Shopping for groceries is a chore for most people. But for people with reduced cognitive abilities shopping can be a major challenge. Researchers in Sweden carried out a study of 29 people with cognitive challenges to find out their coping strategies. They found very different approaches to coping, but in every case the coping strategy was underpinned by a “personal and strong wish to maintain individuality and independence”. In the discussion section there are some good points for retailers to consider including: clear paths that connect the entrance and exits with check out counters, clear signage, places to sit and rest (and reduce anxiety) and creating a sense of feeling safe in the environment. The title of the paper is, Shopping with Acquired Brain Injuries, Coping Strategies and Maslowian Principles, by Andersson, Skehan, Ryden and Lagerkrans, from the Swedish Agency for Participation. As with most personal case study research this is an easy read.
Editor’s note: The recommendations are also good for people without reduced cognition. For example, reducing “visual noise” and clutter helps everyone to find what they are looking for, and a clear path of travel is good for people using mobility devices. Again, thoughtful design is universal design.