A study of the consumer’s behavior doing shopping in order to uncover latent needs, behaviors, and desires. Focus was to design a product that meet user needs and still sustained the industries need for consumption.
The shopping cart has not changed much since the first car was designed. Consumers experiences it as heavy, clumsy and hard to handle. The cart does not meet today's varied shopping needs or consumer demand for participation. The consequence is that the cart has lost its value as an aid in the purchase situation.

At the same time it is a desire from supermarket that the shopping cart retain its large volume. The car typically entice additional consumption and thereby the supermarket makes more money.
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