ASUS employs 130 designers in its offices in Taiwan, China, and Singapore. In 2009 alone, this international team helped ASUS products earn more than 3,000 industry awards. This success is just one dividend of a design culture devoted to a single, overriding purpose—the user experience.
The ASUS design story starts at the ASUS DESIGN headquarters, which is split into nine teams. Each is focused on a different facet of the production process, from market research and material development to mechanical design, industrial design, and packaging.
While most new products are based on ASUS roadmaps, great ideas regularly come out of ASUS DESIGN's annual brainstorming sessions, which each year focus on a different theme. The exploration of luxury in 2006 led to development of the high-end ASUS-Lamborghini gaming laptop and leather-covered S6 ultraportable, while the "green" focus in 2007 inspired the U6 Bamboo and original Eee PC laptops.
Design at ASUS is less a department or discipline than the expression of a fundamental company value. ASUS understands that in the right hands, design is a tool for capturing that elusive combination of form and function, personality, and performance that users desire and that distinguishes products in the marketplace.
Achieving this balance requires tireless commitment as the best designs serve to both respond to and anticipate constantly evolving user needs. For this reason, when asked which product they are most proud of, the decorated design teams at ASUS have a favorite answer: the next one.