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(c) jonathanhassell@yahoo.co.uk
Digital Content: Usability, Inclusion & Innovation
Dr Jonathan Hassell
Former Head of Usability & Accessibility, BBC Future Media
Director, Hassell Inclusion ltd.
QITCOM Panel: Digital Content- Innovation in Arabic Digital Content – Business Opportunities
Tues 24th
May 2011
(c) jonathanhassell@yahoo.co.uk
Your key stakeholders for success in Digital Content...?
Your users
(c) jonathanhassell@yahoo.co.uk
One key impediment/constraint to success...?
Excluding users because your products don’t
understand their needs...
(c) jonathanhassell@yahoo.co.uk
Listening to your diverse audiences’ needs…
identifies challenges…
but innovation often follows a challenge
(c) jonathanhassell@yahoo.co.uk
Inclusion => innovation => success: OXO Good Grips
© 2011 Centre for Business Innovation Ltd
- 6 -
Centre for Business Innovation
“Connected Communities, helping you Do more with Less” Engineering Design Centre
OXO Good Grips
• Well-known pioneer of Inclusive Design in
the USA
• Sam Farber’s wife, a keen cook, suffered
from arthritis
“Why do ordinary kitchen tools hurt your
hands?”
• First 15 products launched in 1990
• Sales growth over 35% per year from 1991 to
2002
• The line has now grown to over 500
products
• Over 100 design awards received
(c) jonathanhassell@yahoo.co.uk
Start/continue focusing on your users’ needs...
Web case-study:
How user-centred design helped the BBC create
MyDisplay
(c) jonathanhassell@yahoo.co.uk
Comment: at 08:24am on 14 Jul 2010,
thrifty wrote:
* The background colour is forced to white -
high contrast contributes to eye strain &
headaches. Perhaps a light grey would help
here?
Comment: at 08:05am on 14
Jul 2010, chris b wrote:
…
Awful 'UK News/World New'
panel - … Terrible contrast
too between the text and
dark background.
The problem which kicked off MyDisplay?
How the BBC News redesign couldn’t win…
(c) jonathanhassell@yahoo.co.uk
MyDisplay initial purpose:
A way of turning complaints into positive user experiences
(c) jonathanhassell@yahoo.co.uk
Before starting: assess the business opportunity/risk:
– how many people could be having these difficulties in the UK?
Sources: DFEE
2mlow-vision
but not blind
1.9mdyslexic
1.8madults with
low-literacy
levels
(<age 8)
80kcognitively
impaired
(ADHD,
Aspergers)
(c) jonathanhassell@yahoo.co.uk
Looking for links with a wider picture:
– the gap in Internet use in the UK
Sources: EEDP (2008) and ONS (2007)
42%of disabled people have
used the internet
67%of the general population have
ever used the internet
Could this issue be constraining UK Internet take-up...?
(c) jonathanhassell@yahoo.co.uk
Going deeper using a
user-centred approach
Interviewing users to assess
their detailed needs
(c) jonathanhassell@yahoo.co.uk
“It saves on
headache tablets…”
© BBC 2008
But do we need to do anything?
Can’t these users help themselves to a solution...?
– further quantitative research finds another gap...
Source: Microsoft/Forrester Research study 2003, USA
57%of USA computer users
(aged 18-64)
are likely or very likely to
benefit from the use of
Accessible Technology
6-8%of UK web users use an
Assistive Technology
(screenreader, adapted
mouse or similar)
to access the Internet
Source: EEDP (2008)
(c) jonathanhassell@yahoo.co.uk
Explaining the gap...
– our accessibility model expects too much of users...
1. an Assistive Technology or OS/browser setting to exist to make
the site accessible to all
• often they don’t (e.g. text to sign language, text to ‘Easy Read’)
2. if it does, the model expects web users to:
a. be aware that the Assistive Technology or OS/browser setting/tool exists
to meet their need
• (even with sites like BBC My Web My Way to point the way) most are not
a. be able to afford that technology
• most are C2DE so have difficulty affording expensive techs
a. be able to work out how to install it
• most are not technical (don’t know what a browser is)
and scared of downloads
a. be able to work out how to use it
• most are unconfident
a. and then be able to use it to access online content
• most never get this far, even if the site is WCAG AAA...
• … and to do this for every device on which they use the web
(c) jonathanhassell@yahoo.co.uk
What users want personalisation to be like...
Findable
Affordable
Easily
Installable
Simple
Flexible
(c) jonathanhassell@yahoo.co.uk
The cost-benefits trade-off:
Minimise the cost of using the tool,
and let people see the benefits quickly...
or they won’t bother
(c) jonathanhassell@yahoo.co.uk
Minimise the cost: use themes to save clicks...
(c) jonathanhassell@yahoo.co.uk
Maximise the benefits:
allow users to use their preferences everywhere...
(c) jonathanhassell@yahoo.co.uk
Flexible: don’t let technology boundaries get in the way
‘My Desktop/Laptop/Netbook’
‘My
other
computer’
‘My
mobile
(apps
& web)’
‘My
tablet’
‘My
IPTV/
games
console’
Device
Websites
Browser
(incl.
toolbars)
OS
settings
Installed
ATs
(c) jonathanhassell@yahoo.co.uk
MyDisplay updated purpose (after research)
• one online tool
• that allows disabled and elderly people to get
a better user experience of bbc.co.uk
• by allowing them to easily tell the site their
preferences about how it should look and
function
• getting the site to alter itself to correspond to
those preferences
• allowing them to store this online so they can
take it from device to device…
• and allowing them to use their preferences on
non-BBC sites as well...
(c) jonathanhassell@yahoo.co.uk
Resulting product:
Two clicks to preview a change…
(c) jonathanhassell@yahoo.co.uk
Three more to tweak and save your theme…
(c) jonathanhassell@yahoo.co.uk
And the rest of BBC Online (even mobile) uses your
preferences… that’s it…
(c) jonathanhassell@yahoo.co.uk
Works in Arabic too...
(c) jonathanhassell@yahoo.co.uk
“I’ve been waiting
for this for years…”
(c) jonathanhassell@yahoo.co.uk
Will it be a success?
We don’t know yet...
Now in 6 month trial, to
measure: how many of the
6m can MyDisplay actually
deliver… at what cost?
(c) jonathanhassell@yahoo.co.uk
What we do know:
– doing it together reduces costs & maximises user benefit
• discussing feasibility of sharing
MyDisplay with non-BBC sites, of
different scales & resources
• aiming to pilot with lead partner in
late 2011
• very happy to discuss with others…
• discussing feasibility of sharing
MyDisplay with non-BBC sites, of
different scales & resources
• aiming to pilot with lead partner in
late 2011
• very happy to discuss with others…
(c) jonathanhassell@yahoo.co.uk
If you remember one thing:
One top tip for success – listen to your users!
(c) jonathanhassell@yahoo.co.uk
jonathanhassell@yahoo.co.uk

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Mr. Jonathan Hassell's presentation at QITCOM 2011

  • 1. (c) jonathanhassell@yahoo.co.uk Digital Content: Usability, Inclusion & Innovation Dr Jonathan Hassell Former Head of Usability & Accessibility, BBC Future Media Director, Hassell Inclusion ltd. QITCOM Panel: Digital Content- Innovation in Arabic Digital Content – Business Opportunities Tues 24th May 2011
  • 2. (c) jonathanhassell@yahoo.co.uk Your key stakeholders for success in Digital Content...? Your users
  • 3. (c) jonathanhassell@yahoo.co.uk One key impediment/constraint to success...? Excluding users because your products don’t understand their needs...
  • 4. (c) jonathanhassell@yahoo.co.uk Listening to your diverse audiences’ needs… identifies challenges… but innovation often follows a challenge
  • 5. (c) jonathanhassell@yahoo.co.uk Inclusion => innovation => success: OXO Good Grips
  • 6. © 2011 Centre for Business Innovation Ltd - 6 - Centre for Business Innovation “Connected Communities, helping you Do more with Less” Engineering Design Centre OXO Good Grips • Well-known pioneer of Inclusive Design in the USA • Sam Farber’s wife, a keen cook, suffered from arthritis “Why do ordinary kitchen tools hurt your hands?” • First 15 products launched in 1990 • Sales growth over 35% per year from 1991 to 2002 • The line has now grown to over 500 products • Over 100 design awards received
  • 7. (c) jonathanhassell@yahoo.co.uk Start/continue focusing on your users’ needs... Web case-study: How user-centred design helped the BBC create MyDisplay
  • 8. (c) jonathanhassell@yahoo.co.uk Comment: at 08:24am on 14 Jul 2010, thrifty wrote: * The background colour is forced to white - high contrast contributes to eye strain & headaches. Perhaps a light grey would help here? Comment: at 08:05am on 14 Jul 2010, chris b wrote: … Awful 'UK News/World New' panel - … Terrible contrast too between the text and dark background. The problem which kicked off MyDisplay? How the BBC News redesign couldn’t win…
  • 9. (c) jonathanhassell@yahoo.co.uk MyDisplay initial purpose: A way of turning complaints into positive user experiences
  • 10. (c) jonathanhassell@yahoo.co.uk Before starting: assess the business opportunity/risk: – how many people could be having these difficulties in the UK? Sources: DFEE 2mlow-vision but not blind 1.9mdyslexic 1.8madults with low-literacy levels (<age 8) 80kcognitively impaired (ADHD, Aspergers)
  • 11. (c) jonathanhassell@yahoo.co.uk Looking for links with a wider picture: – the gap in Internet use in the UK Sources: EEDP (2008) and ONS (2007) 42%of disabled people have used the internet 67%of the general population have ever used the internet Could this issue be constraining UK Internet take-up...?
  • 12. (c) jonathanhassell@yahoo.co.uk Going deeper using a user-centred approach Interviewing users to assess their detailed needs
  • 13. (c) jonathanhassell@yahoo.co.uk “It saves on headache tablets…”
  • 14. © BBC 2008 But do we need to do anything? Can’t these users help themselves to a solution...? – further quantitative research finds another gap... Source: Microsoft/Forrester Research study 2003, USA 57%of USA computer users (aged 18-64) are likely or very likely to benefit from the use of Accessible Technology 6-8%of UK web users use an Assistive Technology (screenreader, adapted mouse or similar) to access the Internet Source: EEDP (2008)
  • 15. (c) jonathanhassell@yahoo.co.uk Explaining the gap... – our accessibility model expects too much of users... 1. an Assistive Technology or OS/browser setting to exist to make the site accessible to all • often they don’t (e.g. text to sign language, text to ‘Easy Read’) 2. if it does, the model expects web users to: a. be aware that the Assistive Technology or OS/browser setting/tool exists to meet their need • (even with sites like BBC My Web My Way to point the way) most are not a. be able to afford that technology • most are C2DE so have difficulty affording expensive techs a. be able to work out how to install it • most are not technical (don’t know what a browser is) and scared of downloads a. be able to work out how to use it • most are unconfident a. and then be able to use it to access online content • most never get this far, even if the site is WCAG AAA... • … and to do this for every device on which they use the web
  • 16. (c) jonathanhassell@yahoo.co.uk What users want personalisation to be like... Findable Affordable Easily Installable Simple Flexible
  • 17. (c) jonathanhassell@yahoo.co.uk The cost-benefits trade-off: Minimise the cost of using the tool, and let people see the benefits quickly... or they won’t bother
  • 18. (c) jonathanhassell@yahoo.co.uk Minimise the cost: use themes to save clicks...
  • 19. (c) jonathanhassell@yahoo.co.uk Maximise the benefits: allow users to use their preferences everywhere...
  • 20. (c) jonathanhassell@yahoo.co.uk Flexible: don’t let technology boundaries get in the way ‘My Desktop/Laptop/Netbook’ ‘My other computer’ ‘My mobile (apps & web)’ ‘My tablet’ ‘My IPTV/ games console’ Device Websites Browser (incl. toolbars) OS settings Installed ATs
  • 21. (c) jonathanhassell@yahoo.co.uk MyDisplay updated purpose (after research) • one online tool • that allows disabled and elderly people to get a better user experience of bbc.co.uk • by allowing them to easily tell the site their preferences about how it should look and function • getting the site to alter itself to correspond to those preferences • allowing them to store this online so they can take it from device to device… • and allowing them to use their preferences on non-BBC sites as well...
  • 23. (c) jonathanhassell@yahoo.co.uk Three more to tweak and save your theme…
  • 24. (c) jonathanhassell@yahoo.co.uk And the rest of BBC Online (even mobile) uses your preferences… that’s it…
  • 26. (c) jonathanhassell@yahoo.co.uk “I’ve been waiting for this for years…”
  • 27. (c) jonathanhassell@yahoo.co.uk Will it be a success? We don’t know yet... Now in 6 month trial, to measure: how many of the 6m can MyDisplay actually deliver… at what cost?
  • 28. (c) jonathanhassell@yahoo.co.uk What we do know: – doing it together reduces costs & maximises user benefit • discussing feasibility of sharing MyDisplay with non-BBC sites, of different scales & resources • aiming to pilot with lead partner in late 2011 • very happy to discuss with others… • discussing feasibility of sharing MyDisplay with non-BBC sites, of different scales & resources • aiming to pilot with lead partner in late 2011 • very happy to discuss with others…
  • 29. (c) jonathanhassell@yahoo.co.uk If you remember one thing: One top tip for success – listen to your users!

Editor's Notes

  1. A product that doesn’t exclude anyone from using it is always likely to let more users in...
  2. http://www.microsoft.com/enable/research/computerusers.aspx
  3. Where they want is everywhere… where they can doesn’t cross any lines… That’s quite a challenge