Exhibit 5 / 5 Initial survey results reveal a wide range of design performance. McKinsey Design Index: companies’ score vs the average (n = 173) 95 90 85 80 75 Average score Talented designers at a CPG company well- They will only be able to do so, though, if they have 70 respected for its design credentials started the right tools, capabilities, and infrastructure. leaving because of the amount of time they That calls for the sort of design software, 65 had to spend styling slideshow packs for the communication apps, deep data analytics, marketing team. Conversely, Spotify’s appeal and prototyping technologies that drive 60 to top designers is often attributed to its productivity and accelerate design iterations. autonomy-with-connectivity culture and 55 to a working environment characterized All of this requires time and investment. by diversity, fun, and speed to market. We found a strong correlation between successful 50 companies and companies that resisted the Design already touches many parts of a business: temptation to cut spending on research, 45 human–machine interactions, AI, behavioral prototyping, or concept generation at the first economics, and engineering psychology, not sign of trouble. Formal design allocations should to mention innovation and the development of be agreed to in partnership with design leaders 40 new business models. While not a new concept, instead of appearing (as they often do) as line T-shaped hybrid designers, who work across items in the marketing or engineering budgets. functions while retaining their depth of design savvy, will be the employees most able to have a tangible impact through their work. Source: McKinsey Value of Design survey of global companies, July 2018. The Business Value of Design 12