Beyond Binary Code
Rewriting the internet to be gender inclusive with Spark NZ.
A customisable piece of code that can be added to any business website to instantly update gender forms and fields to be inclusive.
Visit: Beyond Binary Code
Recognition: Cannes Lions | Silver Use of Digital Platforms, Shortlist Glass Lion, Shortlist Lions; UX & Journey Design, Brand Experience, Corporate Purpose and Social Responsibility | AdStars | Gold Gender Equality, Gold Use of Data, Silver Diverse Insights, Silver Human Rights, Bronze Use of Web | Best Awards | Gold Digital Campaigns, Silver Digital Products | AGDA | Finalist Design for Good
Skillset: UX lead, human-centred design, co-design, content strategy, UX writing, workshop facilitation, research design, user testing
The project at a glance.
Spark is New Zealand’s largest telco and digital services provider. Their purpose is to build a fair and inclusive digital future for all. When the last NZ census left out non-binary and trans folk out, Spark NZ wanted to lead NZ businesses and the broader community to understand the implications of being made invisible in an increasingly digital world.
Data helps design better, more intuitive products, services and experiences, but if that data isn’t accurate, it does more harm than good. Trans and non-binary communities are unaccounted for and misrepresented by most business data sets. That’s because we’re asking the wrong questions. If a form asks for someone’s gender, and there are only two choices, people are going to lie. If a person’s information is not correctly collected, stored or used, systems can’t understand or innovate with them in mind.
Beyond Binary Code is a single piece of code that can be added to any website, instantly updating gender forms and fields to be inclusive. The code and accompanying resources enable businesses to see, understand and genuinely engage with the trans and non-binary community for the first time through accurate data.
The solution, in a bit more detail.
Beyond Binary Code was created in deep collaboration with subject matter experts from different industries and alongside rainbow mental health service OutLine. Using industry interviews, co-design workshops and content design workshops the key features, how they came to life and the logic for the customisation of the code were created.
Beyond Binary Code has 4 key components:
1. Code builder tool - Helping businesses to understand whether they need to collect gender data, and if so, customises code to suit their needs. We used interviews with subject matter experts from different industries to craft the customisation logic. It was important that businesses felt confident that the code was tailored to their business needs, otherwise it was easy for business’ to deprioritise any updates to their systems.
2. Downloadable HTML code - Instantly updates form to create inclusive data sets and flow on experiences. It needed to feel easy and instant so Allies could present it to the broader business as a ‘no brainer’ that didn’t require lots of budget or resources to implement.
3. Business resources - Support getting buy-in, implementing the code, understanding data privacy obligations and the gender datapoint ripple effect. The code is just the first step in a businesses journey to becoming more inclusive. The downloadable resource packs offer practical guidance and real human insights to enable them to plan for changes more broadly e.g. from staff bathrooms, to call centre scripts.
4. Authentic representation - Non-binary individuals lead the film, share stories, give advice and promoting the idea.
