Design Principles
From complexity to simplicity.
Everyday Experiences
Only tackle everyday activities that appear to be overly complex.
Focus on the essence and value of the activity.
Help the user engage in a mindful way.
Redesigned the activity from fundamentals.
User Experience
Consider the full user experience, from purchase and preparation to storage, maintenance, and eventual replacement.
Design for all aspects of user interaction, including functional, tactile, aesthetic, and cognitive elements.
Minimize the user’s resource burden, especially in terms of time and cost.
Immortal Products
Strive to create immortal products through simplification and materials selection.
Reduce packaging to essentials.
Select materials that minimize total environmental impact.
“It is only our arrogance that prompts us to find unnecessarily complicated answers to simple problems.”