Action Plan

Recently, people have begun to talk about the potential market power of people with a limitation in their physical, sensory, communication, or cognitive functioning. Check out this article by Michael Janger http://www.brandchannel.com/features_effect.asp and this link from Diversity World http://www.diversityworld.com/Disability/customers.htm. It’s true; having a product designed with all users in mind can gain a company popular press and sales. The most obvious example is Apple. Wonderful, we know what works: demand for usability and universal design. The question is how do we get steering committees, company board members, and engineers among other product designers, to change? This isn’t an easy question to answer because people with any need for an alternative way of getting things done are vastly underrepresented in these powerful roles. Fortunately, there is so much that can be done that there is a task for everyone. I. Inform the company and let your social network know about a product you like because of its design features. Companies need this feedback whether they are creating something for a specific market or for wider use. If you are a member of any groups or participate in any use of social media make sure you use these outlets to promote the product. Keep in mind that there is nothing wrong with the traditional phone call or letter if that is more your style. If you are to ill or busy, or lack the confidence to do this yourself, keep it in mind for the next person who offers to help. II. Get the word out about a poorly designed product or line of products that do not meet your need. The “user experience” is important. Make sure you let the company responsible for the product know, and when you do, let them know you are sharing this information with your social network. Try to be clear about the problem, and if you can think of any, offer solutions. Don’t forget that most design elements that are not functional for all people are made because people lack knowledge and information. The ability to place oneself in another’s shoes isn’t universal, and often exists more in people with less power. III. Look for opportunities to use your purchasing power to support companies that use universal design principles, increase accessibility, and employ and promote people with limitations in their physical, sensory, communication, or cognitive functioning. If you belong to any groups, look for ways to promote those companies, use their products, and make sure your group contacts the company with this information. Maybe they’ll even pay to include you in an advertising campaign or ask you to be involved in product testing. IV. Expand your thinking about diversity to include people of varying abilities and look for ways to promote this idea within your company or in your civic group. I am not suggesting that racial and ethnic diversity are less important; I am simply saying that diversity should not merely be assessed through an individual’s complexion or country of origin. When different perspectives get brought to the table, acceptance and innovation tend to follow. People who have to seek out alternative ways of navigating through life and getting things done can bring fresh ideas and different perspectives to your community organization or company. In order to be a market force people desiring universal design features or seeking alternative solutions for interacting with their environment must be willing to be vocal and counted. It is only through these actions that change will be forth coming and people on those steering committees, board of directors, and product design teams will begin to see the return on their investment in universal and alternative design.