Design Thinking: Matsuda


(Image courtesy of Matsuda's Instagram)


In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how the organizations apply Design Thinking into their market offerings. I had the opportunity to talk with founder James H., CEO of Matsuda, to learn more about the brand.



(Image courtesy of Matsuda's Instagram)


1. What makes Matsuda different from other brands on the market?

In a world that emphasizes immediacy, Matsuda chooses to anchor in craftsmanship and thoughtful execution. Consequently, we do not try to rush products to market or meet a specific release date; instead, we create thematic collections that stand the test of time in terms of quality and craftsmanship.



(Image courtesy of Matsuda)



2. How does Matsuda stay ahead of upcoming trends?

Matsuda's passion is creating highly technical complex eyewear. We create styles and construction methods not seen in the eyewear industry. Matsuda pride itself on our metalwork throughout the inception, design, and manufacturing stages. The team constantly pushes the envelope of new construction methods and designs to create new possibilities in this sphere. We use materials such as gold (hypoallergenic) and PVD (physical vapor deposition) to create thin coatings over our frames to provide coloring and protection.




(Image courtesy of Matsuda's Instagram)


3. Where does Matsuda draw inspiration from during the design process?

Our significant source of inspiration can be seen in our product's details, engravings, and construction methods. Matsuda incorporates Art Nouveau, Art Deco, and Gothic design elements. We looked to architecture and reimagined it for future interpretations. Matsuda melds historical ideals with modern concepts to create innovative products.




(Image courtesy of Matsuda's Instagram)


4. How does Matsuda incorporate its mission and vision into its product offerings?

Our mission is to create products that that will last a lifetime from a design construction perspective.




(Image courtesy of Matsuda's Instagram)


5. What is the future of the company?

We love creating eyewear. We want to potentially introduce Matsuda products outside the eyewear world. As we continue to grow, we will continue to develop products that will stand the test of time.



(Logo courtesy of Matsuda)

Me on my first day of graduate school

Rachel Huss

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