I created an experience site detailing McKinsey's consulting approach in Engineering & Construction. The team was thrilled with the engaging, structured platform, which boosted user feedback scores.
I was tasked with enhancing usability and creating an engaging platform that clearly outlines their processes and methods in Engineering & Construction. McKinsey found that users struggled with navigation, due to poor information architecture and excessive content.
To address these issues, I adopted a user-centered, content-first approach, prioritizing relevant information and creating impactful storytelling. This positioned McKinsey's experts as thought leaders, enhancing social proof.
Metrics such as time spent on the platform, user feedback scores, and task completion rates saw noticeable improvements, exceeding the client expectations.
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.
The large amount of content is divided into chapters to avoid information overload. Below are excerpts from some chapters that deal with market trends in the construction sector and McKinsey’s approach to strategy, among other topics.
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.
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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.
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.
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.
