Singapore leads Southeast Asia in design-driven CX

As artificial intelligence continues to reshape business, marketers are asking a critical question: how can design and customer experience (CX) stay human in a world increasingly dominated by algorithms? Deloitte Singapore believes the answer lies in measuring, and investing in design maturity.

Deloitte Singapore's newly launched Design Experience Index (DXI), launched in partnership with Singapore Design Week, aims to provide a framework for organisations, particularly in Southeast Asia, to assess the impact of design on their business. “Design has always been intangible. The DXI gives business leaders a way to grasp and link the intangible with the tangible, and make design decisions that drive growth,” explained Dorothy Peng, partner, customer strategy and design, Deloitte Singapore.

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Built on analysis of over 250 companies across six sectors and six countries, the DXI evaluates organisations across six design domains. It highlights where design is driving real business outcomes, and where it isn’t. According to Deloitte’s research, Singapore leads the region in design sophistication, with Thailand close behind. Surprisingly, digital design scored lowest, reflecting inconsistencies in quality and execution despite widespread adoption.

It also found that 81% of customers are willing to pay more for a better experience, with customers today demanding more seamless, intuitive and personalised experiences, without any downtime or switching costs—be it in-app, in-store, on websites, or for services. Meanwhile, bad CX could also cost businesses more than USD 3.7 trillion annually, with 57% consumers likely to abandon a brand after just one poor experience, making it a silent killer of all businesses worldwide. 

Deloitte shared, that according to existing studies, design-led organisations win with faster growth, greater loyalty and higher returns. For every SG$1 invested in experience design, will result in a return of SG$100 as a strategic multiplier moving beyond just aesthetics. On a country-level view, Deloitte found that although SEA organisations value design, they are slower to integrate forward-looking capabilities. 

Zeroing in on Singapore, digital experiences are held to stricter benchmarks and design outlook is more mature. According to Deloitte’s DXI, Singapore’s design-led organisations set rigorous benchmarks, often aligning with global standards. With structured processes, repeatable methodologies, and deep customer understanding, they use design as a competitive differentiator: from DBS’s award-winning digital transformation to Carousell’s frictionless marketplace. Speed and scalability are hallmarks, but digital design innovation still lags, with stricter measurement needed to gauge returns on design investment.

The DXI report also highlights that risk-averse corporate cultures can slow big bets, and gaps remain in inclusivity. By embedding accessibility as a default and leveraging sector-specific digital sandboxes, Singaporean organisations can scale innovation, pioneer digital design, and set the regional standard for human-centered, equitable experiences.

Beyond the benchmarks

The insights go beyond benchmarks. "Good CX design means putting the customer first. For a long time, companies have been designing against what they need, but now, we're seeing a big shift to placing emphasis on what the customer needs instead, and it works," Peng told MARKETING-INTERACTIVE.

“A strong design culture correlates with better outcomes across all domains. But too often, companies prioritise technology over understanding what consumers need,” she added. “A lot of times it’s not a technology problem. It’s always a human, or a person, or a CX problem. Solve that first, and the right solution will come in.”

Meanwhile, effective CX is almost invisible, argued Ignatius Ong, director, customer strategy and design, Deloitte Singapore. "In almost any experience around the world, the moment you find that something annoys you, or something is troublesome, that is bad design." He added that: “Good design is actually invisible, because it’s so natural to you that you don’t see it.” 

Ong also said that good design puts the customer first. He referenced examples such as Apple's devices, saying, “When you turn on your iPhone, for example. It just works, and nothing goes wrong. You get everything done and everything just magically happens.”

Peng concurred, adding that: "It’s seamless, frictionless, personalised, delightful, like all the keywords we discussed earlier, but simple. When it’s done well, it actually falls into the background.”

The DXI also sheds light on the intersection of design and AI. “AI is prevalent, but it’s a tool, not an answer in itself. The why needs to be answered first,” said Peng. “With AI, you need to humanize it. How can you make it more accessible to people of all groups, generations, or cultures?” She highlighted the shift from hyper-personalisation to personification: “How do you personify the brand? How is the brand perceived by the customer? That is more important than just giving a personalised message. The way it’s delivered, the brand tone, the experience you design for me as a customer—that’s what matters.”

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