INSPIRING INNOVATION THROUGH STORYTELLING
ETIENNE FANG CONSULTING
IN SEARCH OF INCREDIBLE ASUS, the world’s 5th largest PC manufacturer based in Taiwan had built its success on OEM manufacturing of motherboards and components since its inception but was new to designing and branding its own computers and electronics. The head of Design Research at ASUS asked me to conduct the U.S. portion of a multi-phase research and strategy project to better understand the various smartphone and tablet landscapes in the U.S., Chinese and Taiwanese markets to inform new product development and inspire future innovation.
CROSS-CULTURAL INSIGHTS With the goal of understanding American consumers’ purchase process smartphones and tablets, we set out on a consumer deep-dive using immersive digital techniques and ethnographies. I leveraged my client's solid understanding of their primary markets in Asia to help build my client’s foundational understanding of the U.S. market. This allowed us to compare/contrast differences in users’ purchase considerations, brand preferences, pricepoint requirements and feedback on concepts.
STORIES TO DRIVE INNOVATION Through multiple work sessions I led in Mandarin and English, we dimentionalized user profiles and developed a unique design language for the U.S. market. These insights helped ASUS assess the viability of a new product set to launch worldwide in the near-term. For long-term innovation, I created twenty “Stories for Innovation” based on collective user scenarios and extreme behaviors collected in our deep-dive research. These stories have continued to inspire their international design team, grounding them in the lives of American consumers.
(Photo credit: ASUS USA)