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1. Inclusive Design Challenge
Thursday 20th September 2012
Tavis House
1-6 Tavistock Square
London
WC1H 9NA

2. Welcome
Ian Rutter
Senior Manager
Engage Business Network

3. 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

4. 13:30: Registration
13:45: Welcome:
Ian Rutter, Engage Business Network
13:55: The Commercial Benefits of an Inclusive Design Approach
Andy 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

6. 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.''

7. 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?'

9. “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.”

11. The Commercial Benefits of an
Inclusive Design Approach
Andy Fayle
Senior Designer
TheAlloy

12. The Commercial Benefits of an Inclusive Design Approach
Andy Fayle, Senior Designer
Age UK Inclusive Design Challenge
20.09.12

13. Great experiences across many sectors

14. Human behaviour drives business results
W help companies understand human behaviour
e

15. Every perception informs behaviour
Every sight, every touch, every interaction

16. Experience Led Design helps you create better perceptions

17. Perceptions driven by a mosaic of interactions & experiences

18. Experience mapping
First sight POS First Use Routine Extreme Upgrade
use use

19. Experience orchestration & choreography

20. How? – Mapping the customer experience

21. Inclusive = Universal

22. Design for the widest possible audience

23. BT – Home Hub
Over 6 million users

24. BT – Freestyle 750
‘Inclusive led’ mass market appeal

25. BT – Converse MK1
1991: “special needs, meets heavy users”

26. Inc. Mobile
Not a phone for the elderly, simply easier to use

27. WellTogether – Home pad
Fit current behaviours and nurture new

28. RNID – Soundspace
Blur boundaries, create opportunity

29. PZ Cussons – Original Source
‘Inclusive approach’ in everyday environments

30. E2V – Thermal imaging camera
‘Inclusive approach’ in extreme environments

31. Summary
Human behaviour drives business results
Success depends on a deep understanding of
the customer
Inclusive design considers the widest possible
audience

33. Unlocking the Potential of the
Younger Old Consumer
Professor Andree Woodcock
Leader of the Integrated Transport and Logistics
Grand Challenge
Coventry School of Art and Design

34. 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

35. 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
.

36. 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.

37. Data Gathering Methods
• Literature review
• Product review
• Market analysis
• Consumer street survey
• Gathering industry perspectives

38. 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’

39. 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

40. Each Stage in ALT Purchasing has
Barriers

41. 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

42. 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

43. Consumer Groups Identified by
COMODAL

44. 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

45. 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

46. Profiles of Purchasing Behaviour of
Carer Consumer
50-70 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

47. 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 Strong desire to involve those they
products care for in purchase decision
Feel confident about deciding which Only group to believe that the state
product is right is strong enabler should provide ALTs
Most likely to approach council/NHS Least likely to use mobility/specialist
for advice shop
Don’t know where to buy ALTs Likely to involve healthcare specialist
in purchase decision
Lack of access to information and Keen to see a variety of new purchase
social networks models for ALTs

48. Factors Effecting Uptake of ALTs

49. 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

50. 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

51. Inclusive Information Provision

52. 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

53. 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.

54. 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
.

55. The Challenge
Anna McConnell
Product and Service Design Researcher
Engage Business Network and Brunel University

56. Desirable Functional
Simple Usable

57. The Brief and Process
Design a product that increases the enjoyment and/or safety of an
everyday activity
DISCOVER
Understand your lead users and their needs,
behaviour, habits, interests and lifestyles
What do your users do, want and need?
45 minutes
DELIVER DEFINE
DEVELOP

58. The Brief and Process
Design a product that increases the enjoyment and/or safety of an
everyday activity
DISCOVER
DEFINE
Generate a strong, concise problem
brief highlighted in the Discover
DELIVER Phase.
The stronger the brief – the
stronger the solution.
20 minutes
DEVELOP

59. The Brief and Process
Design a product that increases the enjoyment and/or safety of an
everyday activity
DISCOVER
DELIVER DEFINE
DEVELOP
Idea generation and development
based on the brief produced in the
Define Phase
45 minutes

60. The Brief and Process
Design a product that increases the enjoyment and/or safety of an
everyday activity
DISCOVER
DELIVER
Present the team’s idea, including key DEFINE
features and how it solves the problem
and challenges.
1hr
DEVELOP

61. The Brief and Process
Design a product that increases the enjoyment and/or safety of an
everyday activity
DISCOVER
Understand your lead users and their needs,
behaviour, habits, interests and lifestyles
What do your users do, want and need?
45 minutes
DEFINE
DELIVER Generate a strong, concise problem
Present the team’s idea, including key brief highlighted in the Discover
features and how it solves the problem Phase.
and challenges. The stronger the brief – the
1hr stronger the solution.
20 minutes
DEVELOP
Idea generation and development
based on the brief produced in the
Define Phase.
45 minutes

62. Deliver
• 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?

63. Engage Business Network
Latest Members:
Homebase
TalkTalk
Barclaycard Fraud Prevention

64. Engage Business Network
Research and business insight into the 60+ population.
Seminars, events and networking opportunities.
Product and service accreditation.

65. 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.

66. 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.