The Case for Access-Led Feedback and Collaboration in Innovation

Designing for inclusivity demands a focus on the real-world experiences and needs of those for whom the product or service is intended. When it comes to technologies aimed at improving accessibility, this principle is not merely important—it is essential. Built For Good Technology Ltd., the developers of WatchWord, a product designed to provide deaf and hard-of-hearing audiences with access to cinema, embodies this ethos. By grounding our approach in user-centred research and collaboration, we aim to create solutions that genuinely improve lives. This article explores why authentic user feedback matters, how access users uniquely interact with technology, and the importance of iterative collaboration in pursuing better outcomes for accessibility.

The Primacy of Access-User Feedback

Numerous studies have demonstrated that products designed with meaningful input from their target users are more effective and better adopted. For instance, research into assistive technologies, such as screen readers and wheelchair innovations, has consistently found that early-stage feedback from users with disabilities leads to solutions that are more intuitive and impactful (Newell & Gregor, 2000). Similarly, the iterative development of text-to-speech software has succeeded precisely because of its deep engagement with visually impaired users (Hersh & Johnson, 2008).

In contrast, feedback from those who do not require accessibility features often skews priorities towards secondary concerns. WatchWord’s own experience illustrates this challenge: while deaf and hard-of-hearing users overwhelmingly focus on the system’s ability to enhance access, non-access users trialling the system frequently fixate on the comfort or aesthetic appeal of the glasses. While these aspects are important, they are secondary to the core function of WatchWord—providing seamless access to film dialogue for people who might otherwise miss out.

This divergence underscores the importance of ensuring that feedback prioritises the perspectives of access users. Designing for their needs ensures that the product’s essential function is optimised, while other refinements can follow once the foundational purpose is met.

Examples of Access-Led Innovation

Access-led design is not new; it has driven some of the most impactful advances in assistive technology. Consider the development of closed captioning, which began as a solution for deaf television viewers. Early designs focused on ensuring captions were legible, synchronised, and accurate—a focus driven by engagement with deaf users. Today, captions are ubiquitous and widely appreciated by all viewers, illustrating how access-led innovations can benefit broader audiences.

Similarly, the development of audiobooks, originally intended for blind users, has become a mainstream phenomenon. Key to its initial success was the feedback loop between visually impaired users and developers, ensuring that the narration was clear, well-paced, and easily navigable (Browder & Cooper-Duffy, 2003).

WatchWord itself draws from this tradition. Its predecessor, the National Theatre’s smart caption glasses, was one of the first innovations to enable audience members with hearing impairments to enjoy live theatre without relying on static caption boards. While the system received some criticism—including the glasses’ bulk and occasional discomfort—deaf and hard-of-hearing users consistently emphasised the transformative power of being able to follow performances independently. Their feedback informed subsequent refinements and continues to shape the development of WatchWord today.

Understanding the Priorities of Access Users

One of the most striking aspects of designing for access users is their willingness to overlook certain limitations in pursuit of functionality. Research suggests that people with access needs often prioritise a product’s ability to solve their specific challenges over factors like aesthetic design or minor inconveniences (Shinohara & Wobbrock, 2011). For instance, wheelchair users have reported overlooking weight or size issues if the chair’s functionality is otherwise superior (Chen et al., 2013).

This phenomenon is rooted in pragmatism: for many access users, imperfect solutions are better than no solution at all. They are accustomed to navigating a world designed without their needs in mind and, as a result, often adopt technologies that provide partial improvements. However, this willingness should not be mistaken for complacency. Users’ ability to tolerate shortcomings often reflects the absence of better alternatives, not satisfaction with the status quo. For developers like Built For Good, this underscores the moral imperative to keep improving designs rather than resting on early successes.

The Journey Towards Better Accessibility

At Built For Good Technology, we understand that WatchWord’s current iteration is not the endpoint of its development. The limitations of today’s hardware—including comfort and aesthetics—are challenges we are committed to addressing. However, as long as these constraints exist, we will continue advocating for improvements to ‘off-the-shelf’ products, providing feedback to manufacturers to ensure future designs better meet the needs of our users.

Crucially, we see this as a collaborative journey. WatchWord is not just a product; it represents a shared endeavour between our team and the people we aim to support. The feedback we receive from access users is not only a guide for refinement but a testament to the community’s resilience and commitment to improving accessibility for all. This partnership is central to our philosophy: by working hand-in-hand with users, we ensure that their lived experiences shape the solutions we deliver.

The pursuit of accessible design is not merely a technical challenge but a moral imperative. By prioritising the feedback of access users, acknowledging their unique perspectives, and collaborating with them as partners, developers can create technologies that genuinely transform lives. Built For Good Technology’s journey with WatchWord exemplifies this ethos. While we recognise the limitations of current hardware, our commitment to continuous improvement and meaningful collaboration ensures that we remain steadfast in our goal: to create solutions that break down barriers and empower individuals to fully participate in the world around them.

Together, with our users, we are building a future where accessibility is not an afterthought but a fundamental principle of design.