Rockwell Automation, a global leader in industrial automation and digital transformation, is spearheading a comprehensive initiative to embed inclusive design principles across its hardware, software, and communication strategies. This multi-faceted approach, detailed in the second installment of a series on fostering inclusive design, emphasizes adapting industrial solutions to the diverse needs of an evolving global workforce. The company’s efforts span critical areas including the thoughtful engineering of physical hardware, the deliberate modernization of industry terminology, and the foundational integration of accessibility standards into its common design systems, marking a significant commitment to enhancing usability, safety, and operational efficiency for all users within often challenging industrial environments.
The Imperative of Inclusive Design in Modern Industry
The industrial automation sector, historically focused on maximizing machine output and process efficiency, is undergoing a profound transformation. As global demographics shift and the workforce diversifies, the human element in industrial operations has gained unprecedented importance. Inclusive design, defined as the practice of creating products and environments usable by the widest range of people possible, regardless of age, ability, or background, is no longer a peripheral consideration but a strategic imperative. The shift is driven by several factors: an aging global workforce, increasing recognition of neurodiversity and physical impairments, tightening regulatory standards for accessibility, and a growing understanding that inclusive practices lead to better business outcomes, including enhanced productivity, reduced errors, and improved talent attraction and retention.
Rockwell Automation’s journey into a more formalized inclusive design strategy began several years ago, recognizing that its vast portfolio of hardware and software, deployed in rugged and unpredictable environments worldwide, needed to serve a broader spectrum of users effectively. This commitment was first articulated in a comprehensive internal review of existing products and practices, leading to the establishment of dedicated teams and the allocation of resources to integrate inclusive principles systematically. The initial phase, as explored in Part 1 of this series, involved defining the scope of inclusive design within industrial contexts and identifying key challenges unique to this domain, such as the need for solutions that are robust, reliable, and accessible "anywhere, anytime, and all the time." The current phase, as outlined in this report, delves into the tangible design solutions being implemented, with a future Part 3 slated to cover additional activities and ongoing developments, demonstrating a sustained, long-term commitment.
Revolutionizing Hardware Design for Diverse Human Factors
The physical demands of industrial automation equipment necessitate a meticulous approach to hardware design, ensuring that devices are not only robust but also inherently accessible. Alex Mummert, a Senior Industrial Designer at Rockwell Automation, highlights the unique challenges posed by industrialized equipment operating in varied and often harsh environments. His team’s focus is on ensuring that hardware solutions support the needs of diverse users, including those with disabilities, across several critical dimensions.
One primary consideration is location. Mummert explains that industrial hardware is typically placed either "on-machine" or "in-cabinet," requiring standardized information display across diverse product use cases. The design philosophy emphasizes maximizing access by minimizing interface obstructions and optimizing display angles—both vertical and horizontal—to ensure legibility. For instance, a control panel mounted at an awkward height or angle for one worker might be perfectly visible to another. By designing for a wider range of viewing positions and minimizing glare, Rockwell ensures that critical operational data is consistently accessible. This approach not only aids individuals with mobility limitations or varying heights but also improves usability for all workers in confined or complex industrial settings.
Ergonomics stands as another cornerstone of Rockwell’s hardware design strategy. Mummert stresses the importance of designing for the "99th percentile," meaning solutions should accommodate 99% of the population without major impediments. This involves standardizing grip points, pull forces, and space affordances. Rigorous low-fidelity ergonomic validations are conducted, similar to software testing, to confirm that physical interactions are appropriate for real-world use cases. For example, studies on I/O module door-opening features evaluate positioning relative to nearby cables, ensuring that maintenance tasks can be performed easily, even when space is constrained. Such detailed ergonomic planning significantly reduces physical strain and repetitive motion injuries, benefiting an aging workforce and those with reduced dexterity. A recent study by the National Safety Council indicated that ergonomic improvements in manufacturing can reduce musculoskeletal disorder incidents by up to 60%, underscoring the tangible benefits of this design focus.
Physical characteristics of industrial environments, often cramped, poorly lit, and dirty, further complicate design. Mummert notes that products must be designed to mitigate these variables. Modifications like adjusting cabling direction and maximizing interface legibility are crucial. Thoughtful, ample affordance on the hardware ensures a clear hierarchy for both static and dynamic information, such as LED indicators. This foresight addresses common industrial challenges where operators might be working in dimly lit areas or wearing protective gear that limits their field of vision.
The design of indicators and lights is particularly critical for conveying module status rapidly and unambiguously. Rockwell has developed updated wavelength guidance to ensure proper, inclusive color affordance, particularly for users with vision impairments, such as color blindness. Historically, overlapping color specifications for green and yellow LEDs could lead to confusion; the new guidance aims to prevent misinterpretation of automation device statuses. Furthermore, increased physical spacing between LEDs maximizes legibility in poor visibility conditions, allowing users to discern individual indicators rather than perceiving a cluster as a single, continuous color. Strategic LED placement also accounts for environmental factors like obstructing cables, ensuring critical alerts are always visible. This attention to detail can drastically reduce response times during stressful situations, enhancing operational safety and efficiency.
Finally, user-interface responsiveness in hardware ensures clear articulation of task completion, whether visually or physically. Mummert cites the example of a Programmable Logic Controller (PLC) locking feature: a distinct and consistent tactile feedback, such as a quarter-turn mechanism, informs users of successful locking or unlocking. This is vital in industrial settings where protective gear, like gloves, can reduce feeling and add bulk, complicating fine motor tasks. Testing solutions with similar gear in representative environments validates these ergonomic considerations, ensuring functionality under real-world conditions. This meticulous validation process contributes directly to reduced operational errors and improved user confidence.
Evolving Terminology for Global Inclusion
Beyond physical hardware, Rockwell Automation recognizes the profound impact of language on inclusivity and understanding. The technology industry, including automation, has historically perpetuated non-inclusive terminology that can alienate users and employees. Rockwell’s commitment to modernizing its terminology is a strategic effort to foster a more welcoming and understandable environment. Elena Dunne, Senior Manager of Industry Insights and a former terminologist, has spearheaded this initiative, which aims to ensure that all company output—from hardware and software interfaces to external and internal web content—aligns with a refined, inclusive terminology strategy.
The external software and communications strategy involved proactive engagement with external parties. Dunne recounts her involvement with TerminOrgs, a consortium of terminologists from large organizations, where alternatives to non-inclusive terms were already being discussed. Rockwell extended these conversations to standards organizations, partners, and customers who shared similar concerns. To broaden awareness, the company published a blog and a dedicated page on its website showcasing preferred alternatives (e.g., replacing "master/slave" with "primary/replica," or "whitelist/blacklist" with "allowlist/denylist"). This publicly available list is continuously evolving, reflecting an ongoing commitment. The impact of such changes extends across various subdomains like cybersecurity and motion control. Rockwell also leverages prominent platforms like its annual Automation Fair® tradeshow, integrating "Bold Conversations" roundtables on inclusive terminology and design, demonstrating thought leadership in the industry.
Internally, proactive and transparent communication has been pivotal. Dunne highlights the tactics used by the Terminology Review Board to keep employees informed: regular communications through various channels, dedicated internal web pages, and the establishment of a Terminology Council to review proposed changes. This internal engagement fosters buy-in and ensures consistent adoption across the organization.
The effort is supported by a cross-functional working group leading five distinct workstreams:
- Communications: Managing internal and external messaging about the terminology initiative.
- Standards and Governance: Developing guidelines and policies for consistent use of inclusive terms.
- Product Integration: Collaborating with product development teams to embed new terminology into software, documentation, and user interfaces.
- Training and Education: Providing resources and workshops to help employees understand and adopt the new language.
- Metrics and Feedback: Tracking adoption rates and gathering feedback to continuously refine the strategy.
Crucially, Rockwell is striving to build these practices into its productization pipeline. With the newly formed Inclusive Design and Accessibility function, led by Amber, the focus is on proactive work. This means integrating checks and balances into the development process to prevent inclusive design and accessibility issues from arising in the first place, rather than addressing them retroactively. This forward-thinking approach ensures that inclusive language is a fundamental aspect of product development from conception.
Weaving Accessibility into the Common Design System
Retrofitting accessibility into decades-old industrial software solutions is notoriously challenging. Therefore, a core strategy for Rockwell Automation is to ensure that all new software releases undergo rigorous implementation and testing of accessibility best practices and policies. A key enabler for this is the Flourish Design System, Rockwell’s internal framework for consistent design and user experience across its digital products. Jonathon Gulbrandsen, Design System Leader at Rockwell, explains how Flourish is leveraged to drive the adoption of accessible, inclusive practices.
Prioritization was essential given the scope. Gulbrandsen notes that the initial focus was on ensuring a proper contrast ratio within all common components, followed by keyboard accessibility. Keyboard accessibility, in particular, was an easy "sell" to business leaders because its benefits extend to all users, not just those with impairments. In industrial automation, many software applications are immersive, integrated design environments (IDEs) like Rockwell’s FactoryTalk® Design Studio, used by system designers and automation engineers. These "power users" often prefer the speed and efficiency of keyboard navigation over mouse interaction, which can impose physical and cognitive tax over long workdays. Leaders quickly recognized the win-win scenario of supporting power users while simultaneously accommodating users with impairments.
To achieve appropriate contrast ratios, Rockwell committed to compliance with industry standards, specifically WCAG 2.1 (Web Content Accessibility Guidelines). Gulbrandsen states that the design system team built a requirement into their component-design process to test and ensure that contrast ratios meet at least AA WCAG 2.1 standards for graphics and UI components, striving for AAA standards for text. This commitment to compliance resonates with product leaders, who view it as a way to build customer and user confidence, meeting the needs of diverse workforces.
This work is ongoing. Every component within the Flourish Design System’s documentation site includes an accessibility section, ready for expansion as new capabilities are added. A significant future development is making the design system themeable, allowing products to offer various visual presentations such as dark or high-contrast themes. This feature will further broaden accessibility, catering to users with different visual preferences or needs, and adapting to varied lighting conditions in industrial settings. By baking accessibility into the foundational design system, Rockwell ensures that these principles scale efficiently across its vast software ecosystem.
Broader Impact and Future Outlook
Rockwell Automation’s comprehensive push for inclusive design signals a maturation of the industrial automation industry’s approach to human-machine interaction. This strategic investment carries significant implications, not only for Rockwell but for the broader sector. By prioritizing accessibility and inclusivity, the company is positioning itself as a leader in creating not just efficient, but also equitable and safer industrial environments.
The impact on operational efficiency and safety is profound. Ergonomically designed hardware reduces fatigue and the risk of injury, directly translating to fewer errors and increased uptime. Clear, unambiguous indicators and responsive interfaces enhance situational awareness, crucial in high-stakes industrial operations. The modernization of terminology reduces cognitive load and ensures that instructions and alerts are universally understood, minimizing miscommunication that could lead to costly mistakes or safety incidents. Furthermore, by making its software accessible, Rockwell is empowering a wider range of talent to enter and thrive in skilled industrial roles, addressing critical workforce shortages in manufacturing and automation. This ability to attract and retain diverse talent, including individuals with disabilities, provides a substantial competitive advantage in a tight labor market.
From a brand and corporate social responsibility perspective, these initiatives strengthen Rockwell’s reputation as a forward-thinking and ethical company. Demonstrating a tangible commitment to inclusivity resonates with customers, partners, and prospective employees who increasingly value diversity and accessibility. It aligns with global trends toward ESG (Environmental, Social, and Governance) investing and corporate responsibility.
Looking ahead, the principles of inclusive design will be even more critical as industrial automation continues to evolve with technologies like Artificial Intelligence (AI), the Internet of Things (IoT), and augmented/virtual reality (AR/VR). Designing AI interfaces that are intuitive for all users, ensuring IoT device data is accessible across diverse platforms, and making AR/VR experiences comfortable and usable for individuals with varying sensory or motor capabilities will be paramount. Rockwell’s foundational work in hardware ergonomics, language, and design systems provides a robust framework for addressing these future challenges.
The ongoing efforts at Rockwell Automation, including those yet to be detailed in Part 3 covering external web presence, localization, and other software standards, underscore a long-term strategic vision. By aligning its industrial automation experiences with the diverse needs of its users and employees, Rockwell is not merely reacting to market demands but actively shaping a more inclusive and effective future for the entire industrial landscape. This sustained momentum ensures that inclusive design remains a core tenet of its innovation, driving progress across multiple fronts for years to come.