When Samsung realized older customers were ignoring many of the features on their cell phones, they commissioned inclusive design specialists to find out why. Observing that older adults in focus groups were looking to the box for instructions, the specialists came up with an innovative, book-style package for the phones that doubled as a how-to guide. In this program, viewers learn how observation, research data, and a feedback development cycle are brought into play to ensure that products meet the needs of the people using them. The video also profiles a bicycle that had been marketed to children but built for adult proportions; after the design flaws were addressed, the bikes were safer and easier for kids to ride. Part of the series So You Want to Be a Designer? (25 minutes)