31 March - 1 April 2016

Saïd Business School, Oxford, UK

About the Design For Everyone Toolkit

Martin White Sainsbury's

Session type: Case Study
Session duration: 45 minutes

About this Case Study

The government estimates that within a UK population of 64.1 million, 11.6 million people have some kind of 'limiting long term illness, impairment or disability’. The prevalence of disability rises with age. Around 6% of children have a disability, compared to 16% of working age adults and 45% of adults over State Pension age. In addition to those born with an impairment or disability, our ageing population means that an increasing proportion of the people in the UK will need to learn to live with an impairment or disability during their lives. (DWP data.)

Sainsbury’s has an ambition to be the most inclusive supermarket in the UK. This ambition is an expression of Sainsbury’s values and also makes great commercial sense. If we design services and experiences that are great for people with particular needs, then we’ll design great experiences for everybody. For example, if we can make in-store and online navigation easy for people with a visual or cognitive impairment it will drive us to design a really great solution for everybody. This is central to the ethos of Inclusive Design.

As part of our Customer Experience Strategy we created a set of tools which help colleagues design multichannel experiences which reflect our brand values. Included in this are our Design for Everyone Tools which help colleagues empathise with the diverse needs of our customers and design services with them in mind.

About the Speaker

Martin White is a User Experience Lead in Sainsbury’s new Digital Experience Team. As part of a growing multi-disciplinary creative and development team, he contributes to the digital transformation of this heritage brand and leads on product design across the business from field to shelf to customer’s home.

As a graduate of Industrial Design from Northumbria University, he began his career as a product designer and then migrated to the internet industry. He has 17 years of multichannel, ecommerce experience designing and developing web solutions for international business and consumer markets.

Session Types

Need help planning which sessions to attend? We've provided a breakdown of our various session types below.

Case Study/Experience Report

A presentation and discussion of real-life (not theoretical) experiences of the application (or mis-application) of service design techniques. Case studies and experience reports include some discussion of lessons learned and an indication of how novel the work is.


Participants learn a new approach, tool or technology through using it to solve one or more practical exercises. Any software/hardware requirements are disclosed in the session description.


A session focused around some specific tool, technique or issue. Primarily led by the speaker, tutorials usually include some elements of interactivity or individual / group exercise.


An in-depth working session on a specific topic. May include paper presentations.

Lightning Talks

Short talks (max 10 minutes) on almost any topic.


The information for this talk hasn't yet been confirmed.