Come 2012, Ontario will enforce its new Customer Service Standards for people with disabilities. Legal obligations aside, companies that view accessibility as an obstacle rather than an opportunity miss tapping into a market segment that wields $25 billion. Hear from consultants and product developers on how you can turn accessibility into profitability. Alexander Levy Edie Forsyth Jutta Treviranus http://www.marsdd.com/events/details.html?uuid=39abcd71-153e-4217-9bdb-ec0e8825aadd

2. The Bright Economic Future of Inclusive Design
Jutta Treviranus
Inclusive Design Research Centre
OCAD University

3. The Inclusive Design Research Centre
• inclusive design of emerging information and communication systems and
practices
• established in 1993 as the Adaptive Technology Resource Centre at the
University of Toronto, moved to OCAD in August 2010
• currently largest centre of it’s kind in the world
• over 96 research partner organizations globally
• from 15 to 23 multi-sector, multi-partner projects at any one time
• a wealth of resources and tools to support inclusive design
• open source and open access - free to commercialize
• URL: idrc.ocad.ca

4. Inclusive Design
• Design that is inclusive of the full
range of human diversity with
respect to ability, language,
culture, gender, age and other
forms of human difference
• Designing for Diversity
• Addressing the beginning of the
ICT “food chain” to support
integrated accessibility from the
start

5. The Inclusive Design Institute
• Regional research hub
• Eight postsecondary institutions as partners:
• University of Toronto
• UOIT
• Ryerson
• Seneca
• Sheridan
• George Brown
• York
• Funded by ORF-RI and CFI

6. Global Demand
• Growing market for inclusively
designed products and services
• Rising demand for personnel with
skills and knowledge in inclusive
design

7. Legislative Trend
• In addition to AODA
• United Nations Convention on
the Rights of Persons with
Disabilities
• US Rehab 508 Refresh
• US 21st Century
Communication and Video
Accessibility Act
• Every trading partner...

8. Digital Exclusion
• access to online systems no
longer an option
• estimated social and economic
cost of digital exclusion
• required for government,
commerce, education,
employment, recreation, social
engagement, civic
engagement....
• focus of public policy globally

9. The Aging of the
Western World
• increasing the demand

10. © 2001 Trace R&D Center, University of Wisconsin
9.5% of the
population
between the ages
of 18 and 24
years has some
level of disability.

11. © 2001 Trace R&D Center, University of Wisconsin
10% of the
population
between the ages
of 24 and 34
years has some
level of disability.

12. © 2001 Trace R&D Center, University of Wisconsin
14% of the
population
between the ages
of 35 and 44
years has some
level of disability.

13. © 2001 Trace R&D Center, University of Wisconsin
21.2% of the
population
between the ages
of 45 and 54
years has some
level of disability.

14. © 2001 Trace R&D Center, University of Wisconsin
34% of the
population
between the ages
of 55 and 64
years has some
level of disability.

15. © 2001 Trace R&D Center, University of Wisconsin
42.3% of the
population
between the ages
of 65 and 74
years has some
level of disability.

16. © 2001 Trace R&D Center, University of Wisconsin
64% of the
population ages
75 and above has
some level of
disability.

17. © 2001 Trace R&D Center, University of Wisconsin
Begin group aging
animation (slides 9-15) –
allow 1-2 seconds on each
slide for effect.

18. © 2001 Trace R&D Center, University of Wisconsin

19. © 2001 Trace R&D Center, University of Wisconsin

20. © 2001 Trace R&D Center, University of Wisconsin

21. © 2001 Trace R&D Center, University of Wisconsin

22. © 2001 Trace R&D Center, University of Wisconsin

23. © 2001 Trace R&D Center, University of Wisconsin

24. Aging and the
Labour Gap
• Impact of labour gap greater
than the numbers
• Corporations hoping to address
accessibility

25. “We do better when we are equal”
• “The Spirit Level : Why More Equal Societies Almost
Always Do Better” by Richard Wilkinson and Kate
Picket
• Equality and inclusion benefits the whole society
• Inequality causes shorter, unhealthier and unhappier
lives
• Increases the rate of violence, obesity, imprisonment
and addiction
• Adversely affects mental and physical health

26. Inclusive Design and
Innovation
• True innovation occurs at the
margins...
• We are pushed further by:
• disruptive notions
• perspectives that do not fit in
• unpredictable inspirations that
burst our neat categories
• true innovation is experienced by
the majority as uncomfortable,
foreign and strange

27. Diversity and Innovation
• “diversity trumps ability” Scott Page
• more effective problem solving
• better decision making and planning
• more accurate prediction
• greater innovation

28. Not the Current
Business Models
• Standard information and communication
technology (ICT) developers design for the
typical or average user
• Assistive technology (AT) is intended to bridge
the gap to reach anyone that requires
alternative access systems
• the Assistive Technology bridge is inadequate
and crumbling
• AT has an impossible technical and business
task
• updates, upgrades, proprietary systems,
quickly changing technology
• small enterprises with small customer base
• only addressing some disabilities
• only reaching a few countries

30. One-size-fits-one Inclusive Design
• the Global Public Inclusive Infrastructure
• http://gpii.org
• the GPII is not a single entity, a single technology, a single set of tools or a
single architecture but the orchestration and linking of a large diversity of
tools, infrastructures, applications, contributors, organizations and
participants globally - like the Web

31. The Education Crisis
• addressing the needs of the
“doubly marginalized”
• recognizing that learners learn
differently and we need a
diversity of learners

32. Literacy Levels
• addressing both literacy and
eliteracy
• providing scaffolds for literacy
development
• assisting second language
learners

33. Prosperity and the
Global Economy...
• move from “push” market with
high cost of start up, to “pull”
market with very low entry costs
• shift to diversification of market
and away from direct
competition
• more resilient business
environment
• encourages participation of
small enterprises, new
entrepreneurs and Indie
developers

34. Pooling Resources
• a diversity of resources for a diversity of
needs
• a common platform
• incremental innovation
• a critical mass needed to reach the
margins

35. The Direct Demand-Supply Pipeline
• expression of diverse individual needs
• connection to a diversity of producers
and suppliers
• global
• reduces need for marketing
infrastructure

36. The Innovation Gap
• The demand for diverse
products and services prompts
innovation
• Support for diverse teams which
in turn are more creative and
innovative
• New, innovative ideas can
“break” into the market

37. Youth
Unemployment
• Young entrepreneurs and SMEs
have a chance to enter the
market
• No need for large infrastructure
or capital investment
• Support for new ideas and
approaches

38. Even "
Waste Reduction
• “How to Reach Me” program
• Demand-supply match

39. Support for AODA
compliance...
• AODA as economic driver
• just-in-time not just-in-case
accessibility
• impetus to innovate with
technology
• cloud-based service that meets
needs of all users

40. Questions,
Suggestions ??

41. Accessible Customer Service
Accessibility is good for business
Are you ready? ood for
business?

42. Agenda
 Disability Stats
 Disability Types
 Five Standards
1. Customer Service Standard
2. Information & Communication Standard
3. Employment Standard
4. Transportation
5. Built Environment
 Next Steps

43. People with Disabilities
 Approximately 1.8 million Ontarians (15.5%)
 Increasing as population gets older:
65 and older – 47%
 Baby boomers 1946 – 1964
 In 2026 approximately 16% of people in
Canada will have a disability
 Spending power of $21 to $25 billion a year in
Canada

44. General Types of Disabilities
 Physical
 Hearing
 Vision
 Deaf-Blind
 Speech
 Mental Health
 Learning

45. Other Disabilities
 Intellectual
 Sensory: Taste, Smell, Touch
 Other conditions: cancer, diabetes,
asthma, allergies ….…
 Temporary disabilities

46. Purpose:
To achieve a fully accessible Ontario by 2025
Develop accessibility standards
Enforce the standards - Fines: $100,000 per day
$ 50,000 per Director
The AODA will apply to broader public, private
sectors and non profits.
- Municipalities & Government Ministries
- Hospitals
- Schools, Colleges & Universities
- Public Transit
- Non profit organizations
- Stores, Restaurants, Dental Offices……
everyone
Accessibility for Ontarians with
Disabilities Act, 2005 (AODA)
Legislated Background

47. AODA Standards
F i v e S t a n d a r d s
1. Customer Service - Accessible Customer
Service
2. Information and Communication
- Provide information & Communicate
3. Employment – Recruit, Retain and Accommodate
4. Transportation – Accessible Transit
5. Built Environment - Physical and Architectural

48. Customer Service Standard
 How we interact with people with various disabilities
and provide service.
 Requires:
 accessible customer service policy, procedures
and practices
 staff training
 a feedback method
 alternate communication methods, service animals,
support persons and assistive devices
 notice of service disruption
Compliance January 1, 2010 – designated public sector
January 1, 2012 – private sector/NFP’s

49. Customer Service Standard
Ask if you can help

50. It doesn’t have to cost a lot.
 Signage, price tags, brochures/flyers
(clear print guidelines)
 Alternative formats – large print,
electronic, audio, read aloud, write down
instructions, draw diagram
 Exterior and interior routes
 Way finding
 Rest area – chair
 Portable ramps
 Provide assistance
 Inaccessible access building - home
visits or on-line shopping
Customer Service Standard

51. 5 things you can do NOW!
1. Review the Accessible Customer Service Standard
– Compliance (polices & procedures and training)
– Capitalize
2. Educate and expand expertise on accessibility –
all 5 standards
3. Determine the level of accessibility in your facilities
and plan to build “no new barriers”
4. Evaluate your website as an accessible service
delivery method
5. Keep accessibility “top of mind” for your staff and
volunteers - newsletters, tips…

52. Accessibility Experts Ltd.
Training:
 Accessible Customer Service
Training
- One Hour
- Three Hour
- E-Learning
- Train the Trainer
 Accessible Web Design
 Accessible Audits
Consulting Services
Website
www.accessibilityexperts.ca

53. The smart yet
simple
communication aid

54. Design advice from the team
behind

55. Video:
“Meet MyVoice”

56. Customize
in seconds.

57. Location-awareness finds phrases
fast.

58. Speak with
personality.

59. Add dozens of free vocab
books.

60. Rest easy
with
automatic
backup.

61. What design ideas
went into
MyVoice?

62. 1) Assistive technology
doesn’t have to be ugly
Assistive
technology doesn’t
have to be
UGLY

63. 1) Assistive technology
doesn’t have to be ugly

64. 2) Get personal with
your users
Get personal
with your users

65. 2) Get personal with
your users

66. 3) There’s no
substitute for domain
expertise
There’s no
substitute
for domain
expertise

67. 3) There’s no
substitute for domain
expertise

68. 4) Our key idea:
anticipatory makes
accessible
Anticipatory =
Accessible

69. 4) Our key idea:
anticipatory makes
accessible

70. 4) Our key idea:
anticipatory makes
accessible
Thank
You

71. AAC.com