Javed Khan
Scaling up and abstraction have been the two major contributions of design to the growth of mass markets for the past 70 years. Scaling down is a counter cultural movement that seeks to create a more tailored experience for communities and individuals.
Scaling down can be seen in a variety of projects from office space planning to public health inventions in a city.
Myerson, J. (2016). Scaling Down: Why Designers Need to Reverse Their Thinking. She Ji: The Journal of Design, Economics, and Innovation, 2(4), 288-299.