What Is ASUS Design Thinking?
ASUS Design Thinking involves carefully considering user needs and preferences. This thoughtful approach to product development is how ASUS engineers create truly innovative devices that offer the features and functionality that users want.
ASUS has been applying the ASUS Design Thinking approach to product development for more than a decade, making it an integral part of the corporate culture.
“We internalize the ASUS Design Thinking methodology to relentlessly find the best solutions that fulfill user desirability, technical feasibility, and business viability.”
― Jonney Shih, ASUS Chairman
Creating A Culture Based on ASUS Design Thinking
Indeed, ASUS has taken steps to internalize ASUS Design Thinking across the company, and we have turned it into an important part of our business culture―what we refer to as ASUS DNA. Through courses and workshops, ASUS employees are immersed in Design Thinking, and they are encouraged to apply it as a guiding principle in everything they do.
“Building on our successes year by year, the ASUS Design Thinking methodology that puts users at the forefront helps us continuously explore user needs to deliver incredible experiences and smart, joyful lives for everyone.”― Mitch Yang, ASUS Chief Design Officer
Every year at ASUS, there is a Design Thinking contest. Participating teams present their projects, and a panel of judges determine which teams win the grand prize. In the past, the contest only focused on product innovation; but in 2021, to address the ever-changing needs in a rapidly evolving world, a “Business Innovation” category was added to the contest, encouraging employees to explore possibilities in software applications, services, and novel business models.
In the 2022 contest, AniMe Matrix™, the winning team in the Product Innovation category, used programmable mini-LEDs that allow users to show customized images, animations, and audio visualizations on their laptop lids. The team plans to expand this feature to multiple products, such as headsets and motherboards. In the Business Innovation category, the winning team CSC developed a dedicated PC diagnostic program to accurately and conveniently identify potential hardware issues to save time and cost for the repair sites.
Future Design Thinking Programs
Design Thinking programs have been a focus at ASUS headquarters. Going forward, there are plans to initiate more Design Thinking programs in offices around the world, helping all employees learn more about this key element of the ASUS corporate culture. In the future, our goal is to have teams from around the world participate together in Design Thinking contests, learning through collaboration and competition.
“Just like we build muscles through strength training, we can strengthen our Design Thinking ‘muscles’ by applying this methodology every day,” says Tungjen Tsai, who runs the ASUS Design Thinking programs. “Though Design Thinking can introduce an element of chaos, the creativity it inspires can help build the right products that meet user needs, so I always told colleagues to enjoy the ride.”
About ASUS
ASUS is a global technology leader that provides the world’s most innovative and intuitive devices, components, and solutions to deliver incredible experiences that enhance the lives of people everywhere. With its team of 5,000 in-house R&D experts, the company is world-renowned for continuously reimagining today’s technologies. Consistently ranked as one of Fortune’s World’s Most Admired Companies, ASUS is also committed to sustaining an incredible future. The goal is to create a net zero enterprise that helps drive the shift towards a circular economy, with a responsible supply chain creating shared value for every one of us.
