Roles and teams
Design maturity
How well a company uses design: from treating it as decoration at the end, to involving it in strategy from the start.
Maturity models describe a journey. At the low end, design is asked to make things look good after decisions are made. At the high end, design is part of how the company decides what to build, with research, systems and leadership in place.
McKinsey's research found that companies scoring highest on their design index grew revenue and shareholder returns noticeably faster than their peers. That is a correlation across companies, but it is the best evidence that maturity matters.