May 2005

The first Asus “candybar” phone

After a first foray into the phone market with a flip phone, I lead a team that consisted of Henry Chang and Kyle Shiau to design Asus’s first ever “candybar” mobile phone, targeted at a female audience in Taiwan, Mainland China and India.

Playful business

Using floral elements as a design inspiration for the small phone, we decided to tone down the product’s lighthearted nature with a series of more mature color schemes that extended the group of potential users beyond a rather young audience. The V55’s minuscule size, its set of features, price, and design all seemed to resonate with Asus’s customers. Around 400,000 units were been sold between April 2005 and August 2006 and sparked the development of its sibling, the Asus Qube.

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