Role
Industrial Designer
CMF Strategist
Agency
U10 Design Inc.
Client
Logitech G
Category
CMF Design | Industrial Design | User Research
Duration / Year
5 months / 2025
(Overview)
XXX
Confidential or proprietary details have been omitted in this portfolio

Understanding the Market

Gen Z is now the largest consumer group in gaming market, contributing

nearly   50% (47.7 % )

Source: Newzoo, 2022
Gen Z is redefining the market.
Known for valuing self-expression, they engage with products that reflect their lifestyle and identity, signaling a shift in expectations for gaming hardware towards utility.

IP collaboration gaming gadgets drive YoY 65.7% user growth, with revenue surging

91.8%

Source: JD.com Consumer Research Institute, 2021
Gaming-related purchases are increasingly influenced by emotional resonance and collectibility, expanding the definition of gaming hardware beyond pure performance and bridging gaming with lifestyle.

Female gamers are surging within
China’s gaming population, now at

45%

Source: China Audio-Video and Digital Publishing Association (CAPDA), 2022
As the audience diversifies, most gaming hardware remains dominated by aggressive, tech-heavy design, revealing a clear mismatch between evolving audience expectations and current product expression.

Portfolio Strategy

By mapping our lineup against evolving expectations, we found the product language is still optimized for a generic pro-gamer look, showing a heavy focus on hardcore performance and tech-heavy visuals.

We identified our next opportunity: to define a new product language that bridges performance with self-expression. This is where users refuse to compromise: they demand high-grade specifications but require a product identity that mirrors their lifestyle. — signaling a more inclusive, lifestyle-driven future for Logitech G.

Consumer Learning

In collaboration with Logitech G's internal team, we conducted home visits and in-depth interviews with gamers across China to understand the current market landscape. Starting with a broad view of the gaming market, we mapped user groups based on engagement levels, game preferences, and cultural affinities.

Young female gamers

Through observing their gaming setups, we found a clear shift away from dark, tech-heavy environments; instead this emerging audience redefines gaming experience and shape new expectations around gaming aesthetics and lifestyle.
What's in my room?
“I love soft tones, cute decor — something that actually feels like me instead of ‘hacker’ style ”
“Gaming is how I stay close to my friends, and my room is where all of that happens. ”

#Soft

#Playful

#Neutral

#Comfy

What's in my room?
“Gaming is just part of my life — so why shouldn't it blend into my personal space? “
“I want somewhere that feels like home, somewhere I can invite friends over, spend a lazy weekend chatting and playing LOL.”

Key Findings

We believe...
Gaming hardware is no longer defined by performance alone, but by its ability to function as a medium of identity, expression, and emotional connection.

Experience Principle

01
Expressive over aggressive

Design must imply softer visual language, approachable forms, and less aggressive “performance signaling.”

02
Gaming is lifestyle integrated

Design should feel at home in a bedroom, not just a battlestation. forms should also adapt to different spatial narratives.

03
High narrative resonancev

Products should carry meaning beyond function. Design should translate IP narratives into subtle, tangible elements — not surface decoration.

CMF Design Guideline

These principles were then translated into a CMF guideline — a shared decision-making framework built on consumer insight, Logitech G's brand system, and Star Guardian's IP guidelines — designed to align across internal teams and external stakeholders from early exploration through to manufacturing.
Designer
Guides early exploration by setting clear aesthetic boundaries
Engineer
Early-stage evaluation of manufacturing limits to reduces prototype iteration cycles
Project Manager
Align product vision and expectation and enable faster, clearer concept decisions
Logitech G / Riot
Ensure CMF stays within brand system and IP narrative
Ideation Scheme A

Aura

#Soft
#Pastel
#Delightful
Identity expression
Lifestyle Intergration
Cost
Ideation Scheme B

Supernova

#Hyper
#Vibrant
#Iconic
Identity expression
Lifestyle Intergration
Cost