HTC Design Lab

When HTC prepared to launch the flagship HTC 10, the company needed a digital experience that reflected its design-first philosophy. As Creative Lead, I directed the redesign of HTC’s global e-commerce site and the creation of the HTC Design Lab —a dedicated microsite that pulled back the curtain on the brand’s creative process.

The project included:

• A new landing experience for HTC’s product ecosystem, showcasing smartphones, accessories, and emerging categories like VR.

• The Design Lab portal, a storytelling destination that featured behind-the-scenes content, designer interviews, and process documentation around Color, Material, and Finish (CMF).

• Product design narratives, such as the HTC 10 Design Story, which celebrated the craftsmanship of the device through sketches, prototypes, and material explorations.

What made the Design Lab unique was its level of openness. Instead of only promoting features, it invited customers and fans into HTC’s design studio, offering transparency into how products were imagined and built. This approach positioned HTC not just as a technology company, but as a culture of makers—rewarding fans with exclusive insights and reinforcing the brand’s competitive edge in a crowded mobile market.

The result was an integrated digital platform that blended commerce and storytelling, elevating HTC’s identity as a design-centric brand while fostering a stronger sense of community among its audience.