Malin Leschly, the chief design officer at Logitech, has honed her expertise by catering to a demanding clientele: the vibrant community of livestreamers. “Streamers want to look good, they want to sound good, and they want to have control over what they do,” she asserts, highlighting the high expectations of content creators.
Now, just over six months into her pivotal role as Logitech’s CDO, Leschly is diligently investigating how the integration of AI technology can streamline the processes for content creators. In a significant development, Logitech, through its Streamlabs subsidiary, introduced an innovative “AI Game Highlighter” in September, which revolutionizes how livestreams on platforms like Twitch are transformed into concise, shareable clips for audiences on YouTube, X, and Instagram.
“It’s an opportunity where we can see if AI can be helpful,” she explains, noting that many streamers view editing their content as “worse than schoolwork,” underscoring the challenges they face in content creation.
Winding path
Leschly stepped into the role of chief design officer at Logitech in April, succeeding Alastair Curtis, who had dedicated a decade to the firm. The hardware company has long been renowned for its design-driven approach, with former CEO Bracken Darrell consistently emphasizing the centrality of the design process in shaping the company’s identity.
The designer reflects on her “winding path” to Logitech, revealing her background growing up in Sweden, where “pretty much any experience you have is designed,” highlighting the cultural significance of design in her early life. She ventured to the U.S. to pursue business education in the late Nineties, stating, “California got its teeth in me,” indicative of her passion for innovation.
Leschly’s professional journey included important roles at various startups and design agencies, including a memorable stint at design studio Non Object, which was instrumental in the creation of the award-winning UE MEGABOOM, a Bluetooth speaker whose iconic design has become a blueprint for many modern speakers. Leschly joined Logitech through the company’s acquisition of Non Object in 2018, recalling that “it wasn’t a big leap to move from smaller companies or a small studio to Logitech,” suggesting her readiness for the transition.
Logitech is now aggressively embracing the AI trend, integrating advanced technology into its diverse array of products and services. Earlier this year, Logitech revamped its computer mice by introducing a dedicated “AI Prompt Builder” button, which automatically activates the generative AI application ChatGPT with preset prompts, showcasing Logitech’s commitment to enhancing user interaction.
AI has sparked a heated debate within the design community, with critics arguing that the technology merely reiterates existing concepts, perpetuates biases, and, crucially, threatens job security for designers.
However, Leschly has a different perspective, viewing AI as the latest installment in a long lineage of design tools, likening it to the advent of Adobe Photoshop and Epic Games’s Unreal Engine. While acknowledging the potential pitfalls of AI overuse, she underscores the importance of maintaining creativity and originality in design.
“Design is “craft and creativity,” she asserts. “If AI is all about doing the same thing over and over again, there’s no creativity in that. There’s no positive, meaningful surprise.”
“We can’t use AI in that way,” she firmly states, emphasizing her commitment to ensuring that technology complements human creativity rather than replaces it.
‘Constraints into opportunities’
In 2023, Logitech made a bold commitment to transparency by pledging to include the total carbon emissions generated throughout each product’s lifespan on its packaging. This initiative aligns with the company’s sustainability agenda, as Logitech is recognized worldwide for producing essential peripherals that populate offices globally.
Sustainability deeply resonates with Leschly’s design ethos of transforming “constraints into opportunities.” An exemplary case is the Logitech Casa pop-up desk, unveiled last year, which is crafted using approximately 80% recycled plastic in its touchpad and 60% in its keyboard. Both wireless peripherals are thoughtfully packaged with a laptop stand; Logitech promotes this combination as an ideal solution for users seeking to work comfortably from any location within their home.
“We reduced the carbon footprint of this product by more than a third,” she highlights passionately.
The Casa desk is also noteworthy because it was developed in response to the needs of Logitech’s global customer base, particularly from Asia. “Many people neither have the space nor the desire to have a desk,” she observes. “It was very true among women. They wanted to move around in their homes.”
Leschly also points out that Logitech is keenly observing shifts in user behavior, especially among younger Asians who are increasingly “blurring” the line between work and play. “The latest thing my team is noticing? Younger employees are bringing their gaming keyboards into the office, rather than relying on the standard cookie-cutter model,” she informs.
For this demographic, a comfortable keyboard is “like finding your favorite sweater,” Leschly notes, further emphasizing the importance of personalized experiences in their work lives. “They love the typing experience!”
Fortune’s Brainstorm Design conference is returning on Dec. 5 at the MGM Cotai in Macau. Panelists and attendees will debate and discuss “Experiments in Experience,” designs that blur the line between the physical and digital worlds to captivate users and foster lasting connections. Register here!
### Interview with Malin Leschly, Chief Design Officer at Logitech
### Interview with Malin Leschly, Chief Design Officer at Logitech
**Interviewer:** Thank you for joining us today, Malin. As the Chief Design Officer at Logitech, how have you been leveraging your role to integrate AI into your products, especially for content creators?
**Leschly:** Thank you for having me! My approach has been to view AI as a tool that can enhance the creative process rather than replace it. Content creators, like livestreamers, often find editing to be a daunting task, and that’s where our recent innovations, such as the AI Game Highlighter, come in. By streamlining the editing process, we can help creators focus on what they do best – creating engaging content.
**Interviewer:** The introduction of the AI Game Highlighter sounds intriguing. Can you elaborate on how this technology transforms livestreams?
**Leschly:** Absolutely! The AI Game Highlighter analyzes livestream content on platforms like Twitch and automatically curates the most exciting moments into short, shareable clips for platforms like YouTube and Instagram. This saves creators significant time and effort, allowing them to reach wider audiences while maintaining their unique voices.
**Interviewer:** There’s been a lot of discussion about AI potentially threatening jobs in the design community. How do you reconcile this with your views on AI’s role?
**Leschly:** I understand the concerns. However, I see AI as part of the evolution of design tools. Just as Adobe Photoshop and Unreal Engine revolutionized creative processes, AI can be a valuable asset if used correctly. It’s essential that we use AI to complement human creativity rather than let it dictate our work. It should be about enhancing craft rather than repeating existing concepts.
**Interviewer:** You mentioned challenges within the design community concerning creativity. How can designers remain original while using AI?
**Leschly:** It’s vital for designers to focus on the aspects of their craft that are inherently human – the emotions, the surprises, and the meaningful connections with users. AI should be a collaborator, aiding in tasks but not leading in innovation. By setting clear boundaries on AI’s role, we can exploit its capabilities without losing the essence of creativity.
**Interviewer:** Sustainability is increasingly becoming a core focus for companies. How is Logitech addressing this in your design philosophy?
**Leschly:** Logitech is committed to transparency regarding our carbon emissions, as reflected on our product packaging. This initiative is part of a broader sustainability agenda that I uphold in my design approach. I strongly believe that constraints can be transformed into opportunities, pushing us to create products that are not only functional but also environmentally conscious.
**Interviewer:** Lastly, so much of your journey has been defined by various design roles. How has your path influenced your vision for Logitech?
**Leschly:** My winding path, rooted in Swedish design culture and enriched by diverse experiences in the U.S., informs my perspective on innovation and practicality. I aim to maintain that design should have cultural significance, balance form and function, and ultimately make technology more accessible and user-friendly. It’s about making a positive impact through design that resonates globally.
**Interviewer:** Thank you for sharing your insights, Malin. It’s fascinating to hear how you’re steering Logitech into the future of design and technology.
**Leschly:** Thank you for having me! It’s an exciting time to be in this field, and I’m passionate about the role we can play in creating meaningful experiences through design.
