ASUSTeK Computer : ASUS Design Thinking Leads to Incredible Solutions

ASUS offers an expansive portfolio of incredible solutions―each designed to meet specific user needs.
One of the keys to our success lies in ASUS Design Thinking, which has been a guiding principle for more than a decade.

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. As ASUS Chairman Jonney Shih says, "We internalize the ASUS Design Thinking methodology to relentlessly find the best solutions that fulfill user desirability, technical feasibility, and business viability."

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."