Category: Business and Retail

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”.

The researchers found some good points for retailers 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.  

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.

From the abstract

In Sweden the expected life span has increased with approximately 25 years during the 20th century. This study is based on interviews with groups of older persons who experience cognitive problems and relatives. The interviewees were asked about everyday activities like shopping groceries, clothes or other necessities. The interviewees identified problems and described a series of strategies for coping.

The strategies range from complete withdrawal, an increased dependency on proxies to the development of elaborate techniques to mask their problem and obtain assistance. Following the current trend in the design of the Swedish sales environment – large scale, abundance of goods and Maslowian strategies for making people stay longer (and spend more money) – accessibility in the built environment is often an absent friend.

 

Inclusive communication is key to any purchase for people with and without disability. Whether in written formats, online, or in person, communication is a critical part of the purchasing process. Service based businesses such as tourist attractions, restaurants and banks are difficult to access based on a survey by Business Disability Forum.

Almost half the survey respondents said that booking and/or visiting a restaurant, café or pub posed the most challenges. Booking holiday accommodation was also challenging together with leisure activities. Dealing with banks, insurance providers and utility providers also caused challenges. Buying new technology, software and entertainment media was less problematic for most respondents.

The Business Disability Forum’s research is UK based, but is useful information for all businesses. Community service organisations and governments also need to heed the call for more inclusive communication methods.

Key findings

The online survey showed there was no clear single preference for means of communication at the decision-making stage. The following quotes from the report need no further explanation.

By email or text. The spoken word is hard for me to understand on the telephone, especially when calling from a call centre.

… you need all of it. Live chat, phone, email. It’s got to be accessible in as many ways as possible and quick to reply otherwise you think “I won’t wait for that product” and they have lost your custom.

For me as a totally blind person, email, phone or face-to-face are my preferred methods of communication. Particularly if face-to-face, I want staff to come and ask if I want help, not be left wandering around. If online, I need pages uncluttered with adverts, products clearly separated, buttons or checkboxes al-texted and graphics clearly labelled.

Interestingly, Amazon online purchasing was identified as having a good communication system. This was because:

The Business Disability Forum in the UK has an interesting report on the barriers people with disability face as shoppers and consumers. Whether online, by phone or in person, these barriers are not good for business or consumers. And it’s likely it’s difficult for almost everyone if the process is not universally designed.

They asked respondents if they have any difficulties with access or engaging in the buying process. The key areas were going to restaurants, cafes and pubs; buying clothes or shoes, and personal and online banking. These were followed by pursuing a hobby, buying insurance and dealing with utility suppliers.

The next most challenging activities were booking a holiday, booking tickets, buying large electrical appliances, and buying new devices.

• Limitation of design – products, service or venues not being inclusive or lacking accessibility features.
• Limitations in available information.
• The way in which information was presented.

More than half the respondents said their choice of products or services was limited by design, and by the availability of information. It was also limited by the way it was presented.

A significant number (43%) abandoned the shopping task early or just didn’t buy. It was the same for going into shops in person.

The title of the resource is, What disabled consumers choose to buy and why – Barriers to buying. Forbes online magazine also has an article on the report.

Also have a look at See here: I want to go shopping for the shopping experience of people who are blind.

Design for shopping: a holistic approach

The recent pandemic curtailed shopping in the high street and in malls. When the lockdowns were lifted the rush to the shops shows how much people enjoy shopping. Younger people talk of retail therapy, but for older people it is an important social activity, particularly those who live alone. So every part of “design for shopping” needs to be inclusive. 

Elnaz Davoudi from the San Francisco State University conducted an in-depth study of older people and their shopping habits. This included shadowing them as they made their way around a supermarket. The whole experience is documented and their are several design conclusions to be drawn from this work.

Shopping carts, check outs, product packaging and much more are open for improved designs. The findings can also be generalised to other design disciplines. It is good to see a holistic approach in this research, not just the design of, say, a shopping trolley, or the product packaging.

The article is titled, Designing a Better Shopping Experience with a Holistic Approach to Ageing in Place. It is on page 21 in the Design for All newsletter from 2016.

The assumption that designing for everyone will cost more often goes unchallenged. Even economic arguments for business benefits rarely cut through because of this. If economic arguments for inclusion worked we wouldn’t still be talking abut it. A Centre for Inclusive Design report analyses inclusive business practice and covers some areas not covered before. The report analyses education, retail and financial services and argues inclusive design can drive financial, economic and social improvements. PwC was commissioned for the report, The Benefit of Designing for Everyone.

Jeremy Thorpe from PwC says, “Inclusive design is a no-regrets process that creates significant benefits which are currently being left on the table. It is an overlooked step in maximising the potential of Australian business and ensuring a more productive Australia.” There is also an infographic with the key information, and a summary report and a Word version. 

The report analyses three key industries in Australia: education, retail and financial services. Each one can benefit from taking a universal design approach to improve their bottom line. 

David Masters, Corporate Affairs Director, Microsoft Australia, said,

“Accessibility is often focused on compliance, and while that is incredibly important, this report clearly shows that inclusion drives economic benefit too. Embedding inclusion in the upfront design phase ensures organisations are delivering products and services for everyone. Inclusive design is driving innovation at Microsoft and is a concept that all organisations should be embracing.”

It is good to see more work being done on the economics of inclusion. However, such arguments over the last ten years have yet to make their mark. The inclusive tourism industry is testament to that as well as the housing industry. Let’s hope someone is listening and willing to act.