Disability Smart Inclusive Product Design Award

Case study

The Disability Smart Product Design Award recognises organisations and teams that have created a new product (in the last 18 months) which is both accessible and aspirational in terms of its functionality and design.

Procter & Gamble created washing detergent packaging which was both accessible and environmentally friendly. They made the packaging more accessible by including tactile markers to help with identification. They also included NaviLens technology to make it easier for those with low or no vision to locate the product on the shelf.

An ECOCLIC® box includes:

• NaviLens technology, a colourful QR code that links directly to an app and can be scanned more than 12 times further away than other QR codes and barcodes. Once scanned, it provides a wealth of information about the product – from how far away it is on-shelf, through to key product benefits and ingredient information – either via audio or large, clear text. The technology enables those with sight loss to locate and browse products independently in-store. It can also help individuals with cognitive impairments.
• A tactile marker to enable those with sight loss to identify that they’re purchasing or using a detergent. Shaped like a washing machine, it is embossed on the outside of the packaging, across the top panel – enabling people to easily differentiate between different capsule products.
• An easier-to-open design for those with dexterity challenges.

So as not to compromise on safety, ECOCLIC® makes a ‘click’ sound when closed.

ECOCLIC® packaging is made of FSC-certified (Forest Stewardship Council) materials and uses a minimum 70% recycled fibres, therefore helping to accelerate progress on sustainability.

Members of the disabled community were involved at every step of the development of ECOCLIC®. Working across a four-year period, Procter & Gamble tested ECOCLIC® with over 2,500 consumers across Europe. This group included people with cognitive, dexterity and visual impairments, as well as parents and older people.

Winner’s quote

“Winning this award makes me really proud to work for P&G. As someone with personal experience of a disability, I know just how difficult it can be to navigate a world that isn’t always designed with you in mind; one within which everyday tasks can become a real struggle. That was something we wanted to change with ECOCLIC – ensuring it catered to people with a wide range of different needs, without compromising on sustainability or child safety. As an organisation, we don’t yet have all the answers – but bringing ECOCLIC to market represents another important step on our journey. To have it recognised with this award is an incredible privilege.”

Judges’ comments

“Incorporating this inclusive design into their core ranges of washing detergents will allow greater independence for many people on a global scale. We also realise the benefits of this packaging for the aging population and are excited to see how they roll this out across the rest of their product range. Inclusive design at its best!”

Finalists in this category

• Unhidden (Highly commended)
• Designability
• Microsoft

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