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Motivation
2.4 Collective memory and behaviour 2.5 Social inclusion 2.6 Materials and processes
overburdening products with unnecessary features that do not provide worthwhile benefit. In doing so, we can neglect the understated object that functions perfectly yet makes no claim to fame or high design. After the level of proficiency, a wheel of options could illustrate directions for enhancement (akin to Maslow’s motivators), which broaden and deepen the human experience (fig. 3, page 83). USABILITY
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Useful though such models are, it remains for designers and their clients to decide, during the development process, when they consider they have fulfilled certain needs. This begs the question: to what standard have these needs been met, and on whose terms? With the rise of precise market targeting by client organisations, designers have often been channelled to think about the needs of a narrow band of, often young, fit consumers with 20/20 vision. Those who do not fit this model and find difficulties using products are either left high and dry or have to search out specialist products, although very few are actually available. Thanks to the work of many designers, researchers and campaigners, particularly in the USA, Scandinavia and the UK, there is now a growing awareness that products, services and experiences should be designed in such a way as to be enjoyed by a broad audience, regardless of age or ability. Unlike disability language, which is black and white – you are either registered disabled or you are not – our capacity to use products is a graduated affair, ranging from a complete inability through ability with difficulties and frustrations, to relative or complete ease and pleasure. Society demographics show more of us than ever are living longer. As we experience the
Fig. 4 Derby kettle tipper manufactured by Gordon Ellis & Co. Home Healthcare Products Companies such as Gordon Ellis produce products – such as this kettle tipper – specifically designed for older or disabled people. Although no doubt liberating for their users, products such as these often draw attention to the user’s disability.
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inevitable signs of ageing, there is an increasing market for products that maintain their ease of use in the face of our diminishing abilities. While the need will always exist for products to help liberate those with specific disabilities (wheelchairs for example), by designing domestic consumer products for the mass market with less-able users in mind, they inadvertently cater for the supposedly ablebodied among us who might otherwise experience difficulties. Crucially, this approach allows less-able users access to products with a wide distribution that do not stigmatise them as “different”. The Derby Kettle Tipper by Gordon Ellis Co. (fig. 4, page 84) is designed to aid those with low strength and coordination to pour hot water from their kettle. As a retrofit to work with existing kettles, it draws attention to the user’s disability and would still require a carefully controlled pour to avoid spillage. In the face of this kind of ill-fitting solution, the thrust of inclusive design has been to turn the tables, and ask why mainstream design cannot change to accommodate a broader range of abilities. By re-orienting the product as a pushbutton dispenser (fig. 5, page 84) the kettle becomes easier and safer to use, as well as non-stigmatising. Similarly, Ben Wilson’s design for a tricycle ingeniously incorporates pedal power by hand or foot, making it usable by a wide range of people with and without disabilities (fig. 6, page 85). Two further examples show that considering marginalised users can produce mainstream successes. The enlarged buttons on the Big Button phones, designed by UK consultancy Alloy for British Telecom (fig. 7, page 86) would seem to single out its owners as being visually impaired, yet when polled, only 60
Fig. 5 Plusminuszero / Hot water dispenser by Naoto Fukasawa The act of pouring is eliminated in this hot water dispenser – an example of an inclusive design that does not stigmatise those with less strength and dexterity.