Text of a tweet by Mike Mason-Williams: “Great session yesterday but important that those with hidden disabilities are part of #cav design @openforaccess @transportgovuk @ccavgovuk twitter.com/sapsted/status…” Reply by Open: “Autonomous vehicles #Cavs offer a great opportunity to enable people who currently can’t or don’t travel independently with confidence. #Inclusion equals durable #innovation for more users more often. Embrance differences, visible or not. Make something fundamentally better for all.”
Where unmet customer needs and emerging technology intersect, there promises to be resilient valuable human-centred solutions.
Eg of sonification of in app graphics.
Improvement comes from all around. Innovation needs more extreme and specific conditions for success
NASA tech , including the cat scan, micro chip, memory foam, aluminum foil and joystick controls
One of my favorites is GORETEX which as a very keen skier and mountaineer I regularly appreciate. It was initially designed by W.L Gore as a possible material to cover cables underground tough enough for the hostile subterranean environment but breathable and waterproof ADD HERE WHY It is a good story as the Cable company wasn't interested but as Gore and his wife were keen walkers and campers they started testing the materials for their adventures in the mountains of XXXX and quickly found that it’s properties were superior to anything on the market at the time for tents or clothing.
Key ingredients A problem (if it rains you have to chose between wet from rain outside in or wet from sweat inside to out with non breathable waterproofs) Understanding of available technologies Someone who has the organisational and business capability to commercialise the idea People to understand the concept and feel it will also solve their needs effectively
An image on this slide shows a series of expanding rings beginning with core design focus, then expanding out to usability plus, niche power segment, and flow on benefits and flow back benefits.
The value of inclusion-led innovation
The value of inclusion-led innovation
• See more broadly
• Understand more deeply
• Change more effectively
• Make better experiences for all
We help organizations capture valuable and practical insights from people with a
very broad range of perspectives, needs and preferences.
These insights can drive breakthrough product and service innovations.
“Turning an idea into a solution that adds value from a customer’s
“Work that delivers new goodness to new customers in new markets,
and does it in a way that radically improves the profitability equation”
Let’s make things that are fundamentally better
Make exciting new technology durable, benefiting all
Create products that work for more people, more often
Desigual campaign Sept 18
We are all different – normal is a flawed concept
Some differences are visible, most are hidden.
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
Emerging technologies are solutions without strong use cases
People with strong unmet access needs are looking for solutions
e.g. Sonification of graphs
Great for people who
• are blind or vision impaired
• who learn differently and find graphs
harder to decipher than sound
• spot trends more quickly via sound that via
It’s amazing what value you can create
when you start with a strong need.
NASA moonshot created 6,300 mainstream
technologies including CAT scans.
F1 racing has gifted us with tyres, seat belts
and on board engine monitoring systems.
Emerging technologies are like
They are just waiting for the right use
case to transform into solutions.
shortens time to innovation
Potential market size
A prioritisation model for inclusive innovation
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.
US Attorney and inclusive design advocate
Curb cut effect
• Service a wider audience
and gain valuable
mainstream benefits from
• Gather pragmatic, actionable
High impact for effort
• Use the right research method/s
for the project stage,
organisation and industry
• Access diverse customers with
broad inclusion needs and
How can you do this? Ask the people who know
Engage customers with lived experience of access needs
better for all