Design Practice Project
This semester’s assignment comprises of two parts:
A video for PurpleLightUp day
An animation for the Business Disability Forum
Introduction
The PurpleLightUp project aims to produce a video on behalf of my Company, Microlink, in support of PurpleLightUp day and the animation is to be included within a report issued by the Business Disability Forum (BDF) concerning the business case for Accessibility. Both aspects are broadly related and offer me the opportunity to employ and develop my skills in digital media.
My prime areas of interest overlap both my academic studies and my work at Microlink, so both parts of this project - the Video for PurpleLightUp and the ABC animation for the British Disability Forum (itself a major supporter of the PurpleLightUp initiative) feel like companion pieces, sharing as they do many of the sentiments and objectives voiced by my colleagues.
PurpleLightUp is a worldwide movement seeking to publicise the contribution made to the world economy by the nearly 400 Million disabled workers around the globe. It occurs once a year on 3rd December to showcase the improvements being made to the lives of disabled people in the commercial arena.
It reaches out to organisations of all types to encourage them to improve the experiences that the disabled encounter when dealing with them as customers or employees.
For example, contributors may seek to improve physical access to their buildings, encourage their employees to learn the basic elements of sign language, provide quiet hours during shopping hours to make the environment less intimidating to autistic customers - and much more..
The BDF and Microlink (being one of its founder members), work closely with each other to promote the Accessibility agenda. My idea was to produce a video promoting my Company’s work in this field in which my colleagues were invited to contribute a very short film of themselves explaining in a few, simple sentences what disability means to them. The resulting piece was broadcast on various Social Media platforms, YouTube and via the resources of the BDF (British Disability Forum) from 3rd December 2021.
From its initial conception and presentation to my Directors for their approval, I designed the video, conducted the filming of the participants and arranged the placement and broadcasting of the final product. I did not involve any others in this production, other than those who submitted to being filmed.
The animation for the BDF, is designed to visually and verbally highlight the essential elements of their study (“Accessibility Business Case”) and will be included as a link within their report.
The BDF is a not for profit membership organisation which exists to transform the life chances of disabled people, working through and with business to create a disability-smart world.
To see their report please click here.
The BDF animation was highly collaborative, involving a regular productive exchange of ideas between myself and the members of the BDF project, including their in-house digital media specialist.
Though more applicable to the BDF animation, elements of the following ideation pathway were followed in both sections of this project:
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Initial thoughts / ideas
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Mind-mapping to help focus on content & objectives
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Background research to deepen my understanding and clarify my aims
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Initial sketching out of characters
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Wireframe of the screens / progress of the piece
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Completion of content (filming/animation)
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Sharing proto-type with others for fine-tuning
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Outcomes and placement of the finished piece / or project sign-off
Throughout the project I maintained a work & research diary covering both sections to show their detailed development. This is available to view here as an excel attachment.
Section 1:
Video in support of the PurpleLightUp initiative
It was a similar format of video by Purple Space (the parent organisation of the PurpleLightUp initiative) that influenced my choice of presentation by its demonstration of the visual power of using multiple persons of varying race and background.
I tested the general ideas behind this proposed video with the owners of Microlink in order to get their sanction to proceed. Though no formal document was presented to them prior to our discussion, they were fully on board with my description of the process, what the final product would look-like and what media placements I intended.
They agreed that the “inclusive” format will appeal to our intended audience, comprising Disability sector professionals, involved with accessibility and diversity agendas in their own organisations as well as those representing the viewpoint of disabled service users.
The idea that genuine employers and employees are given a chance to express a viewpoint on a relevant subject is not new, but the vibrancy of using “ordinary” people instead of professionals was an inspiration (and an opportunity to have some fun with my work colleagues!)
Microlink, as a committed equal opportunities employer, has a diverse range of staff, including people with physical and mental disabilities as well as those from different ethnic and cultural backgrounds. I referenced this diversity in the choice of videos that I included in the final version, reflecting the Company’s ethos.
I began by producing a mind map of the general aims and content of the video and then refined this into a series of wire frames illustrating the structure of the piece, commencing with a Microlink Company logomotion followed by a frontispiece, the video itself and Ariadne’s “purple-twirl” at the end.
Visual & Written Research
In addition to reviewing the Purple Space video, a number of web articles however reinforced my belief that this was a viable means of publicising our Company and supporting the PurpleLightUp initiative.
Using staff, whilst obviously much cheaper than employing professional actors, also has the merits of presenting a favourable and credible image of the organisation’s culture.
All these articles, [Vossen, A 2013] et al, agree that there is a perceived honesty with untrained staff that is sometimes lost in the slick performances of real actors. I especially liked the notion voiced here of showing the “personality” of the organisation, being a major contribution to positive brand image.
The lack of editorial control invited my colleagues to provide their own thoughts, rather than reading from a prepared script. Their own ideas in their own words.
I studied a number of web sources on the principles of video-making, the most useful of which was [99designs, 2019]. Much of the advice here related to larger and more complicated productions but nevertheless its emphasis on the need for good pre-production (making sure the person knows the requirements for the filming, putting them at their ease, pre-setting the lighting and camera angles, making efficient use of my and my colleagues time) was helpful.
Given the piece was for PurpleLightUp day, it followed of course that the dominant colour throughout the piece should also be purple.
Notwithstanding that basic requirement, I read a few articles about the colour purple and why its associations suit a disability initiative.
The following quote mirrors what others said:
“Purple both calms and stimulates our bodies, putting us in the right place for introspection and focused insight. It fosters creativity by awakening our senses while promoting the quiet necessary to make intuitive, insightful observations. Purple creates a harmonious balance of awareness and peace”.
[Smith K. “Colour Symbolism and the Meaning of Purple 2021]
Elsewhere associations with bravery and imagination are also common. The initiative calls for the imagination of businesses to find ways to embed accessibility into their working models, whilst bravery is a characteristic of disabled people that I have long believed in, for it is often that quality which is required of them to overcome many barriers which society has unwittingly laid before them.
Putting it all Together
Having obtained the backing of the Company’s senior management, I sent a rather jaunty Email to everyone at Microlink inviting them to come along and be filmed; just a sentence or two describing what disability means to them.
The response was extremely positive.
I encouraged participants to wear some form of purple clothing. Here are several examples of what they wore.
After filming was complete I selected those that would best demonstrate the diversity of culture, race and disability that Microlink has always prided itself on.
In editing the video using Adobe Premium Pro, I also added a purple-themed backdrop using After Effects. Its swirling motions are intended to convey the idea of dynamic movement, positive change and creativity.
In editing the video using Adobe Premium Pro, I also added a purple-themed backdrop using After Effects. Its swirling motions are intended to convey the idea of dynamic movement, positive change and creativity.
To create the after effects background, I first needed to delete the videos background (See below).
Logo Motion
The video begins with a logomotion for Microlink that appears as a kind of purple star-burst (After Effects).
Cover Page
It is then followed by the frontispiece (produced using Adobe Illustrator), which features all those who appeared in the finished product:
Music
The choice of music was designed to add a further optimistic, cheerful element to the overall effect of the piece, suggesting an up-beat, dynamic mood, confident of the changes which the BDF’s report is advocating.
Running the Project
To run the video segment of this project the following elements were either required or at the very least needed a brief consideration.
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A daily developmental diary of the work as it progressed
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Consideration of contingency planning
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Digital apparatus and software platforms
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Legislative compliance
Developmental Diary
A diary was kept throughout the project, to show its development from initial ideas to the final product. It was also used as a quick reference to see what was outstanding or required feedback/input from others.
Consideration of Contingency Planning
It would be easy to have delegated the static frontispiece to my Marketing colleagues such that they could have completed it in a few days and the actual filming itself would likewise have presented no problem to them. To monitor progress a quick 10 minute Teams meeting each week would have sufficed to get a clear picture of how they were progressing and if my services were in any way needed . The distribution of the finished piece would have been accomplished by them in just a day or so.
No contingency plan was therefore really needed, and certainly not drawn up, as a) enough staff volunteered to ensure that sufficient videos could be filmed and b), as explained above, my colleagues were capable of handling the various components of the work at short notice.
Software Platforms
The technologies needed were a decent digital camera or iPhone quality mobile, access to the Company’s Adobe suite of programs (Illustrator, After Effects and Premium Pro) and, if it had been needed, a Teams platform to collaborate with colleagues.
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In compiling the videos into the form they would appear when published and posted in social media I used Adobe Premier Pro. It is the industry-leading software in video editing both for social media projects and large-screen cinematic productions.
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For the video filming itself I used my iPhone 11 Pro, whose camera quality is very close to those of professional digital cameras and therefore of sufficient quality for this project.
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For the frontispiece I used Adobe Illustrator and for the background motion graphics Adobe After Effects. The editing of the final video production was achieved with Adobe Premium Pro.
Legislative compliance
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As with many such organisations, at Microlink we all have to ensure that at all times we abide by ISO27001 in respect of GDPR (General Data Protection Regulations).
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This involves all communications with any project team members as well as other companies and the general public.
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We are periodically tested for our knowledge of these requirements by our Data Protection Office (DPO).
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As part of our key business area of Workplace Adjustments, I am also required to have a basic awareness of those parts of the Equality Act 2010 (Amended) that apply to our business.
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Obviously, being a Company who promotes accessibility we are also required to ensure that all output from the Company is accessible. For details on the methods and standards we use, please see the BDF Animation section of this document.
Design Process
Pre-Production:
My purpose for the video was both to publicise our Company to disability sector professionals as an organisation that truly cares as well as supporting the PurpleLightUp initiative. I decided on a format combining short videos of our employees explaining what disability means to them.
I emailed all employees asking for them to participate and booked our main conference room for most of the filming - enabling me to more easily control the lighting and manage the filming schedules.
Production:
This comprised the filming in which each employee delivered a short dialogue. A number of different takes were usually required for each participant as either they or myself were not happy with the result when played back to them.
I took a reasonable quantity of B-roll, both in terms of the number of participants as well as the quality of their contribution.
Post-Production:
I edited the video using Adobe Premium Pro, selecting those pieces that reflected the physical, ethnic and cultural diversity of the Company. A logomotion was added using After Effects and a frontispiece featuring stills of the participants (with Illustrator). A motion background was also included to suggestive dynamic change and the general piece was accompanied by a sound track added to enhance the upbeat mood of the piece.
After peer reviews, I placed the video on Facebook, Twitter, Instagram and YouTube, as well as including it on the Company’s website.
Outcomes and User Experience
The idea for the video was the first and only real choice for me. I think it is ideal for the message I was seeking to convey - namely, a diverse group of people, including disabled and those of different cultures and ethnicities, working together for a common goal.
I completed the video and published it on 3rd December 2021 on YouTube, Instagram, Facebook and Twitter, as well as on our Company website.
I also encouraged my colleagues around the Company to share it on their own social media platforms, which many of them subsequently did.
In terms of User Experience I would have expected to see a moderate level of hits and tweets, with perhaps a few high level sector specialists among them.
Therefore I was pleased when, in addition to the extremely positive feedback that I received from my CEO, Directors and work colleagues, I noted that the video had indeed been re-shared and re-Tweeted by a number of high-ranking people in the disability agenda, including:
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Kate Nash OBE ,CEO PurpleSpace, creator at PurpleLightUp movement
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Michael Vermeersch ,Accessibility Product Marketing Manager at Microsoft
Section 2:
ABC Animation for the British Disability Forum
For accessibility, diversity and inclusion in the world of work, we cannot always rely on the “milk of human kindness” but need to present a business case to show senior management the tangible benefits for their organisations, ultimately in terms of profitability.
Encouraging studies point to significant financial gains as a result of the adoption of these “levelling-up” approaches to recruitment, accessibility, staff retention and working methods.
An article by the Worldwide Web Consortium via its Web Accessibility Initiative (WAI) in 2018 made a detailed and striking case for businesses to “wise up” and build accessibility into their working models [w3c, 2018].
On the purely financial side of Accessibility, AbilityNet [Building a business case for Accessibility, 2020] referenced the findings of the “Click-away Pound Survey” which, in 2016 found that 4 million UK on-line shoppers had abandoned a retail web site due to accessibility barriers, representing lost revenue of approximately £11.75 Billion pounds. In 2019, the survey reported that figure had increased to around £17.1 Billion. Given the huge increase in on-line shopping in the wake of COVID, their next survey is likely to make for even more remarkable reading.
The British Disability Forum, has likewise drawn on extensive evidence since then to produce a new report, shortly to be published. I was very pleased therefore to be able to provide an animation to them in support of their study.
The report estimates that organisations who have focused on Accessibility are 4 times more likely to see returns that out-perform their competitors.
Such findings are closely mirrored in statistics from the related issues around inclusivity and diversity.
Design Research
I reviewed web publications on characterisation and movement especially. Though considering working with new characterizations, I was asked however to maintain the Google set, as my previous work in that medium had been well received by the BDF and others.
I concentrated on applying various techniques for “realism” that I gleaned primarily from two articles on the subject (Creative Bloq Staff, 2019) and (Pluralsight, 2020).
I used their ideas of follow-up / follow-through movements to create more realism in characters and objects such that there is residual movement of limbs after the main torso has come to rest. For example when some of my characters come to a halt there are small after-movements of the arms as they settle down after the body's motion has ceased. In one scene, two people shake hands and their arms flex in the process rather than remaining rigidly straight.
In addition to the animation, I also designed the general appearance and graphics for the BDF’s report itself, using the same colour palette employed in the animation. Below are examples of the icons I created for the 5 principle themes covered in their work (which likewise appear in the animation too).
Audience
The audience would be a combination of Business staff in organisations who had been charged with the implementation or extension of an accessibility agenda for their disabled customers as well as those people from the disabled community with an interest in furthering their inclusivity related projects.
Generally, these are people who are imaginative thinkers that, whilst pursuing their agenda, are very open to others opinions and not hidebound in their approaches. Typically they are individuals who possess all or most of the following qualities (Parikh.N 2020) :
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Respect for individuality
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Patience
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Curiosity
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A collaborative mindset
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Intuitive nature
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Willing to challenge the status quo
In my various dealings with such people at Microsoft, the BBC, Lloyds Banking and the BDF, I have seen most of these on display and am sure this applies likewise to the majority of the animation’s “viewership”.
Area of interest
As part of my role at Microlink, I had been researching ways to present the business model to organisations for some months prior to the commencement of this project, including bottom-line financial data and recently emergent regulatory requirements, that may help to persuade companies where other considerations have failed.
Setting the pace for these changes are the accessibility requirements laid down for Public Sector bodies, which I find inspiring for my own work. The powers of the monitoring and enforcing authorities in this sector are pointing the way toward a global accessibility framework for all UK organisations to adhere to, both public and private [Government Digital Service, 2018].
Technically, in terms of the design of this animation, I decided to continue using the Google characterisation both in order to deepen my understanding of it and because the BDF were familiar with my other work using this form and were keen for something similar for their report.
Sketches
Moodboard
User Experience
From the User Experience perspective I really define the User as the BDF itself, as all stages of the animation were discussed with their participant members (BDF, Microsoft, Lloyds Bank etc.) during our regular meetings.
For instance the original length of the animation had been set by them as 1 minute, but then they agreed that the content could not be covered in that short period and the time was extended to 2-3 minutes.
There were some exchanges of ideas and amendments regarding the scripting in particular and also concerning issues such as the colour palette and contrasts to ensure accessibility.
Sample communication:
Working Collaboratively
I collaborated with the members of the BDF principally at regular weekly or bi-weekly Teams meetings in which I was able to add further developments and ideas about my conceptions of the animation. I encouraged the participants to give their opinions about what they liked or wanted changing, prompting criticism especially when I was unsure of any aspects of their requirements
Without doubt, using the Teams platform has been an essential component in enabling regular, cost-effective group member communications throughout the project. Though generally pre-arranged, it also helped us all to communicate on a rapid ad-hoc basis when time constraints required.
It is difficult to single out any technologies I have used that are specifically recommended for my Company’s industry sector.
However, being at the forefront of the drive toward accessibility in business, I use Microsoft’s Accessibility Checker to ensure compliance in the presentation of web and off-line content, whilst, for more detailed web presentations I am able to utilise the services of our Digital Accessibility department at Microlink, who can analyse output to fully comply with WCAG 2.1 A, AA and AAA standards -Web Content Accessibility Guidelines - an internationally recognised standard for accessibility, authored by the Web Accessibility Initiate of the WorldWide Web Consortium (W3C).
Should the accessibility of short/simple PDF documents need to be checked I have company access to the Acrobat Pro DC software. Longer/more complicated PDFs would agai be passed to our Digital Accessibility department for remediation using the Code mantra or Equidox programs.
As with many such organisations, I have to ensure that at all times I abide by ISO27001 in respect of GDPR (General Data Protection Regulations).
This involves all communications with any project team members as well as other companies and the general public. I, and all my colleagues at Microlink, are periodically tested for our knowledge of these requirements by our Data Protection Office (DPO).
As part of our key business area of Workplace Adjustments, I am also required to have a basic awareness of those parts of the Equality Act 2010 (Amended) that apply to our business
Conclusion
Both sections of this project required a much greater level of collaboration with colleagues than my previous submissions.
In consequence, the human factor in the management of this project was crucial to the final outcomes, being dependent as I was on securing staff participation for the PurpleLightUp video and the agreement of the BDF team at the various stages of the animation.
I believe I handled this aspect of the work well, having secured a really positive “buy-in” from many people in my company for the filming and also driving the agenda with the representatives from Microsoft, Lloyds Banking and the BDF for the animation, to everyone’s ultimate satisfaction.
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