The context of design innovation refers to harnessing human creativity for ‘creation of value’. With innovation pointing to transforming the ideas for success in the market place, it is a reasonable expectation for creativity-based design practice to enable this particular transformation. The review of design innovation literature suggests that the practice ought to be explicit with regard to ‘creation of value’. The research study looks at this scope towards developing a practice support for enabling ‘creation of value’. The literature on business model refers to the rationale behind creation of value, which may be adapted into design practice. The development of practice support adopts the various perspectives from the literature on business model and introduces the resulting approach as part of standard design phases, in order to address ‘creation of value’ explicitly. The stages in design research methodology are adhered with, while developing the practice support. An initial study with reference to the context of design startups indicates validation of the developed practice support. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.