Why?

Design makes products and services more inclusive

Design for the young and you exclude the old; design for the old and you include the young.

Bernard Isaacs, Founding Director of the Birmingham Centre for Applied Gerontology

Large numbers of people are finding it difficult to interact with the modern world; they are adversely affected by decisions made during the specification and design process of products and services. This 'design exclusion' takes several forms: older and disabled people suffer from it; so do economically vulnerable groups and those affected by changing technologies and work practices.

The intent of universal design is to simplify life for everyone by making products, communications, and the built environment more usable by as many people as possible at little or no extra cost. Universal design benefits people of all ages and abilities.i

Photo of OXO Peeler, Jar Opener and Angled Measuring Cup

Images: © 2006 OXO International, Ltd. All rights reserved.

Case Study: OXO

OXO, an American consumer products company, was founded in 1990 on the philosophy of universal design. For OXO, the principles of universal design mean a salad spinner that can be used with one hand; liquid measuring cups that can be read from above without bending over; a toilet brush that bends to reach out of way places; a backlit oven thermometer that can be read easily through the window of an oven door; kettles with whistle lids that open automatically when tipped to pour; and tools with pressure-absorbing, non-slip handles that make them more efficient. Between 1991 and 2002, OXO's annual growth rate in sales was more than 35 percent.

Within 30 years nearly, half of the population of Western Europe will be over 50 years old.ii The challenge is to use design as a tool to deliver social and political expectations of equality and inclusion.The more effectively this can be achieved, the more older and disabled people will be encouraged to spend the now considerable wealth they control on the goods and services that deliver independence and quality of life - a virtuous circle that will benefit business and society.

why?

Why is design important? Our research shows Irish companies that value design innovate more often. Not only that, but Irish companies that value design innovate more successfully. And those companies that integrate design more strategically within their organisations experience greater demand for their goods and services.

what?

What is design innovation? Many people are describing the same thing by different names and we want to create a common language around design innovation, thinking and practice.

how?

This isn’t rocket science but it is the next ‘big thing’. Understanding your users provides context for your innovation efforts and leads to greater success in the marketplace. Our practical programmes can help make you more competitive.

who?

We are here to help. There is also a broader network of support for you and your organisation. And if you’re still not convinced of design’s impact on innovation, see how other individuals, organisations and countries are competing through design.