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Known for its understated elegance and design, Japanese 'unbrand' Muji has shared a message on its website that is well worth the few minutes it takes to go through the flash presentation.
After 30 odd years in the global design industry opening doors to new
and frontier markets through exploratory user research, concept design, and innovation strategies, Niti returned to academia as a student to pursue a PhD in Product Development at Aalto University's Design Factory. Her dissertation looks at the contribution of design methods to foster agency and capacity for innovation as a resilience strategy to shocks at the micro-level of the individual. Her research approach has expanded the multidisciplinary lens of viability, feasibility, and desirability to a transdisciplinary one where participants generate the actionable knowledge for their own innovation pathways.
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Muji's message: 'best' becomes 'enough'
For more on this topic, people can read "Designing Design" by Kenya Hara.