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Being color blind isn’t only about seeing the world in an ״Instagram filter effect״ it actually means experiencing life in a different way, where everyday tasks are more difficult than they should be.
01
Research
Initial
Avshalom Perets
Steve Taite
Joni Taite
Matan Kahlon
nei.nih.gov
Color-blindness.com
Colormax.org
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THE CHALLENGE
Create a simple comprehensive tool by using today’s technology that any color blind can afford it.
CREATED BY
Hadar Taite
DATE
2016
I led my initial research with a group of color blind people that I’m personally familiar with, such as my father, uncle, work colleague and also my boyfriend. On my next step, I studied about colorblindness effects and its biological causes.
INITIAL RESEARCH
Market View
The key product in this segment is "Enchroma" sunglasses. These provide a normal color vision for the specific type of color blind people utilizing specialty sunglasses.
they are effective only one specific type of colorblindness while there are many different types and grades of color blindness leaving an unserved segment of the market.
As the product itself is a pair of sunglasses. it can’t be used in closed areas (buildings,
at home, at shopping, etc..,)
Although deemed suitable for an initial online test, many don’t feel any effect wearing this product leaving them frustrated and unsatisfied by the offering.
screenshot from “Colorblind pal” app
Apps
There are dozens of apps for color blind people. However, they all have the same function and purpose - to define color in real time.
Most Color blind people can define color on their own. For example, they can tell the color for a specific shirt (pink for instance) but they actually see a different color in their color vision (brown).
Most times when colorblind people can’t define a specific color, they prefer to guess it.
Observations
EMPATHY
I observed color blind people in their daily tasks in order to learn their behaviors. Due to the fact that I can’t see and visually capture their colorblind vision I asked them to “think aloud”.
EMPATHY
User Interviews
EMPATHY
Wisdom of Crowds
Based on the initial research, I found out that there are many types of color blind with different difficulties. Therefore, I was curious to find out more about the common challenges in their everyday lives.
Among my first circle of friends, only a few color blind people. To broaden my research, I reached out those who are friends with them. Thus I posted an ad on Facebook that shared fun facts about the colorblind people’s life experiences and used crowdsourcing to find them via social media.
My post went viral! 37 shares and hundreds of tags of color blind people! I managed to speak and learn from more than 100 color blind people that were more than happy to share their experiences and challenges.
100
COLORBLIND PEOPLE
6
DAYS OF
TESTING
4
DIFFERENT
COUNTRIES
16 - 65
WIDE AGE
RANGE
30
DIFFERENT
PROFESSIONS
Daniel M.
“It’s only after I ate the banana that I realize it isn’t ripe”
Adir S.
“I wear only Black, White & Grey clothes”
Ron G.
“No way I'll go shopping alone. I need my wife eyes to choose the clothes for me..”
CREATING A CONCEPT
Affinity Diagram
PERSONAS
User Segmentation
from the user research, I found out that there are various types of color blind people.I segmented it into 3 types of personas. the most common type called “Protanopia, Doutoranopia and Tritanopia”, they see only 3 colors.
I researched about the different types of color blindnesses: from those who can’t distinguish between similar colors (Shade blind) to those who experience life in black & white or in one color as monochromic.
I focused on the 16+ years old target market as that was the age teens became independent and needed more assistance in daily tasks.
Normal
Color
Vision
CATEGORY
VISUAL DEMONSTRATION
TYPES OF COLORBLINDNESS
Most common users
Low-grade of color blindness
End user
Shades blind
Monochromacy Black & white
Protanopia Deuteranopia Tritanopia
ANALYZE
Conclusions
Color blindness wasn’t considered
as a big problem for those who experience it. That’s why they were opposed to a solution that would require effort on their behalf.
Most respondents indicated that they would not spend more than
a few dollars on a solution for
their everyday task challenges.
The common ground between all types of color blind people
is the ability to distinguish colors in high contrast.
The common behavior pattern amongst correspondents was the lack of independence and the reliance on another person for many activities during their day.
There’s a lack of trust in an ultimate solution due to disappointment with other products and the fact that a suitable solution hasn’t been provided up until now despite cutting edge technology.
02
Design Concept
Following the inputs from this research,
I prioritized the following principles:
Suitable For All Types of Color Blindness
Simple and Easy To Use
Immediate Response
DESIGN CONCEPT
App Flow & Wireframes
User Testing & Validation
DESIGN CONCEPT
Style Guide
Helvetica Neue Regular
Helvetica Neue Light
Helvetica Neue Thin
The app was designed in Black & white to create a system that doesn’t rely on color. Also, using the commonality between the colorblind people, the distinction between different contrast for reference to all types of color blind types of users.
Black #000000
White #ffffff
User Interface
I focused on 3 main and common tasks that color blind people face most in their every day life: shopping (choosing ripe vegetables and fruits), clothing (mix and matching clothes in their wardrobe or while shopping and identifying colors in real time. I used Augmented Reality for real time response and fast results.
Choose the ripe vegetables
Choose clothe in your wardrobe
Identify specific colors
DESIGN CONCEPT
Design Concept
Story Telling
In order to bring my story to life, detailing the research process and the Eyegetby's solution, I created a short video that appeals both color blind people and to those with a normal color vision in order to create a sense of identification and present the magnitude of their challenges.
Eyegetby was presented at HIT (Holon Institute of Technology) in a room that showcased a concrete comparison between normal color vision and color blindness, making the case for
the basic need of color identification in everyday tasks. I developed a wall with the entire color palette from a colorblind's vision in comparison to the colors we see with normal color vision.
Eyegetby's process - watch now!
From the HIT exhibit - color palette of a specific type of color blindness
03
Go to Market
I used media echo for publishing my work across different channels in order to explore the color blind’s response and to check if there’s a true market need for Eyegetby’s solution. As a result, Eyegetby was presented in TV shows, well-known newspapers worldwide and across social media (hundreds of likes, shared in all accessibility, user experience groups in social media, and professionals UX/UI schools). Hounders of colorblind people contacted me identifying with the need for this solution asking for the app. I also received many interviews invites to further expand on Eyegetby's research and solution. The answer was very clear - I must bring Eyegetby to life and reach all 400 million color blind people world wild.
04
Market Reach & Awards
Eyegetby won at the WeWork Creator Awards 2017
