A look inside what was then Steve Jobs’ favorite design think tank. It’s older (1999), but the principles hold true.
I think it’s a great watch if you enjoy the creative process.
Watch IDEO on Nightline
Here’s the more complete profile Nightline did on IDEO (release date: some time in 1999).
Longer Version
As far as I can see, it includes all of a shorter profile they did (below) but I wanted to include the original (release date: February 9, 1999).
Shorter Version
Ratings:
- My rating: 92/100
- IMDB: na
- Rotten Tomatoes: na
Highlights
What if designing a better product could happen in five days?
That’s the big experiment in IDEO on Nightline, a unique behind-the-scenes look at how the legendary design firm IDEO reimagines the shopping cart in just one work week.
It’s not just any week, though—it’s an intense, five-day race, packed with creativity, deadlines, and collaboration. ABC’s Nightline team was there to capture it all, giving viewers a peek into a process that’s normally hidden.
IDEO, co-founded by David Kelley (also founder of Stanford’s d.school), is known for a long list of groundbreaking inventions .
They’ve created a range of groundbreaking items, including:
- The first computer mouse for Apple
- A 25-foot mechanical whale for Free Willy
- Smith’s innovative ski goggles
- Sleek Nike sunglasses
- NEC’s computer screens
Kelley’s brainchild is a playground for some of the most innovative minds in design.
This team isn’t made up of product designers alone; engineers, psychologists, and biologists all bring their expertise to IDEO’s eclectic, hierarchy-free approach.
Their mission here?
To take a product everyone uses, the shopping cart, and make it safer, smarter, and better for real-world shoppers.
“It’s a Team Thing”: IDEO’s Nontraditional Approach
The video kicks off by introducing the cast of characters.
Tom Kelley, David’s brother and IDEO’s general manager, welcomes us, explaining their rule-breaking approach.
At IDEO, there’s no boss telling people what to do; decisions are collaborative.
There’s Doug, an ergonomics expert, and Jim Yurchenco, the mechanical engineer who helped design the mouse.
Joining them is Jane, a sociologist with a keen eye for human behavior, and Denise Cherry, who brings insights on usability and consumer interaction.
It’s clear from the start that titles don’t matter here—good ideas can come from anyone, and all ideas are given a fair chance.
Kelley sets the tone: “We believe play is as important as work.”
The result is a brainstorming environment where engineers suggest outlandish concepts, and no one dismisses them.
IDEO’s guiding principle? “Fail often to succeed sooner.” Their creativity thrives on collaboration and the confidence to make mistakes, quickly iterate, and move on.
You can’t make this sht up*:
I love the depth of their reasearch.
The IDEO team learns that wind can push a shopping cart across a parking lot at speeds of 35mph (a serious safety hazard).
IDEO’s team even goes “undercover” at a grocery store, watching shoppers navigate aisles and jotting down what works—and what doesn’t.
From observing moms with toddlers to people juggling groceries and a shopping list, IDEO sees a chance to transform customer frustrations into new features.
Rapid Prototyping in Action
On day three, the real fun begins: prototyping. In IDEO’s creative lab, team members work with cardboard, markers, and glue guns to build models.
Instead of chasing perfection, they focus on getting their hands on a prototype as fast as possible. Jim sketches out ideas for a handlebar that can hold a list and coffee cup.
Doug focuses on improving ergonomics, testing different heights and angles for optimal comfort. They even try out a scooter-cart hybrid, deciding it’s too complex but taking inspiration from its maneuverability.
The final product is a marvel: a cart with a child seatbelt, a basket for fragile items, and even an anti-theft pole to prevent it from being wheeled out of the store.
It’s a design born of intense research, creative problem-solving, and real-time feedback from the team’s observations.
Why IDEO’s Process Matters
David Kelley, whose designs have influenced everything from medical equipment to corporate culture, believes that design should be “a human-centered activity.” By putting empathy at the center of their work, IDEO creates products that solve real-world problems, as they did here with the shopping cart. This five-day challenge shows us why they’re at the top of their field.
Wrap Up
“IDEO on Nightline” isn’t just a snapshot of a week’s work—it’s a masterclass in collaboration, iteration, and seeing the world through the eyes of others.
It’s a glimpse into IDEO’s signature process and reminds us that designing better products means getting close to the people who use them.
I couldn’t help but notice, though, that IDEO’s design for the shopping cart of the future hasn’t come to fruition.
It shows that design is one thing and consumer adoption is another!