Jonathan Hassell is an expert in accessibility and inclusion with over 12 years of experience. He discusses the differences between universal design, which aims to be usable and accessible to all, and personalized design, which can tailor experiences to individual needs and preferences. While universal design has benefits, personalized design allows for more flexibility and creativity to meet different users where they are. Hassell is writing a book that provides case studies and guidance to help organizations implement accessible and usable design for all of their customers in an efficient way. It will include examples from global accessibility experts on transforming organizations.

1. Jonathan Hassell
Design for all vs. Design for me: the limits of Inclusive Design
Session 6
jonathan@hassellinclusion.com
@jonhassell #a11y
@ucduk #ucd2013

2. About me
• >12 years experience in accessibility and inclusion
• lead author of British Accessibility Standard BS 8878
• former Head of Usability & Accessibility,
BBC Future Media
• led work to embed accessibility across
BBC web, mobile and IPTV production teams
• won BIMA 2008 & Access-IT@Home awards for the
accessibility features of BBC iPlayer
• Product Manager of innovative, award-winning
products:
• now advisor to:

3. More details on design for all and design for me
in my forthcoming book
• the full guide on how to transform your organisation
to achieve the consistent creation of web sites and
apps that are usable and accessible to all your
customers, at the most efficient cost
• with practical case-studies from leading
accessibility experts worldwide, including:
• Jennison Asuncion (Canada),
• Debra Ruh & Jeff Kline (USA),
• Andrew Arch (Australia)
• David Banes (Qatar)
• Axel Leblois (UN)
For information on the book’s publication, free
access to video case-studies, and a chance of
winning the book… click below

4. 1Difference is normal

5. Difference in task
– which one of its parts do you want?

6. Difference in context
– wherever & however you want it

7. Difference in context
– with whoever you want

8. Difference in screen size
– and how close you are to it

9. Difference in user
– confidence, preferences, capabilities

10. 2Universal or
Inclusive Design

11. Inclusive design is all around us…

12. © 2011 Centre for Business Innovation Ltd
- 12 -
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
And its wins are impressive…

13. So, yes, I‟m a fan…

14. But it does have its problems
BBC iPlayer
disability focus group (2009)
• Vision impaired / dyslexic
• “I like the black – it’s cool”
• “I hate it – I find it really
tiring”
• Aging / learning difficulties
• “it was just too
overwhelming”

15. “It’s busy. There is no list... It’s a bit
difficult. Once I’ve closed the boxes, it’s
much better for me. I can see all the
options. I don’t need to scroll.”
BBC homepage user testing 2009
“That’s good – it gives everything. 95%
appeals to me”
And not only for disabled people…

16. “You can‟t do that…” “You must do this…”

17. Why have „design for all‟…
when you can have „design for me‟?

18. And, because we‟re designing software,
it can go more than skin deep…

19. 3Personalised design
models

20. Adaptation

21. From catastrophic early lunacy…

22. We‟ve been doing this poorly for years…

23. Things are getting better (and brighter)…

24. Do it once… use it everywhere…

25. Alternatives

26. cf.
How about… IPTV as „simple version‟

27. cf.
or mobile version as „simple version‟

28. cf.
or mobile app as „simple version‟

29. cf.
Or you might get…
„someone else‟s version‟ as „simple version‟

30. 4So, be more creative…

31. Include personalisation in your toolbox…

32. 02 Inclusive design
It might just be your…

33. And turn “you can‟t”
into “let‟s see what we can do…”

34. With full backing of Accessibility Standards

35. • the full guide on how to transform your organisation
to achieve the consistent creation of web sites and
apps that are usable and accessible to all your
customers, at the most efficient cost
• with practical case-studies from leading
accessibility experts worldwide, including:
• Jennison Asuncion (Canada),
• Debra Ruh & Jeff Kline (USA),
• Andrew Arch (Australia)
• David Banes (Qatar)
• Axel Leblois (UN)
For information on the book’s publication, free
access to video case-studies, and a chance of
winning the book… send us your details
via the form on the next slide
Many more details, and help for your journey towards
accessibility maturity, in my forthcoming book

36. Training &
support for
BS8878
Standards
Innovation
www.hassellinclusion.com
Strategy &
research

37. e: jonathan@hassellinclusion.com
t: @jonhassell
w: www.hassellinclusion.com