Some products are designed for some people, others for everyone. ‘Inclusive Design’ focuses on reaching a broader user group, and is the key to Doro’s successful product development strategy.
Keeping it simple
Peter Cullin is chief of product development for Doro’s popular easy to use mobile phones.
“Making things easier to use than mainstream products brings out a lot of different reactions. Some say, ‘Finally!’, others say, ‘That’s good, but what if you add this or that?’, and others assume they can’t be good-looking. We respond to those reactions by working with the best designers in the field of Inclusive Design.”
For as many people as possible
Cullin is referring to Doro’s close collaboration with Ergonomidesign, one of the world’s foremost design consultancies devoted to ‘adapting the world of things to the world of people.’
“Inclusive Design is about making sure that as many people as possible are able to use the technology regardless of any physical or other difficulties,” says acclaimed designer Maria Benktzon at Ergonomidesign. “By developing products for people not considered a main target group by everyone else, Doro really exhibits what Inclusive Design is all about.”
Easy, Yes! Ugly, No!
Building on the success of previous generations of easy mobile phones, Doro continues to develop and introduce new models with a firm focus on Inclusive Design.
“Whenever we introduce a new generation featuring more functions than before, such as text messaging or a built-in camera,” says Cullin, “we always start with ‘how can we make these functions easier to use?’ If it isn’t easy to use, it doesn’t belong in our products.”
In their latest products, extra attention has also been given to aesthetic details to offset the idea that easy mobile phones can’t be very appealing to look at. “Lots of younger people appreciate ease of use, too,” says Cullin, “but don’t want a phone that looks like something their grandmother would use. And neither do many grandmothers, by the way.”