WEBVTT 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 Tonight the deep dive 99:59:59.999 --> 99:59:59.999 One company's secret weapon for innovation. 99:59:59.999 --> 99:59:59.999 (Music) 99:59:59.999 --> 99:59:59.999 we went to IDEO product design folk 99:59:59.999 --> 99:59:59.999 and said take something old and familiar like say 99:59:59.999 --> 99:59:59.999 the shopping cart and completely redesign it for us 99:59:59.999 --> 99:59:59.999 in just five days. 99:59:59.999 --> 99:59:59.999 ABC correspondent Jack Smith tells us 99:59:59.999 --> 99:59:59.999 what happened next. 99:59:59.999 --> 99:59:59.999 9 in the morning, 99:59:59.999 --> 99:59:59.999 day one 99:59:59.999 --> 99:59:59.999 and these people have a deadline to meet. 99:59:59.999 --> 99:59:59.999 So welcome to the kick off of the shopping cart project. 99:59:59.999 --> 99:59:59.999 This is Palo Alto, California in the heart of Silicon valley 99:59:59.999 --> 99:59:59.999 and these are designers at IDEO 99:59:59.999 --> 99:59:59.999 probably the most influential product development firm in the world. 99:59:59.999 --> 99:59:59.999 IDEO has designed everything from high tech medical equipment, 99:59:59.999 --> 99:59:59.999 25 foot mechanical whale from the movie Free Willy 99:59:59.999 --> 99:59:59.999 and the first computer mouse for apple. 99:59:59.999 --> 99:59:59.999 Smith Ski goggles, Mike sunglasses, NEC computer screens. 99:59:59.999 --> 99:59:59.999 Hundreds of products we take for granted. 99:59:59.999 --> 99:59:59.999 The point is we're not actually experts at 99:59:59.999 --> 99:59:59.999 any given are, 99:59:59.999 --> 99:59:59.999 we're kind of experts on the process of how you design stuff, 99:59:59.999 --> 99:59:59.999 so we don't care if you give us a tooth brush, 99:59:59.999 --> 99:59:59.999 a tooth paste tube, 99:59:59.999 --> 99:59:59.999 a tractor, a space shuttle, 99:59:59.999 --> 99:59:59.999 you know a chair, 99:59:59.999 --> 99:59:59.999 it's all the same to us, 99:59:59.999 --> 99:59:59.999 we like want to figure out how to innovate 99:59:59.999 --> 99:59:59.999 by using our process and applying it. 99:59:59.999 --> 99:59:59.999 Project leader, is Peter Skillman a 25 year old Standford engineer. 99:59:59.999 --> 99:59:59.999 Project leader because he's good with groups 99:59:59.999 --> 99:59:59.999 not because of seniority. 99:59:59.999 --> 99:59:59.999 He's only been at IDEO for 6 years. 99:59:59.999 --> 99:59:59.999 the rest of the team is eclectic. 99:59:59.999 --> 99:59:59.999 But that's typical here. 99:59:59.999 --> 99:59:59.999 Whitney Mordimore, Harvard MBA. 99:59:59.999 --> 99:59:59.999 Peter Claughmen, Linguist, 99:59:59.999 --> 99:59:59.999 Tom Kelley, Dave's brother, marketing expert, 99:59:59.999 --> 99:59:59.999 Jane Fultonsury, psychologist. 99:59:59.999 --> 99:59:59.999 Alex Casacks, 26, a biology major. 99:59:59.999 --> 99:59:59.999 Whose turned down medical school 3 times 99:59:59.999 --> 99:59:59.999 because he's having too much fun at IDEO. 99:59:59.999 --> 99:59:59.999 Safety emerges early as an important issue. 99:59:59.999 --> 99:59:59.999 22,000 child injuries a year, 99:59:59.999 --> 99:59:59.999 which is, so they're hospitalized injuries 99:59:59.999 --> 99:59:59.999 I mean there are many others. 99:59:59.999 --> 99:59:59.999 An theft. 99:59:59.999 --> 99:59:59.999 It turns out, a lot of carts are stolen. 99:59:59.999 --> 99:59:59.999 As the team works, 99:59:59.999 --> 99:59:59.999 it becomes clear there are no titles here, 99:59:59.999 --> 99:59:59.999 no permanent assignments. 99:59:59.999 --> 99:59:59.999 And the other side says, 99:59:59.999 --> 99:59:59.999 gives us a lot help says, be safe. 99:59:59.999 --> 99:59:59.999 (Laughing) 99:59:59.999 --> 99:59:59.999 I'll give you a big red ball on a 99:59:59.999 --> 99:59:59.999 on a post and that says you're a big guy. 99:59:59.999 --> 99:59:59.999 If you got a ball, 99:59:59.999 --> 99:59:59.999 you're senior vice president. 99:59:59.999 --> 99:59:59.999 You know, what do I care, 99:59:59.999 --> 99:59:59.999 of the death, the red ball it's all the same. 99:59:59.999 --> 99:59:59.999 In a very innovative culture you can't have a kind of hierarchy 99:59:59.999 --> 99:59:59.999 like here's the boss, and the next person down and the next person down. 99:59:59.999 --> 99:59:59.999 Because it's impossible that the boss is the one who had the insightful experience 99:59:59.999 --> 99:59:59.999 with shopping carts, 99:59:59.999 --> 99:59:59.999 it's just not possible. 99:59:59.999 --> 99:59:59.999 The team splits into groups, 99:59:59.999 --> 99:59:59.999 to find out first hand what the people who use, 99:59:59.999 --> 99:59:59.999 make, and repair shopping carts think. 99:59:59.999 --> 99:59:59.999 Okay go. 99:59:59.999 --> 99:59:59.999 Problem with the classic cart is the wind catches it. 99:59:59.999 --> 99:59:59.999 And these things have been clocked at 35 across the parking lot. 99:59:59.999 --> 99:59:59.999 (Laughing) 99:59:59.999 --> 99:59:59.999 Man, that's actually a pretty good point. 99:59:59.999 --> 99:59:59.999 The trick is to find these 99:59:59.999 --> 99:59:59.999 real experts so that you can learn much more quickly 99:59:59.999 --> 99:59:59.999 than you could by jut kind of doing it the normal way. 99:59:59.999 --> 99:59:59.999 and just kind of learn about it yourself. 99:59:59.999 --> 99:59:59.999 From everything I read these things aren't that safe either. 99:59:59.999 --> 99:59:59.999 You know. 99:59:59.999 --> 99:59:59.999 So.. probably, the seat itself is going to have to be redesigned. 99:59:59.999 --> 99:59:59.999 One of the interesting things for me, 99:59:59.999 --> 99:59:59.999 is how people really don't like to let go 99:59:59.999 --> 99:59:59.999 of the cat, 99:59:59.999 --> 99:59:59.999 except for the professional shopper. 99:59:59.999 --> 99:59:59.999 Whose strategy is to leave the cart at various places. 99:59:59.999 --> 99:59:59.999 3:30 in the afternoon, 99:59:59.999 --> 99:59:59.999 and the group is back at IDEO. 99:59:59.999 --> 99:59:59.999 There is no let up. 99:59:59.999 --> 99:59:59.999 Each team is going to demonstrate, 99:59:59.999 --> 99:59:59.999 and communicate and share everything that they've learned today. 99:59:59.999 --> 99:59:59.999 A shopping cart has been clocked at 35 miles an hour, 99:59:59.999 --> 99:59:59.999 traveling through a parking lot in the wind. 99:59:59.999 --> 99:59:59.999 We were in the store, what two hours, 99:59:59.999 --> 99:59:59.999 and it was truly frightening just to see the stuff that was going on. 99:59:59.999 --> 99:59:59.999 You got to designate some people 99:59:59.999 --> 99:59:59.999 to make damn sure that the store owners point of view is represented. 99:59:59.999 --> 99:59:59.999 After 9 straight hours, 99:59:59.999 --> 99:59:59.999 the team is tired. 99:59:59.999 --> 99:59:59.999 They call it a day. 99:59:59.999 --> 99:59:59.999 So uh-- is everyone cool? 99:59:59.999 --> 99:59:59.999 That's good, thanks a lot. 99:59:59.999 --> 99:59:59.999 I had a great time today. 99:59:59.999 --> 99:59:59.999 (Clapping) 99:59:59.999 --> 99:59:59.999 IDEO's mantra for innovation is written everywhere. 99:59:59.999 --> 99:59:59.999 One conversation at a time, 99:59:59.999 --> 99:59:59.999 stay focused, 99:59:59.999 --> 99:59:59.999 encourage wild ideas, 99:59:59.999 --> 99:59:59.999 defer judgment, 99:59:59.999 --> 99:59:59.999 build on the ideas of others. 99:59:59.999 --> 99:59:59.999 That's the hardest thing for people do, 99:59:59.999 --> 99:59:59.999 is to restrain themselves from the 99:59:59.999 --> 99:59:59.999 criticizing of an idea 99:59:59.999 --> 99:59:59.999 so if anybody starts to nail an idea they get the bell. 99:59:59.999 --> 99:59:59.999 (Ding) 99:59:59.999 --> 99:59:59.999 The ideas are poured out and are posted on the walls. 99:59:59.999 --> 99:59:59.999 On the blind, the privacy blind 99:59:59.999 --> 99:59:59.999 like when you're buying 6 cases of condoms 99:59:59.999 --> 99:59:59.999 no one sees. 99:59:59.999 --> 99:59:59.999 A dozen nests, 99:59:59.999 --> 99:59:59.999 we don't have a solution for this. 99:59:59.999 --> 99:59:59.999 Organized kit, 99:59:59.999 --> 99:59:59.999 it's not organized, what it is, is focused chaos. 99:59:59.999 --> 99:59:59.999 Vote with your post it, 99:59:59.999 --> 99:59:59.999 not with an idea that's cool, 99:59:59.999 --> 99:59:59.999 but with an idea that's cool and build able. 99:59:59.999 --> 99:59:59.999 If it's too far out there, 99:59:59.999 --> 99:59:59.999 and it can't be built in a day, 99:59:59.999 --> 99:59:59.999 then I don't think we should vote on it. 99:59:59.999 --> 99:59:59.999 In lighten trial and error, 99:59:59.999 --> 99:59:59.999 succeeds over the planning of the lone genius. 99:59:59.999 --> 99:59:59.999 In lighten trial and error, 99:59:59.999 --> 99:59:59.999 succeeds over the planning of the lone genius. 99:59:59.999 --> 99:59:59.999 If anything sums up IDEO's approach, 99:59:59.999 --> 99:59:59.999 that is it. 99:59:59.999 --> 99:59:59.999 Worried that the team is drifting, 99:59:59.999 --> 99:59:59.999 what can only be called a group of self appointed adults, 99:59:59.999 --> 99:59:59.999 under Dave Kelley, 99:59:59.999 --> 99:59:59.999 holds an informal side session. 99:59:59.999 --> 99:59:59.999 4 or 5 people, 4 or 5 teams 99:59:59.999 --> 99:59:59.999 and we give each team a neat area. 99:59:59.999 --> 99:59:59.999 It becomes very autocratic, 99:59:59.999 --> 99:59:59.999 through a very shot period of time 99:59:59.999 --> 99:59:59.999 in defining what things people are going to work on. 99:59:59.999 --> 99:59:59.999 If you don't work under time constraints, 99:59:59.999 --> 99:59:59.999 you could never get anything done because it's a messy process that could go on forever. 99:59:59.999 --> 99:59:59.999 Back at the shop, 99:59:59.999 --> 99:59:59.999 it is 6 o clock before mock ups are ready for showing. 99:59:59.999 --> 99:59:59.999 Baskets also can be if you think you will have more volume, 99:59:59.999 --> 99:59:59.999 baskets can be put in. 99:59:59.999 --> 99:59:59.999 A modular shopping cart , 99:59:59.999 --> 99:59:59.999 you pile hand baskets on to. 99:59:59.999 --> 99:59:59.999 A high tech cart, 99:59:59.999 --> 99:59:59.999 that gets you through the traffic jam at check out. 99:59:59.999 --> 99:59:59.999 You could mount a scanner on the shopping cart, 99:59:59.999 --> 99:59:59.999 so that you as the customer as you pull it off the shelf, 99:59:59.999 --> 99:59:59.999 would scan each item. 99:59:59.999 --> 99:59:59.999 One that's built around child safety. 99:59:59.999 --> 99:59:59.999 And another that let's shoppes talk to the super market staff remotely. 99:59:59.999 --> 99:59:59.999 Yeah, where can I find the yoghourt? 99:59:59.999 --> 99:59:59.999 But the adults, again, decide more work needs to be done 99:59:59.999 --> 99:59:59.999 before the mock ups can be combined into one last prototype. 99:59:59.999 --> 99:59:59.999 Why don't we have all the carts come up here for a second. 99:59:59.999 --> 99:59:59.999 I think you take a piece of each one of these ideas, 99:59:59.999 --> 99:59:59.999 and kind of back it off a little bit 99:59:59.999 --> 99:59:59.999 and then put it in the design. 99:59:59.999 --> 99:59:59.999 the design is still not there. 99:59:59.999 --> 99:59:59.999 But there's another manta at IDEO, 99:59:59.999 --> 99:59:59.999 fail often, in order to succeed sooner. 99:59:59.999 --> 99:59:59.999 And some of the team would be up by half the night, 99:59:59.999 --> 99:59:59.999 trying to put together a design 99:59:59.999 --> 99:59:59.999 that finally does work. 99:59:59.999 --> 99:59:59.999 There it is! 99:59:59.999 --> 99:59:59.999 (Cheering) 99:59:59.999 --> 99:59:59.999 So we took the best elements out of each prototype. 99:59:59.999 --> 99:59:59.999 The cart which is designed to cost about the same as today's cart, 99:59:59.999 --> 99:59:59.999 is different in every other way. 99:59:59.999 --> 99:59:59.999 what do you think? 99:59:59.999 --> 99:59:59.999 (Laughing) I'm very proud of the team, 99:59:59.999 --> 99:59:59.999 I think it's great. 99:59:59.999 --> 99:59:59.999 Does this work for you? 99:59:59.999 --> 99:59:59.999 Works for me great. 99:59:59.999 --> 99:59:59.999 It's also beautiful. 99:59:59.999 --> 99:59:59.999 The carts wheels turn 90 degrees, so i can move sideways, 99:59:59.999 --> 99:59:59.999 no more lifting up the rear in a tight spot. 99:59:59.999 --> 99:59:59.999 And you shop in a totally different way. 99:59:59.999 --> 99:59:59.999 the bags are hung on hooks, 99:59:59.999 --> 99:59:59.999 on the carts frame, 99:59:59.999 --> 99:59:59.999 remember there is no basket here. 99:59:59.999 --> 99:59:59.999 At first, I was a little shocked, 99:59:59.999 --> 99:59:59.999 but I think you have some fantastic ideas here. 99:59:59.999 --> 99:59:59.999 It needs little refining but I think it's great, 99:59:59.999 --> 99:59:59.999 I mean we would want them. 99:59:59.999 --> 99:59:59.999 she also gave us some really good comments about how we could make this thing better. 99:59:59.999 --> 99:59:59.999 A lot of hours also an open mind, 99:59:59.999 --> 99:59:59.999 a boss who demands fresh ideas 99:59:59.999 --> 99:59:59.999 be corky and clash with his, 99:59:59.999 --> 99:59:59.999 a belief that chaos can be constructive and team work. 99:59:59.999 --> 99:59:59.999 A great deal of team work. 99:59:59.999 --> 99:59:59.999 And these are the recipe for our innovation takes place. 99:59:59.999 --> 99:59:59.999 This is Jack Smith from nightlife Palo Alto, California.