Mr. Jonathan Hassell's presentation at QITCOM 2011


Published on

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

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • A product that doesn’t exclude anyone from using it is always likely to let more users in...
  • 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) 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) Your key stakeholders for success in Digital Content...? Your users
    3. 3. (c) One key impediment/constraint to success...? Excluding users because your products don’t understand their needs...
    4. 4. (c) Listening to your diverse audiences’ needs… identifies challenges… but innovation often follows a challenge
    5. 5. (c) 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) Start/continue focusing on your users’ needs... Web case-study: How user-centred design helped the BBC create MyDisplay
    8. 8. (c) 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) MyDisplay initial purpose: A way of turning complaints into positive user experiences
    10. 10. (c) 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) 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) Going deeper using a user-centred approach Interviewing users to assess their detailed needs
    13. 13. (c) “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) 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) What users want personalisation to be like... Findable Affordable Easily Installable Simple Flexible
    17. 17. (c) 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) Minimise the cost: use themes to save clicks...
    19. 19. (c) Maximise the benefits: allow users to use their preferences everywhere...
    20. 20. (c) 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) MyDisplay updated purpose (after research) • one online tool • that allows disabled and elderly people to get a better user experience of • 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) Resulting product: Two clicks to preview a change…
    23. 23. (c) Three more to tweak and save your theme…
    24. 24. (c) And the rest of BBC Online (even mobile) uses your preferences… that’s it…
    25. 25. (c) Works in Arabic too...
    26. 26. (c) “I’ve been waiting for this for years…”
    27. 27. (c) 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) 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) If you remember one thing: One top tip for success – listen to your users!
    30. 30. (c)