Hero image of UI Digital Design case study for McKinsey

McKinsey

The team at McKinsey was thrilled to see their content come to life on a new, engaging, and structured platform.

Problem

McKinsey needed a platform that describes the numerous processes and methods they use, when advising their clients within the field of Engineering & Construction, in a clear, professional and engaging way.

Solution

For this purpose, a sub-site was developed that could handle a wide variety of different types of content including text, charts and video.

Deliverables & Disciplines

Digital Product Design / UI / Web / Mobile / Responsive Design / Art Direction / Iconography / Graphic Design

What we Bring:
Global expertise

Interactive prototype for hero section of the What We Bring page.

The What We Bring page introduces McKinsey’s global team of experts and how their tools come into play.

Creating a personal connection with the client is paramount when dealing with business on this scale. A personal connection to the experts creates authenticity, which is strengthened through localisation of McKinsey's advisors in the Our Expert Network section.

Deep dive chapter 1

The large amount of content is divided into chapters to avoid information overload. Below are excerpts from some of the chapters that deal with e.g. market trends in the construction sector and McKinsey’s approach to strategy.

Deep dive chapter 3

In chapter 3 McKinsey dives into their approach to strategy. Copy is supported with illustrations and whitespace is utilised to counter information overload. Here the responsive behavior is shown on desktop and mobile.

Cost-models are conveyed through charts in a straightforward visual style. At the end of each article a personal connection is created to the experts in their respective fields.

Deep dive chapter 4

In a fast paced global market, creating a sense of urgency is key, when dealing with large international corporations that are set in their ways. Simplicity of design is crucial when communicating a challenging message, in order to make the client feel secure in adapting new strategies.

Tools

McKinsey owns a number of intellectual tools which they utilize when helping their clients make better business decisions.

Video is used to engage the user in a more immersive way. Combining copy, graphics and video ensures that people of various learning styles are met in the way they process information most efficiently.

Trends and challenges

In this chapter McKinsey talks about disruption as being key to success in an industry that is set in it's ways. The huge business potential in challenging the old ways is underlined through the use of a more challenging color palette.

The magenta-themed palette also ensures variety between the many chapters, while keeping true to the McKinsey brand.

When dealing with large amounts of information, design does a lot of heavy lifting, striking a balance between variety and consistency. Variety, in order to keep the user engaged, and consistency, in order to stay true to the brand story of McKinsey.