Value of design
Designers across Indonesia, Singapore, Malaysia, Vietnam, and Thailand see design's value differently depending on where they sit, and feeling valued does not track evenly with feeling fairly paid across the five markets.
Chart proof
I feel that my role is valued in my organisation
How designers across Indonesia, Singapore, Malaysia, Vietnam, and Thailand feel their role is valued by their organisation. Default view is Indonesia, the region's largest sample; select a market to see its own figures.
73.7% of Indonesian designers feel their role is valued (ratings 5–7), against 26.3% who do not, out of 1,388 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Feels valued (ratings 5–7) | 1023 | 73.7% |
| Does not feel valued (ratings 1–4) | 365 | 26.3% |
53.3% of Singapore designers feel their role is valued (ratings 5–7), against 46.7% who do not, out of 169 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Feels valued (ratings 5–7) | 90 | 53.3% |
| Does not feel valued (ratings 1–4) | 79 | 46.7% |
56.0% of Malaysian designers feel their role is valued (ratings 5–7), against 44.0% who do not, out of 91 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Feels valued (ratings 5–7) | 51 | 56.0% |
| Does not feel valued (ratings 1–4) | 40 | 44.0% |
66.0% of Vietnamese designers feel their role is valued (ratings 5–7), against 34.0% who do not, out of 50 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Feels valued (ratings 5–7) | 33 | 66.0% |
| Does not feel valued (ratings 1–4) | 17 | 34.0% |
58.1% of Thai designers feel their role is valued (ratings 5–7), against 41.9% who do not, out of 43 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Feels valued (ratings 5–7) | 25 | 58.1% |
| Does not feel valued (ratings 1–4) | 18 | 41.9% |
Chart proof
I feel that my organisation genuinely prioritises user needs and experiences in our decisions
Designers' assessment of their organisation's commitment to user-centred decision-making, across Indonesia, Singapore, Malaysia, Vietnam, and Thailand. Default view is Indonesia, the region's largest sample; select a market to see its own figures.
59.7% of Indonesian designers say their organisation genuinely prioritises user needs (ratings 5–7), against 40.3% who do not, out of 1,385 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Strong user focus (ratings 5–7) | 827 | 59.7% |
| Weaker user focus (ratings 1–4) | 558 | 40.3% |
42.9% of Singapore designers say their organisation strongly prioritises user needs (ratings 5–7), against 57.1% who do not, out of 168 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Strong user focus (ratings 5–7) | 72 | 42.9% |
| Weaker user focus (ratings 1–4) | 96 | 57.1% |
54.9% of Malaysian designers say their organisation genuinely prioritises user needs (ratings 5–7), against 45.1% who do not, out of 91 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Strong user focus (ratings 5–7) | 50 | 54.9% |
| Weaker user focus (ratings 1–4) | 41 | 45.1% |
56.0% of Vietnamese designers say their organisation genuinely prioritises user needs (ratings 5–7), against 44.0% who do not, out of 50 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Strong user focus (ratings 5–7) | 28 | 56.0% |
| Weaker user focus (ratings 1–4) | 22 | 44.0% |
55.8% of Thai designers say their organisation genuinely prioritises user needs (ratings 5–7), against 44.2% who do not, out of 43 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Strong user focus (ratings 5–7) | 24 | 55.8% |
| Weaker user focus (ratings 1–4) | 19 | 44.2% |
Chart proof
Fair compensation perceptions
Designers' perception of fair compensation for their role and level, across Indonesia, Singapore, Malaysia, Vietnam, and Thailand. Default view is Indonesia, the region's largest sample; select a market to see its own figures.
50.8% of Indonesian respondents feel fairly compensated (ratings 5–7), while 49.2% do not, out of 1,379 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Fair (ratings 5–7) | 701 | 50.8% |
| Unfair (ratings 1–4) | 678 | 49.2% |
49.1% of Singapore respondents feel fairly compensated (ratings 5–7), while 50.9% do not, out of 169 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Fair (ratings 5–7) | 83 | 49.1% |
| Unfair (ratings 1–4) | 86 | 50.9% |
52.7% of Malaysian respondents feel fairly compensated (ratings 5–7), while 47.3% do not, out of 91 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Fair (ratings 5–7) | 48 | 52.7% |
| Unfair (ratings 1–4) | 43 | 47.3% |
55.1% of Vietnamese respondents feel fairly compensated (ratings 5–7), while 44.9% do not, out of 49 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Fair (ratings 5–7) | 27 | 55.1% |
| Unfair (ratings 1–4) | 22 | 44.9% |
65.1% of Thai respondents feel fairly compensated (ratings 5–7), while 34.9% do not, out of 43 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| Fair (ratings 5–7) | 28 | 65.1% |
| Unfair (ratings 1–4) | 15 | 34.9% |
Design here is praised in principle and paid at a discount.
Chart proof
I have to put in extra effort to educate other cross-functional teams about design in order to do my job effectively
How often designers across Indonesia, Singapore, Malaysia, Vietnam, and Thailand must advocate for design to cross-functional colleagues. Default view is Indonesia, the region's largest sample; select a market to see its own figures.
68.5% of Indonesian designers invest significant extra effort in design advocacy (ratings 5–7), against 31.5% who do not, out of 1,378 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| High advocacy effort (ratings 5–7) | 944 | 68.5% |
| Lower advocacy effort (ratings 1–4) | 434 | 31.5% |
70.4% of Singapore designers invest significant extra effort in design advocacy (ratings 5–7), against 29.6% who do not, out of 169 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| High advocacy effort (ratings 5–7) | 119 | 70.4% |
| Lower advocacy effort (ratings 1–4) | 50 | 29.6% |
76.9% of Malaysian designers invest significant extra effort in design advocacy (ratings 5–7), against 23.1% who do not, out of 91 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| High advocacy effort (ratings 5–7) | 70 | 76.9% |
| Lower advocacy effort (ratings 1–4) | 21 | 23.1% |
63.3% of Vietnamese designers invest significant extra effort in design advocacy (ratings 5–7), against 36.7% who do not, out of 49 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| High advocacy effort (ratings 5–7) | 31 | 63.3% |
| Lower advocacy effort (ratings 1–4) | 18 | 36.7% |
76.7% of Thai designers invest significant extra effort in design advocacy (ratings 5–7), against 23.3% who do not, out of 43 valid responses.
View data table
| Response | Respondents (n) | Share |
|---|---|---|
| High advocacy effort (ratings 5–7) | 33 | 76.7% |
| Lower advocacy effort (ratings 1–4) | 10 | 23.3% |
Even at the high end, two in five designers don't think user needs shape how their organisation actually decides things. That gap is the tension between what user-centred design claims and what the organisation actually rewards.
Philippines (n=7) and other markets below the 10-respondent disclosure threshold are not shown.
What this means for you
If you're a designer
- Find ways to balance showing the value of design with your main work — picking your battles.
- Look for business numbers that show how your work makes a difference, considering investing in soft skills and peripheral knowledge.
If you're leading a team or organisation
- How do you get the rest of the business to see design as strategy?
- Think about ways to show the value of design without putting too much pressure on individual designers.
- Check if chasing design maturity actually helps your business goals.
- Consider what success looks like for design in your specific business.
Evidence and further reading
Evidence used in this section
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Regional design value: role value, user-centricity, advocacy effort, and compensation fairness
Across designers in Indonesia, Singapore, Malaysia, Vietnam, and Thailand: 53.3%-73.7% feel their role is valued in their organisation (ratings 5-7). 42.9%-59.7% say their organisation genuinely prioritises user needs. 49.1%-65.1% feel fairly compensated for their role and level. 63.3%-76.9% invest significant extra effort educating cross-functional teams about design. Philippines (n=7) and other markets below the 10-respondent disclosure threshold are excluded.
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Singapore design value: role value, user-centricity, advocacy effort, and compensation fairness
Among Singapore designers: 53.3% feel their role is valued (ratings 5-7 of 169 valid responses). 42.9% say their organisation genuinely prioritises user needs (of 168 valid responses). 70.4% invest significant extra effort educating cross-functional teams about design (of 169 valid responses). 49.1% feel fairly compensated for their role and level, while 50.9% do not (of 169 valid responses).
Further reading and context
Questions worth exploring
How can designers across the region help others see design as strategic work?
Worth exploring next
- Should we focus on formal frameworks or practical business needs?
- Should proving the value of design be someone's specific job rather than everyone's extra work?
- How can companies measure the value of design simply and effectively?
Where this sits in the conversation
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Overview
2024 report -
Landscape
Demographics -
Landscape
Roles & experiences -
Landscape
Compensation -
Landscape
Company landscape -
Sentiments
Offer & negotiation -
Sentiments
Career progression -
Sentiments
Value of design you are here -
Sentiments
Job market -
Singapore deep dive
Singapore deep dive -
Close
The conversation continues
Commentary
On the topic of showing the value of design to regional businesses, the gap between contribution and recognition holds up, though it narrows and widens differently market by market. Thailand is the outlier: the only market where designers feel more fairly paid than valued.