This document discusses inclusive customer experience design and provides examples from Open Inclusion's research panel. Open Inclusion is an accessibility consultancy that provides usability testing, market research, and universal design solutions. They have a research panel of over 350 people with diverse abilities and demographics from across the UK. The research panel allows Open Inclusion to capture customer experiences across various customer journeys and channels for people with different needs related to physical, sensory, cognitive and other disabilities. Case studies describe inclusive reviews of banking services and recommendations to improve retail experiences for customers with mobility, cognitive and hearing impairments. Quotes from research participants express frustration with inaccessible services but also appreciation for more inclusive options. The document

1. Inclusive customer experience
Leveraging the power
of edge case users
CX Strategy Forum 2018

2. Designing a better world for all
Open Inclusion is an accessibility,
research and innovation consultancy.
We provide:
• Usability testing and insight
• Market research
• Inclusion-led innovation
• Universal design solutions
• Workplace inclusion
open.inclusion
open.insights
open.access
open.minds
open.ability
open.value

3. Inclusive customer experience
1. Map out customer journeys
2. Identify core user types
3. Usability testing with real users
Molly Watt
DeafBlind Entrepreneur
Member of the Open’s Research Panel

4. The Open Research Panel – our 350+ person advantage
Physical
Mobility
Manual dexterity
Balance
Speech impediment
Sensory
Blind
Partially sighted
Colour blind
Deaf/deaf
Hard of hearing
Usher
Neurodiversity
Mental health
Dyslexia/dyspraxia
Learning difficulties
Cognitive impairment
Speech impairment
Autism
Other
Just older
No smell/taste
Under 4’ 11”
Over 6’ 3”
Dysphasia
Multiple
Sclerosis
Cerebral
Palsy
Chronic pain
Demographics Ages: 18 - 85 White Asian Black Mixed

5. Panel demographics UK-wide
• 104 London
• 46 South East England
• 37 North West England
• 31 West Midlands
• 23 East of England
• 27 South West England
• 25 Yorkshire and Humber
• 23 East Midlands
• 21 Scotland
• 6 Wales
• 3 Northern Ireland
• 2 North East England

6. Whole brand experience,
Broadly reviewed
• Full brand experience / all channels
• Pan-disability + multi-disability
• UK-wide (urban, rural and regional)
• Multi cultural, ages, socio-economic groups
• Varied adaptation approaches / assistive tech

7. Capturing experience for specific needs segments
Customer experience – interaction points
In store
Online- web
Online – app
Call centre
Hybrid
(e.g. in-store digital)
Marketing
Search
Purchase
Service/ enquiry
Service/ post sales
Experience captureChannel Journey type
Smooth
Friction
Barrier
Alternative available
No equivalent alternative
Need
Experience alternative
Cognitive
Dexterity
Mobility
Sight
Hearing
Mental health
Advanced age

8. Case study #1
CX review of real-time assistance functionality (prototype app) on transport journeys

9. Case study #2 –
beyond accessible washrooms and step-free access
Some recommendations to help improve retail journeys
• Mannequins shown seated with stylish,
appropriate clothing
• Option to request item “grabber”
• Longer online return times
Mobility
• Quiet times and quiet spaces
• App based wayfinding support
• Smart tags/ QR codes to all labels
store-wide
Cognitive
• Working hearing loops
• Connected apps (notifications;
beacons/navigation)
Hearing
• Smart tags/ QR codes
• Spaces/ services for guide dogs
• App based wayfinding support
• Voice control &/or haptic affordances in lifts
Vision

10. Quotes from our research participants
As a Deaf BSL user, I find it difficult to call banks
because they have refused to talk to me as I
needed a third party helping with the phone
call.
It makes me feel disempowered,
annoyed and frustrated. I can’t do the
things that my peers can do. As someone with
post graduate qualifications, this is galling.
Why can’t banks allow more than one
communication channel? Not just phone.
“

11. Quotes from our research participants
Lately it has gotten better.
My bank now enables online text based communication,
which means I can communicate directly with them. They
also have a contract with SignVideo - a video relay service.
Increased accessibility is important as it makes me feel
valued as a customer.
My partner (who can hear) and I have switched providers
for various things on the grounds of accessibility so that we
can both deal with household matters on an equal basis.
“

12. Quotes from our research participants
As someone who is dyslexic, I sometimes
find marketing materials hard to read. Like
small white font on a red background or
text over a picture - I’m not going to bother!
If the marketing material isn’t right I
probably won't be able to access the
service or product they are selling either.
They can miss out on my business.
“

13. Quotes from our research participants
Personally I am of the view that if something is
not accessible to me, I won't waste my time
struggling with it.
I will find somebody who is doing the same thing in
a way that works for me.
“

14. The power of inclusive insight
• Consistent quality customer experience
• Lower cost to serve
• Reduced liability and brand risk
• Alignment to brand values
• Inclusion-led innovation
– major mainstream benefits

15. Maximise the value of inclusive CX insight
Our power is people
• Access to diverse customers
with broad inclusive needs
Inclusive insight
• Pragmatic, actionable
feedback and support
High impact for effort
• Right research method/s
and blend for specific needs
Curb cut effect
• Valuable mainstream
benefits of inclusive insights

16. Thanks for your time! For more information, please contact
Christine Hemphill, Managing Director
christine@openinclusion.com
better experiences for all
openinclusion.com