achieving inclusive accessibility thinking
without sticks or carrots

BBC

Accessibility

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motivation metaphor

Clipart donkey eagerly moving toward a carrot suspended in front of it from a stick tied to its back.

motivation metaphor

Jenks cartoon of a dog excitedly jumping for a stick held high and ignoring a carrot on the ground, above the line "Just one example of why the carrot and stick philosophy doesn't work".

What are the "sticks"?

What are the "carrots"?

sticks & carrots may not be the most effective long term motivators

Cartoon of a fed up employee lying on the floor ignoring a carrot dangled by a manager sat on their back.

motivation theory

The great pyramid near Cairo, with smaller pyramids in the distance.

motivation theory

Diagram visualising Maslow and Alderfer's hierarchies of motivating needs.

motivation theory

Individual knows organisation's goals and how own efforts contribute

Individual confident association with and realising goals of organisation will positively satisfy and not threaten own needs

Urwicks

BBC values: Audiences are at the heart of everything we do.

motivation theory

Vroom

Effort

Performance

Rewards

Expectancy     x     Instrumentality     x     Valence

=     Motivation

motivation theory

Diagram visualising Miller's lean system of extrinsic and intrinsic motivation.

motivation theory

Autonomy

Mastery

Purpose

The desire for control over your work, time and decisions

The urge to use and improve skills you enjoy

The desire to do something that has meaning and makes a contribution

Pink

theory in practice

Illustration of man evolving from a focus on basic survival, through stick and carrot motivators, to a focus on meaningful purpose that lifts others.

motivate and empower

Purpose

Shared understanding through training:

  • social model: environments can be improved
  • accessibility is about everyone: not a minority
  • inclusive approach: from the start and throughout

impairment + mismatched environment => disability

motivate and empower

Mastery

Empowered with knowledge:

  • assistive technology: have a go, be more familiar
  • guidelines: baseline for accessible, not everything
  • 3 key things: colour, focus, labels
  • tools: to help with designing, coding, and testing

motivate and empower

Autonomy

Simple requirements:

  • be an example
  • remind others
  • get it into relevant conversations

motivate and empower
accessibility champions

Autonomy

Mastery

Purpose

Simple requirements they can shape

Empowered with knowledge they can use and improve

Shared understanding of what to improve and
who benefits

Thank you!

BBC

Accessibility

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Achieving inclusive accessibility thinking, without sticks or carrots

By Emma Pratt Richens

Achieving inclusive accessibility thinking, without sticks or carrots

Presentation first given at CSUN ATC 2019

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