Late Adopters and Laggards: Should We Care?

• Published in: International journal of design management and professional practice 2014, Vol.7 (3), p.53-61
• Main Author: Woodcock, Andrée
• Format: Article
• Language: English
• Subjects: Co-design; Design; Electronic commerce; Innovations; New technology; Niche markets; Traffic information; Universal design
• ISSN: 2325-162X; 2325-1638
• DOI: 10.18848/2325-162X/CGP/v07i03/38609

To capture new markets and remain at the forefront of innovation, designers may concentrate on designing for early adopters—most frequently characterised by those who are well-educated and positioned in higher socioeconomic groups. In so doing, the needs of this niche market might reduce consideration of the need for inclusive product and service design, especially when new services are influenced by the functionality of high technology products; for example, those without the latest mobile technology may not be able to benefit from online services and information (such as transport and traffic information, online shopping, and banking).With changes in socioeconomic climates and demographics, there is an urgent need to take into consideration the needs of late adopters and laggards to design inclusive systems which recognise that not everyone can, wants to, or is able to adapt to new technology and ways of working and living. Without such focus, disenfranchisement and exclusion will widen. After a brief review, the paper looks at where and how design is positioning itself to meet the societal challenges posed by laggards and late adopters.