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...

More:

FY360° by Finyear, la revue de presse à 360° en finance-gestion d'entreprise & finance d'affaires.

FY360° by Finyear a pour mission de vous faire gagner du temps et de vous tenir informés. Notre équipe suit les actus pertinentes, les organise, créé un lien vers les sources originales et vous les communique sur le site Finyear et dans la newsletter quotidienne.
FY360° by Finyear n'est pas un produit fini : faites-nous savoir ce que vous en pensez et si vous avez une suggestion, une remarque, ou une source que nous devrions suivre, écrivez-nous.

FY360° by Finyear (ex Financial Year Links) is a Finyear service on a mission to save you time and keep you smart. Our team follows the relevant news, summarize it, link to the original sources and deliver it on the Finyear website and in the daily newsletter.
FY360° by Finyear is not a finished product: please let us know what you think and if you have a suggestion, a complaint, or something we should link to, email us.

Lisez gratuitement :

Le quotidien Finyear :
- Finyear Quotidien

La newsletter quotidienne :
- Finyear Newsletter
Recevez chaque matin par mail la newsletter Finyear, une sélection quotidienne des meilleures infos et expertises de la finance d’entreprise et de la finance d'affaires.

Les 5 lettres mensuelles digitales :
- Le Directeur Financier
- Le Trésorier
- Le Credit Manager
- The FinTecher
- Le Capital Investisseur

Le magazine trimestriel digital :
- Finyear Magazine

Un seul formulaire d'abonnement pour recevoir un avis de publication pour une ou plusieurs lettres