2023 ASUS Design Thinking Awards Showcase a Culture of Innovation

At ASUS, we believe that creating incredible products and services stems from a deep understanding of user needs. The key to achieving this is our focus on Design Thinking. This philosophy drives the innovation culture at ASUS and epitomizes our unwavering commitment to user-centricity. 

As part of this culture, ASUS hosts an annual Design Thinking Awards event. The occasion is intended to encourage continuous innovation and to celebrate outstanding contributions, and it offers a unique opportunity for our employees to be recognized for their innovative thinking and hard work. 

Related Reading: ASUS Design Thinking Leads to Incredible Solutions

In 2023, the Design Thinking Awards once again illuminated the boundless creativity and dedication of ASUS employees around the world. Award categories were divided across two distinct domains: Product Innovation and Business Innovation. The first category acknowledges products that set the standard across the industry, prioritizing both user-centricity and exceptional novelty. The latter category acknowledges specialized innovations that either bring tangible value to the company or promote operational management efficiency. 

A dazzling array of solutions were highlighted in the Product Innovation category. Featured products included the ASUS ZenScreen MB249C, with its versatile and portable design that empowers on-the-go multitasking. There was also the refreshed Intel® Z790 motherboard lineup, boasting enhanced features based on user feedback of the previous generation. Another featured product was the ESC N8-E11 server, offering exceptional thermal performance, low power consumption, and easy installation. The Zenfone 9 also made the cut, thanks to a design that elevates user experience with every touch. 

In the Business Innovation category, an equally impressive range of solutions was highlighted. First, there was the redesigned HR web center, designed to enhance employee experiences and streamline internal processes. There was also a revamped management reporting system designed to provide efficiency in data analysis. In addition, the ASUS Service AI chatbot, an intelligent customer support assistant personalizes interactions and offers consistent 24/7 assistance, further boosting customer satisfaction. Finally, there was also a crowdfunding campaign promoting ASUS products in an exciting way, generating hype and bridging the gap between ASUS and its customers.

Following compelling presentations from a group of finalists, the judges, who included ASUS Chairman Jonney Shih and our Co-CEOs, selected the 2023 Design Thinking Awards winners. In the Product Innovation category, the Motherboard Business Unit (BU) won for its refreshed Intel Z790 motherboard lineup. For the Business Innovation category, the Customer Service Center Business Unit earned top honors for its ASUS Service AI chatbot. 

During the awards event, ASUS executives shared the stage with the winning teams, congratulating them on their achievements and commending their dedication and innovative spirit. Each winner walked away with a monetary award of NT$300,000, and the runners-up received NT$100,000 for their efforts and participation. 

Related Reading: ASUS Empowers the Future with its Commitment to Continuous Innovation

But this annual event celebrates more than just individual wins: it serves as a testament to the power of Design Thinking and its transformative potential. ASUS is committed to nurturing this philosophy, offering ongoing learning resources and programs to empower all employees to embrace the spirit of innovation. As we move forward, we will continue to leverage this methodology and let the ingenuity of our people inspire us, propelling ASUS to ever-greater heights. 

Let's raise a toast to all the contestants! The innovative spirit of each and every employee is fueling our journey and shaping the future of ASUS!