We’re not the first to ask: how can you confidently prove the business value of good design?
Sure, there are workarounds that uncover pieces of the puzzle, like A/B tests that show increases in conversion rates or user research that validate design choices. But, the bigger picture—financial results—always seem to be missing.
McKinsey & Company is trying to change that with their October 2018 report highlighting “the most extensive and rigorous research undertaken anywhere to study the design actions that leaders can make to unlock business value.” They tracked the design practices of 300 publicly listed companies over a five-year period, interviewing senior business and design leaders. The team gathered more than two million pieces of financial data and recorded more than 100,000 design actions. From all this, they uncovered 12 actions showing the greatest correlation with improved financial performance and grouped these actions into four broad themes.
Leveraging the four themes of the McKinsey Design Index
- Analytical leadership
- User experience
- Cross-functional talent
- Continuous iteration