[21] On February 9, 1999, the ABC show Nightline featured IDEO in a segment called The Deep Dive: One Company's Secret Weapon for Innovation.

[24] The result was a shopping cart with a nestable steel frame which holds removable plastic baskets to help deter theft and increase shopper flexibility.

A dual child seat with a swing-up tray was also included in the design, as well as a cup holder, a barcode reader to skip the checkout line and steerable back wheels for manoeuvrability.

[24] The demonstration of IDEO's innovation process has led to the segment becoming part of numerous curricula, including Project Lead the Way[25] and multiple universities.

[30] Tim Brown, Chair of IDEO, states that the acquisition is largely motivated by advances in data sciences and machine learning.

[35] IDEO has worked on projects in the consumer food and beverage, retail, computer, medical, educational, furniture, office, and automotive industries.

Clients include Air New Zealand, Coca-Cola, ConAgra Foods, Eli Lilly, Ford, Medtronic, Mexichem, Sealy, ShinHo, and Steelcase among many others.

[37] The purpose of the tool is to virtually drive the creative process to solve social problems, allowing for people of different expertise and backgrounds to collaborate.