The Inclusive Design Wheel (IDW) is an established inclusive con-cept design process, emphasizing iteration and early-stage evaluation. However, a structured evaluation of its effectiveness in practice has not been previously conducted. This paper describes how the IDW process was adapted for use in the design of digital mobility services. It was then trialled on five pilot projects in Italy, Spain, Belgium and the Netherlands. Questionnaires were completed by participants (both pilot partners and end-users) and interviews were held with pilot partners at the end of the project. Initial insights from the pilot experiences and the evaluation are described. The pilot teams found the IDW helpful and particularly valued its help in structuring the design process and offering clear steps and tools. Insights for improving the IDW focus on the importance and role of co-creation, issues with recording iteration and the balance between structure and flexibility. Implications are highlighted for improving the Inclusive Design Wheel and for inclusive design processes more generally.@en

Some approaches to representing the diverse range of capabilities within the population focus on representing those with severe losses in a sin-gle capability, such as vision or mobility. This approach follows the simplistic view that people are either able-bodied, or have a single severe capability limita-tion. This paper challenges this view using data from a population representative survey of the 2019 adult population in Germany. This survey asked participants whether they had any limitations in daily activities because of their vision, hearing, memory, concentration, hands, reach or mobility. Out of 1002 valid responses, 158 participants reported that something was ‘very limited’. However, 145 of these par-ticipants (92%) had a limitation in more than one capability category. Therefore, representing the diverse range of capabilities within the population necessarily requires describing people with co-occurring limitations. The full set of capabil-ity limitations for an individual is defined herein as their ‘capability fingerprint’. Within the German survey, the top 16 capability fingerprints represented 80% of the survey participants. Presenting the most prevalent capability fingerprints is advocated as a better approach for understanding the diversity of the population. These capability fingerprints could be used to develop population-representative personas, or to better understand the sample that took part in small-scale user research.@en

Digital mobility services have great potential to increase passengers' transportation options, improve their experiences and reduce exclusion. However, these advantages are only available to those who can access and use these services effectively. To facilitate the development of inclusive services, information is needed on the range of potential users' technology access, use, attitudes and capabilities. A population-representative survey examining these characteristics was carried out with 1010 participants in Germany in 2020. The results are examined for groups and intersections of groups identified in previous work as particularly vulnerable to either digital or mobility exclusion. Older people, people with disabilities and people with low education levels had particularly low levels of all technology variables. Caution is thus required when rolling out digital mobility services. Non-digital alternatives are needed to ensure an inclusive service and any digital interfaces need to be designed carefully to be usable by and reassuring to digital novices.

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Digital inclusion is becoming more important as many consumer products and engineered systems adopt increasingly digital interfaces. The designers of such services often assume that users have a certain level of digital interface competence, but this is not the case for many users. In this paper, we present a set of personas that could help designers to better understand and consider the range of digital expertise across the population. The personas are based on survey data from 338 people across England and Wales in 2019. The survey examined various factors that affect ability to use digital interfaces, including technology experience, attitudes towards technology and competence with basic interface operations. Twelve clusters were identified using K-means cluster analysis, and twelve personas were developed based on these. The personas help to bring to life the range of digital expertise and highlight people at risk of digital exclusion. In addition, the cluster sizes indicate the proportion of the population represented by each persona and thus the scale of potential digital exclusion.

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There are compelling reasons to improve usability and make designs more inclusive, but it can be a challenge to implement these changes in a corporate environment. This paper presents some ways to address this in practice based on over 15 years experience of inclusive design work with businesses. It suggests that a successful persuasive case can be built with three key components: a proof-of-concept prototype, an experience that enables the stakeholders to engage personally with the issues and quantitative evidence demonstrating the impact of a potential change. These components are illustrated in this paper using a case study that was conducted with Unilever to improve the images used in e-commerce. The ice cream brand, Magnum is one of Unilever's billion-dollar brands that implemented these changes. During an 8-week live trial, comparing the old and new images, the new images experienced a sales increase of 24%.

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Personas are widely used in design, and have recently spread to other fields such as policy-making and healthcare, where they help to convey the complexities of an ageing population. Policies and healthcare systems should rely on quantitative data to ensure the best impact on society, but no database exists that represents the aging population in a holistic and deep way, making it difficult to create effective personas. In this paper, we review the available surveys on the effects of aging, and propose three approaches that use these surveys to create better quantitative personas.

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Inclusive Design is usually applied to consumer products and services; here we investigate if it can be applied to healthcare delivery services. Methods: A case study approach was used by applying Inclusive Design methods to a telephone 'Physio-Direct' service for patients with back pain. Online surveys and interviews with healthcare professionals were used to gather insight into the delivery of back pain care and to construct a task analysis of the patient care journey. The task analysis was used to estimate the service demand made on patients' capabilities. Finally, an exclusion calculator was used to estimate the proportion of a population excluded from the service. Results: The surveys (n = 30) and interviews (n = 4) showed that communication difficulties, patients' reduced capability, service misconceptions and difficulties in obtaining information were the main barriers, which prevented patients from accessing the service. Some tasks placed a high demand on the patients' capabilities. These included telephone assessment, waiting for a telephone response, memorising the verbal advice, understanding the posted exercise leaflets and doing the exercises. It was estimated that at least 15% of the British population are excluded from the 'Physio-Direct' service. Conclusion: Inclusive Design methods were applied to the 'Physio-Direct' service and demand on its users identified ways in which the service could be improved. This suggests that Inclusive Design may be a useful tool in improving healthcare service delivery.

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To design accessibly, designers need good, relevant population data on visual abilities. However, currently available data often focuses on clinical vision measures that are not entirely relevant to everyday product use. This paper presents data from a pilot survey of 362 participants in the UK, covering a range of vision measures of particular relevance to product design. The results from the different measures are compared, and recommendations are given for relative text sizes to use in different situations. The results indicate that text needs to be 17-18% larger for comfortable rather than perceived threshold viewing, and a further 20% larger when users are expected to wear their everyday vision setup rather than specific reading aids.

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The user experience can be greatly affected by the demands made by packaging on users' capabilities such as vision and dexterity. Packaging with features that are hard to see, manipulate, or understand can result in difficulty, frustration, or even outright exclusion. This particularly affects older people and those with disabilities, but can also cause problems for more mainstream users. Inclusive design presents a way to address these issues. This chapter outlines the key principles of inclusive design and shows how they apply to packaging, presenting a framework for putting inclusive design into practice. Simulators and personas are then described, as examples of tools that are particularly helpful in inclusive design. These tools can help to develop and explore an understanding of user needs and of the effects of capability loss on the use of packaging. Real-world examples are provided to show how these apply to packaging design in practice.

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This paper describes the University of Cambridge, Engineering Design Centre's (EDC) case for inclusive design, based on 10 years of research, promotion and knowledge transfer. In summary, inclusive design applies an understanding of customer diversity to inform decisions throughout the development process, in order to better satisfy the needs of more people. Products that are more inclusive can reach a wider market, improve customer satisfaction and drive business success. The rapidly ageing population increases the importance of this approach. The case presented here has helped to convince BT, Nestlé and others to adopt an inclusive approach.

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Capability loss simulators give designers a brief experience of some of the functional effects of capability loss, thus helping them to understand capability loss better. Wearable simulators, such as vision simulator glasses, can also be worn while using products and prototypes to help identify usability problems. However, this process can be confusing. This paper presents a simple procedure for using vision impairment simulators to assess the visual clarity of product features. The procedure provides clear results that are linked to the numbers of people in the population affected by the issues identified. It was tested with eight accessibility specialists and product developers. Results indicate that they can use this method effectively, and find it useful.@en

Understanding the number of people who cannot perform particular tasks helps to inform design decisions for mainstream products, such as the appropriate size and contrast of visual features. Making such informed decisions requires a dataset that is representative at the level of a national population, with sufficient scope and granularity to cover the types of actions associated with product use. Furthermore, visualisations are needed to bring the dataset to life, in order to better support comparing the number of people who cannot perform different tasks. The 1996/97 Disability Follow-up Survey remains the most recent Great British dataset to cover all types of ability losses that may be relevant to using everyday products. This paper presents new visualisations derived from this dataset, which are related to vision, hearing, cognition, mobility, dexterity and reach. Compared to previous publications on this dataset, the new visualisations contain task descriptions that have been simplified, described pictorially and separated out into different categories. Furthermore, two-dimensional visualisations are used to present exclusion results for products that require vision and/or hearing and for tasks that require each hand to do different things. In order to produce these new visualisations, the publicly available version of this dataset had to be reanalysed and recoded, which is described here-in detail.@en

Capability loss simulators give designers a brief experience of some of the functional effects of capability loss. They are an effective method of helping people to understand the impact of capability loss on product use. However, it is also important that designers know what levels of loss are being simulated and how they relate to the user population. The study in this paper tested the Cambridge Simulation Glasses with 25 participants to determine the effect of different numbers of glasses on a person's visual acuity. This data is also related to the glasses' use in usability assessment. A procedure is described for determining the number of simulator glasses with which the visual detail on a product is just visible. This paper then explains how to calculate the proportion of the UK population who would be unable to distinguish that detail.

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Designers often assume that their users will have some digital technological prior experience. We examined these levels of prior experience by surveying frequency and ease of technology use with a range of technology products. 362 people participated as part of a UK nationwide larger survey of people's capabilities and characteristics to inform product design. We found that frequency and self-reported ease of use are indeed correlated for all of the products. Furthermore, both frequency and ease of use declined significantly with age for most of the products. In fact, 29% of the over 65s had never or rarely used any of the products, except for digital TV. We conclude that interfaces need to be designed carefully to avoid implicit assumptions about users' previous technology use.

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This paper summarises the 'what', 'why' and 'how' of inclusive design, and presents key contributions of the 2006-2010 i~design research consortium, the third successive research consortium funded by the Engineering and Physical Sciences Research Council as part of the Extending Quality of Life initiative. Throughout 10 years of i~design research, the overarching goals have been to provide industrial decision makers with mechanisms for understanding the significance of age-and capability-related factors, and to provide the design community with the techniques and guidance required to deliver better products and services for people of all ages and abilities. In this latest period of research, the specific emphasis has been on quantifying design exclusion and enabling designers to work with users.@en

This paper describes the case for inclusive design developed by the Engineering Design Centre, University of Cambridge. This is based on 10 years experience researching inclusive design and promoting it in industry. The approach is a pragmatic one, bridging from where many companies currently are to a more inclusive approach. This paper uses the starting point that 'it is normal to be different' with regards to a person's capabilities, in order to reframe the argument from a disability focus to one that examines population diversity as a whole. A practical commercial response to this diversity is described by representing capability variation using traditional market segments and personas. Finally different design responses are discussed that address the range of capabilities in the population.

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Exclusion auditing is a process that can quantitatively evaluate the inclusive merit of different products, or alternative design decisions. The results from such an audit can provide prioritised directions for product improvement and support the business case for reducing the capability levels required to use mainstream products. The 1996/1997 disability follow-up survey, conducted by the Office of National Statistics, is currently the most comprehensive data source for estimating design exclusion in the UK. In this paper, the data source is explained in detail, and a method is presented that uses this data to estimate the exclusion associated with several tasks that occur in series or in parallel, illustrated through worked examples. Having evaluated how many people are excluded, one can investigate why they were excluded, thus generating design insights into how they could be included. Data from the survey is also converted to a series of stylised graphs, which are intended to inspire designers to think about the relationship between the demands required to use a product and the resulting levels of population exclusion.@en