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Design og arkitektur Norge Design and Architecture Norway

Inclusive Design - a people centred strategy for innovation

A practical introduction to Inclusive Design for Businesses & Designers - how to get started!

Jordan Toothbrush

Jordan is an international brand working within oral care, painting and cleaning tools. Their focus on customers was not reflected in their packaging design. This project resulted in new insights, increased sales and an improved brand profile.


How can we make toothbrush packaging more user-friendly and easier to open for a wider range of people?
Can an Inclusive Design approach improve communication, increase shelf presence and strengthen brand value?

The lead users had a range of abilities.
− People with arthritis provided feedback on handling and accessing the packaging.
− Low vision users gave advice about shelf presence, information graphics and openability through touch rather than sight.
− Children tested how intuitive designs were as well as dexterity issues. Although not the primary consumer group, they gave key information on how easy the designs were to understand.
− Older people with multiple age related impairments tested a variety of factors.


− Controlled observation: Lead users were initially observed visiting supermarkets and shops.
This aimed to explore the issues around shelf presence and information graphics on existing packaging.
− Interview: Lead users were interviewed as they tested existing toothbrush packaging and 70 other types of packaging.
The process was recorded using video and still camera.
− Workshop: Testing was repeated with lead users, from initial concept to market ready solutions.
The process was recorded using video and still camera.


Many insights were successfully gathered especially in the areas of openability, prioritising information and brand visibility. Examples of quotes from the users:

"I like larger handles"
80 year old man

"I usually try to open them in the store, if I don’t think I can manage, I hang it neatly back in place"
43 year old with arthritis

“Inclusive Design gives us a competitive edge and we have succeeded in distinguishing ourselves from our competitors” Bård Bringsrud-Svensen, Product Development, Jordan AS

Step 1: A criteria tool (see illustration abowe) was developed to make sure that critical factors were addressed throughout.

Step 2: Lead users rated openability and how easy it was to find the point of access. They all gave the old packaging a low rating.

Step 3: Initial research was conducted with lead users using Natural observation, Controlled observation and Interviews. Methods were combined and modified to improve interaction with the lead users.

Step 4: Design concepts were developed according to the experience of the lead users. These were filtered using the list of factors in the criteria tool.

Step 5: The new concepts were tested by the original lead users to ensure that their needs were addressed.

Step 6: An internal workshop was held at Jordan to select and refine solutions.

Step 7: Evaluation with lead users tested the final design before finalising.

See the norwegian presentation "Tilgjengelig emballajse" here
Se presentasjonen Kode Design av  Leif Isachsen her

A little boy trying tp open the old toothbrush packaging with a pair of scissors

Openability and understanding how to open the packaging presented barriers for all users. The low score on both criteria indicate opportunities for improvement as circled

Results on the new packaging

Old toothbrush packaging and the new