Situation Analysis, Including Campaign Objectives

There are 1 billion people with disabilities worldwide, and in accordance with its mission to empower people to achieve more, Microsoft has invested in accessibility across its products and services to better meet their needs. Historically these investments have been mostly software-driven, including examples like new Office 365 features, to using artificial intelligence technology for accessibility. In May 2018, Microsoft's Xbox team planned to diverge from those software -led efforts by designing and creating physical, first-of-its-kind modular hardware: the Xbox Adaptive Controller.

The Xbox Adaptive Controller is designed for gamers with limited mobility, who might have difficulty playing with a traditional controller. While traditional gaming controllers have been optimized over the last 10-15 years, their evolution has been in service of people with fine motor control; both arms, hands and 10 fingers; and strength to hold a controller. While adaptive/accessible technology for gaming is available, it is typically hard to find and/or use, expensive (cost can reach $1,000 USD), and isn't guaranteed to work, with many solutions being hand-made. The Xbox Adaptive Controller is the first hardware on the market that bridges this gap: made without the assumptions of traditional controllers, designed with the look and feel to match Xbox's award-winning gaming hardware family, backed by Microsoft, and sold for $99.99 USD. The goal was not just to provide access to video games – but to keep it fun, as well. The design considerations used to create the controller also extended to its packaging, which was completely redesigned (shipping box included) to be as accessible as possible.