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Universal design and

inclusive retail
! 27-05-2020 " 6 Min Read

The best design is a product, service or

environment that provides for, and enables,
maximum use by as many people as
possible. Simply put, Universal Design is
good design. Universal Design is a way of
thinking and approach to design that puts
the user at the heart of the design process
rather than a set of rules and conditions.

In the built environment, principles of Universal

Design can be wide ranging and in]uence both
external and internal spaces and in]uence
planning, design, construction and building
management stages of a development. A pre-
emptive approach to Universal Design can
eliminate or reduce the need for expensive
changes or retro;ts to meet the needs of particular
groups at later changes.

In Australia, more than 20% of

the population have a disability.
That’s more than four million
people of which one million are
from non-English speaking
backgrounds. 15% of the working
population (between the ages 15-
64 years) have a disability and
80% of all disabilities are not
visible. It is through inclusive and
universal design that developers,
designers, builders, asset owners
and managers can shift the
concept of inclusion and
designing for dignity.

There is also the reality of missed business

opportunity. In terms of an approach to retail
design surely the goal is to create the best possible
spaces for all people of all abilities. It would be
strange to think a retail organisation, be they a
shopping centre owner or a tenant, sets out to
design a ‘minimum standard’ of customer
experience in mind. Designing to minimum
standards of inclusiveness does say that this
particular group of customers doesn’t deserve the
same level of thought, research, creativity and
insight that is invested in other customers. Simply
complying to Australian Standards does not
necessarily make for best practice if it is setting a
minimum standard. We need to design beyond
compliance.

The diversity of the population is often

disregarded or at best ‘minimised’ in design.
Accessibility compliance is often considered at the
end of the design process rather than thoughtfully
integrated at the beginning. The design process
needs to be all inclusive.

At a micro, level an approach to universal design

may be applied to a single element or feature
within a larger system. Here the designer is
exploring ways of designing solutions that are
more inclusive without compromising the
integrity or quality of the product. At a macro level
the designer is stepping back at looking at a
system as a whole. Here designers can embrace
customisation and specialisation to improve
overall use and equitability for people regardless
of their age, size, ability or disability.

Broadway Sydney

Designing and building for everyone can be

challenging and there are many elements of
equitability to consider across human diversity.
Physical considerations include walking, sitting,
balance, handling, pushing, pulling, lifting, reach,
strength and stamina. Sensory abilities include
speech, hearing, sight, touch, smell. Mental
abilities may comprise language, symbols, ;gures,
colours, meaning, memory, cognition, mapping,
interpretation, familiarity, knowledge, and social
background. Age and size considerations include
dexterity, mobility, positioning, height and access.

Given the wide diversity of the population, a

universal design approach, which caters for the
broadest range of users from the outset, can result
in buildings and places that can be used and
enjoyed by everyone. While user-aware design is
customer-centric it is not a one-size-;ts-all
solution. Innovation and creative thinking is a
central tent to the process.

On behalf of the Australian

Network on Disability, Lendlease,
in conjunction with Westpac,
created the Design for Dignity
Guidelines that outline design
principles that go ‘beyond
compliance’ for urban
development using Barangaroo
South as the public domain
setting. The goal is simply stated:
“Designing for dignity should be
part of every urban regeneration
project.”

An aspect of universal design that has seen

signi;cant advances, partly due to technology, is
that of way;nding and signage for both
pedestrian as well as vehicular movement.
Way;nding should be simple and include
elements such as tactile, graphic, audible or
architectural cues that are easy to follow. The
architecture and interiors should be designed to
provide intuitive and easy navigation. Signage
should be well positioned with clear sightlines.
Way;nding maps should be clear, indicating the
person’s whereabouts in the building or facility,
and be free from extraneous information.
Locational awareness is a vital attribute to help
users understand where they are, where they need
to go, and how to get there in the context of a
larger environment.

As outlined in my previous articles, the rise of

augmented, virtual and mixed reality technology
(AR, VR, XR) is providing new means of assisting
diverse users to navigate unfamiliar or new spaces.
Apple’s ARKit and Google’s ARCore for Android
devices are enabling users to navigate physical
spaces using augmented technology. Advances in
people occlusion technology are providing for
more immersive and interactive user AR
experiences.

# $

Beacon-enabled applications are revolutionising

the retail sector by providing audio locational
awareness information to vision impaired users. A
number of emerging technology providers such as
BindiMaps or BlindSquare have developed app-
based platforms with Bluetooth-enabled
technology that uses beacons to assist users
navigate both external and internal spaces.
Creating a communications net using beacons
that transmit a Bluetooth Low Energy (BLE) or
Bluetooth 4.0 signal can deliver proximity-based,
context-aware messages to users via noti;cations
sent to their smart devices. Shopping Centres are
embracing the technology as part of building
universal design attributes into their spaces as
exampled by ISPT at Barkly Square, Madame
Brussels Lane in Melbourne and Stockland
Wetherill Park (NSW) and Burleigh Heads (QLD).

Universally designed spaces do not have to

compromise or be diluted in their aesthetic values.
Universal design is a process, not an outcome.
Good design that caters for diversity across our
population is mandatory if we want to create
thriving, vibrant places. In these spaces, everyone
will feel genuinely welcome, can move around
easily and safely, and feel a part of a whole
community where their voice is heard and their
opinion is valued.

Tags 38-2-20

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About the author VIEW ALL POSTS

Kelvin Taylor
As a quali;ed graphic designer Kelvin
has worked in the ;eld of branded
environments for over 30 years. Over
this period he has worked across Asia,
UK and Europe and North America
implementing brand identities for
clients including Caltex, Telstra,
Holden, ANZ Bank and Goodman
Group.

As a Project Director, Associate of

brand implementation specialist
Diadem, Kelvin operates at the
intersection of branding and
architecture to enable design that
helps create positive customer
experiences. A particular focus is the
subject of digital customer experience
and brand value in the built
environment.

Kelvin was recently honoured to be

selected for the judging panel of the
2016 Rebrand 100 Awards in Rhode
Island.

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