through other eyes event 28 june 2012
DESCRIPTION
Engage Business Network's "Through Other Eyes" Experiential Training Workshops.TRANSCRIPT
Through Other EyesAn Experiential Training Workshop
Thursday 28th June 2012Tavis House
1-6 Tavistock SquareLondon
WC1H 9NA
Agenda - Morning
09:00 Registration
09:30 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network
09:45 Jane Barmer, Development Manager, Age UK TrainingWorkshop Briefing and Preparation
10:15 “Through Other Eyes” Experience, which includes a short walk to the UCL ICT Suite
11:35 Refreshments in Tavis House
11:45 Debrief and Plenary Session, contextualising the Learning Experience
12:45 Lunch for both the morning and afternoon workshops delegates
13:30 Close
Agenda - Afternoon
12:45 Registration and Lunch for afternoon delegates
13:30 Close for Morning delegates
13:30 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network
13:45 Jane Barmer, Development Manager, Age UK TrainingWorkshop Briefing and Preparation
14:15 “Through Other Eyes” Experience, which includes a short walk to the UCL ICT Suite
15:35 Refreshments in Tavis House
15:45 Debrief and Plenary Session, contextualising the Learning Experience
16:45 Close
Welcome
Ian Rutter – Senior Manager, Engage Business Network
Housekeeping:
Fire Alarm Test at Midday
Video Recording of the sessions
Business Context
"Green man 'too fast for slow elderly'“ (BBC News June 2012)
Dr Laura Asher, report leader and public health expert at University College London, said: "Walking is an important activity for older people as it provides regular exercise and direct health benefits.
"Being unable to cross a road may deter them from walking, reducing their access to social contacts and interaction, local health services and shops that are all important in day-to-day life."
Business Context
“Marketers Should Consider Packaging When Reaching Older Consumers” (PRS Research)
Marketers of consumer goods know that packaging is key to increasing and maintaining sales. So what's being done in research, development and deployment of packaging targeted specifically at the largest and most moneyed demographics -- Boomers and Seniors?
"The irony is, anything you do for the older demographic would work well for everybody."
Business Context
Lansley watched in embarrassment while a blind person tried to place an order. "After half an hour he hadn't managed to put anything in the shopping cart," says Lansley. "So I banged my fist on the table and said: 'I'm so sorry. This is dreadful.' I made a promise that I would change the site and walked out of the building a changed person. This was an example of one of the people who could benefit most from home shopping and he couldn't use it."
“Not only do we get the satisfaction of doing the right thing, but it's a great market opportunity in its own right.”
Many fully-sighted people find Tesco's Access site easier to use than other sites. The site now attracts a much wider audience, spending £13 million a year.
The Marketplace
• The over 50’s account for 80% of the UK’s wealth:
£300 billion
• Total annual spending by households including someone aged 65+:
£109 billion
• Percentage of people aged 65+ who think businesses have little interest in the consumer needs of older people:
39%
THROUGH OTHER EYES
Jane Barmer
Through Other Eyes
Ageing Society : Design Challenges
Physical Cognitive
Economic Social /Emotional
Reduced:• Mobility• Sight• Hearing• Dexterity• Touch
Decline in• Memory• Information processing• Numeracy skills
• Changes to income & spending patterns
• Income value erodes over time
• Diminished access to social networks
• Changes in emotional needs / responses
Through Other Eyes
Human Ageing
UNIVERSAL - everyone ages
PROGRESSIVE - we cannot stop the process
INTRINSIC - it is irreversible / cannot be corrected
we will never be younger than we are today
Through Other Eyes
Not a Homogenous Group
• Ageing is an individual experience; people age in different ways
• The accumulation of ‘affect’ is dramatically different from one person to another
• People’s response to and ability to cope with the ageing process, differs greatly
Through Other Eyes
Biological Ageing – how do we age?
HAIR
HEARING
BONES
SKIN / TOUCH
MUSCLE
NERVOUS SYSTEM
URINARY STYSTEM
VISION
SMELL / TASTE
RESPIRATORY
CARDIOVASCULAR
GASTROINTESTINAL
IMMUNE SYSTEM
REPRODUCTIVE
Through Other Eyes
Aspects of Natural Ageing
Sensory Physical Cognitive
Vision Locomotion
Reach & Stretch
Dexterity
IntellectualFunctioning
Communication
Hearing
Touch
Through Other Eyes
Through Other Eyes
Impairment, Age & Daily Living Activities
%Dependent
Activity
Age
Through Other Eyes
Feature Million
With at least one impairment 9.3 Hearing (10 million across ages) 6.3 Lifting, carrying, moving objects 6.0 Mobility 5.7 Limiting long term illness (15 million across ages) 4.3 Arthritis (10 million across ages) 3.3Manual dexterity 2.5Physical coordination 2.2 Memory or concentration 1.7 Sight (2 million across ages) 1.6 Effects of a Stroke (1 million across ages) 0.8No impairment 2.7
12 million UK people of state pension age +
Through Other Eyes
Cataract 13.7%
Macular Degeneration 16.7%
Glaucoma 5%
Diabetic Retinopathy 3%
Normal Vision 61.6%
Source: www.nei.nih.goc/sims/sims/htm
Vision – 4 Common Disorders in Later Life
Through Other Eyes
De – Brief Session
Strongest Impression / emotion?
Hardest part? WHY?
What "limited" you the most?
What “helped”? HOW?
Through Other Eyes
• something you would like changed
• why do you want to change this?
• what steps might progress this?
Inclusive Approaches
Through Other Eyes
Source: RNIB
Text & Fonts
Through Other Eyes
CANCEL
Clear
ENTER
Cancel
Enter
Colour Contrast
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Know the opportunities & challenges demographic change presents to
providers of products & services
Recognise a range of physical & sensory changes that affect
the capability of people in later life
Identify practical solutions for improving product & service provision for
the ageing consumer marketplace
Outcomes
Through Other Eyes
Inclusive Design & Capability
Source Benkztin & Juhlins, inclusive design: design for the whole population (2003)
Disabled
Reduced Capability
Fully Capable
Inclusive Design:
“Design of mainstream products
and/or services that are
accessible to, and usable by,
people with the widest range of
abilities within the widest range
of situations without the need
for special adaptation or design”
British Standard 7000 – 6: 2005
Through Other Eyes
Cognitive Decline
Source: Disconnected Mind Project University of Edinburgh