ABC Nightline - IDEO Shopping Cart

Introduction to IDEO, a leading product development firm known for innovative designs such as the mechanical whale in 'Free Willy' and the first computer mouse for Apple.

The start of the shopping cart project at IDEO, where a diverse team is tasked with completely redesigning the traditional shopping cart within five days.

Overview of the team members leading the shopping cart project, including the project leader, Peter Coughlin, and experts from various fields like linguistics, marketing, and design.

Team members engage in firsthand research to understand the needs and challenges of shopping cart users, including issues like instability in windy conditions and the need for redesigning the seat.

The team employs a creative and collaborative ideation process at IDEO, focusing on constructive criticism, focused chaos, and trial-and-error to generate innovative ideas.

The team works on developing prototypes of the redesigned shopping cart, combining the best elements from different ideas and emphasizing the importance of failing often to succeed sooner.

The team presents the final prototype of the redesigned shopping cart, showcasing features like easy maneuverability, child safety considerations, and unconventional design elements.