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How design drives growth

McKinsey Design takes a unique, multidisciplinary approach to helping clients drive growth, bringing more than 350 designers from award-winning design studios—like LUNAR, Veryday, and McKinsey Digital Labs—together with McKinsey’s deep industry insights and expertise. Our analytical rigor and breakthrough creativity helps clients innovate at scale and speed.

The most reliable path to growth is offering customers new solutions to unmet needs. Design thinking is a disciplined way to interrogate data, behavior, and preferences to find the gaps between what exists today and what customers would value even more highly. This kind of analysis is a necessary foundation to make a creative leap that results in something entirely new. Working with McKinsey Design is different from working with a stand-alone design firm. Our clients work with integrated teams of designers, researchers, and experts in areas such as marketing, operations, and change management. In many cases, our teams bring deep sector-specific insights from years of experience, as well as an awareness of how market dynamics and ecosystems can help drive growth and create value. Our design experts work closely with clients to ensure that the entire organization can be mobilized to deliver new opportunities.

What we do

Our work ranges across product, service, and experience design, and across physical, digital, and spatial platforms. We use design to create differentiation and drive growth for our clients by identifying and creating value for their customers.

We support clients in a variety of ways, including generating breakthrough insights about customer needs, helping create new concepts, developing and launching prototypes, and upgrading operations to support market entry at scale. We help clients reorient their product and innovation portfolios toward growth and differentiation, and we work with them to develop their own in-house innovation capabilities to improve success rates and speed to market.

Examples of our work

All of our work combines analytical rigor and breakthrough creativity to identify opportunities and to help clients achieve them. For each client, we assemble a project team that brings together expertise from across McKinsey. In our recent design work we:


Developed a new direct-to-consumer lending platform for a major global bank

Designed and built a new financial management app for a major global bank


Created new-to-world snacking concepts for a multibillion-dollar food company

Developed a range of powered cleaning products for a tools and hardware company

Healthcare & Medtech

Designed a precise, energy-efficient laser system for cataract surgery

Transformed a high-cost injectable medical device into a safe and affordable commercial product

Our Approach

Our first priority is to identify the biggest opportunity to capture value. From there, our designers enter a phase of discovery, creation, testing, and research. Once a successful prototype has been defined, it is further developed into the full-fledged product, service, or experience, along with the commercial and operational foundations for its success. Finally, the organization is empowered to take the successful product to market.

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