Project motivation

Early arrangement for the design of Flip 13” & 15” series in the next year

To stabilize ASUS Flip market share in North America and enhance profit for products

To identify ASUS Flip’s new aesthetics, technology & opportunities

Values created

1. In-depth and complete preparation before exploring user needs

Respectively from quantified user analysis data, quality in-depth user interviews, competitor analysis and every user comment on each major sales platform, we identified the users’ needs they most cared about, and effectively strengthened the needs by design to touch users’ paint points.

2. To adhere to design with reasons and continuous innovation

Everything starts from the requirements. Therefore, we worked together with the forward-looking administrative team and the interactive technology department to verify our bold, innovative hypotheses for making the working prototype the errors of which receive continuous corrections till a brand-new interactive experience and a brand-new PI structure are created.

3. Early participation of all departments in the design, starting together from the source

At the beginning of the concept development, we actively invited the PM, purchase, marketing, administrative and software R&D departments to participate in the design in the early period. Not only could we listen to their expertise to prevent us from walking the wrong way, but also stimulate more sparks by the cross-disciplinary brainstorming. More importantly, a consensus could be built up from scratch and the design would be no longer a waterfall model but a result achieved by joint efforts.

Definition of early users

We defined the users’ characteristics for the products of 13" and 15" by the meaningful drop points on the PI strategy grid of 9 rectangles, trend probes, and the quantified questionnaires filled in by Flip notebook users.

The PI strategy grid of 9 rectangles indicated that the 13”and 15" were located in the two rectangles of mobility plus respectively performance balance and performance priority.

The quantified questionnaires filled in by Flip notebook users helped us to identify the buyers’ age and occupational distribution from groups, to find out their main uses and habits from use behaviors, and to determine key purchase factors from purchase considerations. User characteristics were further confirmed from the three major elements.

15” Zenbook Flip Pro

-       Performance‧Best

1.     Professional 

2.     Student/Teacher

3.     Youtuber


13” Zenbook Flip Deluxe

-       Mobility‧Enhance ‧Balance

1.  Manager leader

2. Digital nomad

3.  Student

Analysis of competitors

Exploring and analyzing the major competitors' product identity strategy changes, price band positioning, large-scale evolution, techniques and design details, we found that HP’s identity strategy had been dominated by hero products, and gradually decentralized into various segments for creating a common identification of the entire product line. Such learning would help us know ourselves and competitors better.


User requirements exploration
-      From the quality interview data, we found out the real cause of the user's pain
points, such as the real use timing of the tent mode, and summed up the three elements of operation with ease, needs satisfaction, and five-sense aesthetics.

-       We carefully read the buyer reviews on the e-commerce platforms such as BestBuy and Amazon item by item, which was like listening to the most realistic voices of users. Among them, there were many heavy users of audio-video experience who valued not only the image quality, but also the sound experience.

In search of keys to success

After fully understanding the users, we started brainstorming based on the pain points to find out the key to success which would really satisfy customer requirements. Both the presentation method and the software or hardware solution might be informal. Through intensive discussions and mutual brainstorming, we jointly produced the most complete and promising conception.

Early participation of administrative, purchase and marketing departments in design

At the beginning of the concept, we worked closely with various departments. With early participation by other departments, it is possible to earliest determine whether the direction is correct or not, hence reducing the time spent on the unnecessary long road. At the same time, all units may reach a consensus at the beginning and work together towards the common goal.

Early participation by Administrative Department

In the initial period of the concept, it can help assess the feasibility of the innovative structure, the choice of techniques, and limitation of mass-production, in order to avoid the proposals which cannot be feasible or mass-produced. It is a quality gatekeeper.

Early participation by Purchase Department

Based on the development experience of previous generation models, the concept can be disassembled into such details as diamond-cut techniques and construction of decorative parts for cost estimation. In the early stage of concept development, the too costly concepts may be first filtered out. It is a cost gatekeeper.

Early participation by Marketing and Customer Service

Units that deal with consumers in the first line can reflect the most direct voice of consumers and introduce such voice into the early stage of concept development. The units can also gain an in-depth understanding of the origins and processes of each concept, and will be able to tell a more complete and attractive story in the future.

Actual concept output

EXTRUDE RADIATION - The ultimate audio-video experience

It was known from the user needs that some users had valued audio-video performance. In order for Flip users to enjoy the highest quality sound experience in all modes, the concept of placing the speaker under the screen panel came forth. The design of the speaker net allowed the high-performance and high-quality texture and feel to be displayed once turned on. The biggest feature of this concept was that the 360-degree use could not impact the sound output a bit. So, the users might enjoy quality images as well as experience the best sound at the same time.

We discussed and studied with Administrative Department to solve the problems of glue dispensing on the glass panel, the structural design of the speaker cover, the speaker size and sound quality test, the sinking hinge structural design, etc., and successfully made this proposal reach possibility of mass production.

Seamless Touch pad – a model with seamless touch pad, inducing a new use experience

Sound visualization experience

1. Visualized sound could fluctuate with the tune when playing music

2. Cortana recognition could increase the visual recognition effect (to enhance the voice assistant's PI)

Message information display

1. When charging, you could use the breathing light to indicate charging

2. The ratio of gradient light could be changed when the power was coming down

3. When the new message was in, notification could be illuminated

4. Experience came when connected with mobile phones

5. More comprehensive ECHO show

New interactive mode experience

1. It was possible to make a range of motions such as volume change zooming in and out by moving up the two bars at the same time (the distance was greater than the maximum value of one finger extended)

In cooperation with the advanced touch technology department, we modified the existing machines to quickly verify if the concept met the user's requirements, and enabled the general subject to clearly experience the conceptual model scenario and its value. This concept achieved innovation in both structure and materials, using soft materials and innovative structural design, so that the flat touchpad seemed to still have a substantial press feedback. It also created a new experience that added more indicative and application-level possibilities to traditional touch pads. We successfully applied for a patent and initiated an innovative project for in-depth research.

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