The document discusses the importance of inclusive and universal design of technology and products. It believes that technology should benefit all of humanity, and that connecting people is about human relationships. It discusses the needs of various groups like the visually impaired and aging populations. It promotes designing simple, beneficial technology for everyone despite disabilities or differences.

1. CR REPORT TO VF GROUP SPANISH SOCIAL PRODUCT & SERVICES MAY 2007 CONFIDENTIAL

2. We believe in the awesome potential of connecting the 2 billion who do, with the 4 billion who don’t .

3. We believe that technology exists for the benefit of humankind & that empathy for the human condition is paramount to our success.

4. We believe connecting is about human relationships , and helping people feel close to what matters

5. We think about people , not users

6. “ Nokia connects people with very human technology to help them feel close ”

7. ‘ Human technology ’ & ‘human ’ are not new concepts for our brand

8. ‘ Human technology’ has been in our brand proposition- as a benefit ….

9. ‘ Our interest is in the future because we are going to spend the rest of our lives there’.

10. does the reality match the message?

11. Tsu-ka S

12. Sir Mick’s shopping bag

13. the realities of ageing

14. the realities of ageing (Source: UN Population Division)

15. YoYo’s Jo Taylor

16. portrait of a YoYo

17. through necessity

18. 45-69 – highest disposable income

19. “ The rich,fit,frisky generation” “ Why there’s never been a better time to be sixty …and never will again”

20. and imaginative representation Dove campaign for real beauty

21. the impact of legislation ADA (1990) DDA (1995) IYDP (1981)

22. Some solutions Customizable audible alerts Vibrating alert Visual alert SMS predictive text input E-mail TTY compatibility (in US) 3 rd party devices (neckloops, SmartLink etc.) Using mobile phone without hearing aid Nokia Inductive Loopset HAC compliance

23. Loopset Many hearing aid users have difficulties using phones in a conventional way (i.e. handportable mode). Poor signal to noise ratio (background noise from environment) Interference problem (buzzing sound due to radio transmission) Loopset is an accessory for Nokia phones that enables T-coil equipped hearing aid users use a cellular phone and helps with both above mentioned problems. Loopset consist of a wire loop and a microphone. Current flow in the wire loop creates a magnetic field which is picked up by a T-coil of the hearing aid. From the phone point of view Loopset works like the headset.

24. Top 5 wish list of visually impaired 1. Voice Aid or screen reader working with every installed program 2. Clear keypad with good dot on number 5 3. Themes with bigger font size and high contrast colours 4. User manuals in an accessible format 5. Camera that can be used as a CCTV (document reading camera)

25. Today´s reality

26. Good keypad versus bad keypad GOOD BAD BAD GOOD 5500 N72 E60 N91

27. Good keypad characteristics Raised dots on keys , a standard method for visually impaired users for finding the key 5 on phone keypad and keys F and J on QWERTY keyboards Separation: keys are far enough from each other but near enough to allow pressing any key with the thumb (single hand use) Depression: key presses perceivably down and gives a feedback Resolution: keys are clearly above the phone surface and separate from each other, or the center of the key is clearly above its edges Scroll key reliability: joystick is more reliable than the five-way Navi-key. Joystick must have some resistance when depressed. Functional grouping: call keys and function keys like Edit and Clear, must be clearly separated or big enough not to be confused with each other Volume control: separate volume control keys on the side are useful Power key should be big and easily depressed (usually not)

28. Consumer drivers 1. NEED FOR SIMPLE AND TRULY BENEFICIAL TECHNOLOGY: Information society is moving from tech-driven to consumer driven. Purchase decision is more and more based on benefits not on technology. Style with substance and clear benefits. Consumers are increasingly turning their backs on products that are too difficult to use. 2. NEED FOR CULTURAL DIVERSITY & ACULTURAL OBJECTS: Nations, cultures and religions keep mixing together. Need to mix the symbols and fashions of the cultures in order to create culturally diverse or acultural products. Need for products that can be understood and used by all representatives of different cultures. Need for products that are discreet in all contexts. 3. CHANGES IN THE ATTITUDES OF AGING POPULATION: Older people are becoming mentally younger Teens are using products usually associated with older people. Two out of three over 50-year-old Europeans think that companies don’t take care of their needs when designing products and services.

29. 63% of mobile users say they don’t need a sophisticated phone – they just need it for voice calling and messaging

30. Simple ≠ simplistic Simple ≠ basic

31. “ Making the simple complicated is commonplace, making the complicated simple, awesomely simple, that's creativity.” Charles Mingus

32. Design For All = Universal Design = Inclusive Design

33. Inclusive Design Inclusive design is about making one product to all people, despite any possible disability or ‘normality’ Inclusive design is caring about diversity The main principle is that the product is usable on its own without support or instructions Inclusive Design is about quality, reliability, and security. Quality rather than novelty is key for universal products i.e. offering consumers true solutions to their problems. Practical technology (simplicity and functionality, ease of use are the key) and good looking design are focal factors when creating ‘universal’ products. The ideal of Inclusive Design is acultural, of being a story with a blank cultural content. The content of a product or a service is developed through taking universal content from any and every culture. The structure and form of Inclusive Design should be timeless, while remaining new and still on the edge. Source: Plus-Track Jan-Dec 2006

34. Inclusive Design combines: Adaptable Design is design that can be changed to fit the user, for example, through the adjustment of text size. Barrier-free Design or accessibility is design that has few or no obstacles for its use for people with disabilities. Ergonomic Design is design based on the physical, mental, and sensory characteristics of the human user. Life span or Trans-generational Design is design specifically planned for the mental, physical and sensory changes in abilities occurring with age. Source: Plus-Track Jan-Dec 2006

35. Accessibility A global approach to accessibility and usability in design and services for customers with disabilities

36. Accessibility “ Though not new to Nokia, accessibility continues both as part of our social responsibility strategy and our mainstream business. Today, where 18% of the population lives with recognized disability, our products could benefit more than 600 million people.” – Olli-Pekka Kallasvuo, CEO Nokia Corporation

37. Commitment Nokia is committed to pursuing accessibility solutions for all people, including individuals with disabilities. As an industry leader in product and user interface design, Nokia is proud to respond to the diverse needs of a global marketplace. At Nokia, “Connecting People” isn’t just our slogan. It’s our business.

38. “ Simplicity” is not simple! what is simple for one person may be complex for another most users do better with wider interfaces, but some may do better with narrower interfaces (Lewis, in press)