Inclusive Design Challenge

Thursday 20th September 2012Tavis House1-6 Tavistock SquareLondonWC1H 9NA

Welcome

Ian Rutter

Senior Manager

Engage Business Network

Curventa: http://www.curventa.co.uk

Sabotage Design: http://www.sabotagedesign.co.uk

Frazer Design: http://www.frazerdesigners.com

Sprout Design: http://www.sproutdesign.co.uk

The Alloy: http://thealloy.com

13:30: Registration 13:45: Welcome:

Ian Rutter, Engage Business Network

13:55: The Commercial Benefits of an Inclusive Design ApproachAndy Fayle, TheAlloy

 14:05: Unlocking the potential of the younger older consumer:

Andree Woodcock, University of Coventry

14:25: An Inclusive Approach:Anna McConnell, Engage Business Network

 14:35: Inclusive Design Challenge 17:30: Close:

Ian Rutter, Engage Business Network

If there was one thing that the Paralympics did, what would it be?

"We will never think of disability the same way." Lord Coe

''I really genuinely think we have had a seismic effect in shifting public attitudes. I don't think people will ever see sport the same way again, I don't think they will ever see disability in the same way again. One of the most powerful observations was made to me, by one of our volunteers, who talked about having lifted some of the clouds of limitation.''

Andrew Slorance, 42, declares: 'I wanted to do something really different, something that was going to make a difference to other people and a difference to me in my own life.'

A wheelchair user since he was paralysed in a fall from a tree in his early teens, Nairn-based Andrew has always been frustrated by standard wheelchairs - what he sees as their limitations and lack of appeal. His quest is to make and sell the perfect wheelchair. As Andrew's wife Mary says, 'Why not have a wheelchair that is super sexy looking?'

“When you look at a paralympic athlete firing down the track on carbon fibre limbs you don’t look at them and think ‘poor sod that it happened to them’.

“You think ‘wow, what awesome limbs...’ Or at least I do. “I have been thinking that if I can take that positivity and give it to the wheelchair user it will be a big advance in awareness and quality of life for a lot of people.”

The Commercial Benefits of an Inclusive Design ApproachAndy Fayle

Senior Designer

TheAlloy

The Commercial Benefits of an Inclusive Design Approach

Andy Fayle, Senior Designer

Age UK Inclusive Design Challenge20.09.12

Great experiences across many sectors

We help companies understand human behaviour

Human behaviour drives business results

Every sight, every touch, every interaction

Every perception informs behaviour

Experience Led Design helps you create better perceptions

Perceptions driven by a mosaic of interactions & experiences

Experience mapping

First sight POS First Use Routine use

Extreme use

Upgrade

Experience orchestration & choreography

How? – Mapping the customer experience

Inclusive = Universal

Design for the widest possible audience

Over 6 million users

BT – Home Hub

‘Inclusive led’ mass market appeal

BT – Freestyle 750

1991: “special needs, meets heavy users”

BT – Converse MK1

Not a phone for the elderly, simply easier to use

Inc. Mobile

Fit current behaviours and nurture new

WellTogether – Home pad

Blur boundaries, create opportunity

RNID – Soundspace

PZ Cussons – Original Source

‘Inclusive approach’ in everyday environments

‘Inclusive approach’ in extreme environments

E2V – Thermal imaging camera

Summary

Human behaviour drives business results

Success depends on a deep understanding of the customer

Inclusive design considers the widest possible audience

Unlocking the Potential of the Younger Old ConsumerProfessor Andree Woodcock

Leader of the Integrated Transport and Logistics

Grand Challenge

Coventry School of Art and Design

Overview of Presentation

• Scope of project

• Definition of e-ALTs

• Data gathering methods

• Barriers to uptake of e-ALTs

• Unlocking the potential of the younger older consumer

• Selling e-ALTs to consumers

Scope of COMODAL Project

The aim of the COMODAL project is to support the development of a consumer market for electronic assisted living technologies (e-ALTs) for younger older people, i.e. those approaching retirement and older age in the 50-70 year age range.

The aims of Stage 1, reported here were• To develop an understanding of the needs of younger older people as users and purchasers of ALTs• To investigate the barriers and enablers of ALT adoption in this group.

In Stage 2 , this information will be used to design effective solutions to overcome the barriers and promote the factors which will enable the ALT market to flourish

.

Definition of E-ALTs

• Assistive technology is defined by the COMODAL as any product or service defined to support independent living

• The work reported here was based on this broad definition

• In the next stages of the research we will be restricting this to :

• Environmental control technologies and services

• Telehealth and telecare technologies and services

• IT based devices and services used to support health and well being (e.g. health apps)

• Electronic Assistive Technologies (E-ALTs), including telecare and telehealth is where the biggest gap in knowledge is found.

Data Gathering Methods

• Literature review

• Product review

• Market analysis

• Consumer street survey

• Gathering industry perspectives

Top Categories of Daily Living Problems

• From a previous survey by Years Ahead of 3000 actual and potential consumers

1.Just keep going and struggle on

2. Getting out and about

3.Household chores

4.DIY and gardening

5.Getting up and ready for the day

6.Preparing and cooking food

Relatively few people would ‘buy a product’ or ‘seek practical help in the home’

Top Three Purchasing Triggers

• From a previous survey by Years Ahead of 3000 actual and potential consumers

1.Professional recommendation

2.Recommendation by a friend or family member

3.Onset of a health condition or change related to ageing

Each Stage in ALT Purchasing has Barriers

Design Related Barriers

1. Lack of application of UCD or universal design principles

2. Products may be perceived as giving away control

3. As stigmatising (lack of discretion, privacy and poor aesthetics)

4. Not meeting hidden wishes, desires and aspirations, not taking account of pleasure in use or the user experience

5. Products may cater for one disability, not the complex range of needs, and may not be adaptable

6. Lack of understanding of context

7. Economic feasibility, including affordable, maintenance and tendency for built in obsolescence

8. Products do not fit into people’s lives

Characterisation of ALT Market

• Not fully mainstream

• Differentiated from other markets by low levels of public awareness, high levels of expert advice needed, complications regarding VAT

• Decrease in public purse will mean that ALTs will be more available in mainstream markets

• Drivers include:• Interest among national retailers

• Growing recognition of ageing consumer base• Saturation of other mainstream market categories• Growing awareness of ALTs among carers and younger older people• Lower barriers of entry into market place• Changing attitudes towards individualism, self help &self provision• Wider recognition of opportunities and challenges of an ageing population

Consumer Groups Identified by COMODAL

Profile of Purchasing Behaviour of Personal Consumers

50-70 years (already buy and use ALTs)

Getting out and about most common daily issue

More likely to use a mobility/specialist outlet

Least likely to use/approach council for advice

No one else involved in purchase decision

Access to information and social networks

Access to improved information

Keen to see new models of purchase

Profile of Purchasing Behaviour of Prospective Consumers

50-70 years (don’t buy and don’t use ALTs)

More likely to struggle on rather than find solution

Lack of perceived need

Lack of awareness of products

Perception that products are for people older than themselves

Negatively influenced by perceived complexity of products

Most concerned about the stigma of ALTs

Good design considered important

Don’t know where to buy ALTs

Greater emphasis on getting personal advice

Lower prices less important

Keen to see a variety of new models of purchase of ALTs

Profiles of Purchasing Behaviour of Carer Consumer50-70 years ( buy but don’t use ALTs)

Moving safely around home is the main concern for the person they are buying for

No on else involved in purchase decision

Good design considered important

Most aware of e-ALT, telecare and telehealth

Access to good information and social networks

Access to improved information for others considered important

Highlighted cultural differences in the purchase of ALTs

Keen on rental models of ALTs

Profiles of Purchasing Behaviour of Non Purchasing User/Consumer

50-70 years ( use but don’t buy ALTs)

Hardest group to reach- don’t go out Despite lack of retail experience had string views on what important

DIY & gardening difficult Lower prices more important

Home adaptations most common Negative purchase experiences for ALTs

Most pleased with functions of products

Strong desire to involve those they care for in purchase decision

Feel confident about deciding which product is right is strong enabler

Only group to believe that the state should provide ALTs

Most likely to approach council/NHS for advice

Least likely to use mobility/specialist shop

Don’t know where to buy ALTs Likely to involve healthcare specialist in purchase decision

Lack of access to information and social networks

Keen to see a variety of new purchase models for ALTs

Factors Effecting Uptake of ALTs

Industry Perspective on Barriers

1. Lack of awareness of existence, choice and benefits of ALTs among public, statutory and private sector health and social care providers

2. Historical organisations with reluctance to take risks, needing to be convinced of business case

3. Insufficient incentives for public and providers to invest time and money into ALT products

4. Poor definition of needs of consumers and structure of market place

5. Need for market changing products and focus on solutions & services

6. Need for better design of ALTs making them discrete, functional and attractive

7. Lack of integration of ALTs into everyday environments

8. Insufficient focus on strengths of ALTs and opportunities provided by them

Information Needs

• Information needs to be: inclusive, realistic, provide enough information to ‘compare and contrast’ different products, available in a variety of locations

• Professional recommendations are welcome

• Product demonstrations and ‘try before you buy’ schemes are welcomed

• People want to trust and rely on products – a product needs to ‘do what it says on the tin’

• Information displays should have: clear bullet points, clear visual demonstrations of how the product works

• Information with regards guarantees and extended warranties are important

• Product reviews from other users are valued

Inclusive Information Provision

Conclusions

The market for the products, especially universal mainstream ones is there, but consumer awareness of these types of products is low,

Consumers and prospective consumers would like

• More opportunities for hands on experience

• Money back guarantees

• Rental options and lease hire

• Good design

• Good customer services

Future Work

The next stage of the project will focus on how we can use the understanding from Stage 1

•To improve the communication channels between consumers, customers and suppliers

•To support the development of a successful market in eALT.

Sponsorship and Further Details

COMODAL is led by Coventry University in partnership with Age UK and Grandparents Plus, as part of the Assisted Living Innovation Platform, funded by the Technology Strategy Board.

Further details and project documents may be found at :

http://wwwm.coventry.ac.uk/hdti/Research/Pages/Comodal.aspx

.

The Challenge

Anna McConnell

Product and Service Design Researcher

Engage Business Network and Brunel University

Functional

UsableSimple

Desirable

The Brief and Process

Design a product that increases the enjoyment and/or safety of an everyday activity

DISCOVERUnderstand your lead users and their needs, behaviour, habits, interests and lifestyles

What do your users do, want and need?

45 minutes

DEVELOP

DELIVER DEFINE

Design a product that increases the enjoyment and/or safety of an everyday activity

DEVELOP

DELIVER

DISCOVER

DEFINEGenerate a strong, concise problem brief highlighted in the Discover Phase.

The stronger the brief – the stronger the solution.

20 minutes

The Brief and Process

Design a product that increases the enjoyment and/or safety of an everyday activity

DELIVER

DISCOVER

DEVELOPIdea generation and development based on the brief produced in the Define Phase

45 minutes

DEFINE

The Brief and Process

Design a product that increases the enjoyment and/or safety of an everyday activity

DEFINE

DEVELOP

DELIVERPresent the team’s idea, including key features and how it solves the problem and challenges.

1hr

DISCOVER

The Brief and Process

Design a product that increases the enjoyment and/or safety of an everyday activity

DISCOVERUnderstand your lead users and their needs, behaviour, habits, interests and lifestyles

What do your users do, want and need?

45 minutes

DEFINEGenerate a strong, concise problem brief highlighted in the Discover Phase.

The stronger the brief – the stronger the solution.

20 minutes

DEVELOPIdea generation and development based on the brief produced in the Define Phase.

45 minutes

DELIVERPresent the team’s idea, including key features and how it solves the problem and challenges.

1hr

The Brief and Process

• The process• Challenges and opportunities• What’s the idea?

• And how does it address the needs of your users?

What are you taking away from this?

Deliver

Engage Business Network

Latest Members:

Homebase

TalkTalk

Barclaycard Fraud Prevention

Engage Business Network

Research and business insight into the 60+ population.

Seminars, events and networking opportunities.

Product and service accreditation.

Engage Business Network

Dates for your Diary

25th October

Employment Forum – a debate with panel members from DWP, TAEN, Asda, Employers Network for Equality and Inclusion, Irwin Mitchell.

November – Date to be Confirmed

Launch of our Primary Research Report into Market Segmentation and Consumer Behaviour.

Engage Business Network

“The Wireless”

Advertising Opportunities

A radio station aimed at “grown-ups”

DAB Digital launch 24th September

Reach a growing number of listeners through our website (4 million visitors per year), 450 shops across the UK (30 million transactions) and now DAB Digital radio in London and Yorkshire (potential 1.6 million 55+ audience)

Yet another benefit of belonging to the Engage Business Network.