7. Is there a group of people who can’t use your product? Help them to be able to use your product!
In the age of inclusivity, it always seems good for brands to include more people as their consumers. It is also better business. The surefire groups to include are disabled people and people with marginalized skin color. However, it is also good to carefully think whether there is any other group of people who would really like to use your product but can’t. Being able to identify a less obvious ignored group of people helps to add a surprise factor to your campaign as well as demonstrating that you care to really understand your audiences.
So what are the examples?
Credit card that includes blind people with minor tweak in card design, so they can easily identify their credit card without visal.
Touch Card
Voice Command AI that includes people with mental disabilities by trying to create AI that understands their unique pronunciation.
Project Understood
Phone camera that includes people of colors by correcting their phone’s camera lens to be able to properly capture black skin.
Real Tone
Mobile phone that includes non-English speakers by stopping the autocorrect on already corrected non-English words.
#DecoloniseAutoCorrect
Web browser that includes the patients of Parkinson’s disease with the app function that compensates for tremors.
Staybl
An in-game tool that includes deaf gamers by using translating spoken conversation into sign languages.
E-ntepreters
Sportscasters that includes listeners of native languages by using sportscasters who speak the same languages.
Native Sportscasters
Social media filter that includes veil-wearing women by mapping only their eyes.
Veiled Snapchat Lens
Game console that includes disabled gamers by redesigning the consoles to be usable by them.
Changing the Game
Fashion that includes disabled people by creating a fashion line that can be worn by people with various type of disabilities.
Tommy Hilfiger Adaptive