Business Value of Design


This programme, in partnership with McKinsey Design, leverages McKinsey’s research to help companies identify how they can use design to unlock value and improve their organisations through a human-centred approach.

Who this is for

The programme is open to all companies, especially those keen on improving their current business operations or innovating in new business areas by becoming more user centric. Design is applicable to all companies and industries. Even companies that don’t have a design team or function can benefit from an assessment via the McKinsey Design Index assessment. Learn more about McKinsey’s Business Value of Design research here.


To enable participating companies to:

  • Assess their current state of design performance via the McKinsey Design Index online survey;
  • Learn the top 12 key design behaviours showing the greatest correlation of design actions to business performance of leading companies;
  • Identify key areas of improvement in the organisation to adopt these behaviours; and
  • Receive guidance to set the next steps for a key opportunity

Programme outline

Organised by DesignSingapore Council (Dsg) in collaboration with McKinsey Design, and supported by the Economic Development Board (EDB), the BVoD programme aims to help Singapore-based companies improve their business performance by leveraging McKinsey’s research and expertise and its proprietary McKinsey Design Index (MDI) to help companies solve systemic issues, improve their operations and realise new business opportunities through a human-centred approach.

Design is key to understanding user needs and creating products or services that meet those needs. This is especially critical in the current challenging economic climate. In a study by McKinsey & Company, companies that delivered exceptional design achieved 32% higher revenue and 56% higher total returns to shareholders than their industry peers. 

The BVoD programme has two phases:

  1. In the first Assess & Reflect phase, companies will assess their company's design performance and learn the key design behaviours most strongly correlated to improved business performance.
  2. In the second Aspire & Act phase, companies will develop a tailored action plan, with guidance from McKinsey Design experts via two 1-to-1 clinics, to improve their approach to a key business challenge.

The Assess & Reflect phase is fully funded by DesignSingapore, and is free for companies.The Aspire & Act phase is available at an exclusive rate of S$2,500 (S$2,675 w/ GST) after co-funding from DesignSingapore.

Key dates to note:

  • End of online MDI assessment window – 31 Dec 2020
  • BVoD Forum – 11 Jan 2021
  • Aspire & Act phase – 25 Jan 2021 to 05 Feb 2021

Eligibility criteria

The initial McKinsey Design Index online survey is open to all companies with a presence in Singapore. Selected companies will be invited to participate in subsequent stages of the programme.

How to Apply

Take the free assessment at the link below. If you have any further questions about the BVoD Programme, please email

Additional Resources

We held a webinar on 26 November 2020 to launch the Business Value of Design programme. In the webinar, experts from McKinsey spoke about the business value of design, the opportunities for Singapore businesses, and how companies can benefit from the Business Value of Design programme. If you missed the session, you can download slides from the webinar below.

Frequently Asked Questions

Have more questions about the programme? View the frequently asked questions list here.

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