Coray is the Director of GSI Partner Marketing at PTC, based in London, UK. She has led Analyst Relations and Corporate Communications within PTC’s marketing organization. Prior to PTC, Coray ran Industry Relations at CRM startup Creatio, overseeing investor, analyst, and PR engagement. She began her career in financial services as an equity sales trader at Needham & Co. in New York, covering Industrials, including PTC, from an investment perspective.
Engineering innovation requires more than automation
Product engineering organizations are under growing pressure to design faster, standardize across fragmented CAD environments, reduce costly errors, and prepare for a future where AI can meaningfully support real engineering decisions.
But many organizations are still held back by inconsistent CAD standards, manual design reviews, hard-coded configuration processes, expert-dependent workflows, and disconnected model-based data. Requirements, design intent, quality checks, configuration logic, and downstream manufacturing data often live across separate tools and teams.
The result is familiar: fragmented CAD environments, costly rework, slow configure-to-order cycles, and engineering teams spending too much time managing complexity instead of designing better products.
As product complexity grows and AI adoption accelerates, engineering leaders need more than point automation. They need a trusted foundation that standardizes engineering data, automates repeatable work, and makes information reliable enough to support intelligent decisions.
Introducing DesignForward
DesignForward is a joint solution from L&T Technology Services and PTC designed to help engineering organizations move from legacy, fragmented engineering environments to a standardized, automated, and increasingly intelligent way of working.
Built on PTC Creo and Windchill, and combined with L&T Technology Services engineering automation capabilities, DesignForward connects five core capability areas:
- CAD Standardization
- Design for Xellence, or DFX, for automated design-quality checks
- iConfigure for ETO/CTO configuration and CPQ workflows
- Model Based Design for PMI migration and connected MBD workflows
- Artificial Intelligence, including AI readiness, Gen-AI BOM analysis, and model design checks
Together, these capabilities help organizations create a standardized CAD and PLM foundation, reduce design errors, accelerate configuration cycles, and move toward AI-assisted engineering decisions.
The goal is simple: put control and power back in the hands of the engineer.
Why CAD standardization matters more than ever
Today’s engineering organizations manage enormous volumes of CAD and product data across platforms, teams, systems, and geographies. CAD tools vary by team. Standards drift. Quality checks happen late. Configuration knowledge often lives with a few experts instead of inside a scalable system.
Without a standardized foundation, organizations struggle to answer basic but critical questions:
- Is our CAD data clean, consistent, and transferable?
- Are design errors being caught before they become expensive?
- Can configuration and quotation keep pace with sales demand?
- Is our 2D and 3D data connected enough to support manufacturing and service?
- Are we ready to apply AI to engineering decisions, or is our data too fragmented to trust?
When these questions are answered manually, across disconnected systems, engineering moves slower. Quality becomes inconsistent. Configuration bottlenecks grow. AI becomes harder to scale because the underlying data cannot be trusted.
DesignForward helps address these issues by standardizing CAD data and workflows first, then layering in automated design quality, configuration, model-based design, and AI readiness.
A structured approach to engineering transformation
Modernizing engineering is not just a tooling change. It requires a deliberate sequence: assess the current environment, standardize the foundation, automate repeatable work, and then scale toward intelligence.
DesignForward follows a practical three-step engagement model.
1. Assess and Align
The process starts with an assessment workshop to baseline CAD maturity, quality gaps, configuration complexity, and transformation priorities. This creates a clear roadmap for standardization, automation, and scale.
2. Standardize and Automate
Next, organizations deploy CAD standardization, DFX quality checks, and iConfigure capabilities on Creo and Windchill. This helps reduce manual work, catch quality issues earlier, and connect configuration logic to engineering data.
3. Scale to Intelligence
Once the foundation is in place, organizations can extend into Model Based Design and AI-enabled engineering capabilities, connecting the digital thread and preparing engineering teams for more intelligent decision-making.
Book a DesignForward briefing
Talk with the PTC team about CAD standardization, Creo, Windchill, and a practical roadmap to engineering intelligence.
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Bringing together engineering services expertise and CAD/PLM leadership
DesignForward combines L&T Technology Services engineering services heritage with PTC CAD and PLM leadership.
L&T Technology Services contributes:
- Deep engineering services expertise
- Purpose-built CAD standardization, DFX, iConfigure, and Model Based Design capabilities
- An AI Readiness Framework built with MIT Media Lab
- Delivery scale across CAD migration and engineering automation programs
- Systems integration across PLM, ERP, CRM, and downstream enterprise environments
PTC contributes:
- Creo as the CAD authoring backbone
- Windchill as the product information system and single source of truth
- Native support for model-based design and digital thread workflows
- Connected capabilities across design, manufacturing, and service
- Industry reach across automotive, semiconductor, industrial, aerospace and defense, and MedTech environments
Together, L&T Technology Services and PTC help engineering organizations move from fragmented tools and manual effort to a standardized, quality-checked, AI-ready operating model.
A foundation for engineering intelligence
A foundation for engineering intelligence
"As products become more complex and software-defined, engineering organizations need a CAD foundation that can scale with innovation. Creo has long helped industry leaders accelerate design, improve quality, and connect engineering data across the product lifecycle. But technology alone isn't enough. Organizations also need the right strategy, migration expertise, and engineering transformation services to modernize successfully. That's where L&T Technology Services brings tremendous value, helping customers standardize engineering processes, modernize CAD environments, and build the foundation required for the next generation of engineering intelligence."
What customers can achieve with DesignForward
DesignForward is grounded in deployed engineering transformation programs with measurable results across CAD, quality, configuration, and model-based design.
Accelerate CAD design cycles
Reduce CAD design cycle time by 15 to 25% and reduce time spent on CAD quality checks by 60 to 70% with DFX automated quality checks.
Reduce rework and turnback
Reduce QC and turnback by 30 to 40%, as demonstrated in an off-highway OEM DFX rollout.
Standardize CAD at Scale
Migrate and standardize large CAD environments, including one completed program that migrated 80,000+ CAD files and 500GB of data from multiple CAD platforms to Creo.
Accelerate configure-to-order
Deploy rule-based 3D configuration at scale, including one iConfigure program that delivered 3D configuration across 208 racks and 60,000+ line items.
Modernize model based design
Achieve 90 to 95% time reduction on automated MBD pipe routing and annotation, reduce interference rework by more than 90%, and pull schedules in by four weeks on a completed MBD digitalization program.
Improve design validation efficiency
Improve design-validation efficiency by 25% using AI/ML-enabled model design checks.
Explore L&T Technology Services CAD modernization services
See how L&T Technology Services product engineering services support CAD, mechanical design, and testing.
L&T Technology Services CAD Services
Connecting CAD standardization to engineering intelligence
The ultimate goal of DesignForward is not CAD cleanup alone. It is to create a direct path from standardized engineering data to AI-enabled engineering decisions.
When CAD standardization, design-quality automation, configuration, and model-based design are connected through Creo and Windchill, engineering teams gain a foundation they can trust. That foundation matters because AI is only as useful as the data and context behind it.
Rather than bolting AI onto fragmented tools and inconsistent data, organizations can build engineering intelligence from the foundation up.
Every CAD file can be standardized. Every design can be quality-checked earlier. Every configuration can be automated. Every model can be connected. And every engineer can spend less time fighting tools and more time designing.
A new standard for engineering transformation
As engineering organizations face rising complexity and growing pressure to apply AI in practical, scalable ways, a standardized CAD and PLM foundation is no longer optional. It is the prerequisite for everything that comes next.
DesignForward combines PTC Creo, Windchill, L&T Technology Services CAD standardization, DFX, iConfigure, Model Based Design capabilities, and AI readiness expertise into a single transformation framework for engineering organizations.
The result is a connected foundation that helps engineering teams standardize faster, reduce rework, accelerate configure-to-order, and move deliberately toward AI-enabled engineering intelligence.
DesignForward helps engineering organizations move from legacy engineering to engineering intelligence, putting control and power back in the hands of the engineer.
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