1. Inclusive Design – from niche to normal
IFA 11th Global Conference on Ageing
Ian Hosking
Inclusive Design – from niche to normal

2. 1 in 3 600+ Million 2050 – 2 Billion 4 Billion 6912 1 in 4 7 Billion
The World in Numbers
7 Billion
Global Population
4 Billion
$4 or less income per day
6912
‘Live’ Languages
1 in 3
GSM Mobile Phone
1 Billion
People live in slums
49.6 : 50.4
Gender
600+ Million
People with disabilities
2007
The year when more people live in urban than rural areas
4 Billion $4 a day or less – UN Figures
6.6 Billion – UN Figures
Gender 49.6 to 50.4 – calculated from UN figures
6912 languages –
600 Million disabled /PovertyDisabElwan.pdf
1 in 3 GSM mobiles – GSMA
2007 Urbanisation – UN (Prof David Bloom, Harvard)
1 Billion in slums – UN (Prof David Bloom, Harvard)
1 in 4 Literacy (literacy levels difficult to quantify based on Source: Basic Skills Agency report, May 2000 )
1 in 4
Poor Literacy
2050 – 4:1
Potential Support Ratio
2050 – 2 Billion
Global over 60
Engineering Design Centre

3. 47+ 8.5 Million 14 Million 11 Million 11 Million 9 Million 62 Million
Looking at the UK
50 : 50
Gender
11 Million
Children
62 Million
Population
47+
Half Adults
1 in 10
Left Handed
5.2 Million
Asthma
11 Million
Disabled
8.5 Million
Arthritis
14 Million
Grandparents
2 Million
Visual Impairment
62 Million – ONS Data estimate for 2010, Population Pyramid datasets
11 million children – ONS Data 0-15 year olds estimate for 2010, Population Pyramid datasets
10.8 million disabled - Disability prevalence estimates 2008/9The Office for Disability Issues based on the Family Resources Survey
9 million hearing loss (mild or greater) - Facts and figures on deafness and tinnitus, 2006, RNID Mild loss defined as (People with mild deafness have some difficulty following speech, mainly in noisy situations. The quietest sounds they can hear in their better ear average between 25 and 39 decibels.)
2 million significant sight loss DFS 1996/97Figure (A review of the literature, The prevalence of visual impairment in the UK, Tate, Smeeth, Evans, Fletcher, Wolfson Report commissioned by the Royal National Institute of the Blind, 2005)
8.5 Million arthritis - Arthritis Care Factsheet reviewed July 2007
5.2 Million asthma - Where do we stand? – Asthma in the UK Today, 2004, Asthma UK
2.6 million diabetes - Diabetes in the UK 2010: Key statistics on diabetes, 2010, Diabetes UK (up from 1.4 M in 1996)
14 Million Grandparents - Broad, B. Being a Grandparent: research evidence, key themes and policy recommendations, Grandparents Association, 2007
Colour Blind -Colour Vision Defects, IET Factsheet (1 in 12 male, 1 in 200 female)
(1 in 12 male, 1 in 100 female)
2.6 Million
Diabetes
8% Men
0.5% Women
Colour Blind
9 Million
Hearing Impairment
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4. It is normal to be different
One of the keys to designing inclusively is recognising that the true common denominator of ‘normal’ people is that they are all different, inclusive designers need to understand the diversity in their target market and aim to design for that diversity
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Quote: Lange & Beccera, 2007

5. Inclusive design is a response to diversity
The BS7000:6 defines inclusive design as:
“The 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. ”
Inclusive design does not
Imply that one product fits all
Replace the need for specialist products and services
Only design products for a particular capability loss
The British Standards definition of Inclusive design, is a very good definition that highlights the key focal points for good inclusive design (Source BS7000 part 6)
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6. Inclusive design
“Climb into the latest Ferrari sports car and you are unlikely to notice the modifications designed with overweight, arthritic pensioners in mind … the Italian carmaker is just one of many companies grappling with a demographic shift that challenges the fundamental rules of marketing and design … the average buyer of a Ferrari road car is nearing 50 and set to get older. “ - Financial Times, 20 Jan. 2004
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7. Mainstream Positioning
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8. Samsung Galaxy Note Confusion
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9. It is normal to have difficulties – ICT Products
Source: It’s Normal to be Different – Applying Inclusive Design in Industry, Hosking, Waller & Clarkson, Interacting with Computers 22 (2010) 496–501
American adults of working age (16-64) from the Microsoft (2003) survey
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10. The Target for Inclusive Design
Source: It’s Normal to be Different – Applying Inclusive Design in Industry, Hosking, Waller & Clarkson, Interacting with Computers 22 (2010) 496–501
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11. Real users Engineering Design Centre
Source: It’s Normal to be Different – Applying Inclusive Design in Industry, Hosking, Waller & Clarkson, Interacting with Computers 22 (2010) 496–501
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12. How many people have less than “Full ability”?
The impact of age
How many people have less than “Full ability”?
Half of the adult population in the UK are over the age of 45, a large proportion of these individuals have some form of significant capability loss, whether it is physical, visual, cognitive, etc. The box ‘captures’ half of the adult population in the UK, yet it is very rare to find a product or service that has been designed to take account of the capability variations within the target market. “Full ability” is defined in the User capabilities section of
Source: 1996/97 Disability follow-up survey
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13. Ocular Accommodation (Dioptres)
Vision
Mean
Upper limit
Lower limit
Age (Years)
Ocular Accommodation (Dioptres) 10 20 30 40 50 60 70 2 4 6 8 12 14
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14. Simulator
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15. Simulator
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16. Hearing Loss (Decibels)
Frequency (Hertz)
500
1000
2000
4000
8000
-100
-90
-80
-70
-60
-40
-10
-20
-30
-50
70-79 years
60-69 years
50-59 years
40-49 years
30-39 years
10-19 years
20-29 years
speech
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17. Thinking Mean IQ Age (Years) Verbal IQ Performance IQ 20 30 40 50 6070 80 90
100
110
120
130
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18. The menu challenge
Emporia Telecom & Cambridge University

19. The menu challenge
Emporia Telecom & Cambridge University

20. It’s not all bad news… Satisfaction with Life Overall by Age
Source: British Household Survey/ Future Foundation (4 waves from 1996 to 2000)
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21. Featuritis
In Microsoft Word 1.0 there were about 100 features. Word 2003 has over 1500
9 out of 10 features that customers wanted added to Office were already in the program.
"They simply don't know it's there"
Chris Capossela, Microsoft VP
It is easy to become seduced by the desire for even more features on products or the ‘improvements’ that new technology can bring. Many products have now become so complex and/or functionality rich that many users are struggle to use the basic product functionality and very few are able to take advantage of the more complex additional features that been added. This mouse shows an example of featuritis … it has a label printer on the side!
Only 13% of the public believes that in general technology products are “easy to use” Phillips Index Study 2004 21
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22. Falling at the first hurdle
Red for start
Multiple functions
Press & hold
Visual clutter/size
Symbols
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23. A Game of Hide and Seek… Function Initial Action Visible App launch
Press ✔
Open folder
Create folder
Press & drag app onto app ✗
Browse apps
Swipe left & right
Delete App
Press & hold
Move App
Switch active app
Press x2
Stop active app
Search
Press x2 or swipe
Return home
Press home key
Accessibility
Press x3
Keypad lock
Press power key
Orientation lock
Press x2 then swipe right
Volume (soft)
Press x2 then swipe right x2
iPod control
Emporia Telecom & Cambridge University

24. From Fun to Fear
‘’future bathroom’ 24

25. From Humiliation to Aspiration – Disability without Invisibility
Today It has been recorded that up to 20% of some brands of glasses are purchased with clear non-prescription lenses
1940’s NHS classified spectacles as 'medical appliances', their wearers as 'patients‘
In the 1930's in Britain, National Health Service spectacles were classified as 'medical appliances', their wearers as 'patients'.
In the 1930s glasses were considered to cause social humiliation, but
the health service maintained that their glasses should not be 'styled' but only 'adequate'.
In the 1970s the government acknowledged the importance of styling, but maintained a medical model for their own NHS spectacles in order to limit the demand.
These days, fashionable glasses are available in the High Street. It has been recorded that up to 20% of some brands of glasses are purchased with clear non-prescription lenses
Source: Graham Pullin paper at Include 2007, When fashion meets discretion
Picture: 25
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26. The Kettle Example
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27. Slipper Maths
300,000 older people go to hospital with serious injuries from falling
9 per cent blame their slippers (Department of Health, 2003)
Sloppy Slippers Campaign reduced falls by 32 per cent in the first year and 37 per cent in the second year
If rolled out across the country estimated saving £500 million (Office of the Deputy Prime Minister, 2006)

28. The Case for Independent Living
Reducing rates of institutionalisation by just 1% will save a projected £3.8 billion per year (UK)
Office of the Deputy Prime Minister (2006). Making Life Better for Older People: An economic case for preventative services and activities Wetherby: ODPM
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29. 3 fundamental questions in design
“Necessity is the mother of invention” (Plato) ?
1. What is the need?
2. How can the needs be met?
3. How well are the needs be met?
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30. Answering the questions
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31. Engineering Design Centre

32. Engineering Design Centre

33. Simulation Tools
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34. Making the Case - Full Cost-Benefit Calculation Tool
Stakeholder
Impact Type
Indicator
Evidence
Cash flow
Impact Factor from Impact Table
Rationale
Value per annum
Probability
NPV
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35. What kind of user are you?
Digital Native? OR
Digital Immigrant?
- Marc Prensky
Source: On the Horizon (MCB University Press, Vol. 9 Issue No. 5, pages 1-6, October 2001) © 2001 Marc Prensky 
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36. The Art of Simple
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37. As digital natives we need to… make the familiar strange So that for digital immigrants we can… make the strange familiar
Source: Baron Georg Philipp Friedrich von Hardenberg (2 May 1772 – 25 March 1801)
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38. Or put more simply… …forget what you know
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39. If you forget what you know, what is it?
“Film reel”
“To record calls”
“To see things better - icon looks like glasses”
“To put decimals in numbers”
“Link between two people”
“Staple”
“Bed”
“Linking something – two calls”
“Upside down bench”
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40. To respond to the diversity in the population we need to practice…
The Art of
Simple
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41. Engineering Design Centre

42. Thank you for listening!
Ian Hosking