McKinsey Design

Growth by Design

We spot opportunities in unmet customer needs, invent breakthrough concepts, and make organizations more innovative and agile


Product Design

Our product design teams explore unmet consumer needs to inspire new breakthrough creations. We iterate and learn through rapid prototyping before delivering the product design, along with the commercial case, manufacturing plan, and the market-entry platform to support a successful product launch.

experience design

Experience Design

We design experiences that delight customers and drive top-line growth. Design thinking helps us empathize with customers at every step in their decision journey. We then reenvision how best to engage those customers and create new experiences, which we test and refine using agile methods. The impact is rapid and dramatic—on customer satisfaction, revenue growth, cost to serve, and employee engagement.
service design

Service Design

A service includes multiple touchpoints with consumers—online and offline experiences as well as physical products. We reimagine services in order to create new economic value and meet customer needs in new ways. We anchor our work on human-centered design, developing integrated systems of touchpoints and interactions. We help bring innovative services to life by mapping the underlying experiential, technological, and operational requirements.

Why design matters

As a discipline, design is more than pleasing the eye. It’s the heart of a holistic approach to deeply understanding customers in order to better meet their needs. McKinsey Design combines rigorous analytics, inspired creative teams, and deep functional and industry expertise to deliver rapid growth for our clients and create value for their customers.

Design resources

mckinsey design hubs

Our network of design studios brings clients ideas and influences from around the world.

Our network of design studios brings clients ideas and influences from around the world.

Leading design firms are joining McKinsey to deliver change that matters. Visit their websites to learn more about their expertise, past work, and awards.


Since 1984 the LUNAR team has been designing and developing beautiful, ingenious, and charismatic products and experiences. At the core of this creativity is LUNAR's global, inspired, and diverse team of designers, engineers, and thinkers. LUNAR joined McKinsey Design in 2015.


Veryday has more than 45 years of design experience and serves a wide range of clients globally. Its designers have been granted more than 300 patents and won over 240 internationally recognized design awards, including the Red Dot: Design Team of the Year. Veryday joined McKinsey Design in 2016.

From our blog

Blog post

Picking up signals at Mobile World Congress

– Mobile World Congress is one of the world’s largest technology shows, right up there with the Consumer Electronics Show in Las Vegas, Berlin’s IFA and Taipei’s Computex, as a highlight of the tech calendar.

From our blog

Our people

Jeff Salazar

LUNAR Partner, San Francisco
Shapes design vision on projects; explores and uncovers opportunities for clients to create strong connections with their customers through compelling...

Hyo Yeon

Digital Partner, New York
A leader of our global design practice who works closely with clients to turn customer empathy into innovative experiences, products, and services

Anna Bäck

COO, Veryday, Stockholm
Creates impact through a holistic view that combines experience in market analysis, design, IT development, and commercial management to fundamentally...

Mahin Samadani

Digital Partner, San Francisco
Passionate about inspirational approaches to creating digital products and services, with a focus on service design, design-centered thinking,...

Mark Dziersk

LUNAR Industrial Design Leader, Chicago
Expert in industrial design and brand management who is responsible for over 100 design patents

Niclas Andersson

Senior Adviser and Chief Business Officer, Veryday, Stockholm
Senior adviser to clients on consumer insights, communications, and brand strategy; also responsible for global strategy at Veryday, part of...


The CEO guide to customer experience

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

Connect with McKinsey Design