According to McKinsey, despite the obvious commercial benefits of designing great products and services, consistently realizing this goal is notoriously hard—and getting harder. Only the very best designs now stand out from the crowd, given the rapid rise in consumer expectations driven by the likes of Amazon; instant access to global information and reviews; and the blurring of lines between hardware, software, and services.
Companies need stronger design capabilities than ever before. Top-quartile McKinsey Design Index (MDI) scorers increased their revenues and total returns to shareholders (TRS) substantially faster than their industry counterparts did over a five-year period. Suggesting that good design matters whether your company focuses on physical goods, digital products, services, or some combination of these.
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