Optimizing the mundane: A lesson in design simplicity

In their talk during Design Week Portland, R/GA’s executive creative directors Una Walsh and Ben Williams found that the hype of technology and design has made way for reality.
While the industry grapples with a never ceasing onslaught of fancy new toys in design and technology (i.e. VR, AR and the like), Walsh and Williams articulated key themes, like going beyond the interface to create things that are simple, purposeful and integrated. On display was some of the work R/GA has done