches: a redesigned hamster ball that reduces injury and prevents escapes, a portable structure that doubles as a stationary wheel and a modular maze system that enhances interaction for owners.
Beyond product development, P9 supported branding, packaging, and distribution strategy, enabling the client to build a cohesive offering aligned with user expectations and commercial realities.
Looking ahead, design continues to evolve with new tools and expectations. AI platforms are changing how concepts are visualized, while additive manufacturing is expanding beyond prototyping. At the same time, the need for human insight remains central.
P9 positions itself by combining technical capability with a focus on meaningful user connections. Its approach balances creativity and constraint, ensuring products are both well designed and practical to produce and scale in an increasingly complex environment.
