tracing

Have you ever been excluded? Reflect on a moment of exclusion that resonated deeply within your personal or professional life. What did it feel like to be excluded? How could that experience have been different? As you hold onto that feeling, allow me to introduce you to a story of exclusion – Adam’s “Lördagsgodis”.

In the recent past, I embarked on a research study in the space of the Internet of Things (IoT) and smart homes. The study aimed to unravel the unmet needs of a diverse range of families, with a particular focus on safety, children and technology.

During the presentation of the research findings, a profound moment of connection unfolded. I extended an invitation to Adam, a tech-savvy Swedish teenager living with visual impairment and his family, to share their perspective with business leaders, safety experts and tech creators. I encouraged Adam to reflect on a challenge he encountered in his life that made him feel excluded, one that would offer deep insights to all of us about his life and everyday needs.

Little did we know, Adam’s perspective would unveil a reality often unseen in business. In Sweden, there is a cherished tradition known as “Lördagsgodis” or “Saturday Candy”. Once a week, on Saturdays, Kids (and adults alike) look forward to their weekly trip to the candy store, often as a reward for their hard work all week. People in Sweden wait for Saturday to get their candy. And for children, it’s like a small, big event with their parents. A sweet tradition.

However, Adam’s narrative painted a different picture. As a blind individual, he always struggle during these candy store visits. His challenge was not just in selecting a treat but in knowing which box held the candies he loved. This challenge not only limited his independence but also excluded him from participating fully in this cherished family activity. Adam’s story served as a powerful reminder to business leaders of the gaps in our understanding when it comes to making products accessible and inclusive.

In a world where equal opportunities should be the norm, marginalized groups and communities, including those with disabilities and special abilities, are often relegated to the periphery of product, place, and systems design. The pursuit of financial goals and problem-solving for the “average” have blinded the business landscape to the promising possibilities that addressing exclusion can bring. The result? Limited awareness, low adoption rates, and the perpetuation of exclusionary norms in design.

Recognizing exclusion is an essential step toward addressing inequality. It leads to the creation of products and services that are not only more accessible but also more usable by a broader range of individuals. By identifying and delving into instances of exclusion, businesses, regardless of their size, can attract a more diverse customer base. People and their stories of exclusion hold the power to identify the challenges that might otherwise go unnoticed.

If you have a story that highlights how addressing exclusion ignited transformative business impact within your organization, I encourage you to share it. Share it with your family, friends, colleagues, both within and beyond your organization. The ripple effect of acknowledging exclusion extends into social impact and good design practices. These collective narratives have the potential to shape a future where equity isn’t just a concept but a vibrant reality that empowers us all to design better products, services and systems. One story at a time.

Thanks for reading, you rock!