We read the McKinsey report on design so you don’t have to

We’re not the first to ask: how can you confidently prove the business value of good design?

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InVision
Nov 26, 2018 · 5 min read
Photo credit: McKinsey & Company

Leveraging the four themes of the McKinsey Design Index

How can you take these learnings to drive results in your company? The four clusters of design actions that make up the MDI offer proven design best practices that you can follow.

1. Analytical leadership

Companies that perform the best financially have strong C-suite support and recognize that design is a top management issue. Design is not viewed as a second-class citizen and is instead assessed with the same rigor used to track revenue and cost. In other words, design has an equal seat at the business table.

2. User experience

Today’s customer experience isn’t limited to physical or digital environments. The top-quartile companies embrace the broad, full user experience where “boundaries between products and services are merging into integrated experiences.”

3. Cross-functional talent

The top-quartile companies recognize that user-centric design is everyone’s responsibility. The best performing companies said they could break down functional silos and integrate designers with other functions.

4. Continuous iteration

Design is most successful in environments that encourage learning, testing, and iterating with users. The top companies understand this and foster a culture around celebrating nascent ideas and failing fast. They discourage designers from spending hours perfecting a mock-up and acknowledge that a product launch isn’t the end of iteration. In fact, some of the best updates can happen post-launch (look at how the Apple Watch has been tweaked to reflect how customers actually use it in real life).

Design excellence for all

“The diversity among companies achieving top-quartile MDI performance shows that design excellence is within the grasp of every business, whether product, service, or digitally oriented.”


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Inside Design

Stories by designers. For designers.