Where next for Inclusive Design?

Inclusive design was championed by BT at a seminar this week. So far, the principles have been applied mainly to products. Could the principles be extended to apply to inclusive branding, communications, marketing and services?

On Tuesday, Richard and I attended a BT seminar: ‘Designs on a Bigger Market: The business case for inclusive design’.

This set out to make the business case for ‘inclusive design’ and to provide hands on advice practical workshops. The event was well-paced, well-organised and seemed to engage the audience to an impressively high level. And the setting – the BT Tower – did not exactly detract from the event either.

The event started with filmed interviews with such luminaries as Stephen Timms MP (Minister for Digital Britain) and Tom Wright CBE (Chief Executive of Age UK). Presenters included Andrew Harrop of Age UK, Professor John Clarkson of Cambridge University, and Gillian Gibson-Piggot of BT. All made their points succinctly and well.

So what is ‘inclusive design’? According to the BSI, it is ‘The design of mainstream products and/or services that are accessible to, and usable by, as many people as reasonably possible…without the need for special adaptation or specialised design.” For further information, visit www.bt.com/inclusivedesign or www.inclusivedesigntoolkit.com

The business case for inclusive design is based upon population ageing, the physical impairments associated with age, and the size, growth and economic power of this group. Something close to our own hearts, of course. The type of ‘inclusive design’ discussed was almost entirely product design, providing functional benefits related to impairment.

So far, so good. But what’s next? Here are a few thoughts:

1. Inclusive branding and marketing. The emotional needs of older people must be addressed, as well as their physical and functional needs. This takes us into the realm of branding and communications (again, close to our hearts at rhc advantage). To make a gross generalisation, the current choice for older people seems to be polarised between dull, utilitarian products meeting their physical needs, and products which, although meeting their needs as mainstream consumers, are apparently targeted and positioned for much younger and unnecessarily groovy people. Take the IPad or IPhone, for example. For an older person to own these invites humorous comment, yet it is well established that many older people are likely to purchase technology products – for example, 50% of Kindle purchasers were aged over 50 (and 27% over 60).

And why can’t functional products for older people also be attractive? For an example of how this can be achieved, visit www.thefutureperfectcompany.com

2. Inclusive communications. The principles of inclusive design have been applied mainly to products. These principles must be developed and applied to the route to market of those products, and beyond. This includes the extended service offering around products (information, after-sales, and so on), packaging design, communications to intermediaries, in-store merchandising and point-of-sale materials, and of course, marketing communications.

3. Inclusive Service. The principles of inclusive design must also be applied to all aspects of the customer experience in retail and service organisations. Consider just one example. Many older people we have spoken to dislike banks (OK, who doesn’t?) because they have to stand in queues. However, the much-maligned Post Office has a numbered ticketing system (in larger branches) which allows you to sit in a comfortable chair until your number comes up. There is not space here to consider all the many aspects of the service experience which could be improved, probably to the benefit of everybody.

Thanks to BT for stimulating the discussion, and to the Age UK ‘engage’ team for facilitating our attendance at the event. It’s all very close to our hearts and the very reason we launched rhc advantage in December 2009.