In the case study presented, a design team was given the challenge of completely redesigning the classic shopping cart in just 5 days . The team is part of IDEO, a product design company based in Palo Alto, California. During the video we are presented with the company's strategy, in which the process is the main point of product development. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”?Get the original essayIDEO has designed a bunch of things – from high-tech electronic equipment to the toothbrush – their main goal is to design a human-centered product, meet user needs. This is why they were chosen to rethink the everyday shopping basket. The ordinary shopping cart is such a useful object that today people consider it an icon, a symbol of shopping and consumerism. So changing it was a very difficult challenge. Perhaps redesign, in this case, should be replaced with “rethink”. Their philosophy states that the role of the designer is to refresh isolated ideas that, when put together, make the user experience more pleasant and practical. First of all, the team studies the classic basket as a group in order to find the issues. . Next, the team suggests points to consider when designing the new cart; the points are essentially: safety, security and user-friendliness. After that, the team is divided into groups which are responsible for working on each point. The groups are made up of experts from different fields, such as psychology, engineering and marketing. When looking to identify problems with the cart, the team visits a supermarket and uses the cart as they would during a normal day. Another strategy is to observe how people behave while using them and what the biggest security risks are. They did this by taking notes and photographs of random customers using the carts. This experiment was carried out the same day they took the test. So I think it could have been more in-depth in the sense that they only visited one market, whereas supermarkets actually vary in size, focus and audience. It's interesting how each expert behaves differently when trying to find problems, they only look for problems related to their own area of ​​expertise. However, they were all concerned about the following experiences: shopping, security and payment. After that, the teams return to the office and design their own mockups, then, as a group, they will decide where the carts need to be improved in order to turn everyone's cart into a single product. As teams work outside, IDEO Founder and CEO David Kelley explains how the company's strategy leads to endless creative products. Their vision of business is completely different from that of large companies, they believe that “the best ideas are born from crazy ideas”. First of all, there is no hierarchy: everyone works at the same level, but with different expertise. Additionally, the work environment is a crucial part of the design process, the workspace is customizable and employees can do whatever they want on their desk, they are free to come up with ideas that would seem crazy elsewhere. It turns out that a fun environment is likely to lead to good ideas. This particular vision of work has made IDEO a reference in the field of creative workspaces, and today.