We deconstructed, de-coded the current meanings of the wheelchair (as a medical device for disabled people generating pity in others) and re-contextualized it, re-coded it toward the new meanings (cool, trendy sports equipment generating pride in its users and respect in others) by the use of semiotics applied in a design process.

1. WHEELCHAIR AS
GAMECHANGER
Kateřina Ailová, Chief Innovation Officer, IdeaSense
Lucia Trézová, Independent Researcher and Brand Strategist
Czech Republic
Semiofest Tallinn 2016

2. Logo_linka_cerne

3. SEMIOTIC ANALYSIS IN INNOVATION?
WHY?

4. OUR DESIGN CHALLENGES
Can we help the handicapped people to feel better among
the “healthy others” and do more sports activities?
Can we remove the stigma and negative connotations
associated with current wheelchairs?
What kind of wheelchair design elements can accomplish
this?

5. STRUCTURAL SEMIOTICS
SOCIAL SEMIOTICS

6. STRUCTURAL SEMIOTICS
For structural semioticians: systems,
structures of signs and codes take
precedence over semiotic activity.
Meanings are governed by signs, codes,
these codes must be uncovered, signs
decoded – and meanings will emerge.
Structural semiotics sees relevant
meanings as fixed in the texts itself, to be
extracted and decoded by analyst.
Based od dyadic model of Saussure.

7. SOCIAL SEMIOTICS
For social semioticians, meanings are created in
social processes, and not determined by structure
only.
Meanings are always negotiated in the semiotic
process, never simply imposed through absolute
code. Meaning relies on use and practice.
Social semiotics is thus invariably social in nature –
meaning is negotiated, battled, won, temporarily.
The battleground is language, behavior, nonverbal
symbolism, taking place in many occasions,
simultaneously. Each actor has different motives,
goals, intentions.
Signs do not stand for something that is pre-given and
that transcends use.
Based on triadic model of Pearce,
Inspired by pragmatism and symbolic interactionism.

8. WHAT DID WE DO?
1. We identified different groups of social actors involved in the semiosis affecting given semiotic
plane/domain
2. We mapped the whole semiotic plane/domain to identify all semiotic resources currently
associated with wheelchair and handicapped people (sportsmen)
a. Social hegemonic discourses: medical, social-welfare discourse, popular-tabloid (vulgar)
discourse
b. Group-related discourses/meanings present within handicapped sportsmen community
c. Idiosyncratic meanings of specific users
3. We decoded the current meanings associated with current wheelchairs and their impact on
symbolic representations of handicapped people/sportsmen
4. We identified “the new, desired meanings” that can help creating new symbolic
representations of handicapped people – enabling meanings transfer towards sports
5. We identified wheelchair design elements, which would manage/create/manipulate meaning
transfer most effectively

9. MEDICAL DEVICE
CRIPPLED
DEPENDENCE
MISERY
LIMITED POSSIBILITIES
VICTIM TRAGEDY
PITY
BURDEN FOR
FAMILIES BURDEN FOR SOCIETY
THE CURRENT WHEELCHAIR
SHAME

10. Wheelchair design must provide affordances enabling the ease in locomotion
while ensuring users‘ self-servicing and independence
• Lightweight
• Easy to store
• Solid build and sturdy
construction
• Stability
• Easy to control and move it
• Built to the body individual
and handicap-specific
USER
OBSERVERS
VISUAL/AESTHETICAL
FUNCTIONAL/
TECHNICAL

11. Handicapped people refuse the
wheelchair to become the “core” that
defines their personal identity and
opinions of others. YET, IT DOES.
The handicapped refuse to be looked at
and judged primarily through their
handicap … and their wheelchair.
YET, THEY ARE.
THE HANDICAPPED WISH...
...to be taken as “ordinary people.“

12. BATTLEFIELD FOR
MEANINGS
USER
OBSERVERS
TO MAKE AN EFFECTIVE CHANGE OF WHEELCHAIR‘S MEANING
WE HAVE TO TACKLE ITS APPEARANCE
VISUAL/AESTHETICAL
FUNCTIONAL/
TECHNICAL

13. “Young people are interested in appearance of their
wheelchair.”
“Having good-looking wheelchair is like having a luxury car.”
“Wheelchair is like my shoes, and I, as a woman I want to
have nice shoes.”
“Women try to decorate it and adjust their wheelchair
according to their taste and fashion – they paint it, for
example.”
“If brands are important for you, then you have to invest in
an expensive wheelchair which not only does its work, but
also looks good.”
“Having shitty wheelchair – the other would make fun of
you.”
BATTLEFIELD FOR
MEANINGS

14. • Hand-bike
• Hall sports: floorbal, basketball, rugby
• Triathlon
• In-line skating
• Sledge hockey
• Tennis
• Mono-ski
• Cross-country ski
• Swimming
• Ping-Pong
• Badminton
• In-line
• Box
• Yachting
• Dancing
• Golf
• Racing on four-wheels
THE HANDICAPPED CAN DO A WIDE RANGE OF SPORTS
CAN WE CREATE A WHEELCHAIR THAT ENABLES PRACTICING SEVERAL OF THESE SPORTS?

15. SPORT EQUIPMENT
INDEPENDENCE
HEALTH
SELF-ESTEEM
PRIDE
RESPECT
ACTIVITY
STRENGTH
FASHION
BELONGING
ACHIEVEMENT
FEELING GOOD

16. • Change symbolic meanings of the wheelchair through the change of design
• Offer wheelchair users new semiotic resources enabling them to create fresh
and more positive meanings/representations of themselves
• Offer “healthy others” the new semiotic resources enabling them to create
fresh and more positive meanings/representations of handicapped people
• Offer wheelchair users new functional wheelchair benefits enabling them
more pleasant and more diverse sport as well as daily activities
THE SOLUTION NEEDED TO:

17. • shift symbolic meanings of wheelchair from one domain = medical
device to another domain = sport equipment.
• link wheelchair to the new attractive associations: expressing
activity, status and speed.
• embed new meanings into the wheelchair, so people get new
semiotic resources to produce new meanings.
HOW EXACTLY COULD WE ACHIEVE IT?

18. AND
THE SOLUTION?

19. MEANING AS A GAMECHANGER
1. Focus at the semiotic level in innovation
2. It is crucial to analyse meanings, understand their implicit
repercussions and opportunities
3. Bring meaning into design – not only aesthetics, not only
functionalities, but meanings built into ALL aspects of design and
usage
4. Design itself repositions current meanings – esp. in disruptive
innovations
5. Meaningful design has impact on identity and on practice
6. Practice changes peoples lives