Black Mercury

Strategy & Design



We have worked collaboratively with GMAC on multiple initiatives including designing an award winning product.


Black Mercury has helped The Graduate Management Admissions Council with design strategy for years. We've worked on a number of initiatives including a digital engagement strategy that maximizes the engagement and conversion of their target audience(s) through meaningful products and services that are delivered ‘where they are’.  For this strategy we delivered engagement maps that demonstrate significant opportunities in broadening the scope and depth of GMAC’s digital engagement with its audience by addressing the end-to-end student journey, which starts with an “MBA consideration trigger” and ends with the first day of classes in an MBA program. This also demonstrated the greatest potential for underscoring the value of the GMAT exam, mining potentially important user data, discovering innovation opportunities, and other benefits.

Another significant product that GMAC wished to develop was a tool that could help business school students assess and improve their “soft skills”. Black Mercury was deployed early on to help define the product. We started with a blank sheet of paper, and partnered with the GMAC team to define, map, and prototype a design that was iteratively refined through international focus groups and user studies. The design proved to be an industry game changer, and won “Top Product” for 2013 by Human Resource Executive Magazine. Check out our case study for this project.