Using inclusive design to drive usability improvements through to implementation

Book chapter (2018)

Authors

J. A. Goodman-Deane University of Cambridge
Sam Waller University of Cambridge
M. D. Bradley University of Cambridge
P.J. Clarkson University of Cambridge
O. Bradley Unilever
Affiliation
External organisation
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Published Date

2018

Language

English

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Affiliation

External organisation

Abstract

There are compelling reasons to improve usability and make designs more inclusive, but it can be a challenge to implement these changes in a corporate environment. This paper presents some ways to address this in practice based on over 15 years experience of inclusive design work with businesses. It suggests that a successful persuasive case can be built with three key components: a proof-of-concept prototype, an experience that enables the stakeholders to engage personally with the issues and quantitative evidence demonstrating the impact of a potential change. These components are illustrated in this paper using a case study that was conducted with Unilever to improve the images used in e-commerce. The ice cream brand, Magnum is one of Unilever's billion-dollar brands that implemented these changes. During an 8-week live trial, comparing the old and new images, the new images experienced a sales increase of 24%.