As technology advances, the need to maintain accessibility for people of all abilities and age-brackets is vital.
From our initial conversations with SGW, it quickly became clear that the category only comprised products that worked for some, but not others.
While designing for a particular impairment addresses the issues of one group, it restricts the audience of a product down to a minority. So far, we were yet to see a domestic telephone that could be used by someone of any age or ability.
Spotting an opportunity to improve the consumer experience, we went beyond the archetype of crude oversized keys and alarm calls to create a domestic handset that was truly age-neutral.
Empathy was vital to the success of our design strategy.
Our ambition was to help older adults take advantage of technology to connect with their loved ones and manage appointments unassisted. At the time, none of the solutions available did this generation justice.
Working in collaboration with SGW and Morotola’s US design team, we crafted a handset that was equally as elegant as it was accessible.
Our age-neutral approach championed simplicity and usability without compromising on style, combining a range of sympathetic cosmetic finishes related to price positioning. With its generous size and elevated base, the handset we designed facilitates screen reading for the user to enhance their everyday lives.
As a testament to our classic design strategy, the CD11 handset is still selling exceptionally well some ten years after it first launched.
+ Inclusive design. Good for people, good for the bottom line.
At Rodd, we champion the concept of design inclusion at every opportunity - regardless of the brand. By opening up your design teams' thinking to the broadest set of user needs, you inevitably uncover solutions that are better for everyone. Products that work for more people means greater advocacy and a wider market reach. In short, inclusive design is good design.
