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Indy Saha

Associate Partner, London
Uses deep user-centered research and innovative design to help company leaders shape their vision and value proposition and create disruptive new businesses and products

About Indy

Indy is an associate partner in McKinsey Design and McKinsey Digital. He leads design work in primarily consumer and retail sectors.

Indy has more than 20 years of experience in creative-design leadership and strategy, digital marketing and branding, user-centered design, and digital innovation. He developed his first website for a client in 1996 on a dial-up connection.

As a senior design leader, Indy works with business leaders to reimagine and build new business models and marketing strategies. He uses ethnographic research to drive disruptive user-centered approaches to product development and marketing design.

Examples of Indy’s recent client work include the following:

  • redefining the digital interfaces and creating digital tools for a leading European airline to help improve operational efficiency
  • working with the CEO and the executive team of a leading European electrical retailer to help shape the company’s vision statement and integrate it into its broader commercial strategy
  • working with the CEO of a leading health-food retailer in the United Kingdom to develop its company vision statement and shape the value propositions for its omnichannel retail
  • helping redefine and pilot the e-commerce propositions for one of the Middle East’s largest grocers

Indy’s career began in advertising and digital, looking for innovative ways to get users to engage with top-level brands. He has worked on both agency and client sides in technology, gaming, entertainment, and sports. With pioneering digital initiatives and tie-ins with traditional ads, he created innovative digital strategies for high-profile brands.

Before McKinsey, Indy cofounded and was director of creative strategy and user experience at the internal marketing and product-innovation unit of a multinational technology company in London. In this role, he invented new products and services, developed “north star” propositions, and helped optimize core search and geolocation products. He helped set up the company’s future of retail lab in the United States and established the marketing department’s first ethnographic-research unit.

Indy is fluent English and Bengali and proficient in Dutch, French, and German. He is passionate about human rights and children’s causes, serving for many years as a youth football coach and as an advisor on digital technology for the Institute of Imagination, a children’s education space.



Indy Saha, director of creative strategy, Google Creative Lab,” DRHA (Digital Research in the Humanities and Arts) 2014, February 2015

Talking digital art with Indy Saha,” Spikes Asia 2014, September 2014 

Past experience

Google Creative Lab London
Director of creative strategy and user experience

Head of strategy 

Microsoft Xbox, Europe, Middle East and Africa
Head of brand

adidas, Europe, Middle East and Africa
Head of advertising 


Cambridge University
MEng, BA, manufacturing engineering