Include or lose: Design for the whole market

Ever had trouble shaking ketchup out of a glass bottle? Now imagine struggling to unscrew the lid of a marmalade jar every breakfast time because you don’t have the strength to grip it firmly enough. Or maybe you’ve had to wait for an airport screen display to refresh before spotting your flight? Now picture standing there for several repetitions and still not knowing the latest departure information because you can never read the screen quickly enough. This is the reality for many disabled and elderly people, for whom physical or cognitive impairment makes carrying out everyday tasks or accessing services difficult or impossible.