The Challenge
Blind and partially sighted people (VI users) face specific and persistent challenges navigating the “last few metres” of a journey - such as moving from a train platform to the entrance of a venue. While existing solutions cover journey planning and in-venue navigation, this crucial in-between step remains underserved. RNIB saw the opportunity to fill this gap through a new tech-based service and sought support to develop and validate the idea through insight, user testing, and commercial scoping.
The Objective
To validate the commercial and user desirability of a solution designed to improve VI user confidence in accessing leisure and entertainment venues, bridging the gap between transport and destination. The aim: to build a compelling business case for investment and scale.
The Approach
We progressed through a five-phase innovation process, from insight and ideation to proposition development and testing. The team co-created concepts with VI users, identified a specific market gap, and defined a differentiated solution focused on pre-planning support. We engaged venues early to test appetite and willingness to pay. The next step includes quant surveys to assess broad user appeal, a tech roadmap, focus groups to refine features, and a 12-week MVP pilot in a target city to validate user engagement, venue interest, and commercial sustainability.
The Impact
Introduction of Know Your Way, an application providing VI people the information and tips they need to reach new leisure and entertainment venues with confidence. Venues provide information about on-site accessibility, and travel apps take care of generic route planning, but VI people are left with little support to navigate the complexities that exist between stepping off transport and arriving through the doors of the venue. Know Your Way bridges that gap, with detailed and tailored pre-planning information that can be recalled on the go.