The value of inclusion-led innovation
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Presentation by Open Inclusion to the Sainsbury's/Microsoft Designathon, September 2018
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The value of inclusion-led innovation
- 1. September 2018 Open Inclusion The value of inclusion-led innovation
- 2. • 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. Open in-sight
- 3. Innovation is: “Turning an idea into a solution that adds value from a customer’s perspective” Nick Skillicorn “Work that delivers new goodness to new customers in new markets, and does it in a way that radically improves the profitability equation” Mike Shipulski Let’s make things that are fundamentally better
- 4. Make exciting new technology durable, benefiting all Create products that work for more people, more often #Cavs #Inclusion #innovation
- 5. Desigual campaign Sept 18 We are all different – normal is a flawed concept Some differences are visible, most are hidden.
- 6. 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
- 7. Emerging technologies are solutions without strong use cases People with strong unmet access needs are looking for solutions Unmet customer needs Emerging Technology Resilient valuable human-centred solutions
- 8. 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 sight It’s amazing what value you can create when you start with a strong need. Innovation catalyst
- 9. 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 caterpillars… They are just waiting for the right use case to transform into solutions. Extreme needs shortens time to innovation
- 10. Potential market size Depthofunmetneed A prioritisation model for inclusive innovation
- 11. 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 “
- 12. Curb cut effect • Service a wider audience and gain valuable mainstream benefits from inclusive design Inclusive insight • Gather pragmatic, actionable feedback High impact for effort • Use the right research method/s for the project stage, organisation and industry dynamics People power • Access diverse customers with broad inclusion needs and preferences How can you do this? Ask the people who know Engage customers with lived experience of access needs
Editor's Notes
- 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.