BT's adoption of customer centric design

Area of Science:

• Business Strategy
• Human-Computer Interaction
• Design Management

Background:

• BT shifted from a specialized approach for older and disabled consumers to an inclusive design strategy.
• This transformation was influenced by increasing demand for user-friendly products and recognition of marginalized consumer groups.
• The development of BS7000-6, a guide to inclusive design management, coincided with this strategic evolution.

Purpose of the Study:

• To analyze the necessity and process of BT's transformation towards inclusive design.
• To reflect on how and why this strategic shift was crucial for future business success.
• To document BT's inclusive design journey up to 2010.

Main Methods:

• Analysis of several product design case studies at BT.
• Historical review of BT's transition in design philosophy and practice.
• Examination of the integration of inclusive design principles into mainstream operations.

Main Results:

• BT successfully mainstreamed inclusive design principles by 2010.
• The transformation addressed market demands for improved usability and broader consumer needs.
• Case studies illustrate the practical implementation and benefits of inclusive design.

Conclusions:

• The strategic shift to inclusive design was essential for BT's long-term success.
• Awareness of diverse consumer needs and industry standards like BS7000-6 facilitated the change.
• BT's transformation provides a model for other organizations adopting inclusive design strategies.