Organizational Attributes and Culture of IDEO: Lessons from the Shopping Cart Project

Running head: ORGANIZATIONAL ATTRIBUTES OF IDEO
Organizational Attributes of IDEO
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1ORGANIZATIONAL ATTRIBUTES OF IDEO
Introduction
The paper will be discussing on the different organizational attributes of IDEO
shopping cart project. The main and purpose of the paper is to analyse the different attributes
of the organization wherein the main task was redesigning the shopping cart within five days.
The paper will be discussing the attributes which will be relating to the success story of
IDEO. There are different kinds of tools which are required to be used by the IDEO in order
to develop innovative kinds of products in such a manner which will be helpful in developing
prototype through the help of mock tests which will be assisting in developing the most
effective aspect of developing most innovative aspects appropriately.
Organizational Traits of IDEO
IDEO is one of the global design organization which was being established in the year
1991 is one of the major communities of designers, engineers, researchers and teachers who
tries to share values with one another as to deliver positive brand image with the designs
(ABC News, 1999). IDEO has been one of the businesses which have gained popularity in
the business for the different organizations due to the innovation, teamwork and
technological advancements aspects.
IDEO has started their business from designing the first Apple mouse to toothbrush
and they had a remarkable experience. David M. Kelly, who is the founder of IDEO along
with other employees has defined work as the play, brainstorming as the science and the rules
are being treated as the techniques of rule breaking (Driskill, 2018). The video prepared by
ABC nightline relating to the entire process of work done by IDEO wherein the main motto
was to redesign the different shopping cart innovatively within the five days and the name
provided to it is ‘The Deep Dive’.

2ORGANIZATIONAL ATTRIBUTES OF IDEO
In the video which was presented by ABC nightline, it has helped in showcasing the
performance of the task by IDEO in such a limited span of time. While designing the
shopping cart, the main focus was on providing safety to the kids along with handling should
be made easy and the innovation was shown in checkout system. It was not an easy job for
the company in designing the shopping cart in limited time, however the culture of the
organization, diversification and involvement of team members were the most essential
aspects which were the target factors which encouraged them in receiving the innovative
products (Kransdorff, 2017).
IDEO Culture
The major attribute of the IDEO is the culture of the working environment in which
the culture is defined as the behavior pattern that is required to be consistent. The culture of
the IDEO helps in representing that the employees are highly responsible for designing the
working areas and they possess the overall capability to cope with various situations
(Alvesson & Sveningsson, 2015). In IDEO, the team leader is chosen in accordance to the
ability of playing capability in managing team. There is no such following of the hierarchical
organizational structure, as the team follows the matrix structure which mainly focuses on
flexibility and coordination. The performance of IDEO resulted in the higher efficiency as the
main focus is on the products to make them innovative.
Diversification and Involvement of Team Members
From the respective video, it can be analyzed that the team members played a major
role in managing the different activities related to the redesigning of the products within the
limited time frame. The members were divided with the tasks equally and all the members
were interested in showing their participation. There were skilled employees who were being
employed in the team such as experts of marketing, linguist along with engineers who played