Inclusive Design
What Inclusive Design Is: “ Design of mainstream products and/or services that are accessible to, and usable by, as many people as reasonably possible on a global basis, in a wide variety of situations and to the greatest extent possible without the need for special adaptation or specialised design.” Source: BS 7000 Part 6
Commercial Value
What Inclusive Design Isn’t: • One product fits all Market Positioning
Inclusive Design
Innovation & Development
• Replacing the need for specialist products and services • A new design genre
More Information Product Offering
For more information about how to apply inclusive design in your organisation: web: www.betterdesign.org e-mail: info@betterdesign.org
www.betterdesign.org
Business Drivers Business Advantage through Inclusive Design
Commercial Value Prioritise
Commercial Value
Innovation & Development
Market Positioning
Insight
Inclusive Design
Evaluate
Market Positioning
Product Offering
Commercial Context
Product Offering
Inspire
Innovation & Development
Business Drivers
Ageing Population “Design for the young and you exclude the old; design for the old and you include the young”
% Increase 1990-2050
0
Italy
UK
Germany
Spain
60
France
120
USA
Prioritise
Commercial Value
180
Japan
Increase in No. of People Over 65 (%)
- The late Bernard Isaacs, founding Director of the Birmingham Centre for Applied Gerontology'
Insight
Inclusive Design
Evaluate
Market Positioning
Product Offering
Market
Inspire
Innovation & Development
% Change (UK Population)
50% 40%
2002-2012 2002-2022
30% 20% 10% 0% -10% 0-14
15-29
30-44
45-59
60-74
75+
All Ages
-20%
• In many countries 50+ is the fastest growing segment • In the UK since 1900, life expectancy has increased on average by 2.5 years per decade. • By 2020: - Nearly half of UK adult population will be over 50 - 20% in USA and 25% in Japan will be over 65 Sources: US Census Bureau (www.census.gov), The Government Actuary's Department (GAD) National population projections 2000-based. Office for National Statistics, London, UK
Business Drivers
Commercial Value “Enabling accessible technology is a growth opportunity, it meets customer needs, and it’s the right thing to do” - Steve Ballmer, CEO Microsoft
Prioritise
Commercial Value
Insight
Inclusive Design
Hours
£
Inspire
Innovation & Development
180
10
160
9
140
8 7
Disposable weekly household income
120
6
100
Evaluate
Market Positioning
Disposable Weekly Household Income Against Average Daily Free Time by Age
5
80
Average free time per day
60 40
4 Highlighted Opportunity becomes a Priority
3 2
20
Product Offering
1 0
0 30
50
65
Age (Years)
Commercial
Source: The Henley Centre, Leisure Tracking Survey, Family Expenditure Survey 1996
75
Business Drivers
Inclusive Design Highlights Real Needs
“Necessity, who is the Mother of invention� - Plato, The Republic, (Greek author & philosopher, 427BC - 347BC)
Prioritise
Commercial Value
Insight
Inclusive Design
Inspire
Innovation & Development
Evaluate
Market Positioning
Product Offering
Innovation
In the case of the cordless kettle reducing the dexterity demand delivers a better product for everyone.
Business Drivers
Prioritise
Number of People
Commercial Value
Insight
Inclusive Design
Evaluate
Market Positioning
Product Offering
Product
Inclusive Design will have a Big Potential Benefit for the Total Population
Inspire
Innovation & Development
Finds Easy
Frustrated
Has Difficulty
Most Able
Excluded
Least Able Variation in Capability
“ 2 out of 3 Americans report having lost interest in a technology product because it seemed ‘too complex to set-up or operate’.” “ Only 13% of the American public believes that in general, ‘technology products are easy to use’.”
Source: The Philips Index (2004), www.usa.philips.com
Business Drivers “ In the US, 60% (101.4 million) of working age adults who range from 18 to 64 years old are likely or very likely to benefit from the use of accessible technology.�
Microsoft Survey A US-wide survey of 15,477 working-age adults and computer users asked questions about levels of difficulty with ordinary daily tasks (such as reading newspaper print and using the telephone) as well as direct questions about impairments and their impact on employment. The findings show that the majority of working-age adults are likely to benefit from the use of accessible technology.
Not Likely 40%
Very Likely 22%
Likely 38%
Source: Accessible technology market research commissioned by Microsoft, conducted by Forrester Research, Inc., 2003. www.microsoft.com
Microsoft Survey
Source: Accessible technology market research commissioned by Microsoft, conducted by Forrester Research, Inc., 2003. www.microsoft.com
Business Drivers
Philips Survey A US-wide web-based survey of 1,501 internet users, aged 18-75+.
“Only 13% of the American public believes that in general ‘technology products are easy to use’.”
Source: The Philips Index (2004), www.usa.philips.com
Philips Survey
“ Two out of three Americans report having lost interest in a technology product because it seemed ‘too complex to set up or operate.’ This sentiment is especially pronounced among females (74%) and people over aged 55 (70%+).” “ Only 13% of the American public believes that in general ‘technology products are easy to use’.” “ Consumers are beginning to demand that products be accessible for easy operation and set-up. The fact that some products have achieved this has raised the bar for what’s possible. ‘Ease-of-use’ is so important to the public (76%) that it is now equal in importance to the dimension of ‘high quality’ (76%).”
Source: The Philips Index (2004), www.usa.philips.com
Capability
Key Capabilities A person’s overall capability describes the combination of: 1. Sensory 2. Motion 3. Cognitive
Sensory
According to the Office of National Statistics, the total number of people in Great Britain identified as having reduced overall capability is over 8.5million. Hearing
Vision
Overall Capability Loss Variation by Age and Gender for Great Britain (%)
Motion
Locomotion
Reach & Stretch
Dexterity
Cognitive
GB Population (%)
75
Male
Female
50
25
Communication
Intellectual Functioning
Key Capabilities
Age Band Source: Disability in Great Britain (1999) Department of Social Security, Corporate Document Services, London, UK
85+
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
16-19
0
Capability
Sensory Capability A person’s sensory capability describes the combination of: 1. Hearing 2. Vision 3. Tactile 4. Taste 5. Smell According to the Office of National Statistics, the total number of people in Great Britain identified as having reduced sensory capability (hearing and vision only) is over 3.9 million. Hearing and Vision Capability Loss Variation by Age and Gender for Great Britain (%)
Hearing GB Population (%)
75
Male
Female
50
25
Age Band
Sensory
Source: Disability in Great Britain (1999) Department of Social Security, Corporate Document Services, London, UK
85+
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
Vision
16-19
0
Capability
Hearing Hearing ability decreases with age, in particular at higher frequencies.
Graph Showing Normal Deterioration with Ageing for Men
Hearing Loss (Decibels)
0 -10 -20
10-19 years
-30
30-39 years
-40 -50
40-49 years
20-29 years
-60 -70
50-59 years
-80 -90
70-79 years
60-69 years
-100 500
1000
2000
4000
8000
Frequency (Hertz)
Hearing
Source: Beales P H, (1965) Noise, hearing and deafness
Capability
Vision The functional capability of the eye decreases with age. One aspect of the change is the ability and speed of the eye to focus on near and far objects (accommodation).
Ocular Accommodation (Dioptres)
Changes of Accommodative Ability of the Eye 14 12
Mean
10 Upper Limit
8 6 4 Lower Limit
2 0 0
10
20
30
40
50
60
70
Age (Years)
Vision
Source: Vassilief A and Dain S (1986) ‘Bifocal wearing and VDU operation: a review and graphical analysis’ Applied Ergonomics Vol 17 (2): 82 - 86
Capability
Vision
Simulations of Some Visual Impairments
No Impairment
Short-sightedness
Tunnel Vision
Diabetic Retinopathy
Macular Degeneration
Cataracts
Capability
Motion Capability A person’s motion capability describes the combination of: 1. Locomotion 2. Reach and Stretch 3. Dexterity According to the Office of National Statistics, the total number of people in Great Britain identified as having reduced motion capabililty is over 6.7 million.
Locomotion Motion Capability Loss Variation by Age and Gender for Great Britain (%)
Reach & Stretch
GB Population (%)
75
Male
Female
50
25
Dexterity
Motion
85+
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
16-19
0
Age Band Source: Disability in Great Britain (1999) Department of Social Security, Corporate Document Services, London, UK
Capability
Dexterity Dexterity decreases with age leading to reduced control and grip strength.
Relation of Age to Maximum Grip Strength and Grip Strength Endurance 120
Grip Strength
110
Pounds
100 90 80 70
Grip Strength Endurance
60 50
Age (Years)
Dexterity
75-79
70-74
65-69
55-59 60-64
50-54
45-49
40-44
35-39
30-34
25-29
20-24
16-19
12-15
40
Source: Burke et al (1953) ‘The relation of grip strength and grip strength endurance to age’ Journal of Applied Physiology Vol 5: 628 - 630
Capability
Cognitive Capability A person’s cognitive capability describes the combination of: 1. Communication 2. Intellectual Functioning According to the Office of National Statistics, the total number of people in Great Britain identified as having reduced cognitive capability is over 2.6 million. Cognitive Capability Loss Variation by Age and Gender for Great Britain (%)
Communication
GB Population (%)
75
Male
Female
50
25
Age Band
Intellectual Functioning
Cognitive
Note: Current research indicates that the incidence of cognitive loss is significantly higher in practice. Source: Disability in Great Britain (1999) Department of Social Security, Corporate Document Services, London, UK
85+
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
16-19
0
Capability
Intellectual Functioning Intellectual functioning decreases with age, leading to reduced memory and reasoning ability.
Graph Showing Normal Deterioration of Intellectual Functioning with Age 130 120
Mean IQ
110
Verbal IQ
100 90 Performance IQ
80 70 20
30
40
50
60
70
Age (Years)
Intellectual Functioning
Source: Baddeley A D (1992) Your memory: a user’s Guide Penguin Books
Users
Users Rose (83)
Rose
Carol
Carol (57)
=
David (64)
Jenny (29) David
Jenny
Ellie (4) Jack
Jack (1½)
Ellie
The Family
The Family
Users
Jenny Mother (Age 29) Jenny is a single mother to Jack and Ellie. Going shopping as a family is always an adventure. Ellie is curious about everything and often wanders off in a world of her own, unaware of where her mother is - while Jack longs to run around and often tries to escape from his buggy. Two active children, a buggy and bags of shopping do not make for an easy or comfortable bus journey! Jenny’s time is incredibly precious to her and so she has little patience with anything that unnecessarily wastes her time. One night a week she manages to escape to her aerobics class, while the children’s grandparents baby-sit.
Jenny
Users
Jack Child (Age 18 months) Jack is now walking, but can’t go far – and rarely in the direction you want him to! He frequently objects to being put in his buggy, as he finds it far more exciting to walk himself. Around the house, objects have to be put out of his reach if they are fragile, potentially dangerous or could be used as a ‘weapon’ for attacking his sister Ellie. Although Jack is at a delightful age, he is also quite time-consuming to look after as he’s absorbed with constantly learning about his environment.
Ellie Child (Age 4) Ellie has just left part-time nursery and started her foundation year at the local school. She is rapidly becoming more independent. Ellie is obsessed with anything pink or related to Barbie or Girls Aloud and would happily dress as a ballerina or fairy every day if she could. Ellie is learning to read and attempts to read everything she can around the house. She is at an impressionable age and wants very much to be part of the ‘in-crowd’ socially.
Jack and Ellie
Users
Carol Grandmother (Age 57) Carol has a part-time job in a local arts and crafts shop. She is currently learning to use a computer to help out with enquiries that come through the shop’s web site. She is normally very active, but has recently been hampered by a broken wrist sustained in a fall. Although she usually deals with problems in an optimistic and positive manner she is finding the plastercast very cumbersome. Many everyday tasks are now difficult and time-consuming. Carol is particularly frustrated by not being able to help and play with her grandchildren as much. Especially as Ellie desperately wants her grandmother to finish the fairy costume she’s been making for her.
Carol
Users
David Grandfather (Age 64) Recently retired, David spends most days pottering around the garden and playing golf. At weekends he enjoys walking in the countryside with his wife, Carol. He is currently searching for a walking holiday for them on the Internet. Although generally fit and healthy, David has become hard of hearing, but struggles to accept it. He does have a hearing aid and, like his reading glasses, it is another thing that Carol often has to search for. David doesn’t see himself as old, particularly as he helps care for his mother-in-law, Rose.
David
Users
Rose Great Grandmother (Age 83) Rose lives 15 minutes drive away from David and Carol. Although fiercely independent, she struggles with everyday tasks like shopping, cooking and housework. Carol and David need to come round most days to help. She still greatly enjoys an active social life - including her regular bridge and quiz night every week and going out for meals with the whole family. Unlike David, Rose has come to accept her hearing aid as a necessity. She has worn reading glasses for many years and always carries them with her.
Rose