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Open Inclusion Research London a11y Meetup May 2018


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The presentation by Tom Pokinko and Christine Hemphill of Open Inclusion as delivered at GAAD18 for the London Accessibility Meetup

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Open Inclusion Research London a11y Meetup May 2018

  1. 1. Top down and bottom up: Gaining insights from the people who know best London Accessibility Meetup - GAAD 2018 17 May 2018 Tom Pokinko Christine Hemphill Open Inclusion
  2. 2. Open’s essence We identify and remove hurdles or friction between customers and product or service providers so that both can achieve to the fullest of their ambitions.
  3. 3. Real stories plus real numbers can drive real change
  4. 4. Jane’s story • Jane is a very independent, professional working woman with a family. She has MS • During a particularly bad spell she was unable to get out of bed for a few months • Her usual supermarket didn’t offer an online experience inclusive enough given her limited dexterity and sight at the time • She tried a new provider. Beside an easier online experience, they also did delivery to the kitchen rather than to the front door
  5. 5. Being able to use my phone to order my groceries when I was bed bound was a great service. I could choose what I wanted, and didn’t have to disturb family and friends. I’m a fan! Features that I found so accessible when I was ill have led to me recommending this service to other people in a range of different situations.” “
  6. 6. Jane’s story is one experience. n = 1 How many people / experiences does it represent? • This story relates to a person with Multiple Sclerosis (MS). • Over 100,000 people in the UK have MS • It is a fluctuating condition that can variably impact energy, dexterity, mobility, sight, speech and/or mental health Mobility 19% impaired 10.4m 15% disabled 6m 19%
  7. 7. Jane’s story is one experience. n = 1 How many people / experiences does it represent? • This story relates to a person with Multiple Sclerosis (MS). • Over 100,000 people in the UK have MS • It is a fluctuating condition that can variably impact energy, dexterity, mobility, sight, speech and mental health Dexterity 10% impaired 5.7m 8% disabled 4.5m 10%
  8. 8. Jane’s story is one experience. n = 1 How many people / experiences does it represent? • This story relates to a person with Multiple Sclerosis (MS). • Over 100,000 people in the UK have MS • It is a fluctuating condition that can variably impact energy, dexterity, mobility, sight, speech and mental health Stamina / breathing 16% impaired 8.6m 11% disabled 6.0m 16%
  9. 9. This story is not unusual in that the customer has multiple needs Impairments are far more common in multiples than just one. Only 34% of people with an impairment have only one. More than 40% have three or more impairments. 8 7 6 3.9% 5 6.6% 4 11.2% 3 18.8% 2 22.9% 1 33.9% % of people classed as disabled wit h mult iple impairment s 0.2% 33.9% % Of Disable..
  10. 10. Individual experience can engage hearts and minds across a business – especially those tasked with designing and delivering brand experience Ongoing research (regular stories) in combination with broader statistics allows these rich stories to become valuable decision support insights
  11. 11. Customers know best…
  12. 12. But despite our best efforts, do we ask them enough? “ I don’t know what it is. It seems deaf people often fall through the net when it comes to accessibility. Why don’t they [companies] just ask us? ~ Ed Open Panel Community Lead Hearing Impairment
  13. 13. So how can we generate personal stories and insight? There are many different ways to ask
  14. 14. (image: Steve Krug, Don’t Make Me Think) Knowing how to ask (and when)
  15. 15. Q: When should you do a “reality check” with users?
  16. 16. Get user insights early to avoid costly changes COSTTOMAKECHANGES PROJECT ENDPROJECT START
  17. 17. Case studies 1. Paper prototype stage 2. Component testing 3. Prototype 4. Beta and live stage
  18. 18. Case study #1 (Paper prototype) SURVEY WHAT WE TESTED: Prototype iOS app that presents stock market graphs in sound form, so blind traders can understand patterns and trends in data
  19. 19. Case study #1 (Paper prototype) SURVEY “I think this is a fabulous idea because I can see it in my head.” “I was skeptical at first. Personally, I’ve never invested directly in the stock-market, but I could see that this would be a useful way to help spot trends in stock market variation.”
  20. 20. Case study #2 (Components testing) SURVEY WHAT WE TESTED: Accessibility and usability of specific UI components • Back ‘button’ - which gesture for blind users? • Home – how to get to home page?
  21. 21. Case study #2 (Components testing) SURVEY
  22. 22. Case study #3 (Prototype testing) IN-CONTEXT WHAT WE TESTED: Real-time assistance functionality using an iPhone app for booking assistance during rail journeys in England
  23. 23. Case study #3 (Prototype testing) IN-CONTEXT “The app feels personal and friendly. I wasn’t expecting to feel that closeness to the staff, because it’s not needed strictly for the journey. But actually emotionally it is needed.” “If people like me assigning passengers had the app, that would save me going upstairs or radioing to my colleagues to find out who to expect and when…” (assistance staff)
  24. 24. Case study #3 (Prototype testing) IN-CONTEXT What was your favourite feature of the app?
  25. 25. Case study #4 (Beta/live testing) USABILITY TEST WHAT WE TESTED: The European and UK websites of a major electronics retailer
  26. 26. Case study #4 (Beta/live testing) USABILITY TEST “I couldn’t get through to buy the product. It’s good there are pictures but it feels too much like a promotions feed.” “I can’t get past the cookie message!” “I don’t like ‘link find out more’ - find out more about what?” “Fonts too small, poor contrast. What does the hand icon mean?”
  27. 27. Quantitative Research Data driven intelligence Leading to better decisions and better outcomes
  28. 28. Research can be done at many levels of scope and styles specific to resolving the question at hand. • Product level insight • Organisation level – business maturity • Leading practice reviews • Market / industry volumes and value • Customer segment volumes and value • ROI modelling
  29. 29. 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
  30. 30. We have a robust, actionable dataset with a relatively complete picture of the prevalence and value of access needs in the UK. In God we trust All others bring data. “ W. Edwards Deming
  31. 31. Quantitative research • How many people in your user base are impacted by impairments – By category and severity – By adaption approach – By co-morbidity • Value of this group – overall and sub-segments • Digital usage and device preference • Age, gender, other demographics • Align the data to your customer database or target market
  32. 32. Where can we get good primary data that we can trust? Study Source Style Breadth (n) Last released Family Resources Survey DWP / ONS, GOV.UK Annual (since 1994) Cross-sectional not longitudinal 19,000 households Adults 16 y.o. + March 2017 Understanding Society ISER, Uni. of Essex Longitudinal Annual (since 2009) 40,000 households Wave 7 November 2017 Life Opportunities Survey DWP / ONS, GOV.UK Longitudinal from 2009-2014 in 3 waves 19,950 households No longer run Completed 2014 Labour Force Survey DWP / ONS, GOV.UK Annual (since 1973) Rotating panel each for 5 quarters 89,000 individuals in 37,400 households February 2017
  33. 33. Myth 1 – it’s a small market 34% of the UK adult population have an impairment That is 1 in every 3 or 18.6m adults
  34. 34. Myth 1 – it’s a small market 24% of the UK adult population are classified as “disabled” That is 1 in every 4 or 12.8m adults
  35. 35. Understanding each impairment is important 1 in 5 19% All mobility impaired 10.4m Mobility as a disability 8.2m 1 in 7 15%
  36. 36. 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
  37. 37. Myth 2 – it’s not such a valuable segment Given it is so big and so valuable, why is is this not better known? Complexity, visibility and value perceptions all limit more general understanding of this massive market segment.
  38. 38. National averages can be useful. 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
  39. 39. Myth 3 – they’re not my target customers / staff / users 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.
  40. 40. How do I use inclusion data along with user insights to make better product decisions? Get insight Prioritise Improve Measure
  41. 41. Qualitative rich stories plus quantitative numeric insight Can drive real change in customer experience and value
  42. 42. For more information, please contact: better experiences for all