By: Chris Bignell, CEO
Early in my career, I had the privilege to work with TheAlloy, a design studio in Farnham that – among many other capabilities – focussed on inclusive design. Inclusive product design meant thinking about and designing for the wide breadth and depth of human experiences.
Inclusive design benefits all
TheAlloy designed fixed line handsets for BT and developed a big buttoned version of these devices – with lots of space between each extra-large button. This was aimed at people with impaired vision so they could ensure they were dialling the right numbers. While this product was initially marketed for a niche audience, it became a huge crossover hit, selling incredibly well to all audiences. Because when you consider the needs of niche audiences, almost everyone else also benefits from this kind of design thinking.
Another example is OXO Good Grips kitchen appliances. Originally designed for people with arthritis, this range became mainstream because everyone benefits from a simple to use can opener with big grips to hold on to.
Walking a mile in the shoes of a user
Experience led design became a bit of a mantra for TheAlloy. The designers would always place themselves in the environment where their products were used to ensure they addressed issues faced by users. This approach benefitted their clients significantly and often meant that the products they designed were not created to necessarily look sleek but to provide practical usability benefits for users. Usually, they did both.
More recently I worked with a company called emporia that creates large buttoned mobile phone handsets. The company conducted some incredible research with the University of Cambridge that identified several issues we all face when reaching the age of 40 and older – such as slight loss of feeling in fingers, lessening grip in our hands, macular degeneration and more. The company addressed these issues in various non-stigmatising products that both looked good and performed well for the target audience.
The growing grey market
In the 2021 UK Census, the number of over 60s was almost one quarter of the overall population and it is expected to continue to rise. The so-called ‘grey market’ is not niche, it’s mainstream. When you consider there are around 16 million people in the UK with some form of disability it’s simple to see the potential in this market. And when you factor in that everyone over 40 begins the process of degeneration of all the senses (albeit at different speeds and with different consequences) it’s clear there is a huge opportunity to serve these markets more effectively.
Next time I struggle to get the lid off a jar, use a small device, or juggle keys, shopping bags, phone and wallet when getting out of the car, it’s a stark reminder of both the consequences and opportunities that come with ageing.