Design & SimulationMay 21, 2019

Unlocking the business value of design

“We all know examples of bad product and service design. The USB…
Avatar Alyssa Ross

“We all know examples of bad product and service design. The USB plug (always lucky on the third try). The experience of rushing to make your connecting flight at many airports. The exhaust port on the Death Star in Star Wars. We also all know iconic designs, such as the Swiss Army Knife, the humble Google home page, or the Disneyland visitor experience.

All of these are constant reminders of the way strong design can be at the heart of both disruptive and sustained commercial success in physical, service, and digital settings.”

So starts a recent report from McKinsey called “The Business Value of Design.”  Following similar studies by industry organizations like the UK Design Council, Danish Design Council and Design Management Institute, McKinsey tracked the design practices of 300 publicly listed companies over a five-year period in multiple countries and industries. Two questions are at the heart of the report:

  • How do companies deliver exceptional designs, launch after launch?
  • What is design worth?

At our recent Design in the Age of Experience event in Milan, McKinsey’s Gianluca Brugnoli, Chief Experience Design, shared the results of the report with our audience.  He started his talk with the following video:

Want to watch more sessions from Design in the Age of Experience? Visit our replay page.

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