In this interview, the vice president of experience design at McKinsey Digital Labs, Mahin Samadani, explains how design thinking forces companies to truly understand their customers. 

A design-driven organization is always thinking about its customers, empathizing with end users, and trying to solve problems while keeping its customers in mind. That means, from the outset, doing research and immersing with and understanding customer needs and pain points—but, then, going back and testing and validating and constantly listening, taking surveys, and truly understanding, What do people like about what we’re doing? What don’t they like? How can we iterate and refine? Read the entire story here