The biggest tool I use for my job trying to figure out what people need and how they use products is my power of observation.
Sometimes it is hard to figure out the nuances of people’s behavior and what they say their wants are. Ideo tried to improve the shopping cart but those are, sadly, not being incorporated in our trips to the stores.
But sometimes, the truth and the need is right in front of your face.
These shoppers aren’t dumb, the user is never wrong! What I see here is that people find it easier to leave the baskets on the ground. It all makes sense to me. Think about how annoying it would be if you had to carry your belongings through the airport.
We have had roller cases for quite some time; why wouldn’t we apply this to our consumer brick & norther shopping?
Target Shoppers using their baskets “wrong”