Welcome to this week's a question or gamification. My name is An Coppens. I'm the show host for this episode. And I'm also the chief game changer at gamification nation or also known as CEO. And this week we are continuing down the line of the inclusion by design series. And the question that we want to attack or answer is what are the implications of trying to be inclusive by design and the design choices I need to make. So this week I want to start with an example namely to be a sports watch. Now, It's an example that I've blogged about a number of years ago and it's also a product that I think showcases how inclusion is not always there from the outset and then allows for niche products to appear. And this is a very niche product but actually created out of a need that was real for the target audience. So the BS sports watch was designed for by, designed for and by female triathletes. So those are the ladies that swim, cycle, and run a mega long distances for fun or for achievement. And many of them train very long distances to prepare for competition days. And one of the things that they found is that the sports watches on the market weren't necessarily suited for a female wrists or for their sport because you know, it needs to be waterproof, it needs to be a long lasting battery. It also needs to still be visible so that you can see the various statistics that you may want to see in this situation. So what the ladies did first before designing the watch, they say, well, let's explore if we're the only ones with this problem. And they started asking their fellow colleagues, around and said, look, you know, what would you like in a sports watch that you would take as part of your training? And what came out was people were looking for something slim and ergonomic something that was lightweight to wear. And both those things came up because the traditional watches that were made for women were just smaller versions of what was made for a man and that often then obscured the face and made all the letters smaller. For those of you that are users of smart watches or FitBits, trying to fiddle with lots of things that are tiny means that you often have to repeat some things several times. And if you're like me trying to hit the right application that I want to launch from the Apple Watch is a bit of a trial and error situation. And again, when it's so basically, they say, well, want something slim, ergonomic lightweight to wear, but also a one button to start something really user friendly design. So the user experience needs to be one click we're on, we're off. And you know, easy to do while you're running, while you're swimming, when you're cycling without losing your speed. And obviously because of their long distances and duration of training, that could actually be quite extensive and, for most of us, way beyond our reach. They also needed long battery life, but I mean battery life for those of us that use smart devices, we know how important it is. So when your battery drains without even having lasted the whole day. So, especially then when it's a productivity and a training tool, you do want it to last the distance of wherever you're going, swimming, cycling or running. They also wanted, and this was a feature that had never been included before, was an SOS button. So they could discreetly launch an SOS, to let's say a family member or relative that could checkup where they were on their route or where their GPS location was in the case that they hit an unsavory situation and, you know, way back, I used to train for marathons and often on the long runs I used to do them in the mornings early on a Sunday or Saturday, typically speaking. And sometimes you meet some strange characters, not you sort as I've been, I better keep running fast here because I'm not so sure which way this is gonna go or you know, worse. Again,