The new Izo collection of tech products from Azio Corp.

Design-Led Innovation: Azio’s Tech Products

About Azio

While most companies focus on the tech aspect of tech gear, Azio has deviated from the cookie-cutter designs by putting innovative tech design in the forefront. Their core focus is producing PC keyboards, mice, and audio products that are aesthetically inspiring, fun, and engaging.
From their Retro Classic Collection, drawing inspiration from vintage typewriters, to their newest mood-boosting IZO Collection, Azio aims to create the perfect marriage between emotion-evoking designs and high-end tech.
Azio's Izo keyboards & tech products showcasing their design-led innovation.
Source: Azio
Rachel C., Marketing Manager at Azio, shares insights about their process and how they launch their collections below.

Q&A with Rachel C., Marketing Manager at Azio

Ideastag: What’s the story behind Azio? What was the inspiration behind setting up the company?

Rachel: Azio (pronounced “ay-zi-oh”) began with two friends who wanted to tackle the challenge of merging out-of-the-box design with tech. They began with common but overlooked workspace tools, asking the question, “Can we do more?”
Taking a look at the everyday household, almost all modern users use these tools—the keyboard and mouse. To push the boundaries, they experimented with unconventional materials and softer forms, creating Azio’s line of retro classic keyboards, and thus making room for more innovative designs such as the IZO.

Ideastag: Azio has been in business for 10 years. To what would you attribute your continued success?

Rachel: We have a great team who is passionate about our products and goals. We hope to transform users’ creative spaces to evoke inspiration through our designs. We’re lucky to have the best fans who continue to support us, and it pushes us to continue to create products people love.

Ideastag: Can you briefly walk us through the process of going from idea to launch for your collections?

Azio's Retro Classic keyboard & tech products showcasing their design-led innovation.
Source: Azio
Rachel: For us, we always draw inspiration from products we love. Our Retro Classic line was inspired from vintage typewriters, paying homage to the original keyboard. We wanted to transform the typewriter to a modern tool and implement genuine materials similar to the classics. For the IZO Collection, we wanted to emulate the colors and forms from cosmetics.
Once the design is finalized, we go through several testing phases to ensure the product meets our high standards of quality. When the prototypes pass several extensive tests, the products go into mass production.

Ideastag: How has this process changed since launching your first collection?

Rachel: The general process hasn’t changed much, but we’ve polished our testing phases to be more efficient.

Ideastag: What has been your biggest challenge/setback?

Rachel: The general process hasn’t changed much, but we’ve polished our testing phases to be more efficient.

Ideastag: What would you say comes first: design inspiration, studying user needs, or exploring functionalities and technology?

Rachel: Studying user needs is important as it gives us insight into what customers want. From there, we carefully design our products, curate materials, and craft in the technology.

Ideastag: Lastly, what advice would you give someone looking to launch an innovative product?

Rachel: Studying user needs is important as it gives us insight into what customers want. From there, we carefully design our products, curate materials, and craft in the technology.

The Takeaway

The days when design was an after-thought, a mere vehicle to bring tech to life but in its most lifeless form, are long gone. Design-led innovation is an evolution of how customers experience a product.
In the case of Azio innovations, incorporating a design-led approach into everyday tech gear has been advantageous. They have tapped into an unmet need in a market where consumers want products that have character, inspire them, and serve different tastes. By correctly identifying how they can bring value to end-users, Azio continues to launch innovative designs that provoke emotions and draw buyers in.
Innovation begins with market research, as well as by soliciting feedback and incorporating it into the direction of the brand. Testing, collecting feedback, and continuous improvement all dictate which design innovations will get acquired and which will be left behind. In the end, customers are the true judges of innovation. They determine its value and worth.

Every successful business has a unique idea that helps it win in the marketplace. Our hope is to give you the best practices, tools, and inspiration to turn your ideas into action and create success stories of your own. Visit the Ideastag Learning Center for more.

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