Design Insights

The expanding role of design in creating an end-to-end customer experience

June 2017—Lines between products, services, and user environments are blurring. The ability to craft an integrated customer experience will open enormous opportunities to build new businesses.
The expanding role of design in creating an end-to-end customer experience
Executive Briefing - McKinsey Quarterly

The CEO guide to customer experience

– Companies that create exceptional customer experiences can set themselves apart from their competitors.
Article

Design for value and growth in a new world

– Customer choice has never been greater, so terrific design is essential for outstanding products and services—and to build lasting customer relationships.
Article

New insights for new growth: What it takes to understand your customers today

– Companies that know how and when to use the wide array of research tools available today have a big competitive advantage in generating insights that lead to new organic growth.
Article

Transforming life insurance with design thinking

– Better addressing the evolving needs of consumers can help incumbents win their loyalty—and protect against new competitors.
Article

Are you really listening to what your customers are saying?

– Too many companies squander the treasure that is customer feedback. The solution is systematically measuring the customer’s voice and integrating it into a culture of continuous feedback.
Article

From touchpoints to journeys: Seeing the world as customers do

– To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer’s end-to-end journey.
Article

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.
Article

What every executive needs to know about design

– Meeting ever-increasing consumer expectations requires senior executives to place design at the center of business strategy.
Article

More than digital plus traditional: A truly omnichannel customer experience

– Adding digital channels requires major efforts, yet payoffs can disappoint. Integrating digital and traditional channels into... a truly omnichannel offering is even harder—but multiplies the rewards.

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Podcasts

Podcast

Why the customer experience matters

– Truly understanding customer needs may help companies improve not only the buying experience but also their bottom line.
Podcast

The power of design thinking

– Infusing your organization with a design-driven culture that puts the customer first may provide not only real, measurable results... but also a distinct competitive advantage.

INTERVIEWS

Interview

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.
Interview

Making design a business priority

– Being “design driven” means operating in a fundamentally different way. In this video, McKinsey’s Mahin Samadani... explains how companies can make the transition.
Interview

Applying design thinking across the business: An interview with Citrix’s Catherine Courage

– Catherine Courage champions user-centered design—not only for the benefit of the software company’s customers but... also for its employees.

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