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%.
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Acknowledgements
We would like to thank Unilever for allowing us to make this case study public. The work was funded by Unilever, and the standards were developed in collaboration with the Unilever e-commerce team and the design agencies that they worked with.
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Goodman-Deane, J., Waller, S.D., Bradley, M., Clarkson, P.J., Bradley, O. (2018). Using Inclusive Design to Drive Usability Improvements Through to Implementation. In: Langdon, P., Lazar, J., Heylighen, A., Dong, H. (eds) Breaking Down Barriers. CWUAAT 2018. Springer, Cham. https://doi.org/10.1007/978-3-319-75028-6_6
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DOI: https://doi.org/10.1007/978-3-319-75028-6_6
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