March 4, 2024 — Rockwell Automation, a global leader in industrial automation and digital transformation, has unveiled a comprehensive strategy to embed inclusive design principles across its product development, internal operations, and external communications. This initiative, detailed in the second installment of a multi-part series, underscores the company’s commitment to creating industrial automation solutions that are accessible and effective for an increasingly diverse global workforce. The effort spans critical areas including hardware design, linguistic inclusivity, and the foundational elements of its digital design systems, reflecting a proactive approach to addressing the complex human factors in industrial environments.
The Imperative for Inclusive Industrial Design in the Modern Era
The industrial landscape is undergoing a significant transformation, driven by technological advancements, demographic shifts, and evolving societal expectations. The imperative for inclusive design in industrial automation is no longer merely an ethical consideration but a strategic necessity. As workforces become more diverse – encompassing a wider range of ages, physical abilities, cognitive styles, and cultural backgrounds – industrial equipment and software must adapt to ensure safety, efficiency, and productivity for all operators. Globally, organizations are recognizing the economic and social benefits of fostering inclusive workplaces, which includes providing accessible tools and interfaces. Reports from the International Labour Organization (ILO) consistently highlight the untapped potential of inclusive employment practices, while regulatory bodies worldwide are increasingly mandating accessibility standards in various sectors. For industrial automation, where precision and safety are paramount, designing for the broadest possible user base minimizes errors, reduces training times, and ultimately enhances operational resilience. Rockwell Automation’s multi-pronged approach is a testament to this understanding, positioning the company at the forefront of this critical industry evolution.
Hardware Innovation: Designing for Diverse Human Factors in Rugged Environments
Industrial automation equipment operates in some of the most challenging environments imaginable—from factory floors marked by vibration and extreme temperatures to remote installations with limited lighting and space. In this context, hardware must not only be robust but also intuitively usable by a diverse array of human operators, including those with varying physical capabilities or sensory impairments. Alex Mummert, a Senior Industrial Designer at Rockwell Automation, elaborated on the meticulous considerations guiding the company’s hardware design process. He emphasized that every solution, whether purely hardware-based or a hybrid, must perform flawlessly "anywhere, anytime, and all the time," necessitating designs that equally support the needs of all users.
Ergonomics and Physical Accessibility: A Focus on the 99th Percentile
Mummert highlighted the critical role of ergonomics, stating, "Physical hardware is going to be placed in a wide variety of locations, but is primarily broken into on-machine and in-cabinet placement." This necessitates standardization in how information is presented, even as use cases vary. The design philosophy aims to maximize accessibility through practical measures: minimizing interface obstructions, optimizing viewing angles (both vertical and horizontal) for legibility, and making physical products as ergonomic as possible.
A cornerstone of Rockwell’s ergonomic strategy is designing for the "99th percentile." This means standardizing elements such as grip points, pull force, and space affordance to accommodate 99% of the population without significant impediments. This principle, rooted in universal design, ensures that products are usable by individuals across a broad spectrum of physical characteristics, including those with limited dexterity or strength. Mummert explained that these factors are rigorously tested through low-fidelity ergonomic validations, confirming that space affordances are appropriate for real-world scenarios. An illustrative example provided was an ergonomics study conducted by his team to evaluate the door-opening mechanism of an I/O module, specifically assessing its positioning relative to nearby cabling to prevent obstructions and ease access. This proactive testing mitigates potential physical barriers before products reach deployment, thereby enhancing user experience and operational safety.
Sensory and Cognitive Accessibility: Optimizing Indicators and User-Interface Responsiveness
Beyond physical interaction, industrial hardware must also convey information clearly and unambiguously, especially in stressful or low-visibility conditions. Mummert underscored that industrial products "do not reside in a controlled, studio environment; they are confined to what are sometimes cramped, poorly lit, and dirty environments with other pieces of cabling and equipment near or on top of them." To address these variables, designs incorporate adjustments such as optimizing cabling direction and maximizing interface legibility, ensuring a clear hierarchy for both static and dynamic information, such as light indicators.
The design of indicators and lights receives particular attention. Mummert stressed the importance of a user progressively understanding module status with prolonged interaction, with critical information prioritized for immediate recognition. A significant advancement has been the development of updated wavelength guidance for LEDs to ensure inclusive color affordance, particularly for users with vision impairments. Previously, overlapping color specifications for green and yellow LEDs could lead to confusion; now, distinct blue-green and yellow-green indicators are carefully differentiated to avoid misinterpretation of automation-device statuses. Furthermore, the spacing between color LEDs has been increased to maximize legibility in poor visibility, considering both environmental factors and human vision impairments. This intentional physical separation allows users to clearly discern individual indicators, preventing them from blurring into a single, continuous color. Thoughtful LED placement also accounts for potential obstructions from cables and other devices, ensuring that critical status lights are always visible, especially during high-stress situations where quick identification is crucial.
User-interface responsiveness is another key area. Mummert emphasized the need for features that provide "distinct and consistent feedback," whether visual or physical, to confirm task completion. For instance, the quarter-turn locking mechanism on a Programmable Logic Controller (PLC) must clearly indicate success or failure. This becomes even more critical when considering operators wearing protective gear like gloves, which can reduce tactile sensation and add bulk. Rockwell Automation addresses this by testing solutions with similar gear in simulated environments, validating that interactions remain clear and functional under realistic conditions. The sheer scale of Rockwell’s product portfolio, encompassing over 400,000 individual stock-keeping units (SKUs), demands flexible and consistent design solutions that align with brand perception and account for the entire product lifecycle—from unpacking and commissioning to maintenance and replacement.
Driving Linguistic Inclusion: A Terminology Transformation
Beyond hardware, the language used within industrial automation software, documentation, and communications plays a pivotal role in fostering an inclusive environment. Elena Dunne, Senior Manager of Industry Insights and a former terminologist at Rockwell Automation, has spearheaded an ambitious initiative to modernize the company’s terminology, moving away from outdated and potentially noninclusive terms that have historically alienated users. The technology industry, including automation, has perpetuated certain problematic terms for decades, creating barriers for a diversifying global user base and employee population. While the entrenched nature of these terms and customer hesitation to disrupt existing workflows present significant challenges, Rockwell has committed to a multi-year strategy to ensure all its content, whether hardware- or software-oriented, internal or external, adheres to inclusive language standards.
External Engagement and Standardization: Broadening the Dialogue
Dunne outlined a proactive external communication strategy designed to foster industry-wide change. The initiative began with discussions within TerminOrgs, a consortium of terminologists from large organizations, which had already identified potential alternatives to noninclusive terms. Rockwell then actively engaged with external parties, including standards organizations, key partners, and customers who shared similar concerns and a desire for change. This collaborative approach aimed to build consensus and drive broader adoption of inclusive language.
To disseminate its efforts widely, Rockwell launched a dedicated blog and a comprehensive webpage detailing its preferred terminology alternatives. This evolving list encompasses numerous subdomains within the industrial automation sector, including cybersecurity, motion control, and software programming, demonstrating the breadth of the linguistic audit. Furthermore, Rockwell has taken its message to prominent industry platforms, incorporating inclusive terminology discussions into the "Bold Conversations" roundtable talks at its annual Automation Fair® tradeshow for two consecutive years, most recently focusing on inclusive design and accessibility in Boston. These public engagements are crucial for normalizing and accelerating the adoption of new linguistic standards across the industry.
Internal Alignment and Cultural Shift: Embedding Inclusive Language
Internally, the success of the terminology initiative hinges on proactive and transparent communication. Dunne explained that the Terminology Review Board utilizes a variety of tactics to keep employees informed and engaged. These include regular updates via internal newsletters, active discussions on enterprise social platforms like Yammer, comprehensive resources on a dedicated SharePoint site, internal workshops and webinars, and direct outreach to specific teams. This multi-channel approach ensures that the new terminology strategy is not just a mandate but a collaborative effort, fostering a cultural shift within the organization.
A cross-functional working group, comprising representatives from various departments, leads five distinct workstreams (though specific details of these workstreams were not provided, their existence highlights a structured approach). This collaborative framework ensures that the terminology changes are systematically identified, evaluated, and implemented across all relevant functions. Dunne also noted the involvement of UX and product-development representatives, emphasizing the drive to embed these practices directly into the productization pipeline. With the newly formed Inclusive Design and Accessibility function, now led by Amber, there is a clear focus on building proactive checks into the development process to prevent inclusive-design and accessibility issues from emerging in the first place.
Systemic Accessibility: Weaving Inclusion into the Flourish Design System
Retroactively updating decades-old industrial software solutions that were not originally designed with accessibility in mind presents a significant challenge. Rockwell Automation’s strategy for future-proofing its digital offerings centers on embedding accessibility best practices into its internal Flourish Design System from the outset. Jonathon Gulbrandsen, Design System Leader at Rockwell, elucidated how this foundational approach is driving the adoption of accessible and inclusive practices across the company’s software ecosystem.
Prioritizing Core Accessibility Features: Contrast and Keyboard Navigation
Gulbrandsen explained that the initial focus for the Flourish Design System was prudently prioritized. "Our initial focus has been to ensure a proper contrast ratio [within] all our common componentry, [then] followed [up with] keyboard accessibility." This strategic sequencing addresses two fundamental aspects of digital accessibility. Keyboard accessibility, in particular, proved an "easy sell" to business leaders, as its benefits extend far beyond users with motor impairments. In industrial automation, many software applications are immersive, integrated design environments (IDEs) like Rockwell’s FactoryTalk® Design Studio, used by "power users" such as system designers and automation engineers. These users often prefer the speed and efficiency of keyboard navigation to perform tasks without constantly reaching for a mouse, thereby reducing physical and cognitive strain during long workdays. Recognizing this dual benefit – supporting both power users and individuals with impairments – presented an immediate and tangible win-win scenario for the business.
For contrast ratio, the strategy was anchored in compliance. Gulbrandsen stated, "For contrast ratio, we built into our component-design process a requirement to test and ensure that the ratio meets at least AA WCAG 2.1 standards for graphics and UI components, and we strive for AAA standards for text." The Web Content Accessibility Guidelines (WCAG) 2.1 are globally recognized standards for web accessibility, and adherence to them signals a strong commitment to quality and inclusivity. By making WCAG compliance an intrinsic part of the component design process, the Design System team ensures that accessibility is baked in, rather than bolted on, before components even reach development teams. This proactive approach not only streamlines development but also provides product leaders with confidence, knowing that their products are meeting modern web standards and addressing the needs of an increasingly diverse customer base and workforce.
Strategic Vision and Future Developments: Expanding Accessibility Horizons
The work within the Flourish Design System is an ongoing commitment. Gulbrandsen confirmed that "Every component has an accessibility section within our documentation site that is ready for expansion as we continue to add capabilities that all of our products can use." This modular approach ensures that accessibility considerations are consistently documented and evolved. Furthermore, the team is actively working on making the design system "themeable," which will allow products built upon it to offer various visual presentations, such as dark or high-contrast themes. Such flexibility caters to a broader audience, including users with specific visual needs or preferences, further solidifying Rockwell Automation’s dedication to comprehensive inclusivity.
Broader Implications and Industry Leadership
Rockwell Automation’s concerted efforts in inclusive design carry significant implications for the industrial automation sector and beyond. By prioritizing diverse human factors in hardware, evolving terminology to foster linguistic inclusion, and embedding accessibility into core design systems, the company is not only enhancing the usability of its own products but also setting a precedent for the entire industry. This multi-faceted approach directly contributes to improved operational safety by reducing the likelihood of human error, especially in high-stakes industrial environments. It boosts productivity and efficiency by making complex automation systems more intuitive and less taxing for all operators, thereby shortening training curves and broadening the talent pool available to operate these sophisticated systems.
From a strategic standpoint, these initiatives reinforce Rockwell Automation’s position as a forward-thinking leader. Embracing inclusive design is a powerful differentiator, attracting a wider customer base that values social responsibility and operational excellence. It also aids in talent attraction and retention, as employees increasingly seek out organizations that champion diversity and provide equitable access to tools and resources. Moreover, proactive adherence to accessibility standards like WCAG 2.1 mitigates potential regulatory and legal risks, ensuring long-term compliance in an evolving global landscape. Ultimately, Rockwell’s commitment to inclusive design strengthens its brand reputation, aligning innovation with a profound commitment to human-centric principles.
Looking Ahead: The Continuous Journey of Inclusive Automation
Aligning Rockwell Automation’s vast array of industrial automation experiences with the nuanced needs of diverse users and employees is an ongoing, dynamic effort. The foundations established through rigorous hardware design best practices, the systematic evolution of terminology, and the embedding of accessibility into the core Flourish Design System represent critical milestones in this journey. These initiatives underscore a long-term commitment to fostering environments where every individual can effectively interact with and contribute to industrial processes. The momentum of inclusive design at Rockwell Automation remains strong, with future efforts set to extend to critical areas such as the company’s external web presence, localization strategies, and the integration of other software standards, which will be explored in the upcoming Part 3 of this illuminating series. The continuous pursuit of inclusive automation is not just about meeting current needs but about shaping a more equitable and efficient industrial future for all.
