Dell Displays and PC Peripherals: Designed in Singapore, for the world (Part 1)

A behind-the-scenes look at how some of the Dell award-winning products are designed

Dell Technologies has been at the forefront of technology innovation for the last four decades, and this year also marks 10 consecutive years that Dell has been the No. 1 monitor company worldwide, according to the IDC Worldwide Quarterly PC Monitor Tracker. The Dell Singapore Design Centre (SDC) is where Dell’s monitors and PC peripherals are designed and developed, and they are shipped to the rest of the world.

In this interview with Jason Goh, Design Director of the Experience Design Group at Dell Technologies, we unpack how he leads his team to continue this legacy as they design purpose-fit products for today’s users.

Q: Could you walk us through the stages of a product design, from conceptualisation to production, and how your team comes together to bring a product to life?

At Dell SDC, our journey begins with the customer. We adopt an experience-first mindset, starting with discovery:

• Discovery Phase: We first do a deep dive to understand user needs and diagnose pain points – boosting productivity for working professionals or enhancing gaming experiences.
• Synthesizing and Defining: We align cross-functional teams to create a clear strategy.
• Ideation Phase: Concepts take shape, guided by close collaboration with the Engineering and Marketing team.
• Iterative Testing: Real-world feedback refines our products. Our counterparts worldwide help us gather global insights to ensure our solutions meet diverse customer needs.
In conclusion, we’re not just designing products; we’re crafting purpose-fit experiences.

Q: Many people don’t realise that Dell and Alienware displays and PC peripherals are designed in Singapore. Why is Singapore’s design environment conducive to developing these innovative award-winning products?

Singapore’s strategic location and multicultural environment offer a diversity of perspectives, enabling us to design products that cater to users around the world. It attracts diverse design talents from across the world, enriching our creative ecosystem. Advanced R&D capabilities, government support for innovation and continuous technological investments make Singapore most conducive for design excellence.

Q: You are incredibly passionate about design. Can you share about your design philosophy and how good designs can enhance user experience and lives?

My design philosophy is all about enhancing user experiences and enriching lives. Good design is transformative – it is a harmonious blend of aesthetics, functionality, and purpose.

• Aesthetics with Purpose: Design isn’t just about visual appeal; it’s about solving real problems. A well-designed product seamlessly integrates form and function.
• User-Centric Approach: We collaborate closely with users. For gaming products, we listen to gamers’ needs, preferences, and pain points. We go through this iterative process to ensure that the products we design elevate their gameplay.
• Sustainability and Inclusivity: Good design considers the broader impact. We strive to use eco-friendly materials and design accessible interfaces, positively influencing both users and the environment.