Why inclusive design matters

Our richly diverse populations are ageing, we’re technically capable and expect smart services to work intuitively – we have one opportunity to attract a new customer.

According to Disability Rights UK, 83% of disabled people had ‘walked away’ from making a purchase, unable or unwilling to do so. The most important factor was inaccessible premises. Other important factors that discouraged disabled consumers from spending were poorly designed products and staff who were not disability confident, were rude or appeared prejudiced.

“Inclusive or universal design is the design of buildings, products and/or services that are accessible to, and usable by, as many people as reasonably possible without the need for special adaptation. For a design to be inclusive it must respect the needs of people with mobility, visual and hearing impairments, learning difficulties, and people from different cultural and religious backgrounds”
Margaret Hickish, ODA, Responsible for Accessibility and Inclusive Design of the Olympic Park and Venues, London 2012

Our expertise comes from helping make meticulous NHS policy and processes more accessible for hard to reach groups – our expertise improves inclusion, safeguarding & education practices within any other sector. Enabled City has a number of inclusively designed services that are easy to bolt onto existing services and extend your market reach to:

  • The grey pound/ silver surfers
  • Young families with buggies
  • People speaking English as a second language
  • Those who find traditional linear maps hard to navigate
  • People with physical or learning disabilities
  • The Deaf community
  • Those with low literacy – the average reading age in the UK being that of an educated 11 year old (BBC)

People with disabilities in the UK represent a market with a combined spending power of £80 billion

Our introduction to sport came from supplying the London 2012 Olympic and Paralympic games. We now offer this expertise to premier football clubs and community organisations through our no-fuss bolt on tools Word-Bank and PhotoRoute. In addition, our Easy Read document production service helps organisations communicate with all their customers.

Word-Bank is an automated multimedia dictionary – a great tool for enabling policy to become mainstream information provision:

  • BBC Innovation Lab awarded
  • and independently proven by the Disability Rights Commission to aid website comprehension by 100%
  • ideal for grassroots retention and raising equality comprehension

Tottenham Hotspur FC

PhotoRoute is our other inclusively designed product-based service, providing easy-to-follow photographic journeys in website, print, embeddable and app formats.

PhotoRoute was developed from Visit London Gold Awarded expertise because we include the needs of people with disabilities and those speaking English as a second language.
We’ve been working with Tottenham Hotspur Football Club and Foundation to develop new services that include:

  • Automated way-finding maps (when in range of maps)
  • External and internal stadium way-finding from public transport and car parking to guide disabled visitors directly to seating blocks (stage 2 will include provision for non-disabled fans).

PhotoRoute being inclusively designed, promotes Tottenham Hotspur Football Club’s excellent customer services and fan safety/safeguarding policies and for the TH Foundation, grassroots engagement & participation services.

Tottenham Hotspur Foundation

There are many factors that may limit life opportunities of people who have support needs. Independent travel is often one of the major barriers to overcome for individuals with disabilities which is often compounded by anxious family members or support workers.

Tottenham Hotspur Foundation chose to use PhotoRoute way-finding maps which are inclusive of the above impairment groups and also provide confidence for anxious family members by supporting the individual’s independent travel at every decision point.

“West Lea Specialist Sports College & Physical Education School recently published the PhotoRoute map on our website. This was for the public to be able to find us on foot from Edmonton Green railway station to our main entrance. Only after a few days of the publication, a visitor to the school commented that they found the link on our website and used the App to find their way to our school. They commented on how easy and efficient it was to use and made the journey on foot more enjoyable and low stress knowing directions. We are very pleased with PhotoRoute map and intend to use it for our pupil’s to know how to travel around our borough. Our next publication is to find the route from our school to our charity shop in Edmonton Green Shopping Mall, so our students can find the best, safest and easiest way to the shop”.
Julian Halford Community & Enterprise Manager, West Lea School.


Past safeguarding projects have used our Easy Read document service to provide NHS London with accessible complaints leaflets, personalised locally across London to help people understand that if things go wrong often its not their fault. They include:

  • The complaints process and how services will improve by getting in contact
  • Your basic human rights and that you will be treated with privacy, respect and dignity
  • Mini case studies
  • Your local phone numbers, language and support services

Our natural progression is to offer clubs our easy-read desktop publishing services to make policy and procedure accessible to the national reading of that of an educated11 year old (BBC).

Why get in touch?

We all have different priorities at different times, following an inclusive design approach when developing services means:

  • Doing more with less.
  • Improving customer satisfaction for existing customers.
  • Reaching a much wider audience that’s often not being serviced.

Contact us to discuss your needs, we look forward to hearing from you.