Experiential Workshop September 2013

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Through Other Eyes An Experiential Training Workshop Thursday 19 th September 2013 Tavis Suite 1-6 Tavistock Square London WC1H 9NA

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Transcript of Experiential Workshop September 2013

Page 1: Experiential Workshop September 2013

Through Other EyesAn Experiential Training Workshop

Thursday 19th September 2013

Tavis Suite1-6 Tavistock SquareLondon WC1H 9NA

Page 2: Experiential Workshop September 2013

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

Page 3: Experiential Workshop September 2013

Through Other Eyes

Ian Rutter

Senior Manager, Engage Business Network

Page 4: Experiential Workshop September 2013

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.

Page 5: Experiential Workshop September 2013

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

Page 6: Experiential Workshop September 2013

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

Page 7: Experiential Workshop September 2013

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

Page 8: Experiential Workshop September 2013

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

Page 9: Experiential Workshop September 2013

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

Page 10: Experiential Workshop September 2013

Through Other EyesAn Experiential Training Workshop

Caroline Hayden-Wright

Page 11: Experiential Workshop September 2013

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

Page 12: Experiential Workshop September 2013

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

Page 13: Experiential Workshop September 2013

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

Page 14: Experiential Workshop September 2013

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

Page 15: Experiential Workshop September 2013

Through Other Eyes

Aspects of Natural Ageing

Sensory Physical Cognitive

Vision Locomotion

Reach & Stretch

Dexterity

IntellectualFunctioning

Communication

Hearing

Touch

Through Other Eyes

Page 16: Experiential Workshop September 2013

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

Page 17: Experiential Workshop September 2013

De – Brief Session

Strongest Impression / emotion?

Hardest part? WHY?

What "limited" you the most?

What “helped”? HOW?

Page 18: Experiential Workshop September 2013

• something you would like changed

• why do you want to change this?

• what steps might progress this?

Inclusive Approaches

Page 19: Experiential Workshop September 2013

CANCEL

Clear

ENTER

Cancel

Enter

Colour Contrast

Page 20: Experiential Workshop September 2013

Improving Visual Packaging

Page 21: Experiential Workshop September 2013

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

Page 22: Experiential Workshop September 2013

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

Page 23: Experiential Workshop September 2013

Through Other EyesAn Experiential Training Workshop

Thursday 19th September 2013

Tavis Suite1-6 Tavistock SquareLondon WC1H 9NA

Page 24: Experiential Workshop September 2013

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

Page 25: Experiential Workshop September 2013

Through Other Eyes

Ian Rutter

Senior Manager, Engage Business Network

Page 26: Experiential Workshop September 2013

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.

Page 27: Experiential Workshop September 2013

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

Page 28: Experiential Workshop September 2013

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

Page 29: Experiential Workshop September 2013

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

Page 30: Experiential Workshop September 2013

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

Page 31: Experiential Workshop September 2013

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

Page 32: Experiential Workshop September 2013

Through Other EyesAn Experiential Training Workshop

Caroline Hayden-Wright

Page 33: Experiential Workshop September 2013

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

Page 34: Experiential Workshop September 2013

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

Page 35: Experiential Workshop September 2013

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

Page 36: Experiential Workshop September 2013

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

Page 37: Experiential Workshop September 2013

Through Other Eyes

Aspects of Natural Ageing

Sensory Physical Cognitive

Vision Locomotion

Reach & Stretch

Dexterity

IntellectualFunctioning

Communication

Hearing

Touch

Through Other Eyes

Page 38: Experiential Workshop September 2013

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

Page 39: Experiential Workshop September 2013

De – Brief Session

Strongest Impression / emotion?

Hardest part? WHY?

What "limited" you the most?

What “helped”? HOW?

Page 40: Experiential Workshop September 2013

• something you would like changed

• why do you want to change this?

• what steps might progress this?

Inclusive Approaches

Page 41: Experiential Workshop September 2013

CANCEL

Clear

ENTER

Cancel

Enter

Colour Contrast

Page 42: Experiential Workshop September 2013

Improving Visual Packaging

Page 43: Experiential Workshop September 2013

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

Page 44: Experiential Workshop September 2013

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