Conceptual design is a key link in the process of complex product design, and it is very important to select the appropriate design scheme; however, there are many types and inaccuracies of the evaluation data, and there is a problem of mutual influence between the evaluation criteria, which leads to unreliable decision making of the optimal solution. In order to solve this problem, a decision-making method based on intuitionistic fuzzy sets (IFS) and prospect theory is proposed. This method can be used for symmetric and asymmetric evaluation data. The evaluation data are classified according to different expression types and unified using intuitionistic fuzzy numbers. The intuitionistic fuzzy prospect value of decision information is calculated using prospect theory, and the prospect transformation of decision information is completed. At the same time, the Gray Relational Analysis (GRA) method and the Criteria Importance Though Intercriteria Correlation (CRITIC) method are used to calculate the subjective and objective weights of the technical and economic evaluation indexes of the product, and the combination weights are given; then, based on the evidence theory, the basic probability distribution of the evidence chain of all conceptual design schemes is synthesized, and the comprehensive prospect evaluation results of the schemes are obtained to complete the optimization of the conceptual design schemes. Finally, the effectiveness of the proposed method is verified by the conceptual design of the chip removal system of the deep hole machining machine tool. This work provides a promising method for decision makers to optimize the design scheme and provides insights into multi-objective decision-making problems.