BOSTON—November 11, 202—Bain & Company has been recognized as a Leader in the IDC MarketScape: Worldwide Experience Design Services 2025 Vendor Assessment (#US52973225, October 2025). The report highlights that “Bain has a strong background in business consulting, including strategy consulting and digital-related consulting. The firm is known for its focus on customer experience, for example, through its work on NPS, and has a strong set of supporting assets and tools and a broad network of innovation centers. It has strong digital offering design and physical product design capabilities and offers edge experience design capabilities along with strong organizational change capabilities.”

The report notes “In conversations with Bain's reference clients, the three areas where experience design services buyers commended the vendor highly were the quality of its professionals, its industry-specific capabilities, and its design excellence.” The assessment provides a comprehensive analysis of Bain’s capabilities, expertise, and offerings in digital business strategy consulting. Client testimonials further reinforced the firm’s strengths, helping position the company in the Leaders Category. 

The MarketScape highlights that “Bain's global service lines include strategy and innovation; business transformation and change; performance transformation; operations; customer experience; sales and marketing; AI, insights, and solutions (AIS); enterprise technology; sustainability; private equity; M&A and divestitures; and people and organization.”

It adds that “Bain's mission for experience design states:

"We are committed to unlocking profitable growth through multidisciplinary experience design. By leveraging insights, evidence, and cutting-edge technology, our world-class, cross-discipline teams rapidly design, iterate, and deploy impactful solutions. Our approach is driven by a collective ambition to address unmet needs while operating within brand and technical guardrails to create lasting value. Through deep collaboration, we build enduring organizational capabilities, always guided by an unwavering commitment to doing what is right for our clients."

The report also states that “Bain has a dedicated digital experience and offering design practice within its AIS organization, which comprises a variety of expert "guilds" including experience and strategic designers; innovation strategists; AI, product, and data engineers and scientists; marketing and brand experts; venture ecosystem experts; and business experts. Within the experience and strategic design guild, subcrafts include UX/UI digital designers, omni-channel experience designers, and strategic designers.”

It adds that “Bain has a number of design tools and assets to support its digital offering design work, including Future Back Explorer (FBX), a tool that supports ideation; Elements of Value, a set of principles for creating and sustaining value for consumers and organizations; Digital Maturity Assessment, a tool for assessing clients' digital capabilities; NPS Prism, the firm's proprietary customer experience benchmarking tool; and Pyxis, a tool that combines alternative data, AI-driven analytics, and institutional investor-led insights to analyze consumer spending behavior.”

The IDC MarketScape also notes that “Bain has physical product and 3D environment design capabilities through dedicated product and environment design experts based in its global network of design studios.”

The report highlights that “Bain has a global network of client-facing innovation centers, including:

• Dedicated design studios in the Americas; Europe, the Middle East, and Africa (EMEA); and Asia/Pacific (APAC).
• Overall, the firm has a network of 13 dedicated Digital Innovation Hubs across the globe, where clients connect with the firm's design strategists and innovation experts to explore disruption and design or redesign products and experiences:
• Typically, Bain's Innovation Hubs are organized into four distinctive spaces: Brainstorming rooms, a modular space where teams can codesign and collaborate; Scrum rooms, which are rooms to facilitate agile work; Immersive rooms, equipped for virtual reality (VR) and augmented reality (AR); and Halls, for showrooms, larger meetings, broader start-up gatherings, and immersive treks.
• Each hub has a fully hybrid operating model that enables in-person and virtual collaboration.”

The IDC MarketScape notes “Bain is potentially a good choice for organizations looking for a tier 1 strategy and experience consultancy combining deep industry, consumer, and client knowledge with strong experience design capabilities.”

Sarah Dey Burton, a Bain partner and the firm’s Experience Design solutions lead says, “We work together with our clients using a mix of expertise—design, data science, engineering, product management—to apply principles of human-centered design and experimentation. Together, we iterate to ensure the omnichannel experiences we create and the digital solutions we build meet unmet user needs and the business’ goals.”

An excerpt copy of the IDC MarketScape report can be accessed here.

Source:  “IDC MarketScape: Worldwide Experience Design Services 2025 Vendor Assessment” by Douglas Hayward, October 2025, IDC #US52973225.

IDC MarketScape vendor analysis model is designed to provide an overview of the competitive fitness of technology and suppliers in a given market. The research methodology utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each supplier’s position within a given market. The Capabilities score measures supplier product, go-to-market and business execution in the short-term. The Strategy score measures alignment of supplier strategies with customer requirements in a 3-5-year timeframe. Supplier market share is represented by the size of the icons. 

Editor's Note: To arrange an interview, contact Dan Pinkney at dan.pinkney@bain.com or +1 646 562 8102.

About IDC MarketScape

IDC MarketScape vendor assessment model is designed to provide an overview of the competitive fitness of technology and service suppliers in a given market. The research utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each supplier’s position within a given market. IDC MarketScape provides a clear framework in which the product and service offerings, capabilities and strategies, and current and future market success factors of technology suppliers can be meaningfully compared. The framework also provides technology buyers with a 360-degree assessment of the strengths and weaknesses of current and prospective suppliers.