1. “Older Consumers
and the Built Environment”
Engage Business Network
Sponsored by HEWI (http://www.hewi.com)
The Building Centre
Store Street
London WC1E 7BT

2. Agenda
1.30pm Delegate registration
2.00pm Chair’s Welcome - Ian Rutter, Senior Manager Engage Business Network
2.05pm Sponsor’s Welcome - Stephen Maley, Sales Director, HEWI
2.10pm Martin Jones, Senior Lecturer/Programme Manager, Retail Lab,
DeMontfort University
2.35pm Ian Rowe, Ian Rowe Associates
3.00pm Feroze Varavia, Terminal Duty Manager, London Gatwick Airport
3.25pm Refreshments
3.40pm Nicola Mathers, Cabe/Design Council
4.05pm Patrick Devlin, Pollard Thomas Edwards Architects
4.30pm Discussion
5.00pm Close

3. Welcome
Ian Rutter
Senior Manager, Engage Business Network
Age UK

4. Stephen Maley
Sales Director
HEWI

5. CPD Presentation
Sanitary and Accessibility –
Design and Function for All.

6. To highlight the current market for
accessibility/sanitary products and to illustrate that
contemporary, stylish design can be used to comply
with current regulations and requirements for those
requiring access support.
CPD Presentation
Objective

7. Company
Made in Germany
· 550 employees
· production facilities

8. Company
Fields of business
Sanitary:
· Accessories
· Care / Accessibility
Hardware:
· Door and window handles
· Handrails | Signage

9. · Excellent design
· Innovative Solutions
· High Quality Materials
· First Class Function
Automotive Products for: Audi | BMW | Mercedes-Benz | Porsche | Volvo
Company
Fields of business

10. 1970 | The Classic Lever handle
Innovation: Form | Material | Surface

11. 1984 | Accessibility
Accessibility product ranges

14. Communication
Full Set of RIBA Approved CPDs
1. Sanitary And Accessibility- Design and Function for All
2. Architectural Handrails and Balustrades
3. Door Furniture for ALL to Handle

15. www.hewi.com

16. “Evaluating impact and informing
change”
Martin Jones
Senior lecturer, Retail Lab Programme Manager.

17. Understanding the consumer journey

18. Understanding the consumer journey

19. Understanding how we all view and respond to
stimuli is key

20. Human behaviour

23. Techniques & Technology
Automated tracking systems
• Glance
• Flow dynamics
• Individual behaviours

24. RETAIL LAB

25. Impact of physical spaces on users

26. a
b
Impact of physical spaces on users

27. Impact of physical spaces on users
Average % behavior by path count is Target 1 26.6%
and Target 2 71.4%.

28. Informing the design process

29. Informing the design process

30. Informing the design process

31. Saliency measured against visual hierarchy

32. Saliency measured against visual hierarchy

33. Improving performance in delivery, operations
and use.

35. Business priority
1.Brand
2.Profit
3.Staff
4.Offer
a) Primary
b) navigation / service
c) Access to product
Performance on the
ground
1.?
2.?
3.?
4.?
a) ?
b) ?
c) ?
V

36. Informing the design process
Are you truly consumer focused?

37. Video

38. Building things for people to use
Integrating Human Factors into design
Ian Rowe – Director
Ian Rowe Associates Ltd.

39. Let’s take a look at a ‘modern’ design

40. Virgin Pendolino Train

41. The Pendolino
‘The return of the train’
Design council award
Aerodynamic, sleek, high speed, ‘designer’
But …….

42. However, for some passengers, already
upset by the cramped conditions on the
new trains, yesterday’s incident was the
final straw.
Alex McPhee, an engineer, said: "I’m not
happy - all this new technology is going into
service before the problems have been
ironed out."
Mr McPhee, who was returning to Sussex
with his wife, Susan, after a week’s holiday
in the Highlands, went on: "The train staff
could not have done more, but the
accommodation is inadequate, especially
space for luggage, and there is certainly no
advance in comfort.“
Source: Scotsman.com.business
Description of train journey from Scotland to
London

43. The problem

44. DDA ‘compliant’ toilet

45. What the papers said…
• ‘[Virgin trains] denied reports in the Daily Telegraph about automatic doors
opening unexpectedly or locking people in.
• Problems with disabled toilets on the hi-tech tilting trains however were down
to people not using the automatic doors properly, a spokesman said.
• “There’s a button to close the door and another with a key symbol on it which
locks the door and flashes when the door closes,” said David Ewart,
communications manager with Virgin.
• “It’s pretty clear what you have to do. We’ve even got signs in Braille,” he
added.
• Rail watchdog group Passenger Focus, however, said there might be a need
for Virgin to have clearer instructions for customers.’
• What a mad world we live in where people design electronic toilet door
buttons… and get it wrong! And some poor soul ends up getting caught with
their trousers down on the 9:13 from Birmingham New Street. Surely a
manual door would have been ok. Then a nice handle which affords sliding
would have been crystal clear.

46. Guiding principles
• Consider all elements of the Socio-technical system
• Don’t forget the users – all of the people
• Make it inclusive
• Balance form and function

47. Case example – York Railway station
- Reducing Slip & Trip Accidents
• Background
• Approach
• Findings
• Conclusions

48. Background & Approach
Background
• Slips and Trips have now become the top safety issue for
passengers in UK raill
• Many attempts to tackle the issue have failed
• ‘Where there’s a blame, there’s a claim’ culture growing in UK
Approach
• Observations
• Interviews
• Surveys
• Analysis
• Implementation of changes

49. Findings & Conclusions
• Attitude of staff identified as a significant latent failure
• Latent failures found in all system elements including:
• Technology – Lifts and signage
• Processes – Handling wet weather, failure of equipment
• Environment - Selection of floor finishes
• Shifting the attitude of staff then working with them to address all latent
failures resulted in a significant improvement

50. Case study example – Developing a ticket
counter for East Coast Trains
Ticket counters developed for London Underground in 2005
Single inclusive design approach
Involved research to understand how it is used on both staff and customer
side
Development of an ergonomic and user centred design
Extensive trials conducted with staff and customers
Three iterations of design made before finalising

51. Conclusions
• Good design balances all elements of the system and puts
‘people’ at the centre.
• We should be striving for ‘inclusive’, not ‘exclusive’ design
• A robust process of real user engagement is the key to success
• Assuming that you already know the requirements of the users
is arrogant and can be dangerous
• Don’t rely solely on ‘standards’ – they don’t always fully serve
the user

52. Thank You

53. Feroze Variava
Terminal Duty Manager
Gatwick Airport Limited

54. The Assistance Challenge
How to deliver great service
The Challenge
Gatwick’s service proposition
Airline role
Watch-outs

55. The Assistance Challenge - How to deliver great service
• In excess of 400,000 passengers requiring assistance in 2012/2013.
• Yr/Yr increase of + 10%
• PRM operation split between two Terminals
• Seasonal trends.
• At Gatwick we provide assistance to approximately 30,000 passengers a
month, rising to around 47,000 at peak
Retail spend goes up in the PRM peak periods
Airline Role:
Pre notification & Service
Watch outs:
• Accidents involving older passengers dominate our statistics.
• Keeping passengers safe is one of our top priorities.
Design out risk from Accident hotspots

56. Age Profile At Gatwick
Approx. 10% of passengers are aged 65+ which equates to 3.4 million per year
On average, passengers aged 65+ have increased by 3% since 2008

57. Age profile at Gatwick
• 10 % of passengers at Gatwick are 65+ equates to 3.4 million per year
• 65+ age bracket have increased by 3% since 2008
• 70% of PRM passengers are over 55 years of age
• 35% of PRM passengers are over 65 years of age
• 88% of older travellers take up to three holidays a year

58. Gatwick’s service proposition
Not accepting minimum standards
KPI’s
Voice of your customer
Website design

59. Key Performance Indicators
• Compliments vs complaints
• Declared maximum waiting times
• Quality of hosting and welfare provided
• The Personal Service

60. Airside PRM Experience
Average Scores

61. Voice of the customer

62. Watch outs
Keeping our passengers safe
Design in safety
Drive for Productivity with Service

63. Role of the Airlines
• Pre-notification
• Collaborative working

65. You’re never too old

66. REFRESHMENT BREAK

67. Design Council, Cabe
Ageing better by design
Nicola Mathers
Design Council

68. Ageing, some of the issues

71. Current challenges to ageing well
- The market for products and services which meet the needs and desires of
older people is underdeveloped.
- Much of our housing and accommodation for older people is unsuitable.

72. Our work in ageing

73. Our work helps to shift
perceptions of ageing.
We place people at the centre of
the design process – resulting in
more suitable, respectful design.

74. Olympic Park, Stratford
We have developed appropriate,
products services and spaces for
older people through design.

75. Olympic Park, Stratford

76. Video
http://www.designcouncil.org.uk/our-work/challenges/Health/Living-well-with-Dement

77. Built environment

78. As the demographic shift
towards an ageing
population intensifies, we’ll
continue to argue that
inclusive design is not a
choice but a basic essential.

79. Inclusion by design
1. Places people at the heart of the
design process
2. Acknowledges diversity and difference
3. Offers choice
4. Is flexible
5. Provides buildings and environments
that are convenient and enjoyable for
all

80. Olympic Park
Our London 2012 Design Review panel worked with
the ODA to assess designs for buildings and spaces
in the Olympic Park.
We worked with the London Legacy Development
Corporation to secure the legacy and benefits for the
surrounding communities and London.

82. Neighbourhood Planning
We offer support to local communities
involved in neighbourhood planning in
England.

83. Objective 6:
To sustain the vitality, health
and safety of the community,
and to allow disabled, elderly
and inform residents the
opportunity of remaining part
of it.
Cringleford neighbourhood plan

84. Olympic Park, Stratford
Thank you
visit: www.designcouncil.org
email: nicola.mathers@designcouncil.org.uk
twitter: @Cabeupdates

85. HAPPI design for older people
More beautiful, practical homes for the third age of our lives
Patrick Devlin
Director
POLLARD THOMAS EDWARDS architects

87. When we last built in quantity for older
people?

93. HAPPI
Housing our Ageing Population: Panel for Innovation

118. What can we look forward to now?

136. DISCUSSION