Authenticate it! The power of inclusive insight in digital design.

The power of inclusive insight.
Gaining more perspectives to develop and deliver better products.
Deque’s Axe-Con 2021
11 March 2021
www.openinclusion.com
@openforacc1
ess

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Open Inclusion helps businesses unlock value.
By considering the needs of people with disabilities through
insight, product and service design and business operations.

Who are we?
Christine Hemphill
Managing Director
• Inclusive innovator, designer and strategist
• Connects diverse user insights to better solutions
• Develops integrated approaches to solve inclusion
problems efficiently and sustainably
• Engages in inclusive innovation – always looking for
new ways to solve current unmet needs
• Economist. Leads Open’s market research
• IAAP CPACC, Valuable 500 and XRAccess advisor
Tom Pokinko
Research Director
• Inclusive researcher and designer
• Designs and leads inclusive research
programmes to provide targeted, high
value user insight to companies
• Creates environments to generate great
inclusive insights and innovation ideas
• Industrial and inclusive designer
• Design Research Society member
We are inclusive designers, researchers and innovators. We love great human-centred design.
We use insight from “lead users” to help our clients create great experiences for all users.
©Open Inclusion 2021
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A quick look at the session today.
1. Inclusive insight and design What it is and who it includes
2. Learning and unlearning From truth to judgement, knowledge to perspective
3. A better process Impact aligned choices and actions
4. A more beautiful question Learning what and how to ask and listen
5. A journey not a destination Constant progression towards value
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A moment for you to consider.
What does inclusive
design mean to you?
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Inclusive design is consciously creating environments
that allow a very wide variety of people to do something.
It doesn’t exclude people from use, participation or enjoyment
vs. Exclusion:
“being left out”
Limits of your
design
Individuals’
experience
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Inclusion recognizes and understands differences sufficiently to include all target users,
including those with diverse abilities, preferences, personal contexts, knowledge or skills.
There are many ways to include, each has benefits and limitations
Universal
design
Inclusive
experience Adaptive
design
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Normal is a myth. We all move, sense, think, feel, and communicate differently.
Disability and exclusion is where design fails to support these human differences.
Mobility
Dexterity
Neuro-
diversity
Hearing
Sight
Age
Humans are fabulously, endlessly diverse. One to another or ourselves today to ourselves tomorrow.
Not designing for these key areas of difference is not designing for humans. It’s just not good design.
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Accessible vs inclusive.
Obeying the rules vs creating consistently delightful, valuable, end-to-end user journeys.
Accessible
“I can access it. It works.”
Compliant
About not breaking the rules
• Digital: WCAG, EN 301 549, S508, ACAA/CVAA
• Physical: Building Code Part M (UK)
• Customer Service (and all): Equalities Act/ADA
Guidelines based
Reduces risk
Priority is access
Inclusive
“I don’t feel excluded from the brand experience”
I can efficiently / enjoyably do what I need
More subjective and journey based
About creating consistent value
• End-to-end journey based
• “Jobs to be done” perspectives
• Inclusive experiences
Insight based
Increases value
Priority is experience
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From functional to delightful – for some, for many or for all.
Human Centered Design (HCD) makes things more than functional. Also consistent, intuitive and delightful.
Inclusive HCD recognizes the diversity of humans and consistently delivers delightful experiences.
Increasing
exclusion
Increasing
inclusion
and
customer
value
Functional
Reliable
Usable
Delightful
Human Centered Design
• I delight in using it
• I will likely advocate for the brand/experience
• It is easy and intuitive to use
• I understand it from my perspective
• I can use it in the way that I need / prefer
• It works for me consistently within my contexts
• It does the basics of what I need it to
• It can complete the task it is designed for
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Which brings us to two core principles of inclusive design
1. Do no evil
• Don’t exclude people due to functional differences.
• Understand jobs to be done and key journeys from the
customers’ perspectives. Make sure all are accessible.
• Core accessibility principles and practices (POUR).
• Use guidelines, tools and experienced professionals.
• Audit your products.
• Set expectations for all roles and skill up your business.
2. Efficiently, consistently delight
• Design with and for human differences.
• Understand what impacts customer / user experiences.
• Core principles of inclusive design.
• Use Human-Centred Design approaches.
• Engage diverse users in different ways at different stages.
• Build a diverse workforce that expands internal perspectives.
• Integrate diverse insight into your standard processes.
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But designers aren’t evil! They don’t set out to exclude customers. That destroys value.
They tend to be very positive, open and creative, wanting to create something to delight people.
“With all the drive in the world, you still need gas”.
Big Sean, One Man Can Change The World Lyrics
Inclusive
insight
A powerful design team
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Learning and unlearning
It ain’t what you don’t know that gets you in trouble.
It’s what you know for sure that just ain’t so.
Mark Twain
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Our perspective of the world is neither unbounded nor accurate.
Research, gathering data, insights and alternative experiences generate new perspectives.
Moving from an objective truth that some fabulous individual can know,
to a range of subjective truths and realities that no single individual can ever fully know.
Super heros Super perspectives
Moving from “truth” to perspective
• My truth vs your truth
• Our contrasting, compatible truths
• Contextualised moments of truths
This recognizes our:
• Limits to our knowledge and experiences
• Biases and beliefs (including researchers!)
• Contextual anchors (starting points)
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Rather than train people to have all the answers,
train them to have all the questions.
Get curious, ask, observe, learn and rebalance,
incorporating the new perspectives.
• New perspectives get us past the limits of our
experiences and break us from static knowledge.
• Sustainable expertise is knowing how to learn.
• Learning happens fastest and most powerfully at the
edges. Inclusive design starts at the edges and works in.
“So then we had this insight.
It was that it was not about having good ideas. It was about building
this system and this process. A culture for testing lots of bad ideas and
using the process to make them better”
Marc Randolph, Netflix Founder
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The role of inclusive research and insight in inclusive design. 10x standard insight value
Health
conditions
Less
financially
resilient
Advanced
age
Communication
access needs
Mobility / Hearing
dexterity
Vision
Cognition
Digital
access /
skills
Mental
health
x x
x x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
• The edges of experience provides richer
more differentiated insight
• Greater breadth for less depth
• It is where products and services are
more likely to fail people
• It is where ideas for innovation with
mainstream value are more likely to be
found
“You don’t stress test your system on
average daily volumes. So don’t user
test your system on standard users”
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SWIM to success!
Someone Who Isn’t Me
If you have no budget, at least get insight from one other person. To maximise their value make them
someone as different to you, and anyone involved to date, in as may relevant characteristics as possible.
• abilities, cultural background, age, gender, tech competence/confidence, socio-economic, technology
choices and usage, professional or academic background, family status, interests and more!
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All things change. People, technology, solutions, expectations.
The more uncertainty or faster the change, the greater the need for diverse perspectives.
Innovation demands insight. Diverse insight is more powerful and can solve more valuable problems
This could be new technologies, new service models, new markets, new channels or approaches
Emerging
technologies
and capability
Technology
Unmet
consumer
needs
Valuable
inclusion-led
innovation
Users
Unrealised
business
value
Business
• Edge case users have more unmet needs . This provides a
strong momentum to look for and drive innovation forwards
• A smaller number of participants can more quickly and
efficiently cover a much wider overall range of needs,
contexts and experiences
• More challenging needs stress tests the ideas further, faster
“No man steps in the same river twice,
for it is not the same river, and he’s not the same man”
Heraclitus An Ancient Greek Philosopher
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A better process
to consistently better outcomes.
Embedding inclusive insight into your design process and
organization to create more consistent value.
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Open Inclusion’s Inclusive
Customer Experience
Canvas

Inclusive insight is relevant at every stage of the design and development lifecycle
Design
Stage
IDEATION
PAPER
PROTOTYPE
WORKING
PROTOTYPE
BETA LIVE
Inclusive research fits here, and here, and here… to more efficiently make your products better for all
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Who to ask? The Open Community has been deliberately and specifically developed to
represent an exceptionally wide range of access needs and other characteristics.
Move differently
Mobility
Manual dexterity
Balance
Speech impediment
Limb loss / loss of
function
Sense differently
Blind
Partially sighted
Colour blind
Deaf/deaf
Hard of hearing
DeafBlind
Think or feel differently
Mental health
Dyslexia/dyspraxia
Learning difficulties
Cognitively diverse
Autism spectrum
Communicate differently
Other
Major health
challenges
Complex
conditions
Chronic pain
Facial differences
Ageing
No smell/taste
Short of
stature
Demographics Race Ages: 18- 100+ Socio-economic Gender Language Country Urban/rural

A more beautiful question.
Designing your inclusive insight to be itself, beautifully
inclusive.
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Inclusive research itself should be fully inclusive. Ensure everyone feels safe, confident,
supported, engaged and heard before, during and after the session.
Make sure your inclusive research is inclusively designed and run.
We co-create out research with our panel leads who provide the breadth of perspectives needed.
1. Accessible, safe environment 2. Adaptive communication 3. Adaptive engagement
Make sure those generating the insights and creating business value are fairly recompensed for that value.
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Don’t just ask for opinions and experience after designs have been generated.
Start engagement early. Co-create with lead users.
Co-creation sessions help designers:
• Engage a diverse group to generate a much wider
solution set from many frames of reference
• Empower those who are already used to designing
workarounds and creative solutions to suit their needs
• Evaluate ideas that have been created in a pan-
disability environment. Understand trade offs where
ideas may be great for one group but challenge
another
• Test outcomes rapidly in a judgement-free
environment for further consideration and
improvement
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You can’t make this up. The power of watching and learning
Different mental models - personal relevance of time or space
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You can’t make this up. The power of watching and learning
Different mental models – understanding instructions
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Remote inclusive research is normal to us
With COVID-19 it is now becoming normal to everyone
Inclusive researchers have a leg up in the post-COVID world because we were used to
using remote methods to include harder to reach demographics well before COVID.
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No-one understands inclusion like those who are excluded
People with lived experience of exclusion are practiced
lateral thinkers, problem solvers and innovators
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A journey not a destination.
“Any success story is the same. It’s a daily grind of things
that you just need to keep getting right and progressing by
0.1% and then do it again the next day and the one after.”
Grant Hackett, Australian Olympic Swimmer
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The 3 core steps form an ongoing cycle of improvement reinforcing each other
Listen
Embed Design
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The power of authentic inclusive insight
Reach Relevance Resilience
• Remain up to date with evolving customer expectations
• Provide a more consistent customer experience
• Drive sustainable value
• Ensure genuine risk reduction
• Support a more agile, iterative process
• Promote valuable innovation
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Inclusive design is just better design, More consistently good for and valuable to all.
Insight from customers with specific needs unleashes the benefits of inclusive design.
Engage edge customers more often, more broadly
Design each engagement to be inclusive for all
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Thank you for listening! Over to you
&
Answers
Questions
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The Jobs To Be Done Playbook
Podcast with Grant Hackett and Michael Phelps
Jim Kalbach
Tim Ferris Show
2020
2020
Good Services. How To Design Services That Work Lou Douwe 2020
Rebel Ideas: The Power of Diverse Thinking Matthew Syed 2019
Seeing What Others Don’t Gary Klein 2014
A More Beautiful Question Warren Berger 2015
The Beginning of Infinity David Deutch 2011
Meditations Marcus Aurelius 160 – 180 AD
Some references we made through this presentation if you are feeling curious and would
like to read or listen to more.
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Thank you for your time!
christine@openinclusion.com
tom@openinclusion.com
@openforaccess
better for all
openinclusion.com

Authenticate it! The power of inclusive insight in digital design.

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