"When I was in school back in the 1970s and 80s, industrial design meant creating mass-manufactured products. The prevailing question was, “How do you make the perfect cup or chair or sports car?”. The challenge was clear: make better, more efficient, more beautiful stuff. That kind of design still exists, of course, but now the challenge at hand is much more complicated. Why? Because the things we interact with are leaving the simple and physical world and becoming virtual and complex."