Inclusive Design

From both a social and marketing perspective, the needs of older and disabled consumers have to be integrated into contemporary product development if commerce is to adequately reflect and respond to the significant demographic changes taking place.

With an inclusive design approach in mind, the I-design research team [from Cambridge University, the Royal College of Art, Central Saint Martins and the Design Council] have developed an exploratory working model to help understand and communicate the limitations imposed by ageing and disability, as well as the opportunities.

• special purpose design: some scenarios or impairments are quite specific and require specialist design solutions. For an older person, wishing to stay at home, this may mean incorporating a Stairguide - a moving mechanical hand-rail to help the elderly and unsteady get up and down stairs safely. Whereas for someone who has lost a limb, an IP+ intelligent prosthetic may be needed. Whilst these are minority cases, when disability is acute, design can make a significant contribution to quality of life and independent living. And with access to European and global markets opening up, this sector may become more significant.
• customisable design: by providing simple bolt-on features, many everyday products are made accessible to elderly or disabled users. For example, CINEtracker helps the visually impaired to discreetly listen to on-screen cinema action; while ZY-Tex paper & ZY-Fuse heater turn diagrams and pictures into embossed images for blind and partially sighted people to read.
• extended design: this approach possibly offers the biggest opportunity - both to users and to marketers alike. By extending the core design of everyday products, many previously excluded people are able to use products. Creating a cordless kettle not only includes more elderly and arthritic users, but simplifies the design of the electric kettle. Likewise, Solo, the UK's first full-width, low-floor bus, has no internal steps and is fully wheelchair accessible.

An inclusive approach to design goes a long way to counter the limitations imposed by ageing and disability. And whilst the social benefits are likely to be significant, the commercial opportunities - by opening up products to new users - should be equally exciting.