In Britain alone, people aged over fifty already have a combined
annual income in excess of £160 billion. One in seven
of Britain’s population are classed as disabled. This
group is estimated to have an annual spending power of £50
Sprout can help you ‘to
design mainstream products and services so as many people
as possible can use them’. This
is the definition of inclusive design and quite simply it
means maximising the size of your market. Inclusive design
is not about designing for a minority. Improvements
to functionality that are made during the inclusive design
process benefit all customers. In the same way that
making a building accessible to wheelchair users also benefits
people with pushchairs, an easier to use product is like to
sell well because everyone finds it easier to use.
At Sprout, we use Inclusive Design as a way of innovating.
For example, the user research done by us for B&Q
directly led to innovative new product ideas. Understanding
the problems people have by observing them first hand or through
video ethnography allows us to come up with completely new
ideas which are innovative and inclusive.
Sprout's products support your Corporate Social Responsibility
programme by being inclusive as well as being environmentally
friendly. Your policy on Diversity may include employment,
but it is a powerful message to extend it to include the useability
of your product range.
On 1st October 2004, the third and final phase of the 1995
Disability Discrimination Act came into force. This requires
companies to "make reasonable adjustments to the physical
features of their premises to overcome physical barriers to
details). The rights of older and disabled people are
growing in prominence. Reflecting this are also government
programmes like the UK Department of Trade and Industry’s
EQUAL (Extend Quality Life) initiative. Although product design
is not currently controlled by any inclusive design legislation
currently, designing inclusively now will avoid expensive
redesigns should legislation come into force in the future.
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extended pressure washer lance for B&Q