Abstract
There are compelling reasons to improve usability and make designs more inclusive, but it can be a challenge to implement these changes in a corporate environment. This paper presents some ways to address this in practice based on over 15 years experience of inclusive design work with businesses. It suggests that a successful persuasive case can be built with three key components: a proof-of-concept prototype, an experience that enables the stakeholders to engage personally with the issues and quantitative evidence demonstrating the impact of a potential change. These components are illustrated in this paper using a case study that was conducted with Unilever to improve the images used in e-commerce. The ice cream brand, Magnum is one of Unilever's billion-dollar brands that implemented these changes. During an 8-week live trial, comparing the old and new images, the new images experienced a sales increase of 24%.
Original language | English |
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Title of host publication | Breaking Down Barriers |
Subtitle of host publication | Usability, Accessibility and Inclusive Design |
Publisher | Springer |
Pages | 65-75 |
Number of pages | 11 |
ISBN (Electronic) | 9783319750286 |
ISBN (Print) | 9783319750279 |
DOIs | |
Publication status | Published - 2018 |
Externally published | Yes |