Assessing ASID’s Products and Services

Assessing ASID’s Products and Services
American Society of Interior Designers logo


Membership in the American Society of Interior Designers (ASID) is prestigious and desirable. As a result, ASID dues represent the largest portion of the organization’s revenues. However, the value of ASID products and services is less defined and the organization is facing an increasingly competitive environment. ASID engaged McKinley to conduct a portfolio assessment of current products, offerings and communications to allow ASID to evaluate and prioritize initiatives. McKinley studied ASID offerings through the lenses of mission relevance, member value, financial contributions and operational impacts, all to provide specific recommendations on where ASID should focus to put its best offerings forward and remain vital in the design field.


ASID now has objective and valuable dashboards which link ASID offerings to pre-defined business outcomes. These dashboards provide a lens for ASID leaders to use in deciding crucial strategic program decisions, such as modifying and sunsetting current offerings and developing new value propositions.