IXDS

Boutique German innovation and product design consultancy serving major automotive and industrial enterprises before acquisition by PwC

IXDS was a German product design and innovation agency headquartered in Berlin and Munich, founded in the early 2000s and known for its human-centered design methodology and strategic innovation consulting. The firm built a strong reputation working with major German industrial and automotive clients including BMW, Bosch, and Volkswagen, helping them develop future-oriented products, services, and digital experiences. At its peak, IXDS employed approximately 50 professionals across its two German offices. The agency operated at the intersection of design thinking, technology strategy, and business innovation — a positioning that made it attractive to large consulting firms seeking to bolster their design and experience capabilities. IXDS distinguished itself through deep expertise in physical-digital product integration and mobility-sector innovation, areas of growing strategic importance for its automotive and industrial clients. In early 2020, PwC acquired IXDS and absorbed it into the PwC Experience Center Germany, the firm's network of design-led innovation studios. Following the acquisition, IXDS ceased to operate as an independent brand, with its team, methodologies, and client relationships integrated into PwC's broader consulting and experience design practice. The acquisition reflected a broader industry trend of Big Four consulting firms acquiring boutique design and innovation agencies to compete with management consultancies and technology companies in the experience design space.