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QITCOM 2011 May 24 | Day 1 | INNOVATESession 1: Digital Content-Innovation in Arabic Digital Content- A Business OpportunitySpeaker: Mr. Jonathan Hassell - Former Head of Usability & Accessibility, BBC Future Media & TechnologyTopic: Digital Content- Usability, E-inclusion & Digital InnovationFore more information, visit www.qitcom.com.qa
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Digital Content: Usability, Inclusion & Innovation
Dr Jonathan Hassell Former Head of Usability & Accessibility, BBC Future Media Director, Hassell Inclusion ltd.
QITCOM Panel: Digital Content- Innovation in Arabic Digital Content – Business Opportunities
Tues 24th May 2011
One key impediment/constraint to success...?
Excluding users because your products don’t understand their needs...
Listening to your diverse audiences’ needs…identifies challenges…but innovation often follows a challenge
© 2011 Centre for Business Innovation Ltd
- 6 -Centre for Business Innovation“Connected Communities, helping you Do more with Less” Engineering Design Centre
OXO Good Grips
• Well-known pioneer of Inclusive Design in the USA
• Sam Farber’s wife, a keen cook, suffered from arthritis
“Why do ordinary kitchen tools hurt your hands?”
• First 15 products launched in 1990
• Sales growth over 35% per year from 1991 to 2002
• The line has now grown to over 500 products
• Over 100 design awards received
Start/continue focusing on your users’ needs...
Web case-study:How user-centred design helped the BBC create MyDisplay
Comment: at 08:24am on 14 Jul 2010, thrifty wrote:
* The background colour is forced to white - high contrast contributes to eye strain & headaches. Perhaps a light grey would help here?
Comment: at 08:05am on 14 Jul 2010, chris b wrote:
…Awful 'UK News/World New' panel - … Terrible contrast too between the text and
dark background.
The problem which kicked off MyDisplay?
How the BBC News redesign couldn’t win…
MyDisplay initial purpose:A way of turning complaints into positive user experiences
Before starting: assess the business opportunity/risk:– how many people could be having these difficulties in the UK?
Sources: DFEE
2mlow-vision
but not blind
1.9mdyslexic
1.8madults with low-literacy
levels (<age 8)
80kcognitively impaired (ADHD,
Aspergers)
Looking for links with a wider picture:– the gap in Internet use in the UK
Sources: EEDP (2008) and ONS (2007)
42%of disabled people have
used the internet
67%of the general population have
ever used the internet
Could this issue be constraining UK Internet take-up...?
Going deeper using a user-centred approach
Interviewing users to assess their detailed needs
© BBC 2008
But do we need to do anything?Can’t these users help themselves to a solution...?– further quantitative research finds another gap...
Source: Microsoft/Forrester Research study 2003, USA
57%of USA computer users
(aged 18-64) are likely or very likely to benefit from the use of Accessible Technology
6-8%of UK web users use an
Assistive Technology (screenreader, adapted
mouse or similar) to access the Internet
Source: EEDP (2008)
Explaining the gap...– our accessibility model expects too much of users...
1. an Assistive Technology or OS/browser setting to exist to make the site accessible to all
• often they don’t (e.g. text to sign language, text to ‘Easy Read’)
2. if it does, the model expects web users to:a. be aware that the Assistive Technology or OS/browser setting/tool exists
to meet their need• (even with sites like BBC My Web My Way to point the way) most are not
b. be able to afford that technology• most are C2DE so have difficulty affording expensive techs
c. be able to work out how to install it• most are not technical (don’t know what a browser is)
and scared of downloads
d. be able to work out how to use it• most are unconfident
e. and then be able to use it to access online content• most never get this far, even if the site is WCAG AAA...
• … and to do this for every device on which they use the web
What users want personalisation to be like...
Findable
Affordable
Easily Installable
Simple
Flexible
The cost-benefits trade-off:Minimise the cost of using the tool, and let people see the benefits quickly... or they won’t bother
Flexible: don’t let technology boundaries get in the way
‘My Desktop/Laptop/Netbook’
‘My other computer’
‘My mobile(apps & web)’
‘My tablet’
‘My IPTV/games console’
Device
Websites
Browser(incl. toolbars)
OS settings
Installed ATs
MyDisplay updated purpose (after research)
• one online tool • that allows disabled and elderly people to get
a better user experience of bbc.co.uk • by allowing them to easily tell the site their
preferences about how it should look and function
• getting the site to alter itself to correspond to those preferences
• allowing them to store this online so they can take it from device to device…
• and allowing them to use their preferences on non-BBC sites as well...
Will it be a success?
We don’t know yet...
Now in 6 month trial, to measure: how many of the 6m can MyDisplay actually deliver… at what cost?
What we do know: – doing it together reduces costs & maximises user benefit
• discussing feasibility of sharing MyDisplay with non-BBC sites, of different scales & resources
• aiming to pilot with lead partner in late 2011
• very happy to discuss with others…
• discussing feasibility of sharing MyDisplay with non-BBC sites, of different scales & resources
• aiming to pilot with lead partner in late 2011
• very happy to discuss with others…
