Conflicting goals in product development : learning from the fatal Firestone flaw

Abstract

The human-centered design approach is a powerful methodology for developing products that are considerate of humanity. Yet, in spite of the proven success of empathetic design, we still see products that fail, amplify negative social behaviors, or take advantage of human tendencies for the sake of profit or competitive success. These outcomes are often the result of poor negotiation between conflicting organizational and value-driven goals. The purpose of this analysis is to consider how goal conflict inhibits the product development process and leads to suboptimal or destructive results. This exploration seeks to learn from an analysis of the deadly product failure of Firestone ATX, ATX 11, and Wilderness AT tires in the late 1990s. Drawing from Congressional testimony, expert evaluation, and depositions of relevant engineers, this analysis considers the impact of goal conflict on product design requirements and testing. Recommendations include methods for identifying goals and framing conflict to encourage balance between organizational goals and human wellbeing. This project is the beginning of a larger body of work that aims to equip "makers" with skills they need to reconcile conflicting goals in order to focus on making the world better by making better things.