When senior executives were asked to name their organizations’ single greatest design weakness, their unprompted responses indicated an implicit understanding of the four themes. % of respondents Note: The 2% of leaders who provided answers outside the MDI four themes are not shown. Source: McKinsey Value of Design survey of 300 global companies, July 2018. 10% 8% 8% 8% 10% 9% 5% 4% 17% 4% 6% Embed design in the C-suite Convene cross-functional teams Integrate user, business, competitor, and technological research Design a seamless physical, service, and digital-user experience Create a bold, user-centric strategy Nurture top design talent Balance qualitative and quantitative user research Start with the user, not the spec Employ design metrics Invest in design tools and infrastructure Test, refine, repeat. Fast! Integrate with third-party products and services Analytical leadership Cross- functional talent Continuous iteration User experience Exhibit 4b / 5 9% 7