A presentation and short workshop on why and how inclusive design can improve intelligent mobility solutions. This was delivered at Catapult Connected Places in February 2020 at a session with a range of stakeholders on standards for connected and autonomous vehicle design.

1. Catapult Transport CAV
5th February 2020
www.openinclusion.com
@openforaccess
The genie in the bottle – the power of inclusive design
How design of CAVs can include users, enabling increased independence … or exclude them

2. 1. The power of inclusive design

3. We design for humans. Humans are fabulously, endlessly diverse.
©Open Inclusion 2020

4. 4
Design can include or exclude human differences
The impact of exclusion on individuals is the same whether it’s deliberate or inadvertent
©Open Inclusion 2020
Intentional exclusion – hostile design Inadvertent exclusion Intentional inclusion
Negative intention High intention +
awareness + capability
Lacking awareness or skill
©Open Inclusion 2020

5. 5
Emerging technologies can be developed with the needs of currently marginalised
communities in mind to reduce barriers. Or it can reinforce them for another generation.
©Open Inclusion 2020
“ I feel privileged to live in a day when digital
innovation exists. Technology has enabled my
accessibility. With accessibility comes inclusion,
and with inclusion comes diversity.
I don’t know what’s better than diversity – we are
more accepting of people and meeting their
needs ”
Molly Watt
DeafBlind Entrepreneur
Member of the Open’s Research Panel

6. “
Kat Holmes
Ex. Microsoft Inclusive Design
Current Director of UX Google
As innovators you get to define who is included or excluded
in future experiences, functionality and society
For better or worse, the people who design the
touchpoints of society determine who can
participate and who’s left out.
Often unwittingly”.
©Open Inclusion 2020

7. 7
Human centered design looks to make things more than functional. Also consistent, intuitive and delightful.
The lower in the triangle the design fails for some users, the greater the depth of exclusion.
From functional to delightful – for some or for all
Functional
Reliable
Usable
Delightful
Human Centered Design
Increasingexclusion
• I delight in using it
• It provides a positive moment in my day
• It is easy and intuitive to use
• I understand it from my perspective and context
• It works for me consistently within my contexts
• I can use it in the way that I need
• It does the job I need it to
• It can complete the task it is designed for
©Open Inclusion 2020
Increasinginclusion

8. 8
The value of inclusive design is both tactical and strategic (short- and long-term benefits)
There are 4 major reasons that inclusive design is a strategic advantage as a business
1. Customer Reach
/ Experience
2. Cost of
Development and
Management
3. Innovation
4. Risk
Management
• Include 20% more users
with a permanent access
need
• Include 100% of us as and
when our needs arise
• Improved usability and
experience
• Brand attributes
• 1% of cost at design stage to
understand and include
diverse needs can equate to
more than 100% of additional
cost once live
• Economising early on may
cost you a lot more than you
realise. Inclusive design has
more power and less cost
when used early
• More needs and
constraints awareness
offers insight to deep
opportunities
• Solving these opportunities
has given us Siri,
touchscreens, typewriters,
haptics …
• It is a legal requirement not
to exclude people without a
reasonable alternative
provided based on
disability
• Even more importantly,
failing this can create
major reputational costs
©Open Inclusion 2020

9. A simple truth.
An inconvenient truth.
An uncomfortable truth.
Inclusion isn’t about “them”.
It’s designing for our humanity.
Inclusive designs support our variance,
today, tomorrow and in the future.
©Open Inclusion 2020
A valuable reality.

10. 10
Inclusion is a filter that makes the identification of valuable, transformative ideas easier
Unmet
consumer
needs
Valuable
innovation
Emerging
technologies
and capability
©Open Inclusion 2020

11. We need a new narrative around accessibility and inclusion
Inclusive design enhances creativity and optimizes design impact and value
• Inclusion isn’t about them, it’s about us
• It’s not a niche. It’s humanity
• It’s functional, usable, consistent, reliable, flexible, durable and delightful
design that provides experiences we all want, and sometimes or always need
• The process of inclusive design catalyses and filters creative ideas
• The process allows us to understand the broader range and contexts of use,
limiting the opportunity for massive risk and failure and maximizing the
opportunity for new value
• The process is specifically valuable in less mature technologies where
consequences are less well understood
©Open Inclusion 2020

12. 2. The inclusive design process for CAVs

13. 13
What users want
Open Inclusion survey of older people about personal transport options and CAVs, 2018
13
Access to friends/family, shops, work (paid and voluntary), healthcare
providers, entertainment and other daily living needs that provides:
• Independence
• Safety
• Communication and physical design adapted to their needs
• Time efficiency (duration, regularity and reliability)
• Cost efficiency
Not too many new things to learn. Simplicity or consistency.
Although “discovering” new challenges and technologies can be a
pleasure too.
©Open Inclusion 2020

14. 14
Open Inclusion’s
Inclusion Design Canvas
©Open Inclusion 2020

15. 15
Open Inclusion’s
Inclusion Design Canvas – the details to consider when designing customer experiences
Customer Ser iceDigital Ph sical
Memor
LeadershipProcess
Find a s to design inclusivel
Search for unmet needs and ne opportunities
Generate ne ideas for products and services
Challenge ourself to think more inclusivel
dentif user needs
Test assumptions that are hindering e perience
Ensure inclusive design is included from the start
Create a better product for all
Polic
Brand/Marketing
En ironmen s
Vision CommunicationHearing Mobilit
Needs
The nclusive Design Canvas is a special tool invented
to help users think more intentionall a better
service/product for all. The motivation behind the
design is to get ou to think through environments
and needs to find ne and useful a s to improve
people's business e perience through innovative and
inclusive design from the start.
De terit Learning
Blind, lo
vision, colour
blind, light,
colour or
motion
sensitive
ncl ion Can a
nclusi e Design Challenge
What is the nclusive Design Canvas?
___________________________________________________________________________________
How to use the nclusive Design Canvas?
Use the te t from the colour panels on the back
of this paper or one card from the stack to find
strengths and eakness in our design and
prompt questions about our inclusive business
environment.
Use the nclusion Canvas to follo an inclusive
thinking process. Write do n the specific areas
here our business needs to improve. Create a
more strategic and/or tacticall inclusive offering
from the diagram
Use the ideas and anal sis of the inclusive
design process to improve customer
journe s, products, environments and overall
e perience. Focus on hat ill make our
business better for all
Organisa ion Open nclusion is a specialised inclusive
research and design agency. From our
experience working with clients, Open has
created specialised tools and approaches,
including this canvas, which showcase our
People Measurement
Visual design and
media, interaction
design, access
preferences and AT,
user assistance,
simplicit , hard are
and ergonomics
Access and egress,
a finding and flo ,
specific use spaces,
visual e perience,
auditor e perience,
products and
packaging
Helpfulness, business
kno ledge, abilit to
find/access staff,
disabilit and
vulnerable customer
confidence
Advertising, public digital
content, customer and
sentiment research, other
communications, corporate
identit , pricing and
positioning
Speech, articulation
including stutter/
clutter/ lisp, aphasia,
sign language, lip
reading, non-native
language or social
communication
impairments
Arm, hand or finger
loss or limitation
regarding fle ion,
function, coordination
or strength. Also
tremor, pain and
significant si e variance
Stamina, functional
nerve or muscular
limitation, limb loss,
balance, chronic pain,
arthritus, mobilit
device users (from a
heelchair to a stick or
pram)
D/deaf, hard
of hearing,
noise
sensitive,
tinnitus
Acute, chronic,
fluctuating or
progressive. t can
be precipitated b
situational, illness,
injur or disease
factors
Specific learning
challenges such as
reading, numbers or
spacial challenges or
generalised processing
or decisioning
challenges
Business Written processes E ecutive sponsorship. Recruitment, onboarding
Practices Procurement
Procurement polic ith
LeadershipProcess
Test Build
Polic
Blind, lo
vision, colour
blind, light,
colour or
motion
sensitive
Organisa ion
Prod c
People Measurement
Ask Design Protot pe
Speech, articulation
including stutter/
clutter/ lisp, aphasia,
sign language, lip
reading, non-native
language or social
communication
impairments
Arm, hand or finger
loss or limitation
regarding fle ion,
function, coordination
or strength. Also
tremor, pain and
significant si e variance
Stamina, functional
nerve or muscular
limitation, limb loss,
balance, chronic pain,
arthritus, mobilit
device users (from a
heelchair to a stick or
pram)
D/deaf, hard
of hearing,
noise
sensitive,
tinnitus
Acute, chronic,
fluctuating or
progressive. t can
be precipitated b
situational, illness,
injur or disease
factors
Specific learning
challenges such as
reading, numbers or
spacial challenges or
generalised processing
or decisioning
challenges
Business
strateg ,
ritten polic
including staff
and customer
inclusion
polic ,
marketing
Written processes
including those
specificall supporting
customers ith access
needs. Processes as
shared and
embedded into ork
flo s
E ecutive sponsorship.
Board-level discussion.
Leadership
communication and
investment regarding
inclusion of staff and
customers ith
disabilities
Recruitment, onboarding
and e pectation setting.
On-the-job-training and
development.
Management,
recognition and re ard.
Formal and informal
culture
What is counted
and hat counts
in ho the
business is led
and managed
Practices
Tools and s stems.
Current staff and
customer
environments.
Product and service
design practices
Ask a broad range of target
users including e treme/lead
users to understand the gap.
Conte tual needs, priorities
and constraints. Create
design guidance and a
reference group
Open to diverse ideas.
Co-design. "Ho Might
We" questions.
Challenge assumptions
and biases to get
creative
Lo fidelit , high fidelit
or modular. Co-create.
Use a mi of relevent
testing. Functional and
journe based testing.
Sufficientl diverse
participant perspectives.
Specificall include
e treme and lead users
Written processes
including those
specificall supporting
customers ith access
needs. Processes as
shared and embedded
into ork flo s
Procurement
Procurement polic ith
relevant accessibilit
standards for products
and services categories.
E plicitl note it in
purchase
documentation. Test
before embedding
©Open Inclusion 2020

16. 16
Autonomous vehicles have three key environments
in which users can be included or excluded
1. External
2. Liminal
3. Internal
The experience outside the vehicle
The transitional experience,
getting in and out of the vehicle
The experience inside the vehicle
©Open Inclusion 2020

17. 17
Our activity
How do you think people may be excluded through autonomous vehicle design?
3. Internal: Passengers
1. External: Pedestrians
and others
2. Liminality
Threshold state
Getting in and
out
Access needs that may be excluded if not
considered
Sight Hearing
Physical difference
Sensory difference
Mobility Dexterity
Cognitive and other difference
Neuro-
diversity
Health, mental
health, context
User experiences of CAVs
©Open Inclusion 2020

18. 18
Our activity
How do you think people may be excluded through autonomous vehicle design?
©Open Inclusion 2020
Group 2Group 1
Liminality
Mobility differences
(dexterity and mobility)
Group 3
External
Sensory differences
(vision and hearing)
Internal (controller and others)
Cognitive and other differences
(neuro-diverse, mental health,
physical health and other
context-based vulnerabilities)

19. 19
Our activity: What we want to identify and design for
©Open Inclusion 2020
For your needs types and environment,
brainstorm all the ways you think people may be
excluded and how?
Consider
§ the job to be done (functionality)
§ contexts, needs and chain concurrences
where consistency may be lost
(reliability)
§ how easy, intuitive and learnable the
environment is (usability)
§ the emotional reaction that the
environment may convey to users
(delightfulness)
The first 5 minutes
For your needs types and environment,
brainstorm all the ways you think people may be
included by design and how?
Consider
§ Digital interfaces and interactions, data
and connectivity
§ Physical elements, ergonomics,
materials, sizes and adaptive
adjustments
§ Customer service, any human interaction
§ Brand, positioning, routing options,
pricing, marketing, communications
The next 10 minutes

20. 20
A few recommendations from Open’s research and considerations into CAVs
• Engage diverse users, particularly those with specific access needs, throughout the design
process
• Consider ease of use including access, egress and in motion
• Provide interaction options – interface input and output, devices (personal / in CAV)
• Design the interaction and data exchange for ease of learning and intuitiveness
• Leverage universal and adaptive design for physical elements to ensure usability and comfort
• Consider full needs of end-to-end journey, including modal changes
• Consider the external experience of CAVs to those around the vehicle
• Use real-time data such as seat / vehicle availability and route / location to reduce uncertainty
• Consider CAV elements embedded in personal mobility devices
• Design solutions that cater for multiple co-existing impairments
• Design for emotional as well as functional needs
• Develop a leading practitioners community for faster sharing and development of good
practices and industry standards
©Open Inclusion 2020

21. 21
CAVs could delight a lot of people who are excluded from suitable, enjoyable transport options
today. Let’s help make the next generation of vehicles more inclusive to us all!
©Open Inclusion 2020

22. Better understanding
better solutions
better for all
Broaden the value
Innovate / embed
Human-centred design
Universal / adaptive
?
Inclusive insight
Listening / learning
Open Inclusion’s services
©Open Inclusion 2020

23. Broad demographics Ages: 18 - 90 Ethnicity Socio-economic Sexual identity
Physical
Mobility
Manual dexterity
Balance
Speech impediment
Limb loss / loss of
function
Sensory
Blind
Partially sighted
Colour blind
Deaf/deaf
Hard of hearing
DeafBlind
Neurodiversity
Mental health
Dyslexia/dyspraxia
Learning difficulties
Cognitively diverse
Autism spectrum
Language difficulties
Other
Just older
No smell/taste
Under 4'11”
Over 6’ 3”
Major health
challenges
Complex
conditions
Chronic pain
The Open Research Panel (500 people), our unfair advantage

24. openinclusion.com@openforaccess
better for all
Thank you for your time!
christine@openinclusion.com
07478 335 028