Through Other EyesAn Experiential Training Workshop

Thursday 28th June 2012Tavis House

1-6 Tavistock SquareLondon

WC1H 9NA

Agenda - Morning

09:00 Registration

09:30 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network

09:45 Jane Barmer, Development Manager, Age UK TrainingWorkshop Briefing and Preparation

10:15 “Through Other Eyes” Experience, which includes a short walk to the UCL ICT Suite

11:35 Refreshments in Tavis House

11:45 Debrief and Plenary Session, contextualising the Learning Experience

12:45 Lunch for both the morning and afternoon workshops delegates

13:30 Close

Agenda - Afternoon

12:45 Registration and Lunch for afternoon delegates

13:30 Close for Morning delegates

13:30 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network

13:45 Jane Barmer, Development Manager, Age UK TrainingWorkshop Briefing and Preparation

14:15 “Through Other Eyes” Experience, which includes a short walk to the UCL ICT Suite

15:35 Refreshments in Tavis House

15:45 Debrief and Plenary Session, contextualising the Learning Experience

16:45 Close

Welcome

Ian Rutter – Senior Manager, Engage Business Network

Housekeeping:

Fire Alarm Test at Midday

Video Recording of the sessions

Business Context

"Green man 'too fast for slow elderly'“ (BBC News June 2012)

Dr Laura Asher, report leader and public health expert at University College London, said: "Walking is an important activity for older people as it provides regular exercise and direct health benefits.

"Being unable to cross a road may deter them from walking, reducing their access to social contacts and interaction, local health services and shops that are all important in day-to-day life."

Business Context

“Marketers Should Consider Packaging When Reaching Older Consumers” (PRS Research)

Marketers of consumer goods know that packaging is key to increasing and maintaining sales. So what's being done in research, development and deployment of packaging targeted specifically at the largest and most moneyed demographics -- Boomers and Seniors?

"The irony is, anything you do for the older demographic would work well for everybody."

Business Context

Lansley watched in embarrassment while a blind person tried to place an order. "After half an hour he hadn't managed to put anything in the shopping cart," says Lansley. "So I banged my fist on the table and said: 'I'm so sorry. This is dreadful.' I made a promise that I would change the site and walked out of the building a changed person. This was an example of one of the people who could benefit most from home shopping and he couldn't use it."

“Not only do we get the satisfaction of doing the right thing, but it's a great market opportunity in its own right.”

Many fully-sighted people find Tesco's Access site easier to use than other sites. The site now attracts a much wider audience, spending £13 million a year.

The Marketplace

• The over 50’s account for 80% of the UK’s wealth:

£300 billion

• Total annual spending by households including someone aged 65+:

£109 billion

• Percentage of people aged 65+ who think businesses have little interest in the consumer needs of older people:

39%

THROUGH OTHER EYES

Jane Barmer

Through Other Eyes

Ageing Society : Design Challenges

Physical Cognitive

Economic Social /Emotional

Reduced:• Mobility• Sight• Hearing• Dexterity• Touch

Decline in• Memory• Information processing• Numeracy skills

• Changes to income & spending patterns

• Income value erodes over time

• Diminished access to social networks

• Changes in emotional needs / responses

Through Other Eyes

Human Ageing

UNIVERSAL - everyone ages

PROGRESSIVE - we cannot stop the process

INTRINSIC - it is irreversible / cannot be corrected

we will never be younger than we are today

Through Other Eyes

Not a Homogenous Group

• Ageing is an individual experience; people age in different ways

• The accumulation of ‘affect’ is dramatically different from one person to another

• People’s response to and ability to cope with the ageing process, differs greatly

Through Other Eyes

Biological Ageing – how do we age?

HAIR

HEARING

BONES

SKIN / TOUCH

MUSCLE

NERVOUS SYSTEM

URINARY STYSTEM

VISION

SMELL / TASTE

RESPIRATORY

CARDIOVASCULAR

GASTROINTESTINAL

IMMUNE SYSTEM

REPRODUCTIVE

Through Other Eyes

Aspects of Natural Ageing

Sensory Physical Cognitive

Vision Locomotion

Reach & Stretch

Dexterity

IntellectualFunctioning

Communication

Hearing

Touch

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Through Other Eyes

Impairment, Age & Daily Living Activities

%Dependent

Activity

Age

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Feature Million

With at least one impairment 9.3 Hearing (10 million across ages) 6.3 Lifting, carrying, moving objects 6.0 Mobility 5.7 Limiting long term illness (15 million across ages) 4.3 Arthritis (10 million across ages) 3.3Manual dexterity 2.5Physical coordination 2.2 Memory or concentration 1.7 Sight (2 million across ages) 1.6 Effects of a Stroke (1 million across ages) 0.8No impairment 2.7

12 million UK people of state pension age +

Through Other Eyes

Cataract 13.7%

Macular Degeneration 16.7%

Glaucoma 5%

Diabetic Retinopathy 3%

Normal Vision 61.6%

Source: www.nei.nih.goc/sims/sims/htm

Vision – 4 Common Disorders in Later Life

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De – Brief Session

Strongest Impression / emotion?

Hardest part? WHY?

What "limited" you the most?

What “helped”? HOW?

Through Other Eyes

• something you would like changed

• why do you want to change this?

• what steps might progress this?

Inclusive Approaches

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Source: RNIB

Text & Fonts

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CANCEL

Clear

ENTER

Cancel

Enter

Colour Contrast

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Improving Visual Packaging

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Know the opportunities & challenges demographic change presents to

providers of products & services

Recognise a range of physical & sensory changes that affect

the capability of people in later life

Identify practical solutions for improving product & service provision for

the ageing consumer marketplace

Outcomes

Through Other Eyes

Inclusive Design & Capability

Source Benkztin & Juhlins, inclusive design: design for the whole population (2003)

Disabled

Reduced Capability

Fully Capable

Inclusive Design:

“Design of mainstream products

and/or services that are

accessible to, and usable by,

people with the widest range of

abilities within the widest range

of situations without the need

for special adaptation or design”

British Standard 7000 – 6: 2005

Through Other Eyes

Cognitive Decline

Source: Disconnected Mind Project University of Edinburgh