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Designing services for cognitive diversity 21112018


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A presentation from Open Inclusion that details some of the differences and drivers of cognitive diversity as well as some design principles specific to just two groups: older people with memory loss and people who are dyslexic.

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Designing services for cognitive diversity 21112018

  1. 1. Designing services that support cognitive diversity 21 November 2018 Christine Hemphill Tom Pokinko Open Inclusion
  2. 2. Designing better experiences Open Inclusion is an accessibility, research and innovation consultancy. We provide: • Usability testing and insight • Market research • Inclusion-led innovation • Universal design solutions • Workplace inclusion open.inclusion open.insights open.access open.minds open.ability open.value
  3. 3. Who are we? Tom Pokinko Research Director, Open Inclusion Inclusive designer Inclusive researcher Christine Hemphill Managing Director, Open Inclusion Inclusive business design & management Inclusive innovation
  4. 4. What are you thinking?
  5. 5. How and what you think is influenced by… Genetics Environment - past and present Mental and physical health Education and learned skills Mood
  6. 6. Which means we are all wired slightly or significantly differently
  7. 7. Desigual campaign Sept 18 We are all different. Some differences are visible, most are hidden, many are variable “DIFFERENCE IS WHAT WE ALL HAVE IN COMMON”
  8. 8. Humans are not static sets of capabilities, needs and preferences. We all fluctuate in and around our personal “normal” Feeling more resilient Feeling more vulnerable Over Time
  9. 9. • Memory • Learning • Understanding • Attention and focus • Social interactions • Reading or numeracy skills • Content filtering • Mental health • Confidence • Language and speech Neuro diversity represents many differing needs S q e ll 11 25+ … !
  10. 10. Many needs overlap for individuals Image source: Mary Colley, DANDA UK
  11. 11. Neuro diversity provides some powerful challenges Image source: British Dyslexia Association
  12. 12. …as well as some powerful advantages Image source: British Dyslexia Association
  13. 13. • Include physiological, esteem & safety needs • Allow for individual context • Be real, value based, not condescending • Put user goals ahead of designer goals • Keep users motivated • Allow that your users will vary in their: – approaches – willingness to try new things – expectations that they are to blame for bad UI – self-esteem and digital confidence Some design principles for older users with cognitive decline ?
  14. 14. • Design to reduce error rather than maximise speed • Design to engage cognition, mindful of degree • Design for consistency - over time and elements • Design for clarity over simplicity • Build trust and credibility • Include human help as a default Design considerations for older users with cognitive decline ?
  15. 15. • Provide alternative ways to access information • Prioritise key information. Minimise reading • Minimise number of fonts and styles • Put user goals ahead of designer goals • Keep users motivated • Allow for greater variance in – vocabulary – spelling accuracy – ability and desire to read chunks of text – ability to comprehend text (especially jargon or complex terms) – concentration span Some design principles for dyslexic users Myrmidon ???
  16. 16. • Design to reduce error (auto-complete, error recovery tools etc.) • Visually prioritise content and provide clear headers • Limit column width and don’t justify text • Provide media alternatives to text • Allow users to customise text preferences easily (fonts, colours, spacing) • Let users hide content (ie, view page with just headers) • Navigation consistency and alternatives • Include human help as a default • Limit italics and underlining Design considerations for dyslexic users Myrmidon ???
  17. 17. So how do I design for such variable and varying needs? DesignTest Understand
  18. 18. Build awareness and test the experience • Build awareness of cognitive needs • Inclusive research: test early and often • Some options for user research: – Ethnography – Surveys – Contextual enquiry – Diary studies – Usability testing – Mystery / accompanied shopping
  19. 19. Include neuro-diverse people in your design process to create better services. Samantha Fletcher Dyslexic/Dyspraxic Community Lead within Open’s Research Panel
  20. 20. The Open Research Panel (+350) – our unfair advantage Physical Mobility Manual dexterity Balance Speech impediment Sensory Blind Partially sighted Colour blind Deaf/deaf Hard of hearing Usher Neurodiversity Mental health Dyslexia/dyspraxia Learning difficulties Cognitive impairment Speech impairment Autism Other Just older No smell/taste Under 4’ 11” Over 6’ 3” Dysphasia Multiple Sclerosis Cerebral Palsy Chronic pain Demographics Ages: 18 - 85 White Asian Black Mixed
  21. 21. Maximise the value of inclusive insight The power of real people • Access to diverse customers with broad inclusive needs Inclusive insight • Pragmatic, actionable feedback and support High impact for effort • Right research method/s and blend for specific needs Curb cut effect • Valuable mainstream benefits of inclusive insights
  22. 22. When we design for disability first, we often stumble upon solutions that are not only inclusive, but also are often better than when we design for the norm. Let people with disabilities help you look sideways, and in the process, solve some of the greatest problems. Elise Roy US Attorney and inclusive design advocate “
  23. 23. Thanksforyourtime! 07478 335028 better experiences for all @openforaccess