5 Design Decision Styles and IDEO

In the Shopping Cart Project video, the IDEO team brainstorms tediously on how to redesign the modern day shopping cart to make it more effective as a shopping tool. After several hours of discussing the subject matter, the team eventually splits off into groups and goes to different shopping markets to begin their hands on research. During this process the team is trying to figure out what the people who use, make and repair the shopping carts, really think. The design style they are using at this point is user-focused, because they are putting a lot of attention on how the users function with the cart and why. Another design style they are touching ground on is the activity-focused style, because they use most of their time interviewing shoppers and documenting their activities to get a better approach towards the design process they will be going to take.

Furthermore, as I was watching the team use a tremendous amount of sticky notes and drawings on a large white board, I began to notice how they were also incorporating the Unintended Design style to come up with comps. In this state, like most designers in the early state they begin to drift away from the general focus and move towards an imaginative state of what the shopping cart can possibly look like or become capable of doing. Unintentionally, they began to create ideas that are more towards added features and a replacement of functions for others. For example, they add a scanning function to the cart that kind of is counterproductive towards an easier shopping experience, because it requires the shopper to do more things altogether. Another detail to add on this note is that they actually dismantle the shopping cart entirely to create a somewhat savvy design, but in which also makes the shopper put in more effort in the shopping process. I mean, can you imagine trying to shop excessively and having no cart to put large heavy items in and being forced to put them in a small bag to be hanged? Things like 12-packs of sodas and a gallon of milk would be hard to carry in a basket-less cart. I don’t think they thought this one out thoroughly, but it looks like they had a lot of fun trying to come up with futuristic designs without proper functions. It is very possible at this point that the team might have acted out the design style of self. While coming up with ideas -no matter how crazy; the design team became more focused on making an aesthetically appealing design instead of ones that can function effectively. They should really stick to the general ‘user-focused’ style, because in the beginning stages they were actually getting somewhere. To me the user focus style was the more effective approach, because shoppers are normally everywhere and are always available for observation and study.