Inclusive product design training
Next course: 2 – 3 April 2014, Cambridge
Every design decision has the potential to include or exclude customers. Millions of people in the UK and worldwide – in particular, the ageing, baby-boomer generation – have difficulty using everyday products and services, from mobile phones and food packaging to telephone banking, because of poorly considered design.
Often, the primary objectives of new product development are typically meeting deadlines and production cost targets. However, delivering a leadership end-user experience is fundamental to commercial success. Improvements can often be made without any increase in production costs. It can be as simple as changing the colour of the plastic used to make a power button, so that it becomes more visible. The true costs of bad design emerge later in the product life-cycle and can include returns from unsatisfied customers, increased support costs and damage to the brand equity.
Understanding user diversity is the key to inclusive design: the variation in users’ capabilities, needs, and aspirations should inform every design decision. This is essential at the concept stage because it can become prohibitively expensive to make changes later on.
Now, for the first time, we are offering places on an inclusive design workshop based on the latest research from the University of Cambridge.
This two-day workshop will demonstrate how – in this time of demographic change – inclusive design represents a commercial opportunity, and how you can turn that opportunity into a viable business proposition. It will explain how typical design processes unintentionally exclude potential customers - by designing a product which the customers’ vision, hearing, cognition, reach, dexterity or mobility prevents them from using. Participants will be taught to carry out an initial inclusive design assessment on an everyday product or service. The Cambridge simulation gloves and glasses will be used to support design assessments and decision-making.
Run by members of the Engineering Design Centre (EDC), at Cambridge University's Engineering Department, the course will include a mix of presentations, small group exercises and discussions. Delegates will have the opportunity to dine at one of the Cambridge Colleges on the first night, allowing the group to learn from each other’s experiences and to network with other participants.
Who should attend?
Directors and senior managers responsible for:
Researchers working in the fields of:
Ian Hosking has over 20 years of experience of working in industry with a focus on the effective application of technology through understanding people’s needs. He has been involved in the initiation and development of the Inclusive Design Toolkit, which provides resources to enable businesses to design inclusively. This has been adopted by various companies and has been accessed from over 170 countries worldwide. Ian joined the Engineering Design Centre at Cambridge University in 2009 and is responsible for promoting inclusive design in the UK as part of the KT-EQUAL programme. This work has included the Designing Our Tomorrow (DOT) initiative that has seen the development of educational resources for teaching inclusive design in secondary schools. His interests include the convergence of inclusive and sustainable design. He is also a Fellow of the RSA.
Mike Bradley is a Senior Research Associate in the Inclusive Design Group at the Engineering Design Centre at Cambridge University. He is also Director of the Really Usable Company Limited; a Human Factors and Ergonomics consultancy. Until recently he was also a Senior Lecturer in the Product Design and Engineering Department at Middlesex University and was Co-Investigator in an EPSRC Sandpit funded project ‘BRIDGE’, which looked at some of the design issues affecting those who do not currently use digital technology. Prior to that he was Head of Human Factors for Ford of Europe and responsible for the ergonomics attribute for the original Ford Focus, then for all Ford vehicles designed in Europe. He led The Third Age Driver research project into the needs of older drivers, resulting in the ‘Third Age Suit’ as an empathy device for designers and engineers. For the Third Age Project and its application to the design of the Ford Focus, he received an award from the UK’s Automobile Association.
Institute for Manufacturing
The event will be held at the Institute for Manufacturing, the Manufacturing Management Division of Cambridge University’s Engineering Department, located on the West Cambridge site. The building has a BREEAM award for best practice in sustainable building design. Limited parking is available on site. A map and information on local hotels will be sent with joining instructions.
Further information will be available nearer the date of the event. To register your interest, please contact IfM Events (firstname.lastname@example.org).
The course fee will be £1750 plus VAT, to include the course dinner on Wednesday 2nd April and all daytime refreshments.
An ‘earlybird’ fee of £1500 plus VAT applies until 5 March 2014. Group discounts are available on request.
You will receive confirmation of receipt of your booking by email, usually within 48 hours. Final confirmation of your booking together with joining instructions, including maps etc, will be sent approximately one week before the start of the event, usually by email to the email address provided.
Substitutions may be made at any time. Bookings cancelled less than 10 days prior to the event will be charged in full.