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Through Other Eyes event 28 june 2012
1. Through Other Eyes
An Experiential Training Workshop
Thursday 28th June 2012
Tavis House
1-6 Tavistock Square
London
WC1H 9NA
2. Agenda - Morning
09:00 Registration
09:30 Chair‟s Welcome – Ian Rutter – Senior Manager, Engage Business Network
09:45 Jane Barmer, Development Manager, Age UK Training
Workshop Briefing and Preparation
10:15 “Through Other Eyes” Experience, which includes a short walk to the UCL
ICT Suite
11:35 Refreshments in Tavis House
11:45 Debrief and Plenary Session, contextualising the Learning Experience
12:45 Lunch for both the morning and afternoon workshops delegates
13:30 Close
3. Agenda - Afternoon
12:45 Registration and Lunch for afternoon delegates
13:30 Close for Morning delegates
13:30 Chair‟s Welcome – Ian Rutter – Senior Manager, Engage Business Network
13:45 Jane Barmer, Development Manager, Age UK Training
Workshop Briefing and Preparation
14:15 “Through Other Eyes” Experience, which includes a short walk to the UCL
ICT Suite
15:35 Refreshments in Tavis House
15:45 Debrief and Plenary Session, contextualising the Learning Experience
16:45 Close
4. Welcome
Ian Rutter – Senior Manager, Engage Business Network
Housekeeping:
Fire Alarm Test at Midday
Video Recording of the sessions
5. Business Context
"Green man 'too fast for slow elderly'“ (BBC News June 2012)
Dr Laura Asher, report leader and public health expert at University
College London, said: "Walking is an important activity for older
people as it provides regular exercise and direct health benefits.
"Being unable to cross a road may deter them from walking, reducing
their access to social contacts and interaction, local health services
and shops that are all important in day-to-day life."
6. Business Context
“Marketers Should Consider Packaging When Reaching Older
Consumers” (PRS Research)
Marketers of consumer goods know that packaging is key to
increasing and maintaining sales. So what's being done in research,
development and deployment of packaging targeted specifically at the
largest and most moneyed demographics -- Boomers and Seniors?
"The irony is, anything you do for the older demographic would work
well for everybody."
7. Business Context
Lansley watched in embarrassment while a blind person tried to place
an order. "After half an hour he hadn't managed to put anything in the
shopping cart," says Lansley. "So I banged my fist on the table and
said: 'I'm so sorry. This is dreadful.' I made a promise that I would
change the site and walked out of the building a changed person. This
was an example of one of the people who could benefit most from
home shopping and he couldn't use it."
“Not only do we get the satisfaction of doing the right thing, but it's a
great market opportunity in its own right.”
Many fully-sighted people find Tesco's Access site easier to use than
other sites. The site now attracts a much wider audience, spending
£13 million a year.
8. The Marketplace
• The over 50‟s account for 80% of the UK‟s wealth:
£300 billion
• Total annual spending by households including someone aged 65+:
£109 billion
• Percentage of people aged 65+ who think businesses have little
interest in the consumer needs of older people:
39%
10. Ageing Society : Design Challenges
Reduced: Decline in
• Mobility • Memory
• Sight • Information processing
• Hearing • Numeracy skills
• Dexterity
• Touch
Physical Cognitive
Economic Social /
Emotional
• Diminished access
• Changes to income
to social networks
& spending patterns
• Changes in emotional
• Income value erodes
needs / responses
over time
Through Other Eyes
11. Human Ageing
UNIVERSAL - everyone ages
PROGRESSIVE - we cannot stop the process
INTRINSIC - it is irreversible / cannot be corrected
we will never be younger than we are today
Through Other Eyes
12. Not a Homogenous Group
• Ageing is an individual experience; people age in
different ways
• The accumulation of „affect‟ is dramatically different
from one person to another
• People‟s response to and ability to cope with the ageing
process, differs greatly
Through Other Eyes
13. Biological Ageing – how do we age?
VISION HAIR
SMELL / TASTE HEARING
RESPIRATORY BONES
CARDIOVASCULAR SKIN / TOUCH
GASTROINTESTINAL MUSCLE
IMMUNE SYSTEM NERVOUS SYSTEM
REPRODUCTIVE URINARY STYSTEM
Through Other Eyes
14. Aspects of Natural Ageing
Sensory Physical Cognitive
Vision Locomotion
Intellectual
Functioning
Hearing Dexterity
Communication
Touch Reach & Stretch
Through Other Eyes
15. Impairment, Age & Daily Living Activities
%
Dependent
Age
Activity
Through Other Eyes
16. 12 million UK people of state pension age +
Feature Million
With at least one impairment 9.3
Hearing (10 million across ages) 6.3
Lifting, carrying, moving objects 6.0
Mobility 5.7
Limiting long term illness (15 million across ages) 4.3
Arthritis (10 million across ages) 3.3
Manual dexterity 2.5
Physical coordination 2.2
Memory or concentration 1.7
Sight (2 million across ages) 1.6
Effects of a Stroke (1 million across ages) 0.8
No impairment 2.7
Through Other Eyes
17. Vision – 4 Common Disorders
in Later Life
Macular Glaucoma 5%
Degeneration 16.7%
Normal Vision 61.6%
Diabetic
Retinopathy 3%
Cataract 13.7%
Source: www.nei.nih.goc/sims/sims/htm
Through Other Eyes
18. De – Brief Session
Strongest Impression / emotion?
Hardest part? WHY?
What "limited" you the most?
What “helped”? HOW?
Through Other Eyes
19. Inclusive Approaches
• something you would like changed
• why do you want to change this?
• what steps might progress this?
Through Other Eyes
20. Text & Fonts
Source: RNIB
Through Other Eyes
21. Colour Contrast
CANCEL Cancel
Clear
ENTER Enter
Through Other Eyes
23. Outcomes
Know the opportunities & challenges demographic change presents to
providers of products & services
Recognise a range of physical & sensory changes that affect
the capability of people in later life
Identify practical solutions for improving product & service provision for
the ageing consumer marketplace
Through Other Eyes
24. Inclusive Design & Capability
Inclusive Design:
“Design of mainstream products
and/or services that are Disabled
accessible to, and usable by,
people with the widest range of Reduced Capability
abilities within the widest range
of situations without the need
Fully Capable
for special adaptation or design”
Source Benkztin & Juhlins, inclusive design: design for the
whole population (2003)
British Standard 7000 – 6: 2005
Through Other Eyes
25. Cognitive Decline
Source: Disconnected Mind Project University of Edinburgh
Through Other Eyes
Notas do Editor
Special features of the older market:Large numbers of people with functional disabilityUp to 4 million have a (major) limitation to their daily activities caused by illness and disability Many more have at least one impairmentAge UK Stats – June 2012About 3 million people in the UK have osteoporosis, and this is responsible for around 230,000fractures each year
Older People are an increasing proportion of the population. Many have special needs, but collectively they form an important part of the consumer market. What are their needs and aspirations, and what barriers do they experience in accessing goods and services?This interactive and simulation workshop is based on the ´Through other Eyes´ programme originated by gerontologists in Ontario and will enable participants to explore the realities of design for older people. It will offer a powerful insight into what it is like to be older & excluded due to physical and sensory impairments, the environment &/or service or product design.The programme facilitates experiential learning which challenges attitudes to older people and the design, development and packaging of products and services provided for them.
Inclusive design encourages manufacturers and providers to define the target population as the maximum number of people who could use the product and it aims to minimise the number (at the top of pyramid below) for whom specially adapted products are required.Inclusive design also encourages designers and providers to gain an understanding of the needs and abilities of the diverse market and how consumer needs may alter with age and changing ability.
Currently, loss of cognitive skills – our ability to think and remember – is the single biggest reason why older people lose their independence and need 24-hour care. Over one million people in the UK over 65 have some degree of age-related cognitive impairment and 80 per cent of those diagnosed with significant impairment will develop dementia within six years. With demographic change bring a larger ageing society the number is expected to grow. A major research project that Age UK has been supporting at Edinburgh University focusing on cognitive decline has highlighted how people’s ability to process and understand information changes over time. The work has its roots in studies which began in 1947 and has tracked the same cohort of people over their lives, with them being tested at interval, the most recent of which was aged 73. This unique research shows is that mental ability, on average, declines quite gradually over most of our lives with the decline being offset by our innate use of experience. However, some forms of mental decline are more pronounced than others and the biggest declines occur after the age of 60.While our verbal abilities are retained virtually all our lives our inductive reasoning, perceptual speed, verbal memory and spatial awareness all decline markedly, on average, after the age of 60. These are all important, however, some are more important than others in different kinds of daily living activities For example - inductive reasoning is the form of reasoning that constructs or evaluates inductive arguments- Verbal memory is our memory of words- Perceptual speed is our ability to read and take in informationthese are very important in our ability to interact with some of the tasks we might encounter in a telephone call relating to our finances and decline in these would impair the ability of someone to review a document, assess information on it and communicate information in a timely manner. (call centre staff cite incidents of older clients going off to find some data and returning 20 minutes later not realising the period of time that has passed)