« As Senior Principal Industrial Designer, I led the Design Team for the Alienware PRO peripherals. My role included creative direction, experience design activities planning, Team mentorship, creation & pitch of design gestures / strategies to Design & Business executives, down through driving & delivering these design concepts to market within cross functional core Teams. »

« Evolving chapters of the Legend Design Language were managed per-site & per-category, in this case the Pro Series variation was jointly developed across Mice / Keyboard / Headset categories under a common strategy & vision.

It was built on an evolution of the Legend DL foundations to entertain the same level of Brand visual / experiential consistency across products and touchpoints, focused on uncompromised competitive performance for Esport gamers. »

« The Alienware PRO Mouse, Keyboard & Headset represent the brand's take on specialized gaming products design specifically for Esport athletes.

Broadening the scope of work for this effort, I drove the Team to relook at all aspects of the offer value proposition to define a new experience strategy that would best resonate with this very specific target audience.

For each product's design gesture, we drove very pure & effective product architectures, where the essence of Alienware's design language & experience was distilled to their purest form. From there we defined a coherent identity using common surfacing treatments / usability interactions / CMF & design details that best fit Esport athletes needs and preferences.

This enabled the emergence of a distinctive PRO Series identity within Alienware's peripheral categories, while keeping ties to the established brand icons. »

« With the development of our Pro Series of Peripherals, I had the opportunity to tap on Alienware’s partnership with Team Liquid and overhaul our design process to truly embed the study and input of our target Esport athlete audience into the design & programs’ decision making process.

Intensive partner, market & technology research was done to build a knowledge base across Esports solutions' end-to-end User journey / feature-set / form factor ergonomics / aesthetic perception / CMF / Usability / Performance / Quality and more. From there several tracks of design concepts were explored to offer options to the business on how to achieve the Team's common goal.

With regular engagement in the Netherlands and Singapore over the span of 18 months, we extracted insights from over 100+ Esports athletes to help set the foundations of our lineup’s goals, building an understanding of the most impactful opportunities for that audience. Concept & product development was marked by iterative resonance & ergonomic testing of technologies, form factors and prototypes, scrutinizing every gram, rib, stitch or component used in the process. »