Disability and design thinking should be seen as synonymous in the 21st century business structure… [+] Practice
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Tim Brown, co-chairman of design firm IDEO, once said, “Design helps us live today. Design thinking helps us chart a path to the future.” One big lesson from the lived experiences of people with disabilities is that design thinking has become integral to the narrative. Now is the time for companies to broaden their horizons and recognize the possibilities that exist in the future. As CEOs and other executives ponder where their competitive advantage lies, the role disability plays in the design ecosystem and how it will impact the future of business practices is a critical trendline that is essential.
Design comes in many forms, and sometimes the business impact is immediate, and other times it plants the seeds of possibility. A prime example is the travel industry. In recent weeks, Delta Flight Products, in collaboration with partner Air4All, released a new prototype seat that allows power wheelchair users to remain in their chair for the entire flight. This new patent prototype is focused on exploring new ways to create a better customer experience and provide equal access, dignity, and comfort for all customers. The merging of profit and purpose can be the catalyst to open up new markets and disrupt the travel industry. The economic impact of disability travel has reached $58.7 billion. “Because people with disabilities typically travel with one or more adults, the true economic impact is even greater, sometimes double,” says Eric Lipp, executive director of Open Doors, a nonprofit founded to teach how to succeed in the disability market. Corporate leaders need to recognize that the disability narrative is no longer a constraint, but rather an opportunity for new territories that companies should explore. Design thinking is the dialect to use to pave the way for new business lines and generate additional revenue opportunities. As we have seen in recent months, the fashion industry is undoubtedly a trendsetter when it comes to truly embracing disability and design. From the covers of British Vogue to entrepreneurs like Victoria Jenkins and her brand Anne Heiden, and many others who are at the forefront of showcasing the impact of adaptive fashion, which takes its rightful place at the intersection of art and commerce.
Perhaps one of the ripple effects of this new convergence of design and disability will be a truer understanding of society about how disability is being redefined in the broader culture. Along with an increasing number of products and services flooding the market and increasing imagery of people with disabilities through various platforms, the growing potential will be further strengthened by designers across disciplines, from architects to industrial engineers, embracing this experience. But ultimately, the dialogue between companies and the disability community will be the most powerful tool in the design thinking toolbox. This is where diversity, equity, inclusion, and accessibility professionals all have a role to play in this design thinking ecosystem. Offering opportunities for innovative solutions and visions for the future, the trend sees further growth among new market forces that empower the disability economy.