This paper was originally given as an oral presentation at the ‘3rd International Conference for Universal Design’, International Association for Universal Design, Hamamatsu, Japan (2010) and subsequently published. Peer reviewed by the conference’s International Scientific Committee, it looks at how the emerging techniques of design ethnography could be applied in a business context and qualitatively evaluates the benefits. It outlines the differences between inclusive design research conducted for digital devices/services and the large body of existing research on inclusive products, buildings and environments. It advances the view that technology companies are today in danger of repeating the same inclusive design mistakes made by kitchen and bathroom manufacturers 20 years ago, and calls for technology companies to develop new techniques to avoid this happening.
The paper charts in detail the challenges and processes involved in transferring academic inclusive design research into the business arena, describing research conducted by Gheerawo and his co-authors on projects with research partners Samsung and BlackBerry. The paper helped define the ‘people and technology’ research theme in the Helen Hamlyn Centre for Design’s Age & Ability Research Lab, which Gheerawo leads. It was also important, as part of evidence of the benefits of an inclusive technology approach, in persuading a number of companies (Sony, BT, Samsung) to undertake new studies with the Lab.
Gheerawo used this pathfinder paper in further work, including an essay on digital communication for www.designingwithpeople.org (i-Design3 project EPSRC), membership of the steering committee for Age UK’s Engage accreditation for business, and lectures at ‘CitiesforAll’ conference, Helsinki (2012), ‘WorkTech’, London (2010), ‘Budapest Design Week’ (2011) and the ‘Business of Ageing’ conference, Dublin (2011). Gheerawo also co-wrote an article ‘Moving towards an encompassing universal design approach in ICT’ in The Journal of Usability Studies (2010), for which he was also a guest editor.