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The assessment of design concepts presents an efficient and effective strategy for businesses to strengthen their competitive edge and introduce market-worthy products. The widely accepted viewpoint acknowledges this as a intricate multi-criteria decision-making (MCDM) approach, involving a multitude of evaluative criteria and a significant amount of data that is frequently ambiguously defined and subjectively influenced. In order to tackle the problems of uncertainty and fuzziness in design concept evaluation, our research creatively combines interval-valued picture fuzzy set (IVPFS) with an MCDM process of design concept evaluation. Firstly, this study draws on the existing relevant literature and the experience of decision makers to identify some important criteria and corresponding sub-criteria and form a scientific evaluation indicator system. We then introduce the essential operational concepts of interval-valued picture fuzzy numbers (IVPFNs) and the interval-valued picture fuzzy ordered weighted interactive averaging (IVPFOWIA) operator. Thirdly, an entropy weighting method based on IVPFS is proposed in this research to calculate the weights of criteria and sub-criteria, and based on this, an integrated IVPF decision matrix is further constructed based on the presented IVPFOWIA operator. Finally, the best design concept alternative is selected by applying the extended TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) approach with IVPFS. The IVPFS combined with improved MCDM method have been proven to be superior in complex and uncertain decision-making situations through experiments and comparative assessments. The information ambiguity in the evaluation of design concept is well characterized by our augmentation based on IVPFS.