Special features of the older market:Large numbers of people with functional disabilityUp to 4 million have a (major) limitation to their daily activities caused by illness and disability Many more have at least one impairmentAge UK Stats – June 2012About 3 million people in the UK have osteoporosis, and this is responsible for around 230,000fractures each year
Older People are an increasing proportion of the population. Many have special needs, but collectively they form an important part of the consumer market. What are their needs and aspirations, and what barriers do they experience in accessing goods and services?This interactive and simulation workshop is based on the ´Through other Eyes´ programme originated by gerontologists in Ontario and will enable participants to explore the realities of design for older people. It will offer a powerful insight into what it is like to be older & excluded due to physical and sensory impairments, the environment &/or service or product design.The programme facilitates experiential learning which challenges attitudes to older people and the design, development and packaging of products and services provided for them.
Inclusive design encourages manufacturers and providers to define the target population as the maximum number of people who could use the product and it aims to minimise the number (at the top of pyramid below) for whom specially adapted products are required.Inclusive design also encourages designers and providers to gain an understanding of the needs and abilities of the diverse market and how consumer needs may alter with age and changing ability.
Currently, loss of cognitive skills – our ability to think and remember – is the single biggest reason why older people lose their independence and need 24-hour care. Over one million people in the UK over 65 have some degree of age-related cognitive impairment and 80 per cent of those diagnosed with significant impairment will develop dementia within six years. With demographic change bring a larger ageing society the number is expected to grow. A major research project that Age UK has been supporting at Edinburgh University focusing on cognitive decline has highlighted how people’s ability to process and understand information changes over time. The work has its roots in studies which began in 1947 and has tracked the same cohort of people over their lives, with them being tested at interval, the most recent of which was aged 73. This unique research shows is that mental ability, on average, declines quite gradually over most of our lives with the decline being offset by our innate use of experience. However, some forms of mental decline are more pronounced than others and the biggest declines occur after the age of 60.While our verbal abilities are retained virtually all our lives our inductive reasoning, perceptual speed, verbal memory and spatial awareness all decline markedly, on average, after the age of 60. These are all important, however, some are more important than others in different kinds of daily living activities For example - inductive reasoning is the form of reasoning that constructs or evaluates inductive arguments- Verbal memory is our memory of words- Perceptual speed is our ability to read and take in informationthese are very important in our ability to interact with some of the tasks we might encounter in a telephone call relating to our finances and decline in these would impair the ability of someone to review a document, assess information on it and communicate information in a timely manner. (call centre staff cite incidents of older clients going off to find some data and returning 20 minutes later not realising the period of time that has passed)
Through Other Eyes event 28 june 2012
Through Other EyesAn Experiential Training Workshop Thursday 28th June 2012 Tavis House 1-6 Tavistock Square London WC1H 9NA
Agenda - Morning09:00 Registration09:30 Chair‟s Welcome – Ian Rutter – Senior Manager, Engage Business Network09:45 Jane Barmer, Development Manager, Age UK Training Workshop Briefing and Preparation10:15 “Through Other Eyes” Experience, which includes a short walk to the UCL ICT Suite11:35 Refreshments in Tavis House11:45 Debrief and Plenary Session, contextualising the Learning Experience12:45 Lunch for both the morning and afternoon workshops delegates13:30 Close
Agenda - Afternoon12:45 Registration and Lunch for afternoon delegates13:30 Close for Morning delegates13:30 Chair‟s Welcome – Ian Rutter – Senior Manager, Engage Business Network13:45 Jane Barmer, Development Manager, Age UK Training Workshop Briefing and Preparation14:15 “Through Other Eyes” Experience, which includes a short walk to the UCL ICT Suite15:35 Refreshments in Tavis House15:45 Debrief and Plenary Session, contextualising the Learning Experience16:45 Close
WelcomeIan Rutter – Senior Manager, Engage Business NetworkHousekeeping:Fire Alarm Test at MiddayVideo Recording of the sessions
Business Context"Green man too fast for slow elderly“ (BBC News June 2012)Dr Laura Asher, report leader and public health expert at UniversityCollege London, said: "Walking is an important activity for olderpeople as it provides regular exercise and direct health benefits."Being unable to cross a road may deter them from walking, reducingtheir access to social contacts and interaction, local health servicesand shops that are all important in day-to-day life."
Business Context“Marketers Should Consider Packaging When Reaching OlderConsumers” (PRS Research)Marketers of consumer goods know that packaging is key toincreasing and maintaining sales. So whats being done in research,development and deployment of packaging targeted specifically at thelargest and most moneyed demographics -- Boomers and Seniors?"The irony is, anything you do for the older demographic would workwell for everybody."
Business ContextLansley watched in embarrassment while a blind person tried to placean order. "After half an hour he hadnt managed to put anything in theshopping cart," says Lansley. "So I banged my fist on the table andsaid: Im so sorry. This is dreadful. I made a promise that I wouldchange the site and walked out of the building a changed person. Thiswas an example of one of the people who could benefit most fromhome shopping and he couldnt use it."“Not only do we get the satisfaction of doing the right thing, but its agreat market opportunity in its own right.”Many fully-sighted people find Tescos Access site easier to use thanother sites. The site now attracts a much wider audience, spending£13 million a year.
The Marketplace• The over 50‟s account for 80% of the UK‟s wealth: £300 billion• Total annual spending by households including someone aged 65+: £109 billion• Percentage of people aged 65+ who think businesses have littleinterest in the consumer needs of older people: 39%
Ageing Society : Design Challenges Reduced: Decline in • Mobility • Memory • Sight • Information processing • Hearing • Numeracy skills • Dexterity • Touch Physical Cognitive Economic Social / Emotional • Diminished access• Changes to income to social networks & spending patterns • Changes in emotional• Income value erodes needs / responses over time Through Other Eyes
Human AgeingUNIVERSAL - everyone agesPROGRESSIVE - we cannot stop the processINTRINSIC - it is irreversible / cannot be corrected we will never be younger than we are today Through Other Eyes
Not a Homogenous Group• Ageing is an individual experience; people age in different ways• The accumulation of „affect‟ is dramatically different from one person to another• People‟s response to and ability to cope with the ageing process, differs greatly Through Other Eyes
Biological Ageing – how do we age? VISION HAIR SMELL / TASTE HEARING RESPIRATORY BONES CARDIOVASCULAR SKIN / TOUCHGASTROINTESTINAL MUSCLE IMMUNE SYSTEM NERVOUS SYSTEM REPRODUCTIVE URINARY STYSTEM Through Other Eyes
Aspects of Natural Ageing Sensory Physical Cognitive Vision Locomotion Intellectual Functioning Hearing Dexterity Communication Touch Reach & Stretch Through Other Eyes
Impairment, Age & Daily Living Activities %Dependent Age ActivityThrough Other Eyes
12 million UK people of state pension age + Feature MillionWith at least one impairment 9.3Hearing (10 million across ages) 6.3Lifting, carrying, moving objects 6.0Mobility 5.7Limiting long term illness (15 million across ages) 4.3Arthritis (10 million across ages) 3.3Manual dexterity 2.5Physical coordination 2.2Memory or concentration 1.7Sight (2 million across ages) 1.6Effects of a Stroke (1 million across ages) 0.8No impairment 2.7 Through Other Eyes
Vision – 4 Common Disorders in Later Life Macular Glaucoma 5%Degeneration 16.7% Normal Vision 61.6% Diabetic Retinopathy 3% Cataract 13.7% Source: www.nei.nih.goc/sims/sims/htm Through Other Eyes
De – Brief Session Strongest Impression / emotion? Hardest part? WHY? What "limited" you the most? What “helped”? HOW? Through Other Eyes
Inclusive Approaches • something you would like changed • why do you want to change this? • what steps might progress this?Through Other Eyes
Text & Fonts Source: RNIBThrough Other Eyes
Colour Contrast CANCEL Cancel Clear ENTER EnterThrough Other Eyes
Outcomes Know the opportunities & challenges demographic change presents to providers of products & services Recognise a range of physical & sensory changes that affect the capability of people in later life Identify practical solutions for improving product & service provision for the ageing consumer marketplace Through Other Eyes
Inclusive Design & Capability Inclusive Design: “Design of mainstream products and/or services that are Disabled accessible to, and usable by, people with the widest range of Reduced Capability abilities within the widest range of situations without the need Fully Capable for special adaptation or design” Source Benkztin & Juhlins, inclusive design: design for the whole population (2003)British Standard 7000 – 6: 2005 Through Other Eyes
Cognitive Decline Source: Disconnected Mind Project University of EdinburghThrough Other Eyes