Highlights from Industry Dialogue: Designing for Value in an Uncertain World

The design industry is at a crossroads. With artificial intelligence rapidly changing how creative work is done and economic uncertainty forcing businesses to rethink their priorities, the role and value of design is under pressure. Not because design no longer matters, but because how it’s seen, used, and measured is changing fast.

Earlier this year in January, an informal poll on the DesignSG Telegram group with over 200 respondents revealed just how real the struggle is. Nearly 30% of designers who responded said they had been out of work for at least 3 months. Even more concerning was how over 1 in 5 said they had been out of work for 6 months or more. This reflects a deeper unease about the future of the profession and growing uncertainty about where designers fit in an ever-shifting landscape.

For newly elected President of the Design Business Chamber Singapore, Hong Khai Seng, these numbers reflected what many in the community were already feeling and experiencing. This crisis is a chance to recalibrate and reconnect with those in the design sector.

For Mr Hong, the crisis is also a chance to recalibrate. That is why DBCS organised an Industry Dialogue: Designing for Value in an Uncertain World, which was held in tandem with the Chamber’s Annual General Meeting on May 28, 2025.

Joining Khai Seng were panellists Mrs Tan-Soh Wai Lan, Deputy Vice-Chancellor of University of the Arts Singapore (UAS), Mr Mark Law, Executive Director, Head of Design for Consumer Banking at DBS Bank and Ms Dawn Lim, Executive Director of SingaporeDesign Council.

Together, the four discussed the role of design amid a myriad of disruptions and how designers can demonstrate real, strategic value in their work and organisations today.

In the audience were leaders such as Tiah Nan Chyuan, President of the Singapore Institute of Architects, Vaanathi Rajandran, Deputy Director of Partnerships & Professional Development from Temasek Polytechnic’s School of Design and KC Yong, User Experience Leader in Dell Singapore and President of Human Factors & Ergonomics Society of Singapore, along with over 60 other guests from across the design ecosystem.

One major theme that came up was artificial intelligence. The panel agreed that while AI can handle routine tasks, it cannot replace human insight. As Dawn echoed a sentiment which she shared, “Artificial intelligence is best paired with traditional wisdom.”

Mark pointed out that although AI can generate large volumes of ideas, it still takes human judgment to choose, refine, and guide those ideas in the right direction. This shift also means design education needs to evolve. It should place less emphasis on tools and more on developing creative leadership and critical thinking.

The conversation also touched on a familiar tension in Singapore: the perception that a focus on predictability stifles creativity. Wai Lan disagreed. She shared that many younger designers are already applying design to solve complex, real-world challenges. Creativity is alive and well. It just needs more space to thrive.

Another recurring challenge is getting design recognised at the leadership level. As business priorities shift, design is sometimes seen as expendable. But instead of backing away, Dawn encouraged designers to step up. That means learning how to speak the language of business, managing stakeholders well, and showing how design delivers tangible results.

The Industry Dialogue was more than a panel discussion. It marked a meaningful step forward for DBCS and the broader design community. With a renewed focus under Khai Seng’s leadership, the goal is to build a stronger, more connected, and future-ready industry. His new vision for DBCS is focused on three areas. First, connecting across sectors and communities. Second, creating opportunities for designers to grow into leadership roles. And third, supporting the “diamonds”, the often-overlooked mid-career talents who are essential to the industry’s future.

In a time of uncertainty, the real strength of design may lie in its ability to ask better questions, challenge the way things are, and imagine what could be. Let’s not stop here. 

Drop us an email at info@dbcsingapore.org if you have questions or wish to explore other pressing issues impacting designers and design-led businesses.