Use good design practice to increase revenues and shareholder returns at twice the rate of your competitors.
How do companies deliver exceptional designs? What is design worth? To answer these questions, Benedict Sheppard, Hugo Sarrazin, Garen Kouyoumjian and Fabricio Dore tracked the design practices of 300 companies over a five-year period in multiple countries and industries. Presenting their research for McKinsey Quarterly, they reveal 12 actions that correlate with improved financial performance.
These actions are clustered into four broad themes of good design, which form the basis of the McKinsey Design Index (MDI). This rates companies by how strong they are at design and – for the first time – how that links up with the financial performance of each company.