Hero image of UI Digital Design case study for McKinsey

McKinsey

Stakeholders from McKinsey were thrilled to see all of their content come to life on a new engaging and structured platform.

Problem

McKinsey – Engineering 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, data and video.

Deliverables & Disciplines

Digital Product Design / UI / Web

Deep dive chapter 1

The huge 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.

Design for chapter 1: Emerging trends – McKinsey C&E experience website: Navigating complexityDesign for digital tools section – McKinsey C&E experience website: Navigating complexity

Deep dive chapter 3

In chapter 3 McKinsey dives into their approach to strategy. Copy is supported with illustrations and whitespace is utilized to counter information overload.

Design for chapter 3: our approach – McKinsey C&E experience website: Navigating complexityDesign for Our core section – McKinsey C&E experience website: Navigating complexity

Cost-models are conveyed through charts in a straightforward visual style.

Design for infrastructure project cost example – McKinsey C&E experience website: Navigating complexityDigital solutions section – McKinsey C&E experience website: Navigating complexity

Deep dive chapter 4

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

Chapter 4: why now?  – McKinsey C&E experience website: Navigating complexity

Tools

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

Design for header of proprietary tools – McKinsey C&E experience website: Navigating complexityDesign for E&C diagnostics pie chart – McKinsey C&E experience website: Navigating complexity

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

Design for Infrastructure Projects Analytics Tool – McKinsey C&E experience website: Navigating complexityDesign for ISSA section – McKinsey C&E experience website: Navigating complexity

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 pallette.

Design for header of our perspective: An industry ripe for disruption – McKinsey C&E experience website: Navigating complexityDesign for growing demands in emerging markets – McKinsey C&E experience website: Navigating complexity

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

Design for reinventing construction section – McKinsey C&E experience website: Navigating complexityDesign for Global productivity trends chart section – McKinsey C&E experience website: Navigating complexity

When dealing with these amounts of information, design does a lot of heavy lifting, when 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.

Design for Talent scarcity chart section – McKinsey C&E experience website: Navigating complexity

What we Bring

Overview of McKinsey’s global team of experts and how their tools come into play. Creating a personal conection with the user is paramount when dealing with business on this scale.

Design for header of What we bring: Global to local expertise – McKinsey C&E experience website: Navigating complexity

The personal connection creates authenticity. This is sense authenticity is strengthened through localization of McKinsey's advisors.

Design for Our expert network section, profiles – McKinsey C&E experience website: Navigating complexity