Reducing preventable exclusion
Accessibility is usually associated with disability, but difficulty using certain products, including mobile phones, is much more widespread. Many people who would not be characterised as having a serious disability still have difficulty using the full functionality of a handset, handling mobile phones, pressing the necessary keys or reading what is on the screen.
This difficulty is growing as phones become smaller and more complex, and can lead to frustration. This can be addressed by adopting a more inclusive design. However, for those people with serious disabilities – including people who are deaf, hard of hearing, blind or visually impaired, we need special products (such as text-to-speech software or hearing aid-compatible handsets).
Researching the causes of exclusion
We commissioned Cambridge University and technology company Sagentia to conduct a study into preventable exclusion. The first phase of the research in 2004/05 was to identify and quantify the sources of exclusion. This found that 9% of the EU adult population (about 40 million people) have difficulty using a mobile phone, particularly if they are elderly or disabled. This increases significantly with age, with conservative estimates suggesting that 20% of over 55s are excluded. This finding is based on a study of five handset models, using voice and text services. The products were tested by design specialists and potential users aged 55 or over.
The research found that many older users have difficulty with basic functions such as turning the handset on and off or receiving and making calls. These problems are worse with newer, more complex phones. A large number were able to use the phone, but found the experience difficult and frustrating. The study highlighted several significant sources of exclusion, including intimidating aesthetics of handsets, small screen and button size, and difficulties navigating complicated menu systems.
Developing inclusive design
The next challenge was to investigate ways to reduce this exclusion. We are working to identify key features that will significantly reduce the level of exclusion from mobile communications.
Vodafone Simply was introduced in 2005 for customers who only want basic voice and text services with straightforward price plans. It includes specially designed handsets that are easy to use with plain, on-screen instructions on how to use them. Although this product is still available in some markets, it has been withdrawn from three markets owing to lack of consumer take-up. Feedback from consumers suggests they prefer to use a mainstream phone rather than a specific accessible handset. In the future we will focus on introducing inclusive design features across our range of handsets, rather than developing specific 'special' handsets.
We have developed guidelines on the look and feel of a handset for more inclusive product design. These are intended to ensure new mobile phones are attractive without intimidating users. Several prototype handsets have been produced, including an accessible user interface called Unity, designed to make it easier to navigate screen menus. Our research continues on how to bring these principles into commercial handset design.
A 'centre of excellence' is being established in Spain, with the goal of developing innovative products with features that reduce exclusion. Products will be developed and piloted by Vodafone Spain before being rolled out to other operating companies. See performance 2007/08.