12 May, 2025 Columnist Nicolas Roope says the imminent introduction of DPPs gives designers "interesting problems to solve and opportunities to innovate." I want to talk about DPP, which is short for Digital Product Passport. At this point, you’re probably already glazing over. Another highly structured EU legislative measure to squeeze a little more joy out of the design process. And hey, we’re not even in the EU anymore! Wasn’t escaping needless bureaucracy meant to be at least some payback for all the sacrifices imposed by Brexit? But wait. DPP exists for good reason. It gives designers new and interesting problems to solve, and opportunities to innovate. The DPP is a central part of the EU’s Ecodesign for Sustainable Products Regulation (ESPR). Its aim is to improve transparency, traceability, and sustainability across product value chains by providing standardised, digital records for nearly every product sold in the EU. Each DPP includes details about a product’s origin, materials, environmental impact, repairability, and end-of-life options, all accessible via a unique identifier like a QR code. A monumental shift On the surface, it doesn’t sound like a big change. Barcodes have been around since the late ’60s, identifying products at an SKU level and triggering trillions of checkout beeps worldwide. So why is taking it one step further – down to the individual product – such a monumental shift? It’s because this isn’t just about the code, but what that code unlocks. Barcodes were merely identifiers. The DPP, by contrast, is legally required to link to information about materials and sourcing, reliable data that lets consumers go far deeper than what can be crammed into a cramped product label. Information like raw materials, manufacturers, distributors, safety instructions, and guidance on resale, recycling and disposal. And yes, user manuals – a no-brainer for anyone who’s chucked away the manual with the original box and is stuck with a problem and an internet full of lousy answers. DPP will be rolled out in stages, starting with textiles, footwear, and electronics, with full implementation expected by 2027. Anyone looking to access Europe’s broader markets will need to comply. Clearly, there’s a major job to do on the technology side, gathering and presenting all that data, but there’s also a key role for designers. From shaping the UX journeys that make DPP work, to rethinking products so they can take advantage of many new possible features, there are plenty of design problems to solve and new phenomena to spin up. Many years ago, my old agency Poke pitched Diesel with a DPP-like concept. We proposed giving each pair of jeans in a new collection a unique identifier. The label would invite users to “sign in” to their jeans and link them to their social profiles. Posts featuring the jeans would be aggregated to build a kind of evolving social history scrapbook. If the jeans were passed on, the story would continue with the life of the new owner. You’d end up with a rich history, and the value of each pair may change depending on those histories and the list of previous owners. The client didn’t bite, but there are similar opportunities in play with the DPP. “Brands should see DPP as a great opportunity to build valuable intelligence and revenue lines.” We can start thinking beyond the functional and informational benefits, and ask more interesting questions, like, how might this change the customer’s relationship with products? For starters, clear material and supply chain data gives conscious consumers more confidence in what they’re buying, so no more getting greenwashed. How luxury brands are already investing For high-value items, DPPs offer proof of authenticity, which is why luxury brands have been among the early adopters. Brands spend big to create direct links with consumers, cutting marketing costs and gaining valuable insights. DPP strengthens the unique bond between a customer and a product. It can be helpful (user manuals), entertaining, or even delightful. Take Dior’s B33 Sneakers. Their DPPs offer authenticity certificates, detailed production info, exclusive gifts, and sneak peeks at future collections, turning the DPP into a loyalty and engagement platform. Breitling uses them to manage repair tracking, insurance, and warranties. Ulé by Shiseido built DPPs into their serum products, giving customers not just traceability but personalised services, event invites, and gift vouchers. Pinko added NFC “birth certificates” to garments made from upcycled materials, allowing consumers to verify sustainability claims. All of these examples need new kinds of apps, digital experiences, and backend systems. But the consequences go far beyond information sharing. When consumers can truly see where a product comes from and judge its credentials, will they change how they buy? Will brands need to genuinely embrace sustainability, rather than hide behind vague messaging? I work with CLUBZERO who track every single item across their distribution of reusable food packaging. Beyond the operation requirements, this also provides valuable insight into inventory flows and demand patterns, a new treasure trove of data garnered by maintaining the connection between brand and product beyond the sale. So brands should see DPP as not another inconvenience, but a great opportunity to build valuable intelligence and revenue lines. A key role for designers Designers can also play a crucial role in embedding circularity using the feature. With DPP enabling resale and end-of-life management, products can be designed for durability and to tell evolving stories of ownership. PANGAIA, for example, uses QR-based DPPs on garments connected to the ReWear platform. When scanned, product details are pulled automatically, making resale seamless, and supporting circularity. This ease fosters a different kind of ownership – one that’s more temporary and fluid. This also calls for a rethink in retail, both online and in-store. Traditionally, brands had little obligation to a product once its warranty expired. But soon, there’ll be strong incentives to maintain relationships with whoever currently owns the item. If you’re designing for this landscape, your brief will look very different. Yes, there’s complexity, but don’t assume that’s going to stall change. Early adopters are already running with it, and consumers are starting to feel the benefits. Designers now have an amazing opportunity to drive positive change, and grow their commercial value in the process. Nicolas Roope is a designer, creative technologist and entrepreneur who previously co-founded Poke, Plumen and The Lovie Awards. Brands in this article What to read next