Considered groundbreaking two decades ago, the minivan has since succumbed to a less dynamic public image and declining sales numbers. Hoping to reinvigorate the market, Chrysler approached IDEO to re-imagine the minivan, and in particular, its interior seating configuration.

Rather than focusing on improved storage, cargo handling, and other incremental features, IDEO sought ways to satisfy the emotional, experiential, and lifestyle needs of contemporary families on the go through new seating options. Initial observations of families and kids revealed the potential for the minivan to serve as an additional space for family connection and socialization - much like a family room. Further research showed that the van's traditional three bus-like rows of seats inhibited, rather than promoted, interactions between passengers. In response, IDEO imagined a flexible, versatile minivan interior that encouraged interactions between parents, children, siblings, and friends.

Inspired by multipurpose family rooms, the new interior configuration concepts allow passengers to talk, work, eat or play together in transit, shifting the minivan's image from a human cargo vehicle to one that enables quality interactions. IDEO's concepts helped inspire Chrysler to design a new interior with two second-row bucket seats that rotate 180-degrees, allowing passengers in the middle and last rows to sit facing one another, with a removable table between them. Now known as the Swivel n' Go option, it has since been integrated into three trim levels for Chrysler's popular Town and Country minivan.

According to Car and Driver Magazine, "Swivel 'n Go has the wow factor to draw people into the showroom and solidify Chrysler's minivan leadership."