Through using design methods and research I ended up reframing the brief to design products or services that are attractive accessible and available to everyone. Through some desk research the problem with the original brief was that the idea of homing in on people in later life contradicted the definition of inclusive. We decided the best concept of inclusiveness was defined by Gregg C. Vanderheiden, director of the Trace Research and Design Center at the University of Wisconsin-Madison. He said an inclusive product or service is one that is usable by and useful to the widest possible range of people. So In other words, inclusive design tries to meet the needs of as many people as possible, therefore our target market for our challenge is everyone not just people in later life.
This led us onto the idea of producing a set of principles that together would direct a designer to produce a product that is inclusive if it meets all the criteria.