Roads and highways largely contributes to the growth and development of a country. This paper focuses on enhancing present road safety assessment tools and techniques in line with Safe Roads, one of the pillars of the Safe System. Road Infrastructure Safety Management (RISM) is a comprehensive approach to road safety that involves a set of procedures with systematic identification, assessment, and management of risks associated with road infrastructure. This paper presents a SWOT analysis of tools used in RISM during the design stage including Road Safety Audit (RSA), Road Safety Impact Assessment (RSIA), Road Safety Screening and Appraisal Tools (RSSAT), Star Rating for Designer (SR4D), and Safe System Assessment (SSA). Conceptual framework of Intelligent Road Safety Assessment for Designer (IRSA4D) has been developed to utilized and address the findings on the SWOT analysis of RISM tools. IRSA4D application is aimed to facilitate road designers in providing proactive safety assessment and recommendations for improvement through intelligent static and dynamic assessment. The application is deemed to be valuable in assisting road designers in spite of their level of knowledge and working experiences as well as providing aid in producing the optimum and “best” design during design stage.