The Power of Observation for Inclusive Design

When it comes to designing packaging, simplicity is the aim of the game: the best experiences are as seamless as possible. But what happens when safety regulations get in the way of that? Many products, from bleach to washing tablets to cough syrup, require that extra level of security to keep the contents away from little hands. Yet, these safety measures also pose a challenge for those with dexterity issues.

This is where inclusive design is so powerful: by designing for one, you can design for all. But how do you design inclusively? And how can you identify the problems in the first place?

Observational research is a powerful tool in these circumstances for three reasons:

1. So much of the journey is unsaid

From the initial use, repeated opening and closure, storage and disposal – there are so many unconscious micro-moments of contact in a product journey. Many of us take notice only when there is an added moment of delight or a particular moment of friction and frustration. How many times have you opened the same jar of honey without thought, only to become frustrated when it’s hardened in the cold and is now too sticky to open?

There are also the relatively unconscious ways we work around problems: reaching for the scissors when things get too difficult or calling for a partner. These workarounds could prove risky too, for example, using teeth to rip open a medicine sachet or cleaning product. In doing this, the issue is often overcome instantaneously.

With all of this in mind, it can be hard to pinpoint exact moments of difficulty, as we might not even see them as that! This is where research is so powerful: by simulating a real-life experience for consumers (for example, in a kitchen, by the appliances they would normally use), we can observe how they ‘normally’ behave – and spot things that they might not be able to verbalise themselves!

2. Sensitive topics often come loaded with stigma and shame

When designing for inclusivity, we need to think about those marginalised identities that are often overlooked. When it comes to packaging, in particular, so many of the challenges are dexterity-related. And this can be a loaded topic, affected by other often-overlooked issues, such as ageing!

One of our recent studies found that talking about dexterity issues and the loss of strength that comes with ageing can be hard for many. This is still such a stigmatised and blurry topic; often, people don’t want to admit that they are experiencing the effects of ageing! Observing someone interact with products instead allows us to understand how they are experiencing the design without needing them to vocalise their problems.

3. Highlights common behaviours that people don’t realise – solve for one, solve for many

In the same way that people often aren’t aware of their unconscious behaviours, they’re also unaware of which of those behaviours are relatively common. For example, in observing how people interact with tougher pack seals, we identified how many people will use the ‘crisp packet method’: using two hands to pull the pack apart with force from the middle of the body rather than splitting the seal. Many people also unconsciously try to tear the top of a pack open if they see a notch in the side of it – even if this pack has already been torn.

By observing these behaviours, we can understand the common points of friction, the cut-off point where a behaviour is too difficult and can’t be worked around, and the relative amount of time people are willing to invest in familiarising themselves with a new packaging design. In doing so, we can better design inclusively, finding the sweet spot where security meets seamless experience – and everyone’s needs are better served.

How many products are in your daily life that would improve with more inclusive design?