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Erişilebilirliği İnşa Etmek

Şubat ayı içerisinde Nike en güncel tasarımlarından biri olan The Go FlyEase modelini tanıttı: El kullanmadan rahatça giyilebilen bağcıksız bir ayakkabı. Fütüristik (ilerici-modern çizgiler taşıyan) tasarımı ile Back to the Future filminde gördüğümüz ayakkabıya benziyor.

Nike The Go FlyEase

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Nike’ın ayakkabıyı tanıtması sağlamcı tepkileri de beraberinde getirdi: “Kendi bağcıklarımızı bağlayamayacak kadar tembelleştik mi?” İşin aslı, Nike’ın bu tasarımı “kendi bağcıklarını bağlayabilen” insanlar tarafından alaya alınırken, engellenen bireyler için hayatı kolaylaştırıcı bir yenilik olarak görüldü (1). The Go FlyEase gibi tasarımlar engellenen bireyler için erişilebilirlik olanağı sağlarken ne yazık ki işin pazarlama kısmında engellilik veya erişilebilirlik sözcüklerine yer verilmiyor (2). İnsanlar bu ürünlerin erişilebilir olmasına dikkat etmiyor çünkü ürünlerin tanıtımları engellenen bireyler tarafından yapılmadı.

Nike’ın FlyEase yolculuğuna göz attığımızda, ürünün ortaya çıkış aşamalarına engellenen bireylerin nasıl ilham kaynağı olduğunu görebiliriz. 2008 yılında tasarımcı Tobie Hatfield, felç geçirip ellerini eskisi gibi kullanamayan Jeff Johnson için erişilebilir bir ayakkabı tasarladı (3). Ürün, Johnson’ın iyileşme sürecinde ellerini kullanmadan ayakkabı giymesi için geçici bir çözüm olarak ortaya çıktı. Bu olay Hatfield’i etkilemiş olacak ki, odak noktasını paralimpik atletler için daha esnek tabanlı ürünler üreten Nike Free markası üzerine topladı. 2012 yılında serebral palsili bir genç, Matthew Walzer, Nike’ın CEO’su Mark Parker’a ellerini kullanmadan giyebileceği bir ayakkabı üretmesini isteyen mektup yazdı (4). Mark Parker, bu mektubu tasarımcı Hatfield ile paylaştı. Matthew Walzer’ın isteği üzerine Nike, erişilebilir ayakkabı olan The Go FlyEase’ı piyasaya sürdü. Nike, bu dokunaklı hikayeyi resmi olmayan kaynaklardan müşterileriyle paylaştı ancak ayakkabının tanıtım videosu olan Behind The Design’da (2) engellenen bireylerin deneyimsel ve fikirsel katkılarının lafı hiç geçmedi.

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Nike’ın Behind the Design videosu

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Matthew Walzer’in mektubuyla son haline bürünen ürünün pazarlama sürecinde, ürünün engellenen bireylerin de hayatını kolaylaştırıyor olmasına odaklanılmadı. Bu durum eleştiri oklarını üzerine çekti (5). Buna rağmen engellenen bireylerin ayakkabının kullanışlılığına yönelik tutumları olumlu gözüküyor.

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19 yaşında engellenen kardeşi olan bir twitter kullanıcısı, kardeşinin bu ayakkabılara bayılacağından bahsediyor.

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Ayakkabının ortaya çıkmasına ilham kaynağı olan Matthew gibi serebral palsi durumuna sahip bir başka twitter kullanıcısı, artık bu ayakkabılardan başka ayakkabı giymek istemediğini anlatıyor.

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Sonuç olarak, markaların ürettikleri erişilebilirliği arttırıcı ürünleri pazarlarken engellenen bireyleri de kapsayan bir iletişim çalışması gerçekleştirmesi, ürün hakkında yapılan bazı eleştirileri ortadan kaldıracağı gibi engellenen bireylerin ürüne daha rahat ulaşmasını sağlayacaktır.

Referanslar

(1) Alex Haagaard. (Mart 2021)

(2) Nike Go Fly Ease – Behind the Design. (Mart 2021)

(3) With FlyEase, Nike Reinvents the Zipper. (Mart 2021)

(4) Nike Letter. (Mart 2021)

(5) Why Nike Won’t Use the Word Disabled to Promote Its New Go FlyEase Shoe? (Mart 2021)