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The Future of Accessibility and Inclusive Design
The Future of Accessibility and Inclusive Design
The Big Hack and Purple Pound - Scope
Craig Moss
• Research Manager
• Scope
20 Nov | 11.30 AM
Anel Touchet
• Senior Economist
• Scope
20 Nov | 11.30 AM
The Future of Accessibility and Inclusive Design
The Big Hack:
Inclusive Design
Business Case
Anel Touchet, Senior Economist
Craig Moss, Research Manager
The Future of Accessibility and Inclusive Design
Inclusive Design for all
Aims
 Explore the business case for inclusive design
 Introduce the benefits of inclusive design, and the costs of inaccessible
design to businesses and society
 Demystify the implementation of inclusive design
 Offer ongoing resources and practical support to businesses and
designers
The Future of Accessibility and Inclusive Design
Inclusive Design for all
Why this is important?
 Inclusive design matters to everyone
 Relevant to businesses and all of wider society –
 including disabled people across the spectrum of disabilities
 An important part of ID is accessibility (both physical and digital)
The Future of Accessibility and Inclusive Design
Disability prevalence in regions of the UK
An untapped market
Region/Country
Millions
of
people
% of
people
North East 0.6 25
North West 1.6 23
Yorkshire and the
Humber
1.2 23
East Midlands 1.0 22
West Midlands 1.2 21
East of England 1.2 20
London 1.2 13
South East 1.7 20
South West 1.1 20
Wales 0.8 25
Scotland 1.2 23
Northern Ireland 0.4 21
The Future of Accessibility and Inclusive Design
An untapped market
Disabled people in the UK
• 1 in 5 people are disabled* in the UK
• 13.3 million disabled people
• 11 million households
• 40% of households have at least one disabled
person
Source: ONS, Family Resource Survey, 2017/18
*Equality Act 2010 definition
The Future of Accessibility and Inclusive Design
• Aggregate income
(after housing cost)
of households with
at least one disabled
person
• Proxy for purchasing
power
Purple Pound
An untapped market
The Future of Accessibility and Inclusive Design
Two research questions
1- How do households with disabled people spend?
2- What’s the role of ID and accessibility in spending decisions?
Mix of primary and secondary research
Research
The Future of Accessibility and Inclusive Design
 Quantitative research of secondary data
 Representative national datasets over 20k respondents
 Average weekly spend by categories, impairment types,
income, age and gender
 Compare spending patterns of households with disabled
people vs households without.
How do households with disabled people spend?
Inclusive design & spending decisions
The Future of Accessibility and Inclusive Design
Inclusive design & spending decisions
The Future of Accessibility and Inclusive Design
Underspend
1- Education (-65%)
2- Public Transport (-31%)
3- Entertainment (-25%)
4- Hotels and accommodations (-20%)
Overspend
1- Personal transport (+33%)
2- Personal care products &
services (+23%)
How do households with disabled people spend?
Inclusive design and spending decisions
The Future of Accessibility and Inclusive Design
 Co-designed the “Buying habits and your
disability” survey
 Panel of 234 disabled adults
 Representative of national population
 Isolate the impact of inaccessible design on
spending decisions
What’s the role of ID in spending decisions?
Inclusive design and spending decisions
The Future of Accessibility and Inclusive Design
• 18-20: 2% of respondents
• 20-34: 29%
• 35-49: 24%
• 50-64: 25%
• 65-74: 15%
• 75-84: 5%
• 85+: <1%
Survey demographic - age
Inclusive design and spending decisions
The Future of Accessibility and Inclusive Design
Impairment types
Mobility 45%
Dexterity 27%
Mental health 27%
Stamina, breathing, fatigue 26%
Vision 25%
Hearing 21%
Learning, understanding,
concentrating
17%
Memory 16%
Social/ behavioural 11%
Other 10%
The Future of Accessibility and Inclusive Design
 75 % of respondents
think businesses are
losing out
Do you think businesses are losing out by not having an
inclusive customer offer?
Inclusive design and spending decisions
I would like to spend more than I currently
do, but I can't because it's such a
laborious task. If websites/apps and
stores were more accessible,
then I’d spend more because I'd have no
restrictions. The PP is worth a lot,
but businesses don’t seem to realise this
and put the effort in to make their products
and websites accessible in order
to benefit from the purple pound."
The Future of Accessibility and Inclusive Design
Inclusive design and spending decisions
Top three responses:
 50% of respondents chose not
to buy the item
 48% found an alternative
provider to buy the item more
easily
 32% asked someone in their
household to complete the
purchase for them
Feedback about digital experiences
The Future of Accessibility and Inclusive Design
I really, really wanted to buy
tickets to go to the football
for a big match. The timeout
clock [on the website] kept
finishing before I did. It was
too hard. I ended up not
going.
There is an untapped
market. Most VI people
shop online, if websites
were more accessible, more
VI people would spend their
money and companies
would make more money
The Future of Accessibility and Inclusive Design
I really, really wanted to buy tickets
to go to the football for a big match.
The timeout clock [on the website]
kept finishing before I did. It was too
hard. I ended up not going.
Feedback about digital experiences
The Future of Accessibility and Inclusive Design
“In the past year, have you
had a poor in-person
experience in any of the
categories below because
your needs as a disabled
person were not met,
making it hard to use or
buy/justify those things?”
Feedback about offline
experiences
Inclusive design and spending decisions
The Future of Accessibility and Inclusive Design
The Future of Accessibility and Inclusive Design
The Future of Accessibility and Inclusive Design
 Households with disabled people
spend 65% less than their non-
disabled counterparts
 33 % would spend more on education
but are prevented to do so because of
accessibility issues
 Spending on education includes
school fees and trips, college and
university fees, conferences
Markets analysis – Education
Inclusive design and spending decisions
…if I was assured the
learning resources/course
was truly accessible, I
would be more likely to
partake in extra
education.”
The Future of Accessibility and Inclusive Design
 Households with disabled people
spend 31% less than counterparts
 On average, 22% want to spend
more on public transport but are
prevented to do so because of
accessibility issues
Markets analysis – Public Transport
Inclusive design and spending decisions
My worst experiences with
accessibility have been with
public transport… which is the
most important thing to
someone with a disability... I
would be happiest to spend
more money on if it was more
accessible.”
The Future of Accessibility and Inclusive Design
 Households with disabled people spend
25% less than counterparts
 67 % want to spend more on
entertainment but are prevented to do so
because of accessibility issues
Markets analysis –
Entertainment
Inclusive design and spending decisions
The Future of Accessibility and Inclusive Design
Source: Scope Intelligence
Unlocking the Purple Pound potential
The Future of Accessibility and Inclusive Design
In-person: Inclusive Design easy fixes
• Physical access – shop steps; wider aisles; accessible routes; lifts
• Paying experience – lower tills; payment access
• Store environment – noise levels; light levels; accessible zones
• Store support – staff training; shopper guides
• Accessible shopping sessions/events
Simple implementation of ID
The Future of Accessibility and Inclusive Design
Telephone: Inclusive Design easy fixes
• Navigation – less voice operated; less complicated menus
• Communication – speaking too fast; repeat information if necessary
• Assumptions – reading; slower speech
• Accessible services – training and support for text relay calls
• Flexibility – divert from the script; online offers available
Simple implementation of ID
The Future of Accessibility and Inclusive Design
Online: Inclusive Design easy fixes
• Text – clear language and font; colour contrasts
• Navigation – tabbing; larger buttons; alternatives to drag and drop
• Images – alternative text descriptions; CAPTCHA security
• Communication – captions; sign language
• Timeout – Remove time limits or allow the user to extend them
Simple implementation of ID
The Future of Accessibility and Inclusive Design
Online resources available from Scope
• Informed, inspire, implement, improve
• Resource library
• Business case and reporting tool
• Please sign up at: https://www.bighack.org/ @scopebighack
The Big Hack

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The Big Hack and Purple Pound - Scope

  • 1. The Future of Accessibility and Inclusive Design
  • 2. The Future of Accessibility and Inclusive Design The Big Hack and Purple Pound - Scope Craig Moss • Research Manager • Scope 20 Nov | 11.30 AM Anel Touchet • Senior Economist • Scope 20 Nov | 11.30 AM
  • 3. The Future of Accessibility and Inclusive Design The Big Hack: Inclusive Design Business Case Anel Touchet, Senior Economist Craig Moss, Research Manager
  • 4. The Future of Accessibility and Inclusive Design Inclusive Design for all Aims  Explore the business case for inclusive design  Introduce the benefits of inclusive design, and the costs of inaccessible design to businesses and society  Demystify the implementation of inclusive design  Offer ongoing resources and practical support to businesses and designers
  • 5. The Future of Accessibility and Inclusive Design Inclusive Design for all Why this is important?  Inclusive design matters to everyone  Relevant to businesses and all of wider society –  including disabled people across the spectrum of disabilities  An important part of ID is accessibility (both physical and digital)
  • 6. The Future of Accessibility and Inclusive Design Disability prevalence in regions of the UK An untapped market Region/Country Millions of people % of people North East 0.6 25 North West 1.6 23 Yorkshire and the Humber 1.2 23 East Midlands 1.0 22 West Midlands 1.2 21 East of England 1.2 20 London 1.2 13 South East 1.7 20 South West 1.1 20 Wales 0.8 25 Scotland 1.2 23 Northern Ireland 0.4 21
  • 7. The Future of Accessibility and Inclusive Design An untapped market Disabled people in the UK • 1 in 5 people are disabled* in the UK • 13.3 million disabled people • 11 million households • 40% of households have at least one disabled person Source: ONS, Family Resource Survey, 2017/18 *Equality Act 2010 definition
  • 8. The Future of Accessibility and Inclusive Design • Aggregate income (after housing cost) of households with at least one disabled person • Proxy for purchasing power Purple Pound An untapped market
  • 9. The Future of Accessibility and Inclusive Design Two research questions 1- How do households with disabled people spend? 2- What’s the role of ID and accessibility in spending decisions? Mix of primary and secondary research Research
  • 10. The Future of Accessibility and Inclusive Design  Quantitative research of secondary data  Representative national datasets over 20k respondents  Average weekly spend by categories, impairment types, income, age and gender  Compare spending patterns of households with disabled people vs households without. How do households with disabled people spend? Inclusive design & spending decisions
  • 11. The Future of Accessibility and Inclusive Design Inclusive design & spending decisions
  • 12. The Future of Accessibility and Inclusive Design Underspend 1- Education (-65%) 2- Public Transport (-31%) 3- Entertainment (-25%) 4- Hotels and accommodations (-20%) Overspend 1- Personal transport (+33%) 2- Personal care products & services (+23%) How do households with disabled people spend? Inclusive design and spending decisions
  • 13. The Future of Accessibility and Inclusive Design  Co-designed the “Buying habits and your disability” survey  Panel of 234 disabled adults  Representative of national population  Isolate the impact of inaccessible design on spending decisions What’s the role of ID in spending decisions? Inclusive design and spending decisions
  • 14. The Future of Accessibility and Inclusive Design • 18-20: 2% of respondents • 20-34: 29% • 35-49: 24% • 50-64: 25% • 65-74: 15% • 75-84: 5% • 85+: <1% Survey demographic - age Inclusive design and spending decisions
  • 15. The Future of Accessibility and Inclusive Design Impairment types Mobility 45% Dexterity 27% Mental health 27% Stamina, breathing, fatigue 26% Vision 25% Hearing 21% Learning, understanding, concentrating 17% Memory 16% Social/ behavioural 11% Other 10%
  • 16. The Future of Accessibility and Inclusive Design  75 % of respondents think businesses are losing out Do you think businesses are losing out by not having an inclusive customer offer? Inclusive design and spending decisions I would like to spend more than I currently do, but I can't because it's such a laborious task. If websites/apps and stores were more accessible, then I’d spend more because I'd have no restrictions. The PP is worth a lot, but businesses don’t seem to realise this and put the effort in to make their products and websites accessible in order to benefit from the purple pound."
  • 17. The Future of Accessibility and Inclusive Design Inclusive design and spending decisions Top three responses:  50% of respondents chose not to buy the item  48% found an alternative provider to buy the item more easily  32% asked someone in their household to complete the purchase for them Feedback about digital experiences
  • 18. The Future of Accessibility and Inclusive Design I really, really wanted to buy tickets to go to the football for a big match. The timeout clock [on the website] kept finishing before I did. It was too hard. I ended up not going. There is an untapped market. Most VI people shop online, if websites were more accessible, more VI people would spend their money and companies would make more money
  • 19. The Future of Accessibility and Inclusive Design I really, really wanted to buy tickets to go to the football for a big match. The timeout clock [on the website] kept finishing before I did. It was too hard. I ended up not going. Feedback about digital experiences
  • 20. The Future of Accessibility and Inclusive Design “In the past year, have you had a poor in-person experience in any of the categories below because your needs as a disabled person were not met, making it hard to use or buy/justify those things?” Feedback about offline experiences Inclusive design and spending decisions
  • 21. The Future of Accessibility and Inclusive Design
  • 22. The Future of Accessibility and Inclusive Design
  • 23. The Future of Accessibility and Inclusive Design  Households with disabled people spend 65% less than their non- disabled counterparts  33 % would spend more on education but are prevented to do so because of accessibility issues  Spending on education includes school fees and trips, college and university fees, conferences Markets analysis – Education Inclusive design and spending decisions …if I was assured the learning resources/course was truly accessible, I would be more likely to partake in extra education.”
  • 24. The Future of Accessibility and Inclusive Design  Households with disabled people spend 31% less than counterparts  On average, 22% want to spend more on public transport but are prevented to do so because of accessibility issues Markets analysis – Public Transport Inclusive design and spending decisions My worst experiences with accessibility have been with public transport… which is the most important thing to someone with a disability... I would be happiest to spend more money on if it was more accessible.”
  • 25. The Future of Accessibility and Inclusive Design  Households with disabled people spend 25% less than counterparts  67 % want to spend more on entertainment but are prevented to do so because of accessibility issues Markets analysis – Entertainment Inclusive design and spending decisions
  • 26. The Future of Accessibility and Inclusive Design Source: Scope Intelligence Unlocking the Purple Pound potential
  • 27. The Future of Accessibility and Inclusive Design In-person: Inclusive Design easy fixes • Physical access – shop steps; wider aisles; accessible routes; lifts • Paying experience – lower tills; payment access • Store environment – noise levels; light levels; accessible zones • Store support – staff training; shopper guides • Accessible shopping sessions/events Simple implementation of ID
  • 28. The Future of Accessibility and Inclusive Design Telephone: Inclusive Design easy fixes • Navigation – less voice operated; less complicated menus • Communication – speaking too fast; repeat information if necessary • Assumptions – reading; slower speech • Accessible services – training and support for text relay calls • Flexibility – divert from the script; online offers available Simple implementation of ID
  • 29. The Future of Accessibility and Inclusive Design Online: Inclusive Design easy fixes • Text – clear language and font; colour contrasts • Navigation – tabbing; larger buttons; alternatives to drag and drop • Images – alternative text descriptions; CAPTCHA security • Communication – captions; sign language • Timeout – Remove time limits or allow the user to extend them Simple implementation of ID
  • 30. The Future of Accessibility and Inclusive Design Online resources available from Scope • Informed, inspire, implement, improve • Resource library • Business case and reporting tool • Please sign up at: https://www.bighack.org/ @scopebighack The Big Hack

Editor's Notes

  1. Source: Scope analysis of the ONS, Household Below Average Income Survey
  2. Mix of primary and secondary research Explain Business Case research map
  3. Personal transport = Operation of Personal Transport Equipment Purchase of Motor Cars Purchase of  Bicycles Purchase of Motor Cycles  Previous title: Spending patterns
  4. Personal Transport = Operation of Personal Transport Equipment , Purchase of Motor Cars, Purchase of Bicycles, Purchase of Motor Cycles
  5. Other include dyspraxia, speech/language (including stammer), irritable bowel syndrome, cancer, epilepsy, chronic pain, arthritis, incontinence, dysexecutive syndrome, Multiple Sclerosis, essential tremor, diabetes
  6. (Example of editable quote shape)
  7. Create more impact.  Half of the people walk away. Elaborate on the impact of that.
  8. (Example of editable quote shape)
  9. As we mentioned before, ID is about both offline and online experience. It is important to recognise interaction between offline and online, etc… NB: respondents could select multiple options
  10. Essentially, would DP spend more if it wasn’t for poor ID? How to say: They spend 60% less and 20% of it is explained by poor ID
  11. Essentially, would DP spend more if it wasn’t for poor ID?
  12. Essentially, would DP spend more if it wasn’t for poor ID?
  13. Common patterns Cyclicall experience, get kicked around a lot Be more succinct Process is good but the consequences need to be more highlighted Impact on businesses Bike There are some simple steps to fix the cyclical experience