FUNCTION GAMING KEYBOARD

I led the development of NZXT’s gaming keyboard lineup, delivering high-performance, durable, and customizable solutions that meet the unique needs of modern gamers. By segmenting users into distinct personas and creating a tiered product roadmap, we delivered keyboards that combine cutting-edge technology, thoughtful design, and exceptional value.

Understanding Gamer Needs

Precision, Performance, and Innovation

Through research and market analysis, I've identified four key user personas to guide product development:

• Performance Users: Value durability, quality key feel, and affordability for casual gaming and productivity setups.

• Premium Enthusiasts: Demand responsive switches, hot-swappable options, and flexible wired/wireless connections for competitive and multi-device use.

• Elite Gamers: Seek top-tier performance, customizable actuation points, and premium build quality, combining in-game precision with a superior typing experience.

• Design-Conscious Users: Want aesthetically pleasing keyboards with RGB lighting and form factors that fit into clean, modern desktop setups.

• Phase 1: Focus on the mid-tier Premium keyboards to build volume and brand credibility, prioritizing wired models with advanced features.

• Phase 2: Introduce Elite keyboards with exclusive switch technology, exceptional build quality, and top-tier features.

• Phase 3: Expand the Performance tier to offer budget-friendly, high-quality solutions for casual gamers and entry-level users.

This phased approach balanced user demand, cost efficiency, and technology integration to drive growth and market adoption.

A Strategic Path to Market Leadership

The roadmap was designed to establish a strong presence while scaling efficiently:

Key Results & Impact

• Modernized keyboards from Gen 2 to Gen 3, drove category growth with feature upgrades, and expanded the product lineup to achieve a projected revenue increase from $1.4M to $4M.

• Increased EMEA keyboard sales by 20% and AMER sales by 35% by implementing Gen 2 pricing adjustments, leading marketing activities, and elevating brand equity.

• Improved profit margins by 7% on Gen 3 keyboards through cost-reduction strategies and enhanced supplier agreements.

• Secured 2-year exclusivity contract for new key switch technology which prevented competitors from using the innovation for one product cycle and strengthened market differentiation.

• Boosted customer satisfaction by 15% by leading software and firmware teams in defining product specifications and introducing preset profiles and user-friendly controls for keyboard usability optimization.

Rebuilding Sales and Market Position

Product Review Highlights

Challenge: Gen 1 lacked quality, while Gen 2 faced limitations due to tooling and misaligned pricing. Breaking into retail channels also proved difficult due to lower margins.
Solutions: Lowered MSRP to align value with customer expectations.

• Conducted sales training for regional teams to better position products with the right audiences.

• Optimized BOM costs for Gen 3 planning, streamlining features and leveraging a platform approach to share components across models.

Understanding Target Consumers

Challenge: Early product launches lacked clear segmentation, leading to mismatches between features and price tiers.

Solutions: Lowered MSRP to align value with customer expectations.

• Developed a three-tier strategy: Performance (<$100), Premium ($100–$199), and Elite ($200–$300).

• Pinpointed user priorities: speed, durability, hot-swappable customization, and RGB personalization for higher-tier models.

• Tailored features like polling rates, switch options, and materials to match user needs in each segment.

Supplier Collaboration and Strategy Shift

Challenge: Low production volumes and insufficient supplier support for firmware and technology limited growth and margins.

Solutions:

• Focused on mid-tier volume models to drive scalability before introducing elite products.

• Partnered with key suppliers, securing exclusive switch technology and quarterly updates to stay ahead of market trends.

• Adjusted the product mix to focus on wired models, aligning with the 3:1 demand ratio for wired vs. wireless keyboards.

Newest Magnetic Switch Technology with adjustable actuation.

Challenges & Solutions

When we integrated magnetic switches into our keyboards, I knew we had an incredible opportunity to redefine how users interact with their devices. These switches allow for game-changing features like rapid triggers and adjustable actuation, but as exciting as these innovations are, they’re completely new to the market. Early on, I recognized that if the software was overly complex, it would discourage adoption, so I set out to make the UX/UI as intuitive and approachable as possible.

To achieve this, my team and I took the time to study competitors' implementations, learning from their successes and missteps. We also rigorously evaluated our own software, focusing on how to translate these advanced features into something users could understand at a glance. As a result, we implemented features in a way that eliminates barriers, providing carefully curated lighting and keypress profiles so users can switch configurations effortlessly. Whether they’re gaming, typing, or multitasking, users can easily find the right setup for their needs.

Throughout this process, my guiding principle was to give users the freedom to explore the full potential of these groundbreaking features without feeling overwhelmed. This balance of simplicity and power reflects my dedication to creating technology that works for people, not the other way around.

Simplifying Innovation

"Small, compact, and convenient, the NZXT Function Elite MiniTKL Keyboard won’t revolutionize your computing experience, but it will give you a lot more room on your desk. It’s highly customizable and feels good to use, at least for short periods of time."

80 / 100

77 / 100

"A powerful gaming keyboard with lots of style and substance that offers a lot of speed in a swanky chassis."

"The NZXT Function Elite MiniTKL, though expensive, earns its price tag with its top-tier performance, gamer-focused features, and excellent build quality."

"NZXT has made a really good gaming keyboard here. It looks premium, it feels premium, and it sounds premium. If you’re purely looking for raw gaming performance there are other options that do it just a bit better, but if you want a good mix between sound, typing feel, looks, and performance, this is a board that comes warmly recommended."

"Built like a tank, quiet in use, and with the fast and accurate user experience you get from the NZXT Magnetic switches, the NZXT Function Elite MiniTKL is worthy of a place on everyone’s shortlist and wins our OC3D Performance Award."

"Overall, the combination of customisable magnetic switches, a high polling rate, premium construction, attention to detail and a pleasing typing experience make it an attractive choice for gamers and keyboard enthusiasts in general. Easily one of the nicest keyboards I’ve ever typed on, and certainly one of the fastest and most responsive. In short, I highly recommend you get hands-on with the NZXT Function Elite MINITKL!"

4.5 / 5

"Overall, the NZXT Function Elite MiniTKL keyboard was a delight to use and will become my daily driver going forward. Placebo or not, I had one of the most "locked-in " gaming experiences on this beast and only missed out on a few features using this TKL format."

CANVAS GAMING MONITOR

From concept to launch, I led the creation of NZXT's gaming monitor lineup, delivering innovative solutions that catered to diverse user needs and redefined the desktop gaming experience. With a focus on design, performance, and adaptability, these monitors quickly became a key driver of growth and customer satisfaction.

Designing for Every Gamer

Redefining the Desktop Experience

Understanding that every gamer is unique, we developed user personas to guide product decisions. These insights shaped our design, features, and configurations to meet diverse needs.

• The Standard Gamer: Focused on affordable, compact setups for casual gaming.

• The Multi-Tasker: Balancing gaming and productivity with clean, organized setups.

• The Immersion Enthusiast: Prioritizing wide-screen panels for immersive experiences.

• The Entertainment Center: Combining multiple screens for gaming, productivity and streaming.

• Introduced a tiered product line to cater to different user budgets and performance needs.

• Focused on rapid launches, leveraging supplier collaboration to bring products to market three months ahead of schedule.

• Designed for longevity by aligning new product tiers with lifecycle pricing trends, ensuring sustained market competitiveness.

A Strategic Vision for Innovation

The gaming monitor roadmap spanned five years, with clear milestones.

Key Results & Impact

• Achieved $5.3M in revenue during first-generation monitor product lifecycle, surpassed initial target of $2.6M, and laid a foundation for future market success.

• Established and optimized end-to-end processes for monitor product development, reduced development timelines by 20%, and created scalable systems which streamlined concept-to-launch execution.

• Increased DTC channel monitor-to-PC attach rate from 5% to 15% by developing targeted promotions and campaigns in close collaboration with direct-to-consumer teams.

• Secured growth in development investment from $5M to $10M by creating a strategic roadmap with additional models and implementing a monitor configurator for user customization enhancement.

• Generated $3M in additional revenue by launching a second-generation lower-priced monitor product line designed to meet needs of price-sensitive customers and late adopters.

Navigating Supply Chain Constraints

Product Review Highlights

"The Canvas 27Q is an excellent debut from NZXT into the display market. While its lack of image quality controls may turn off some content creators, the other elements it brings to the table such as an attractive design, great color performance, and exceptional motion clarity will appeal to even the most demanding of gamers."

"The NZXT Canvas 27F adheres to the same design goal, good clean fun at a low price. Though the monitor doesn’t offer any extra contrast for HDR content, it delivers top-shelf gaming performance, solid build quality and very accurate color for an impressively low price. For budget systems, it’s a great choice."

"NZXT's first foray into monitors is a successful one, as the Canvas 32Q Curved impresses with its handsome design and low input lag."

4/5

4.5/5

4/5

Challenge: Limited supplier options for gaming monitors made differentiation and cost competitiveness difficult.

Solutions:

• Built strong supplier relationships, securing better pricing and shared goals.

• Conducted cost optimization analyses, including bulk purchases to meet supplier MOQs while maintaining better margins.

• Differentiated through exclusive CAM software features, offering preset profiles for gaming and productivity to enhance usability.

Market-Specific Timing

Challenge: Supplier-dictated panel updates created challenges in aligning product launches with market demand.

Solutions:

• Conducted in-depth market research to identify pricing trends and technological waves.

• Planned tiered product launches, ensuring older models remained competitive while introducing new technologies.

• Established quarterly reviews with suppliers to stay ahead of panel release timelines.

When designing the software for our monitors, my priority was to make usability intuitive and purposeful for different user scenarios. We realized that whether someone is gaming or working, they often don’t want to spend time tweaking endless settings. To address this, we created curated preset profiles tailored for specific activities. For example, in our FPS (First-Person Shooter) gaming profile, we adjusted the black levels and contrast so players could easily spot opponents hiding in dark environments. We also fine-tuned green hues, knowing that grass fields often play a strategic role in these games.

I didn’t stop at just gaming, though. Productivity users often have different needs, such as settings optimized for extended hours of work. To enhance convenience, I introduced scheduling functionality—users can now program their monitors to switch profiles automatically based on the time of day. For instance, a gamer can set their monitor to switch to darker, eye-friendly settings for nighttime gaming. My focus was not just on technical excellence but on crafting a user experience where everything just works, letting users focus on their tasks or gameplay without distraction.

Challenges & Solutions

Improving Usability with Smart Presets

HUE 2 RGB ECOSYSTEM

The HUE 2 Ecosystem redefined PC lighting with smarter control, expanded compatibility, and a wide range of accessories, giving builders unmatched customization possibilities. From ambient lighting for monitors to RGB underglow and fan accessories, I led the development of a modular and user-friendly solution that transformed how users personalized their setups.

Personalized Lighting for Every Setup

Elevating RGB Lighting to the Next Level

Understanding that every gamer is unique, we developed user personas to guide product decisions. These insights shaped our design, features, and configurations to meet diverse needs.

• Phase 1: HUE 2 Lighting Kit (Core lighting controller + LED strips).

• Phase 2: Expansion accessories: RGB Underglow, Cable Combs, and Fan Covers to enhance flexibility and PC aesthetics.

• Phase 3: HUE 2 Ambient Kit for monitors, introducing immersive ambient lighting modes powered by CAM software.

Building a Complete Lighting Ecosystem

The product roadmap focused on modularity, scalability, and ecosystem growth:

Challenge:

• Cost overruns on housing for RGB underglow and overheating issues with the lighting controller.

• User feedback on the durability of double-sided tape for the Ambient Kit.

Solutions:

• Reworked underglow housing design for cost efficiency and improved thermal performance.

• Launched an updated Ambient Kit with enhanced tape quality and streamlined installation guidelines.

Hardware and Mechanical Refinements

Product Review Highlights

"Streamlined installation and intuitive software makes the HUE 2 a versatile powerhouse of RGB."

"At just over $100, it is costly, but once the HUE 2 Ambient V2 RGB Lighting Kit is installed and functioning, it becomes much less of a sticking point. What we have experience is nearly mind blowing, and we strongly urge you to try it out!"

92/100

• Enthusiast Builder: Focuses on achieving a clean, fully synchronized lighting setup with high customization (e.g., RGB LED strips and cable combs).

• Gamer: Prioritizes immersive lighting effects, such as monitor ambient modes that extend gameplay visuals into their environment.

• Streamer: Values bold, vibrant lighting to highlight PC aesthetics, favoring RGB fans and underglow for maximum impact.

• DIY Novice: Seeks an easy-to-install solution with intuitive software, avoiding complexity in setup and control.

Managing Inventory and Channel Launches

Challenge:

• Excess HUE+ inventory in channels reduced initial demand for HUE 2 products.

• Regional delays in SKUs and inconsistent stock availability post-launch.

Solutions:

• Implemented a trade-up program for HUE+ users to encourage migration to HUE 2 products.

• Standardized SKU tracking processes and improved launch execution timelines across regions.

Key Results & Impact

• Exceeded sales targets by 70% by conducting market analysis, evaluating localized marketing campaigns, and driving adoption in APAC and EMEA regions.

• Led successful launch of HUE 2 lighting ecosystem and introduced innovative features that established a new industry benchmark for PC lighting and solidified NZXT’s category leadership.

• Improved out-of-box user experience by 25% partnering with hardware engineering team to define technical specifications, including lighting and power port placements, simplifying accessory connections and streamlining cable management.

• Addressed key customer needs for noise reduction by increasing PC fan performance by 20% and achieving quieter operations.

• Drove 20% increase in customer satisfaction ratings by enhancing product usability and customization through integration of feedback from gamers and PC builders.

• Elevated brand recognition and market penetration with strategic go-to-market planning; increased adoption product rates by 40% across key regions and strengthened NZXT’s global presence.

• Expanded HUE product lineup and sustained competitive differentiation by leveraging customer insights and market trends.

Challenges & Solutions