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Malin Orebäck

Senior Expert and Senior Design DirectorStockholm

Malin Orebäck

Senior Expert and Senior Design DirectorStockholm

Drives multidisciplinary teams, leveraging the power of a people-driven innovation approach to address complex challenges within society today and create transformative, meaningful design solutions

As senior creative lead, strategist, and long time team leader for McKinsey Design, Malin optimizes deep functional expertise in design and innovation, customer experience, and design thinking to serve global clients across industries. She drives innovation challenges in the energy and logistics sectors as well as within public and social services, often with a focus on sustainability and circular economy. Her advocacy and superior knowledge of people-driven innovation ensure that solutions make a difference for individuals, the environment, society, and businesses.

Examples of Malin’s recent client engagements include the following:

  • leading the creative development of a scalable process for recycling in low income communities, including tools to cocreate and adapt solutions for local conditions
  • overseeing a multinational study on smart-home and energy solutions for a European energy provider and translating research findings into value propositions
  • advising a national broadcast-communications organization on transitioning toward customer centricity and establishing new practices via cocreation and multidisciplinary capacity building
  • leading strategy on a global front-end innovation study to uncover new value propositions in food packaging, including services and smart products, and developing new ecosystems that leverage data to enhance value for customers
  • helping a national retail grocery chain shape both the customer journey and a new membership and loyalty program, with work that included ethnographic research, service innovation, and cocreation

Malin received the Red Dot Design Team of the Year award and has served as jury captain for the Core 77 Design Awards. She is a frequent lecturer, keynote speaker, and advisor on customer experience, design strategy, and people-driven innovation

Published work

Product sustainability: Back to the drawing board,” McKinsey & Company, February 2022

How inclusive design can reconnect people with government,” McKinsey & Company, December 2019

“New Eyes on Value Creation: Case study: Tetra Pak,” An Introduction to Industrial Service Design, Routledge, 2017, pp. 63–8

The expanding role of design in creating an end-to-end customer experience,” McKinsey & Company, June 2017

Past Experience

Vice president, design


Umeå University
MFA, industrial design

University of Westminster
EMBA, design management