Katja Forbes on purposefully connecting people with technology.

If you don’t connect the human need with the design of the product, service, or digital channel, says pioneering experiential designer Katja Forbes, you can’t provide them with the service.

This is part of an interview series with Katja Forbes, a pioneer in the field of experience design and the founder of syfte, an Australian strategic design agency. Last year, Katja and syfte joined the Designit and Wipro Digital family.

Matters: What fueled your interest in experience design?

Katja: When I was working at Sapient, I was introduced to experience modeling or X-mod as they called it then. That’s where I began to understand the connection between people and technology.

Matters: What got you interested in connecting people with disabilities with technology?

Katja: I took a role at The Royal National Institute of Blind People. We had staff who were blind and constituents accessing our channels who were blind. I discovered you have to connect the human need with the design of the product, service or digital channel. If you don’t, you can’t provide them with the service. If you don’t serve their needs properly, you disempower them. You take away their independence. The impact is so profound that I decided to make this my life’s mission– to make products, services and technology that work for people, not the other way around.

Matters: What do you think is driving the current awareness of inclusive design?

Katja: It’s come into awareness as a matter of necessity. There have been a number of successful lawsuits brought against organizations that do not provide inclusivity and access for people with disabilities at an equal level as those without a disability. As data becomes the method in which we train AI, if we don’t feed it data that’s inclusive, we’re just going to perpetuate all of the biases we have as humans, and we’re not going to deliver services that work for everyone. I’m trying to ensure that if we are talking to people, we talk to people with disabilities as part of the ‘people’ we talk to, not an additional bunch of people that we separate.

Matters: Are clients receptive to these ideas?

Katja: There are some people who get it, and there are those you have to beat with the legal stick. You use the word ‘risk’. “You’re opening yourself up to all kinds of risk if you don’t do something about this. Here’s what’s happened to other organizations in the past, and that’s the trajectory you’re on.”

Matters: Are you focused on catering to people with disabilities with your design?

Katja: We include it as part of our overall practice. They’re just people we include. For us, it’s person first, disability second, always.

Matters: What type of research gets you the most excited?

Katja: Participatory research activities are fantastic. Using activities to try to get to people’s authentic selves. And I love observational research! Looking at the employee experience and watching people doing their jobs.

Matters: What type of organizational design comes out of that research?

Katja: We come up with tactical approaches to solve issues fairly quickly and inexpensively. We also find big strategic plays that require more research and spending, along with a bunch of stuff that just hasn’t been trained for. A lot of times it comes down to there not being a problem with their tech, but a problem with their training. We categorize solutions as a roadmap, then we present it in a story format. Storytelling is key to the craft. If you can’t tell an interesting story, nobody will listen.

Matters: Is there something in your background that ignited your focus on inclusive design?

Katja: I was the oldest sibling and family caretaker. I was always interested in having an impact and making things better for people. Plus, I’ve always been fairly intuitive in terms of seeing where help is needed. I’ve always been a problem solver.

Matters: How are the needs of customers changing in terms of problem solving?

Katja: Customer expectations are so much higher now. People have all of the possible information and options, and they make choices in a much more informed way. Social media doesn’t provide facts, but it definitely provides people with a peer group and social proofing. When your social group behaves in a particular way, you follow their lead.

Matters: What excites you about your collaboration with Designit?

Katja: I felt that Designit completely aligned with the values of my company. It made me feel that it was something that I want to be a part of. There’s also, the idea of being ‘better together’. One person alone tinkering away at a computer isn’t going to get diversity of thought into your solution

Matters: What are you looking forward to now that you can collaborate with 500 designers?

Katja: Being a part of such a big community. I’ve missed having a peer group. I get so much out of sharing thoughts and being part of something bigger than myself. It also helps inspire my crew and make them feel like they’re part of something bigger. There’s just a wealth of greater opportunities.