«As Principal Industrial Designer, I was the Design Lead for Client Peripherals Gaming categories. My role included creating & pitching design gestures / strategies to Design and Business executives, as well as driving & delivering these design concepts to market within the Core Team.

Given my accumulated studies of Gamers, Gaming Peripherals Trends & Market, I became the POC for Gaming Peripherals Design & Experience.

I started getting more involved in cross-functional strategic initiatives with technologists & business strategists to explore ecosystem experience innovation and new business opportunities for Client Peripherals.»

«The Legend Design Language was founded by the Austin Design Center Team and partners, with Notebook & Desktop categories at its core.

It included high level considerations on surfacing / CMF colorways / lighting signature / brand graphics.»

«All Peripherals were designed concurrently within the Singapore Design Center, where I ran the design gestures exploration & approvals for Mice, Keyboards and Headsets .

Each design gesture was the result of a lengthy iterative process of divergent creativity (sourced from style trends, Gamers observation, new technologies) & convergent selection (through rapid prototyping review, cross-functional assessments, Gamers resonance testing).

These designs were intentionally expressive and differentiated to mark the visual shift of Alienware to the Legend Design Language, setting the new identity for each product category with common design and experiential ingredients.»

«For each category, a series of products were created under the same form factor with the intention to build ecosystem consistency and establish a brand icon through each design gesture.

A platform approach to feature integration on the design gesture enabled an effective “good / better / best” product positioning, and carefully planned CMF tiering provided new branding, design & experiential standards across price bands.»