The Business Case for Inclusive Design Client Logo 1

6.6 Billion 4 Billion 49.6 : 50.4 1 in 3 1 Billion 6912 2007 The world in numbers 4 Billion $4 or less income per day 6.6 Billion Global Population 49.6 : 50.4 Gender 1 in 3 GSM Mobile Phone 1 Billion People live in slums 6912 ‘Live’ Languages 2007 The year when more people live in urban than rural areas 600+ Million People with disabilities The following two slides contain a range of statistics, both global and UK centric. Why are these figures important? They are a very quick way of making your audience realise that we are all part of a very diverse society, individuals involved in designing products or services need to recognise that they are only representative of a small segment of the potential market. Designing for diversity is a challenge, but also very important if organisations are to succeed in an increasingly competitive environment. Sources 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 – www.ethnologue.com 600 Million disabled - http://siteresources.worldbank.org/DISABILITY/Resources/280658-1172608138489/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

11 Million 60 Million 47+ 14 Million 8.5 Million 10 Million 2 Million Looking at the UK 11 Million Children 60 Million Population 47+ Half Adults 14 Million Grandparents 10 Million Disabled 8.5 Million Arthritis 2 Million Visual Impairment 1 in 10 Left Handed 3.4 Million Asthma Sources 11 million children - http://www.11million.org.uk/ 10 million disabled (DRC) 9 million hearing RNID 2 million vision RNIB 8 Million arthritis, 3.4M Asthma, 1.5M Diabetes http://64.233.183.104/search?q=cache:ZebNZaBsEqUJ:www.dh.gov.uk/prod_consum_dh/groups/dh_digitalassets/%40dh/%40en/documents/digitalasset/dh_4018578.pdf+arthritis+number+uk+dh&hl=en&ct=clnk&cd=1&gl=uk 14 Million Grandparents http://www.grandparents-association.org.uk/ 1.5 Million Diabetes 8% Men 0.4% Women Colour Blind 9 Million Hearing Impairment

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

Inclusive design is a response to diversity The British Standards Institute (2005) 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)

Only a small proportion of users find products easy to use The following four slides are a simple build to highlight how, whilst only a small proportion of your target market may be completely unable to use your product, in fact a significant proportion of your market are likely to find it difficult or frustrating to use your product. This has a large impact on the market perception of your products and your brand, which in turn has an impact on the overall commercial success of the product and your business. Designing inclusively delivers real commercial benefit by minimising the proportion of the market that experience frustration or difficulty. Product Experience

Only a small proportion of users find products easy to use Product Experience

Only a small proportion of users find products easy to use Product Experience

Only a small proportion of users find products easy to use “2 out of 3 Americans report having lost interest in a technology products because it seemed too complex to set up or operate.” - Philips Index (2004) Product Experience

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

Design can improve product experience Good inclusive design should improve the usability of the product for everyone. For example, removing and inserting the power cord from a kettle can be difficult if you have reduced dexterity or strength in your hands, or are visually impaired. A better design uses a cordless base, which improves the product experience for everyone.

The future’s bright, the future’s grey In 1950 there were 200 Million over 65’s worldwide In 2005 673 Million The demographics of the developed world are changing; longer life expectancies and a reduced birth rate are resulting in an increased proportion of older people within the adult population. This is leading to a reduction in the Potential Support Ratio (PSR), which is the number of people aged 15-64 who could support one person aged over 65. By 2050 2 Billion

In 1950 the PSR was 12:1 The changing world In 1950 the worldwide PSR was 12:1 In 2000 the PSR was 9:1 by 2050 it will be 4:1 globally and 2:1 in the developed world Potential Support Ratio (PSR) is the ratio of the number of 15-64 year olds who could support one person 65+

In 2000 the PSR was 9:1 The changing world In 1950 the worldwide PSR was 12:1 In 2000 the PSR was 9:1 by 2050 it will be 4:1 globally and 2:1 in the developed world

In 2050 the PSR will be 4:1 The changing world In 1950 the worldwide PSR was 12:1 In 2000 the PSR was 9:1 by 2050 it will be 4:1 globally and 2:1 in the developed world

In 2050 for the developed world it will be 2:1 The changing world In 2050 for the developed world it will be 2:1 In 1950 the worldwide PSR was 12:1 In 2000 the PSR was 9:1 by 2050 it will be 4:1 globally and 2:1 in the developed world In this rapidly changing environment maintaining quality of life and independent living for this ageing population is increasingly important and will soon be an absolute necessity for all countries in both the developed and developing world.

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 www.inclusivedesigntoolkit.com Source: 1996/97 Disability follow-up survey

Money to spend and time to spend it The impact of age Money to spend and time to spend it Whilst there is a commercial benefit across the entire market in making products easier to use, older demographic segments represent a significant opportunity for business and highlight the commercial imperative for inclusive design. Disposable income tends to peak just prior to retirement, this is also the time in many people’s lives when they have more time available to spend this disposable income. Products that truly address the needs of this segment of the market should be commercially very successful. However the reality is that few organisations actively target this segment and even fewer consider the need to take into account the significant capability variation that exists. Source: 1996 Family expenditure survey

Can you afford not to? Design stage Relative cost of change Concept 1 Detail design 10 Tooling 100 The cost of change increases exponentially throughout the design and development lifecycle; hence these costs can be minimised by ensuring a thorough understanding of the real user and business needs at the start of the design process, and correctly translating these needs into an appropriate requirements specification. Design decisions based on appropriate insight into user needs are likely to carry less risk, and ultimately lead customer satisfaction and market success. In summary, good design costs, but bad design costs more! Testing 1000 Post-release 10000 Source: Mynott C et al (1994)

Inclusive design can be commercially successful OXO began with a few simple questions - Why do ordinary kitchen tools hurt your hands? Why can’t there be wonderfully comfortable tools that are easy to use? In 1990, the first group of 15 OXO Good Grips kitchen tools was introduced to the US market. These ergonomically- designed, transgenerational tools set a new standard for the industry and raised the bar of consumer expectation for comfort and performance. The annual growth in sales was over 35% per year from 1991 to 2002, and the line now contains more than 500 innovative products covering many areas of the home. The OXO Good Grips line has been recognized by several national and international organizations for superior design. The company’s strategy is based on the primary goals of making products that are usable and desirable. See www.oxo.com for more information

In summary Client Logo 1

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

Inclusive design = Better design Product Experience

Better design = Good business