Industrial Design for HP from our Singapore studio


Deskjet 9600 Inkjet Printer

OBJECTIVE: Starting from a proof-of-concept prototype with functional print engine, create an industrial design targeted to the SoHo (Small office, home office) users who require A3 size colour printing capability. Although the large internal components, it's critical to create a form factor which visually reduces bulk but looks robust and fast.

OUTCOME: We first worked with HP's R&D engineers to establish optimal component layout for bulk reduction and establish technical parameters. From then on, the design process is hinged to technical constraints and ergonomics, as we explore a myriad of configurations which adheres to HP's corporate design language.


Multiple concept directions were developed to full scale realistic cosmetic model for consumer feedback. This helped to tightened design iterations  for final market testing in Germany, US and China before implementation. The design received a iF Design Award from Germany upon its succesful launch.