What Buyers Want Now with Melissa Dalrymple and Anne Kronschnabl, McKinsey & Co.
How do you reframe problems with the perspective of the people you serve? How do you find user needs and solve for them? These are some key questions to consider when looking at consumers through the lens of design.
McKinsey & Company did a study of 300 companies over five years and found that if, as a company, you are focused on design for the user you have outsized performance compared to competitors. Furthermore, they found that companies who design to solve user needs as opposed to business expense find the most success – not only in good economic times, but during downturns as well.
There are 5 keys observations McKinsey & Company has made of shifts in consumer behavior as a result of the pandemic:
- Shift to value and essentials
- Increased usage of digital and omnichannel
- Trial of new brands and changing loyalties
- Focus on health measures
- Increase of in-home activities
- Physical safety
- Psychological safety
- Distinctive experiences
Watch the full conversation by clicking below.