Making the systems available
Getting maximum benefit
To maximise benefit to the visitor, as well as maximising sales and therefore profitability, the technologies described in the previous sections need to be integrated into a coherent system. Without integration, there will be a number of standalone services which are less likely to have significant market penetration. Most of the technologies described have been piloted in applications relevant for visitors; the results have generally been that the technology can operate reliably, but the usability could be significantly improved.
For all visitors, particularly those who are blind or partially sighted, a consistent user interface is highly desirable. An example of inconsistency is the different layout of the numeric keys on a calculator and on a telephone. On both of these layouts the number '5' is in the centre of the keys. A raised dot is used to help a blind person identify the number 5. However, adding this raised dot does not help a blind person determine which layout is being used. On a Chip & Pin terminal the location of the function keys can vary from terminal to terminal. It can also be confusing for blind users when on an ATM one just inputs the four-digit personal identification number but on most Chip & Pin terminals it has to be followed by pressing the Enter key.
The need for standardisation
To bring about full and seamless integration, including both technical and user interfaces, will require a high degree of collaboration between all the stakeholders. One possibility would be for there to be a European or international standard defining the requirements in a form which does not inhibit future developments when new technologies become available. For such a standard to become mandatory would probably require a European directive.
The standards need to cover the structure of the content and network, as well as the design of the terminals. Accessibility needs to be considered in all three areas. However, it is not sufficient to just follow accessibility checklists for the various components; accessibility must be evaluated for the integrated system as a whole.
The longer the delay in preparing appropriate standards, particularly those for the user interface, the harder it will be to reach a consensus on the optimum specification. While these standards are being developed, it is essential that they are thoroughly tested with users with a wide range of abilities, especially those with disabilities.
Research
Because research and development resources are limited it can be very helpful to know which services and products have proven to be beneficial in other countries even if they have not been adopted elsewhere. There are experts in disability that can guide developers on where to obtain information, standards and examples of good practice.
It can help designers if technology companies provide training in disabilities and user needs, make use of guidelines and specialist information, such as on the Tiresias web site, and establish tests with an appropriate cross-section of potential users.
When considering the needs of people with disabilities, some services might be of enormous benefit to only a small group - perhaps those who are both deaf and blind, whereas others may be of modest benefit to a very large number of users. This type of information should be part of the research.
User-centred design
Involving user representatives early in the product design cycle is referred to as user-centred design. It is important to ask user groups to participate in usability testing before a product or service is ready to go to market. A product or service that does not meet the users' needs is likely to fail in the marketplace.
There are organisations and groups that represent a particular disability. It can be very beneficial for industry to work with these groups, particularly if they ensure that they include a wide spectrum of user needs. Representatives such as these often need guidance from industry on how to be involved in an effective development programme. This should cover areas such as research, design, marketing and standards-writing.
To establish and get the best from a body of user representatives, it is very beneficial to set up training and mentoring programs. These can ensure that user representatives learn more about the technologies involved and the design processes, as well as such aspects as legislative and regulatory frameworks. In addition, skills can be taught such as business procedures, public relations and communication skills, as well as the principles of representing wider group interests rather than just the representatives’ own accessibility interests.
Some of this may seem common sense to industry professionals, but people with disabilities can benefit from learning to combine their personal experience of disability with professional skills. When guidance, interaction and feedback take place between industry and representatives of disability interests, better results can be achieved for all concerned.
Developing new systems
Developing a novel product or service, rather than a new version of an existing product or service, is always a challenge. With the increasing number of people with a visual disability, many of whom will be over retirement age, it is wise to include them as potential consumers. However, for companies with limited experience of working in this area, there are a number of pitfalls which could easily be avoided with appropriate planning.
The development of new products and services has often been led by designers thinking of what could be provided rather than by demand from their customers. This is not a major problem when the designers have a good understanding of the needs and aspirations of the user group, but this is rarely the case when the users are people with disabilities.
Understanding disability
Firstly, it is important to understand the nature of different disabilities and how they restrict and exclude people from doing things. Many disabilities are related to age and many elderly people have more than one disability. The fact that people in Europe are living longer means that a higher percentage of the population will be older and thus will be restricted by disabilities.
In a commercial sense elderly people are a large market. If products and services are designed that are difficult for them to use then a commercial opportunity will be missed.
People of all ages travel more. They visit different countries, events, museums, galleries and shopping centres. Tourism is big business for most countries. Those transport systems, venues, hotels, towns and cities that are easily accessible by people with disabilities will be used and visited by more people. Even without this commercial incentive, for many countries, legislation now requires that environments and services must be made accessible.
Understanding needs
When a new product or service is under development, designers will find that they can create fresh ideas and possibilities if they fully understand the needs of people with disabilities. For example, different impairments can affect individuals differently, and two people who appear to have the same combination of impairments can have very different requirements. A knowledge of how people cope with disabilities and how they affect different people will make a designer more aware of how the inclusion of a feature can really help a product or service become so much easier to use.
Too often designers work with simplistic concepts of disability. They may think that visually impaired people are totally blind, read Braille and have better hearing. Prototypes are often tested on a very small number of unrepresentative users, leading to products or services that fail to meet needs or become uncommercial.
Field testing
Although laboratory testing with a small group of users can provide useful information, it is recommended that there should also be field testing using a combination of observation and interviews that reflect the real experiences of the end-user. In these processes it is important that potential consumers have realistic expectations of the benefits of new services, even if they are not directly paying for the service.
Marketing
Marketing to people with a disability can present particular challenges since the normal marketing techniques may be inappropriate. For example, the way blind customers gather information is very different from the way people with good sight read advertisements and leaflets.
Another factor to consider is that most people with disabilities are reluctant to use a product if it looks like it has been designed for ‘the disabled’. Many consumers, particularly those who are ageing, do not like to consider themselves ‘disabled’. Careful consideration needs to be given when promoting products or services to specialist groups.
Most companies have not developed appropriate marketing strategies for potential customers with disabilities. This failure may have led them to believe that there is little potential demand. If businesses wish to broaden their customer base they can miss a valuable opportunity by not studying the needs of a particular group.
Training and support
Customers with disabilities will often need more support than that provided to non-disabled customers. For instance, people with low vision may not be able to read the instructions for setting up and using equipment. It may be necessary to provide the instruction books in alternative formats (e.g. braille, large print and audio) or at least digitally, so that they can easily be converted into formats offering speech output.
A particular problem can be when a product or service malfunctions, since it may not be easy for the user with a disability to ascertain where the fault is located or to run diagnostics, even with help over the telephone. Therefore consideration needs to be given to providing appropriate support services.
Legislative requirements
When the market does not deliver the required results, or services and environments are not inclusive, national regulators may step in with mandatory requirements. Some countries have discrimination legislation such as the Disability Discrimination Act in the UK.
Conclusion
The technologies described in this booklet offer the possibility of making life easier for many people with disabilities. It is up to government departments, standards organisations, commercial companies and user organisations to work together to ensure that people with disabilities benefit from these technological developments.
Last updated: 06.08.2009 © Copyright reserved Website design: Digital Accessibility Team