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Inclusion: underrated and unloved. Turning an ugly duckling into a swan


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Inclusion is undervalued and impacted by myths that make it appear harder, of lower value and less exciting than it really is. This presentation discusses how we need to rebrand inclusion and accessibility to affect pervasive and deep change.

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Inclusion: underrated and unloved. Turning an ugly duckling into a swan

  1. 1. Inclusion: Under-rated and unloved Turning an ugly duckling into a swan. Christine Hemphill Open Inclusion 15 February 2018
  2. 2. 1. Open Inclusion 2. Accessibility, the ugly step-sister of inclusion 3. Myths that hold back inclusive thinking 4. Inclusion as a powerful advantage • Customer value • Talent attraction and management • Innovation 5. So how to bridge this gap? Contents
  3. 3. Designing a better world for all Open Inclusion is an accessibility, research and innovation consultancy. We provide: • User input and insights from disabled people, d/Deaf and older consumers • Authentic and heuristic testing • Innovation and universal design thinking • Inclusion solutions, tools and training • Governance support and value analysis About Open open.inclusion open.access open.minds open.ability open.value
  4. 4. Open’s essence We identify and remove hurdles between customer and product or service providers so that both can achieve to the fullest of their ambitions.
  5. 5. Authentic insight Embedded competence Innovation catalyst Simply better Usability + Measurable value Our approach: beyond loss avoidance, opportunity
  6. 6. • Digital accessibility is about making sure that technology can be used by everyone, including disabled people. • Inclusive design focusses on making the experience better for everyone, not just accessible to those with disabilities (at the cost of others) or not equivalent in security, stability, ease or experience. What is digital accessibility or inclusion?
  7. 7. Technically accessible
  8. 8. Inclusive design
  9. 9. Accessibility – the ugly step-sister of inclusion Technical If you know anything, you know the answer WCAG2.0AA. Now what is the question again? Loss avoidance Downside costs are reputation and legal action, yet the upside benefits are not so clear or clearly understood. Fear based Equality Act 2010 and for those with offshore interests significant numbers of law suits, esp. in USA. If government agency or selling to government there are already strong requirements and EU Directive is making that even stronger Guilt / personal connection We should do this. It’s the right thing for disabled people or a person I know.
  10. 10. We have a problem – with the message…
  11. 11. We have a problem – with the message…
  12. 12. We have a problem – with the message…
  13. 13. … and the messengers
  14. 14. In addition, pervasive myths persist in this space 1. It is a small market 2. The market is not my target market and / or the market isn’t very valuable 3. It is really hard to reach this market. It’s difficult (&/or costly) to become accessible
  15. 15. In addition, myths persist in this space 1. It is a small market 2. The market is not my target market and / or the market isn’t very valuable 3. It is really hard to reach this market. It’s difficult (&/or costly) to become accessible.
  16. 16. 24% of the UK adult population are classified as “disabled” That is 1 in every 4 or 12.8m adults The Family Resources Survey (FRS) defines someone with a disability as those who report physical or mental health condition or illness that lasts or is expected to last 12 months or more, and which limits their ability to carry out day-to-day activities Myth 1. It’s a small market.
  17. 17. 34% of the UK adult population have an impairment That is 1 in every 3 or 18.6m adults Please note that this doesn’t align to the social model of disability That notes that people have impairments and environments create the disability Impairments are more prevalent than disability.
  18. 18. The disabled population (12.8m) is equivalent to the top 12 cities by population in the UK, from London to Cardiff
  19. 19. Impairment classed as a “disability” - population by category Limits day-to-day activities for more than 12 months
  20. 20. You need to solve for whole people Real people have impairments that come in multiples 0.6% 0.2% Only 1/3 of people with an impairment have a single impairment Over 40% of people with an impairment have 3 or more 7 6 3.9% 5 6.6% 4 11.2% 3 18.8% 2 22.9% 1 33.9% % of people classed as disabled with multiple impairments 0.2% 33.9% % Of Disable.. 8 9 1.9%
  21. 21. In addition, myths persist in this space 1. It is a small market 2. The market is not my target market and / or the market isn’t very valuable 3. It is really hard to reach this market. It’s difficult (&/or costly) to become accessible.
  22. 22. Myth 2 – it’s not such a valuable segment £265 billion In 2016 The ”Purple Pound” is worth £265 billion That is +15% of all UK discretionary income This is based on all impairment categories • Physical: mobility, dexterity • Sensory: sight, hearing • Cognitive: memory, learning & mental health
  23. 23. National averages can be useful Volumes and value predictors Population BY CATEGORY Impaired Disabled Impaired Disabled Sight Impaired 280,916 203,653 £6,149,822,697 £3,965,202,162 Hearing Impaired 303,917 223,304 £6,842,989,594 £4,677,933,098 Mobility Problems 961,770 755,214 £21,205,112,769 £15,355,014,068 Dexterity Problems 524,095 416,015 £11,746,005,985 £8,631,486,758 Learning Difficulties 219,508 179,313 £5,022,339,333 £3,832,279,934 Memory Difficulties 319,101 250,770 £6,930,512,786 £5,072,583,627 Mental Health problems 477,424 363,986 £10,774,504,042 £7,324,844,804 Stamina/ Breathing problems 793,399 559,377 £18,730,566,746 £11,635,031,932 Social / Behavioural Problems 97,807 80,836 £2,348,142,432 £1,824,307,981 5,000,000 Population Value ofHH income
  24. 24. Sub-segment analysis is even more useful to align to specific target markets or customer bases. CLIENT CLIENT CLIENT CLIENT
  25. 25. Some biases and other factors extend this myth re value Age wealth bias: Disability is incurred increasingly with age. In the UK Baby Boomers have the highest assets and disposable income. Older people, especially younger old, are increasingly opting for digital channels. Design for us all: Mobile technology means we all use inclusive technology when we can’t see, hear, touch or otherwise use our devices due to situational impairments. We are getting more used to having and adopting user-defined interaction options. Employment is higher than you know: 1 in 5 employees have an impairment. In most workplaces only 3-5% share that with employers. This is a huge part of the current labour market (and talent pool).
  26. 26. In addition, myths persist in this space 1. It is a small market 2. The market is not my target market and / or the market isn’t very valuable 3. It is really hard to reach this market. It’s difficult (&/or costly) to become accessible.
  27. 27. Costs of inclusion rises the later it is started Resolving them increases exponentially if found later COSTTOMAKECHANGES PROJECT ENDPROJECT START 2x 5x 10x 20x 50x 100x Requirements Design Development Sprint test Product test Production
  28. 28. Relative service options vary costs greatly too COSTTOMAKECHANGES COSTS OF CALL CENTRE SERVICE DELIVERY COSTS OF DIGITAL SERVICE DELIVERY 6c $26 Obviously not to scale! Values source: David Bermann Canadian Tax Dept. 2014
  29. 29. Sometimes it just takes a different mindset rather than any cost at all
  30. 30. Given it is so big and valuable and not too hard or costly to solve if incorporated early – why isn’t everyone onto this? Three factors: • Complexity • Visibility • Value perceptions All limit more general awareness of this massive market segment.
  31. 31. • Customer value, experience and satisfaction • Talent attraction and management • Innovation catalyst So accessibility has some “brand issues” How do we make inclusion more appealing?
  32. 32. Customer value 71% of disabled customers will click away from a website that doesn’t meet their needs
  33. 33. Customer value Over 90% of people who are having difficulties with a site won’t complain to the organisation “ ! ” Source Click Away Pound Survey 2016
  34. 34. “ John Allison, Head of Channel 4 Creative They didn’t just recognise my UHP (unique hiring proposition) or even accommodate it. They welcomed it, encouraged it and demanded it. Talent management
  35. 35. Workplace inclusion is far a greater issue and opportunity than most employers realise 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Average disclose in traditional workplace Disclose in high risk workplace Average all workplaces (disability) Average all workplaces (impairment) 8-16% is the band that will likely cover all organisations. Actual % of people who would be more productive with adaptations will depend on staff demographics, role requirements, technology and general workplace design.
  36. 36. Innovation catalyst It’s amazing what you find when you take a different perspective. We have have designed and created innovative products • for PWD and • with universal design differences identified through research and understanding of specific access needs Some examples include: • Sonification of graphs • Haptics / “taptics” • Siri / voice interfaces
  37. 37. New, new things Created with inclusion in mind
  38. 38. Helping the ugly duckling mature into the swan everyone want to engage with
  39. 39. Bruce Lawson Accessibility Evangelist Don’t let perfect be the enemy of good.” “
  40. 40. It’s not what you don’t know that gets you in trouble. It’s what you know that just ain’t so. Mark Twain “ Learning or unlearning
  41. 41. • Provide engaging stories – individual connection, interesting • Put stories into context – value connection to how many/ much • Relevant leadership – make it pertinent to each person involved • Examples – attainable / attractive / aspirational • Clearer measures – easier to manage • Simplicity – know what is needed next Some thoughts I have to nudge people towards more inclusive design, development and delivery
  42. 42. Build connection and empathy The consumer panel at the heart of our business • Behavioural research • Attitudinal research • Connection and awareness. • Collaborative design Real people, real stories, real experiences
  43. 43. Value in context • Volume of people impacted • Value of people impacted • Depth of impact • Cost of change Align to individual organisations and their current strategic priorities Internal data External data
  44. 44. Leadership • Society • Organisation • Line manager It needs to be visible, credible and relevant to the person making the decisions
  45. 45. Examples • Industry relevant • Geography relevant • Successful and desirable Great where they share the process not just the outcomes
  46. 46. A simpler process and path to action. Models, tools, training to assist Get insight Prioritise Measure Improve
  47. 47. Simple and clear • Role specific • Technology / product /environment specific and relevant • What to do (process) • How to measure success / failure • Embed it into BAU processes, training and tools Make it child’s play to get it right. Make it fun to make it great.
  48. 48. For more information, please contact: 07478 335 028 @openforaccess better experiences for all