Vodafone: Inclusive personas with no extra work - Judith Garman

Uploaded by UKUPA1 on 11.10.2011

Good evening. I'm Judith Garman and I'm a freelance user experience consultant
and I'm currently working with Richard and Kath at Vodafone.
And I'm hoping to give you a nice easy take away today to get you started,
in accessibility if you're not already started on that route.
So first of all I wanted to define what I mean by being inclusive.
So it's just treating everybody the same and not making a distinction between people who have an access need
and people who don't.
And we've been banding these words around but I wanted to define what I mean by access need.
Now people talk about politically correct language and you're probably wondering can I use the word disabled,
and non-disabled and impairment.
But by focusing on access what we do is move passed all of that because what we're really interested in
is can a person use this. So if you talk about access need then
it can apply to lots of people. It's not just as Kath was saying, you know, about using your mobile phone on the beach,
in the sunlight. So it's not restricting it to any particular group. So it's just looking purely on a needs basis.
And not defining people by saying that you have to identify as having a disability.
Because a lot of people either don't want to or they don't know that they have a condition.
There's a lot of conditions that go undiagnosed.
And also being inclusive is including participants very early on in your research. For example personas.
But not necessarily saying let's have a dyslexic or a motor disability persona, because then you're putting them to one side.
So you want everybody to be together so whoever your persona is your young social networker,
and they happen to have an access need.
Now everybody is going to have slightly different approaches to creating personas.
But I hope everybody at some stage does interviews with representative users.
So that's what I'm going to talk to you about. How you can change your approach a little bit to be inclusive.
So I think the thing about st ing to do interviewing and research with people with access needs,
if you've probably all already done it.
so you will have interviewed people who have got dyslexia, people who are on the autistic spectrum,
people who have had mild motor disabilities or something like that.
You may not have even been aware of it.
You sometimes might have been aware that some conversations were a little bit more difficult.
Perhaps you had to keep on drawing people back in.
They got distracted and it was a little bit more hard work than normal.
But if you are a regular interviewer, you will have interviewed people with access needs.
So next time just make it part of the process.
So everybody is going to be putting together a screener
for whatever your target persona is.
‚So for this example I've got an aspiring artist aged 18 to 24, using social networks and active in real life and virtual art groups
And you just add in one line, has a particular kind of dyslexia.
Now I've added in visual or double deficit dyslexia because that's the kind of dyslexia that normally impacts more
on use of the web and reading and writing.
But just bear in mind that not everybody knows what kind of dyslexia they have.
And so you've made the decision. You're going to involve people who've got dyslexia in your recruitment.
But now you have to actually go out there and find them.
Which I think is always the challenge when people are doing research.
So I'd say, generally most people are using recruitment agencies - so work with them.
Give them as much information as you can.
And me and Kath have prepared a screen that you can all take away with you at the end of the day,
So you can give that to your agencies and say this is what we're looking for. These are the aspects that we're looking for.
And the key thing to point out is whenever you're recruiting people with access needs, always ask
how the condition impacts on the use of technology, because for some people it won't be that strong.
And then you just need to engage in that process. Read the feedback and make a decision whether person A is suitable
and person B isn't.
As a starting point, if you are new to accessibility,
and perhaps you're not quite sure how to engage with
people with different access needs. If you start with these groups like dyslexia, mild vision impairments, mild motor disability
You can just have a conversation, you know, for stakeholder interview personas you don't need to know anything about the technology
You don't need to know anything about any particular set up you need to do on a computer,
you're just having a conversation with somebody.
And if you want to look at a particular agency, if you go on the market research website,
they've got a list of all the agencies that do specialised recruitment.
You're probably looking in the category of medical.
Ok and a few more recruitment tips for you.
So you want to recruit from a broad arena.
One of the problems we get when we're recruiting people with access needs,
is people have panels and the set people or the same people turn up over again and again.
So you want to try and broaden that. Now one of the challenges you can get is
people automatically think, right I'm going to go to one of these charities, I'm going to go to the Autistic Society,
I'm going to go to the RNIB.
And you know, they're very good and they'll be very helpful and they'll get you people.
But it's one exclusive group and a lot of people who have a disability
they may not necessarily associate themselves with any of those particular groups.
So you want to be looking at self-formed groups as well. There's this distinction between organisations of
and organisations for.
So not everybody wants to be looked after, and not everybody wants to be told what's best for them.
So you do get self-formed groups. And if you go on the web you know there's loads of
different groups that you can find, where people are working things out for themselves.
In Manchester we've got the Manchester Coalition of Disabled People,
And they made an active decision when they set that up that it wasn't going to be a charity.
So just look to try and get those different groups.
And yes, probably everybody is going to have a hard time trying to persuade the stakeholders why
to do this, you've got some good arguments from the previous speakers,
So just a few things here. We have some stats.
I think Leonié was talking about making your product more accessible, making it more usable.
But everybody at some point does have an access need.
So if we're looking at cognitive disabilities, then there's things that will help everybody.
Is there anybody in this room who's never used the internet when they're overtired? I'm thinking of parents,
Or in a rush perhaps? Or ill? Can you raise your hand if you've never used the internet in those situations.
Ok so you've all simulated having a cognitive disability.
So next time you're struggling to get funding, have a talk about that.
I also want to talk about the fact that you know a lot of people with access needs control a large amount of disposable income.
Stephen Fry, Terry Pratchett, and on the news this morning
was Henry Winkler. He's the only non-British person
in there actually but we can give him honorary British status because he's got an OBE for the work he's done with
dyslexic children in the UK.
So all those people are controlling an awful lot of money, so you don't want them to be boycotting your website,
because you're not accessible, because they will go and tell their friends,
and family because that's what happens.
But we also need to bear in mind there's a lot of people with access needs who don't control large amounts of disposable income
Because there are strong links to disability and poverty.
And when you do your persona interview, hopefully this is going to help you start you out on the path
that will lead you to do more and more work with people with access needs.
because you'll find out that the issues that you come across, they're across the whole usability spectrum,
and not defined. And you'll build your confidence and then you'll say next time, actually, I'm going to do user testing.
And then you'll go and do a bit more work or go on a course,
And you'll find that, you know, that's an easy step.
And a couple of tips for your interview.
Everything in nice, simple, plain English, and get some of those lovely coloured gels,
because some people with dyslexia can't read on plain white so
you know just a couple of quick things to do.
I'm not going to go through this but we've got some screening information on the side,
so I will just say find out what really impacts on the technology that you are testing.
And finally I just wanted to be a little bit contentious, why should we be inclusive?
Well as far as I'm concerned there is no mainstream.
Thank you very much.