Thanks again Joe; yes, I have been. A mini obsession I guess!

I didn’t quite imply that, but could perhaps word it differently. People rarely articulate what they want or why and don’t understand possibilities of ‘what could have been’. Behaviours are often symptomatic in nature. In this case, if Aldi wanted people to pay a deposit for trolleys and return them to their bays, without observing what people are actually doing to make it happen (or fail while trying to), Aldi wouldn’t know whether the experience they’ve envisioned is any good. Their assumption is that people will return the trolleys to the Aldi designated trolley bays and ..happy days. What happens is that people can’t do that because non-Aldi trolleys are crammed in those bays.

It is not about people doing the ‘wrong’ thing; it is about people doing things in ways that you haven’t designed for, which often results in poor experiences (although that might be offset by other benefits, such as, in this case, cost savings).