CUED Publications database

Using inclusive design to drive usability improvements through to implementation

Goodman-Deane, JA and Waller, S and Bradley, M and Bradley, O and Clarkson, PJ (2018) Using inclusive design to drive usability improvements through to implementation. In: CWUAAT 2018, 2018-4-9 to 2018-4-11, Cambridge, UK pp. 65-75..

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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 eight week A/B split test, the new images experienced a sales increase of 24%.

Item Type: Conference or Workshop Item (UNSPECIFIED)
Subjects: UNSPECIFIED
Divisions: Div C > Engineering Design
Depositing User: Cron Job
Date Deposited: 13 Nov 2017 20:08
Last Modified: 02 Sep 2021 04:57
DOI: 10.1007/978-3-319-75028-6_6