Value and outcomes
McKinsey Design Index (MDI)
Also calledMDI, The Business Value of Design
A score from McKinsey's 2018 study of 300 public companies, which found that top design performers grew revenue and shareholder returns much faster than their peers.
McKinsey tracked the design practices of 300 publicly listed companies over five years and scored them on four themes: analytical leadership, cross-functional talent, continuous iteration and user experience.
Companies in the top quartile grew revenue 32 percentage points and total shareholder returns 56 points faster than their industry peers over the period. It is the largest study of its kind and the strongest evidence that design maturity tracks business performance.
Common mistake
Reading it as cause and effect. It shows that design-mature companies do better, not that hiring a designer will raise your revenue by a third.