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FY360° | 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.

All companies claim to prioritize their customers. So why do so many companies seem to struggle to understand what customers want and need? In this interview, the vice president of experience design at McKinsey Digital Labs, Mahin Samadani, explains how design thinking forces companies to truly understand their customers. An edited transcript of Samadani’s remarks follows.
Interview transcript

A design-driven organization is always thinking about its customers, empathizing with end users, and trying to solve problems while keeping its customers in mind. That means, from the outset, doing research and immersing with and understanding customer needs and pain points—but, then, going back and testing and validating and constantly listening, taking surveys, and truly understanding, What do people like about what we’re doing? What don’t they like? How can we iterate and refine?

Why CEOs must drive design thinking

Companies that have placed design at the center of the organization perform...


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Lundi 5 Octobre 2015