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Through Other EyesAn Experiential Training Workshop
Thursday 19th September 2013
Tavis Suite1-6 Tavistock SquareLondon WC1H 9NA
Through Other Eyes
Agenda – Morning Workshop
09:30 Ian Rutter, Senior Manager- Engage Business Network; Welcome
09:45 Caroline Hayden-Wright- Age UK Training; Workshop Briefing and Preparation.
10:15 ‘Though Other Eyes’ experience, which includes a short walk to Waterstones Gower Street
11:35 Refreshments
11:45 Debrief and Plenary; contextualising the learning experience
12:45 Lunch for both the morning and afternoon workshop sessions
13:30 Close
Refreshments and Lunch very kindly provided by Waitrose
Through Other Eyes
Ian Rutter
Senior Manager, Engage Business Network
Introduction
• Over 30 per cent of the UK population are above the age of 50 and they hold 80 per cent of the wealth in the country;
• There are currently more people above the age of 60 than under 18;
• By 2083 one in three people will be over 60;
• Since 2010, spend for households that include an individual aged over 65 has risen from £109 billion to £120 billion per year.
• Social role changes, physical and mental abilities, and occupational changes amplify the diversity of older people in many different ways.
Introduction
• "Over 60% of respondents would visit the High Street more often if it presented more opportunities for social interactions."
• "Going shopping is a leisure activity for 1 in 3 participants."
• "54% of participants' shopping trips last one to two hours.“
Ageing Consumers: Lifestyle and Preferences in the current marketplace, 2012. Age UK
Introduction
• Twenty-three percent of people aged 65 and over have difficulty accessing a bus stop and 25% have problems finding a seat on buses and standing up for long periods of time
• Furthermore, carrying goods can be difficult: 41% of older people have difficulty carrying their shopping home.
• These mobility difficulties can influence switching loyalty between stores of a given type. Older people who find it difficult to get to large out-of-town supermarkets are likely to use local corner shops
Food Shopping in Later Life, 2012. Age UK
Introduction
• Once in-store, older people may have difficulty with poor store layout, particularly narrow aisles and poor shelf signposting, shelves that are too high or low, a lack of adequate rest and toilet facilities
• In larger stores older people reported having some difficulty in finding a member of staff that is willing to help them. As a result, groceries may be purchased at an outlet with a higher level of service quality in comparison to other retailers even if prices are higher
• Many people did not like to ask staff for help but when they did their experience with staff helpfulness varied.
• Over a third of people aged 65 and over live alone (3.7 million people), and half of everybody aged 75 and over, compared to 16 per cent of all adults
Food Shopping in Later Life, 2012. Age UK
Introduction
• Many older adults find there is too much packaging on products, with the majority (65%) finding it hard to open their purchases. Opening jars and tins is particularly problematic with ‘easy-open’ products often being more expensive
• Shopping on-line has become commonplace but 41 per cent of people aged 65 to 74 and 72% of those aged 75 plus have never used the internet
• The cost of equipment and internet charges may be prohibitive for some older people while problems with poor eyesight and arthritis or other dexterity problems also play a part.
Food Shopping in Later Life, 2012. Age UK
Ageing Society : Design Challenges
Physical Cognitive
Economic Social /Emotional
Reduced:• Mobility• Sight• Hearing• Dexterity• Touch
Decline in• Memory• Information processing• Numeracy skills
• Changes to income & spending patterns
• Income value erodes over time
• Diminished access to social networks
• Changes in emotional needs / responses
Through Other EyesAn Experiential Training Workshop
Caroline Hayden-Wright
Key points of workshop
• Participative workshop to increase understanding and empathy of impact of ageing
• Age UK Team will be on hand at all times to provide support and guidance
• Empathy tools will be applied prior to undertaking practical exercise of walking outside and experiencing retail environment
• De-brief following exercise with opportunity for sharing and discussion
• Reflection on relevance to business area
Human Ageing
UNIVERSAL - everyone ages
PROGRESSIVE - we cannot stop the process
INTRINSIC - it is irreversible / cannot be corrected
We will never be younger than we are today
Not a Homogenous Group
• Ageing is an individual experience; people age in different ways
• People’s response to and ability to cope with the ageing process, differs greatly
Biological Ageing – how do we age?
HAIR
HEARING
BONES
SKIN / TOUCH
MUSCLE
NERVOUS SYSTEM
URINARY STYSTEM
VISION
SMELL / TASTE
RESPIRATORY
CARDIOVASCULAR
GASTROINTESTINAL
IMMUNE SYSTEM
REPRODUCTIVE
Through Other Eyes
Aspects of Natural Ageing
Sensory Physical Cognitive
Vision Locomotion
Reach & Stretch
Dexterity
IntellectualFunctioning
Communication
Hearing
Touch
Through Other Eyes
Cataract 13.7%
Macular Degeneration 16.7%
Glaucoma 5%
Diabetic Retinopathy 3%
Normal Vision 61.6%
Source: www.nei.nih.goc/sims/sims/htm
Vision – 4 Common Disorders in Later Life
De – Brief Session
Strongest Impression / emotion?
Hardest part? WHY?
What "limited" you the most?
What “helped”? HOW?
• something you would like changed
• why do you want to change this?
• what steps might progress this?
Inclusive Approaches
CANCEL
Clear
ENTER
Cancel
Enter
Colour Contrast
Inclusive Design & Capability
Source Benkztin & Juhlins, inclusive design: design for the whole population (2003)
Disabled
Reduced Capability
Fully Capable
Inclusive Design:
“Design of mainstream products
and/or services that are
accessible to, and usable by,
people with the widest range of
abilities within the widest range
of situations without the need
for special adaptation or design”
British Standard 7000 – 6: 2005
Know the opportunities & challenges demographic change presents to
providers of products & services
Recognise a range of physical & sensory changes that affect
the capability of people in later life
Identify practical solutions for improving product & service provision for
the ageing consumer marketplace
Outcomes
Through Other EyesAn Experiential Training Workshop
Thursday 19th September 2013
Tavis Suite1-6 Tavistock SquareLondon WC1H 9NA
Through Other Eyes
Agenda – Afternoon Workshop
13:30 Ian Rutter, Senior Manager- Engage Business Network; Welcome
13:45 Caroline Hayden-Wright - Age UK Training; Workshop Briefing and Preparation
14:15 ‘Though Other Eyes’ experience, which includes a short walk to Waterstones Gower Street
15:35 Refreshments
15:45 Debrief and Plenary; contextualising the learning experience
16:45 Close
Refreshments and Lunch very kindly provided by Waitrose
Through Other Eyes
Ian Rutter
Senior Manager, Engage Business Network
Introduction
• Over 30 per cent of the UK population are above the age of 50 and they hold 80 per cent of the wealth in the country;
• There are currently more people above the age of 60 than under 18;
• By 2083 one in three people will be over 60;
• Since 2010, spend for households that include an individual aged over 65 has risen from £109 billion to £120 billion per year.
• Social role changes, physical and mental abilities, and occupational changes amplify the diversity of older people in many different ways.
Introduction
• "Over 60% of respondents would visit the High Street more often if it presented more opportunities for social interactions."
• "Going shopping is a leisure activity for 1 in 3 participants."
• "54% of participants' shopping trips last one to two hours.“
Ageing Consumers: Lifestyle and Preferences in the current marketplace, 2012. Age UK
Introduction
• Twenty-three percent of people aged 65 and over have difficulty accessing a bus stop and 25% have problems finding a seat on buses and standing up for long periods of time
• Furthermore, carrying goods can be difficult: 41% of older people have difficulty carrying their shopping home.
• These mobility difficulties can influence switching loyalty between stores of a given type. Older people who find it difficult to get to large out-of-town supermarkets are likely to use local corner shops
Food Shopping in Later Life, 2012. Age UK
Introduction
• Once in-store, older people may have difficulty with poor store layout, particularly narrow aisles and poor shelf signposting, shelves that are too high or low, a lack of adequate rest and toilet facilities
• In larger stores older people reported having some difficulty in finding a member of staff that is willing to help them. As a result, groceries may be purchased at an outlet with a higher level of service quality in comparison to other retailers even if prices are higher
• Many people did not like to ask staff for help but when they did their experience with staff helpfulness varied.
• Over a third of people aged 65 and over live alone (3.7 million people), and half of everybody aged 75 and over, compared to 16 per cent of all adults
Food Shopping in Later Life, 2012. Age UK
Introduction
• Many older adults find there is too much packaging on products, with the majority (65%) finding it hard to open their purchases. Opening jars and tins is particularly problematic with ‘easy-open’ products often being more expensive
• Shopping on-line has become commonplace but 41 per cent of people aged 65 to 74 and 72% of those aged 75 plus have never used the internet
• The cost of equipment and internet charges may be prohibitive for some older people while problems with poor eyesight and arthritis or other dexterity problems also play a part.
Food Shopping in Later Life, 2012. Age UK
Ageing Society : Design Challenges
Physical Cognitive
Economic Social /Emotional
Reduced:• Mobility• Sight• Hearing• Dexterity• Touch
Decline in• Memory• Information processing• Numeracy skills
• Changes to income & spending patterns
• Income value erodes over time
• Diminished access to social networks
• Changes in emotional needs / responses
Through Other EyesAn Experiential Training Workshop
Caroline Hayden-Wright
Key points of workshop
• Participative workshop to increase understanding and empathy of impact of ageing
• Age UK Team will be on hand at all times to provide support and guidance
• Empathy tools will be applied prior to undertaking practical exercise of walking outside and experiencing retail environment
• De-brief following exercise with opportunity for sharing and discussion
• Reflection on relevance to business area
Human Ageing
UNIVERSAL - everyone ages
PROGRESSIVE - we cannot stop the process
INTRINSIC - it is irreversible / cannot be corrected
we will never be younger than we are today
Not a Homogenous Group
• Ageing is an individual experience; people age in different ways
• People’s response to and ability to cope with the ageing process, differs greatly
Biological Ageing – how do we age?
HAIR
HEARING
BONES
SKIN / TOUCH
MUSCLE
NERVOUS SYSTEM
URINARY STYSTEM
VISION
SMELL / TASTE
RESPIRATORY
CARDIOVASCULAR
GASTROINTESTINAL
IMMUNE SYSTEM
REPRODUCTIVE
Through Other Eyes
Aspects of Natural Ageing
Sensory Physical Cognitive
Vision Locomotion
Reach & Stretch
Dexterity
IntellectualFunctioning
Communication
Hearing
Touch
Through Other Eyes
Cataract 13.7%
Macular Degeneration 16.7%
Glaucoma 5%
Diabetic Retinopathy 3%
Normal Vision 61.6%
Source: www.nei.nih.goc/sims/sims/htm
Vision – 4 Common Disorders in Later Life
De – Brief Session
Strongest Impression / emotion?
Hardest part? WHY?
What "limited" you the most?
What “helped”? HOW?
• something you would like changed
• why do you want to change this?
• what steps might progress this?
Inclusive Approaches
CANCEL
Clear
ENTER
Cancel
Enter
Colour Contrast
Inclusive Design & Capability
Source Benkztin & Juhlins, inclusive design: design for the whole population (2003)
Disabled
Reduced Capability
Fully Capable
Inclusive Design:
“Design of mainstream products
and/or services that are
accessible to, and usable by,
people with the widest range of
abilities within the widest range
of situations without the need
for special adaptation or design”
British Standard 7000 – 6: 2005
Know the opportunities & challenges demographic change presents to
providers of products & services
Recognise a range of physical & sensory changes that affect
the capability of people in later life
Identify practical solutions for improving product & service provision for
the ageing consumer marketplace
Outcomes