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Design Thinking

How can established companies create customer experiences as seamless and simple as those offered by the best digital start-ups?

When we help clients shape and deliver a digital transformation, we put design thinking at the core. That means involving customers at every point of the process, understanding what really matters to them, and radically rethinking services and interfaces to make life simpler, better, and more delightful.

We help clients build design studios that involve users themselves to reimagine the entire customer journey. The result: interfaces and services that are faster, cheaper, and great to use.

We bring:

  • a top-caliber global team of 80 digital and experience designers, drawn from the best design and digital companies—including Amazon, Apple, Facebook, and Google—and the world’s leading design schools
  • dedicated design studios in Berlin, London, New York City, San Francisco, Shanghai, Singapore, Sydney, and Tokyo
  • powerful research techniques—such as interviews, field research, and ethnography—to develop a deep understanding of what matters most to customers
  • lateral-thinking approaches that ask provocative questions and look in unexpected places—well beyond our clients’ industries—to create innovative solutions

To help our clients shape rapid, integrated customer experiences, we set up a design room from day 1 and bring in people from design, engineering or IT, operations, and project management to work on multiple aspects simultaneously.

Example of our work

We helped a health-insurance company transform its digital presence and jumpstart new member enrollment. We rapidly designed and prototyped a digital app and health dashboard that created a seamless, intuitive user experience, integrating healthcare and coverage—and saved 6 months and $10 million in implementation costs.


Jennifer Kilian

Digital Partner, New York

Hugo Sarrazin

Senior Partner, Silicon Valley

Hyo Yeon

Digital Partner, New York



Good design is good business

– Kleiner Perkins Caufield & Byers design partner John Maeda talks to McKinsey’s Hugo Sarrazin about why today’s... senior executives must understand design.

Building a design-driven culture

– It’s not enough to just sell a product or service—companies must truly engage with their customers. Here’s how... to embed experience design in your organization.


Building Client Capabilities

We deliver more than solutions. We partner with clients to build the capabilities they need to move quickly, be agile, and create... value long after we’ve left.

Design Thinking

How can established companies create customer experiences as seamless and simple as those offered by the best digital start-ups?

Digital Labs

We work with the world’s largest organizations to accelerate the impact of digital transformation. Partnering closely with our... clients, we prototype ideas, test them with real customers, and quickly adapt the solution. Combining data science, human-centered design, and the latest rapid-development techniques—such as agile coaching, concept sprints, and DevOps—we help our clients deliver breakthrough products, experiences, and businesses.

Digital Opportunity Scan

A diagnostic and benchmarking tool that assesses how profitably companies are engaging with their customers.

Innovation Boot Camp

We bring clients face-to-face with innovators from Silicon Valley to New York to Singapore so they can learn from the world’s... most dynamic start-ups.

Our Provider Ecosystem

We evaluate and curate the best emerging and proven providers.