Mr. Jonathan Hassell's presentation at QITCOM 2011

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QITCOM 2011
May 24 | Day 1 | INNOVATE

Session 1: Digital Content-Innovation in Arabic Digital Content- A Business Opportunity

Speaker: Mr. Jonathan Hassell - Former Head of Usability & Accessibility, BBC Future Media & Technology

Topic: Digital Content- Usability, E-inclusion & Digital Innovation

Fore more information, visit www.qitcom.com.qa

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  • A product that doesn’t exclude anyone from using it is always likely to let more users in...
  • http://www.microsoft.com/enable/research/computerusers.aspx
  • Where they want is everywhere… where they can doesn’t cross any lines…
    That’s quite a challenge
  • Mr. Jonathan Hassell's presentation at QITCOM 2011

    1. 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. 2. (c) jonathanhassell@yahoo.co.uk Your key stakeholders for success in Digital Content...? Your users
    3. 3. (c) jonathanhassell@yahoo.co.uk One key impediment/constraint to success...? Excluding users because your products don’t understand their needs...
    4. 4. (c) jonathanhassell@yahoo.co.uk Listening to your diverse audiences’ needs… identifies challenges… but innovation often follows a challenge
    5. 5. (c) jonathanhassell@yahoo.co.uk Inclusion => innovation => success: OXO Good Grips
    6. 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. 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. 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. 9. (c) jonathanhassell@yahoo.co.uk MyDisplay initial purpose: A way of turning complaints into positive user experiences
    10. 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. 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. 12. (c) jonathanhassell@yahoo.co.uk Going deeper using a user-centred approach Interviewing users to assess their detailed needs
    13. 13. (c) jonathanhassell@yahoo.co.uk “It saves on headache tablets…”
    14. 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. 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. 16. (c) jonathanhassell@yahoo.co.uk What users want personalisation to be like... Findable Affordable Easily Installable Simple Flexible
    17. 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. 18. (c) jonathanhassell@yahoo.co.uk Minimise the cost: use themes to save clicks...
    19. 19. (c) jonathanhassell@yahoo.co.uk Maximise the benefits: allow users to use their preferences everywhere...
    20. 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. 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...
    22. 22. (c) jonathanhassell@yahoo.co.uk Resulting product: Two clicks to preview a change…
    23. 23. (c) jonathanhassell@yahoo.co.uk Three more to tweak and save your theme…
    24. 24. (c) jonathanhassell@yahoo.co.uk And the rest of BBC Online (even mobile) uses your preferences… that’s it…
    25. 25. (c) jonathanhassell@yahoo.co.uk Works in Arabic too...
    26. 26. (c) jonathanhassell@yahoo.co.uk “I’ve been waiting for this for years…”
    27. 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. 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. 29. (c) jonathanhassell@yahoo.co.uk If you remember one thing: One top tip for success – listen to your users!
    30. 30. (c) jonathanhassell@yahoo.co.uk jonathanhassell@yahoo.co.uk

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