Designing inclusive experiences is business critical

Creating inclusive experiences is way beyond checking an ADA compliance box or addressing basic accessibility needs.

It’s about thinking broadly to include people with varying abilities, backgrounds, and life circumstances. It’s understanding how various contexts and situations can make it harder to experience your product and services, then designing to make it better.

In this edition of Building Great Experiences, I’m diving into a recent podcast episode with Jennifer Borchardt, SVP of Digital Transformation, about the power of inclusive design and how it can elevate your brand while benefiting society.

Here are some key takeaways from our discussion.

1. Beyond accessibility: The bigger picture of inclusive design

When most people hear "inclusive design," they think of accessibility—building experiences that cater to individuals with disabilities. While this is critical, inclusivity goes far beyond just ensuring accessibility. It’s about creating experiences for people who may be facing economic hardship, health issues, language barriers, or aging-related challenges.

Inclusivity isn’t just for "special cases." It benefits everyone. For example, people experiencing temporary disabilities are often left out of design thinking, yet they represent a large portion of the population. Making experiences easier for these groups can lead to broader customer loyalty and better user outcomes.

Putting this into action:

• When designing experiences, consider those who might face temporary challenges, such as someone recovering from an injury or facing financial insecurity. This broadens your approach and makes your brand more welcoming.

• Get feedback from people of various backgrounds, abilities, and ages to ensure that your design is truly inclusive.

2. Inclusivity is good business

A common misconception is that focusing on inclusive design is a “feel-good” strategy without business benefits. This blend of empathy and business impact is where brands often find success. Companies like Verizon are designing products specifically for people with Alzheimer’s and their caregivers, not just to improve lives but also to tap into an underserved market.

Putting this into action:

• Look for ways that making your experiences more inclusive can help expand your customer base or improve your brand’s reputation.

• Use examples from your inclusive design efforts to show partners and stakeholders the positive impact—both human and financial—of your approach.

3. Building for an aging population

As the population ages, there is an increasing need for experiences that cater to people in later stages of life. Jennifer discussed how companies like Verizon are already leading in this space by creating smartwatches designed for people with Alzheimer’s. These products help families track and communicate with loved ones who may need memory care, showing the critical role inclusivity can play in eldercare.

Beyond products, services like healthcare and even public spaces need to be reimagined to better serve an aging population. Inclusive design for older adults not only addresses physical needs but also respects their autonomy and dignity.

Putting this into action

• Consider how your product or service might need to evolve to accommodate the growing elder population. Think about ease of use, cognitive challenges, and physical limitations.

• Create tools and experiences that help caregivers manage the health and well-being of older adults, ensuring they can stay engaged and connected with the world around them.

4. You are not your customer

One of the biggest pitfalls in design is assuming that everyone has the same needs and experiences as you. Remember, YOU ARE NOT YOUR CUSTOMER. You may not face the same challenges they do, and without intentional outreach, you won’t fully understand their needs.

From those experiencing mental health challenges to people dealing with unemployment, there are many experiences that designers can overlook. By being curious and engaging with people outside of your usual circles, you’ll be more equipped to create truly inclusive experiences.

Putting this into action:

• Regularly speak with customers who have experiences different from your own to get a broader perspective on their needs.

• Encourage your team to engage in empathy-building exercises, such as spending a day in the shoes of different user personas, to deepen their understanding of unique challenges.

• Evaluate your current products or services to see if they unintentionally exclude certain groups and make changes where necessary.

Wrapping up

Designing inclusive experiences is about more than accessibility. It’s about making sure everyone feels valued, respected, and considered. Inclusivity is good for society, and also good for business. Companies that prioritize inclusivity will not only build deeper customer loyalty but will also drive long-term success by addressing the needs of underserved markets.

I hope these insights inspire you to take actionable steps toward making your customer experience more inclusive 😊

Onward & upward,

Drew

If we haven’t met yet, hello! I’m Drew Burdick, Founder and Managing Partner at StealthX. We work with brands to design & build great customer experiences that win. I share ideas weekly through this newsletter & over on the Building Great Experiences podcast. Have a question? Feel free to reply to this email — I’d love to hear from you.