From an ethical perspective, it’s clear that adopting an inclusive outlook is the right thing to do. What may surprise you, however, are the wide-ranging strategic advantages it can also provide your business.
Indeed, as consumer expectations evolve, research increasingly suggests that inclusive design products — and inclusive branding in general — can be a powerful driver of awareness and action. The Centre for Inclusive Design reports that products designed with inclusivity in mind can reach up to four times the number of consumers initially targeted.
Research from The Female Quotient, Google, and Ipsos also reveals that customers, and particularly communities that often feel overlooked by brands, report they’re far more likely to engage with companies and products that reflect inclusive values.
Below, we’ll take a closer look at what makes a product design inclusive, their benefits on both sides of the register, and a couple of examples of brands taking the concept to the next level.
Critical Characteristics of Inclusive Design
Inclusive design products are created to meet the diverse needs of an extensive spectrum of shoppers, ensuring that your user experience remains relevant and valuable to the broadest possible audience.
Accessibility for All
Inclusive design prioritizes accessibility not only for people with disabilities but also for those with different cultural, linguistic, and socioeconomic backgrounds. This includes features like text-to-talk capabilities or high-contrast settings, ensuring ease of use for all kinds of differently abled participants.
Flexibility and Adaptability
These products are designed to adapt to different user needs and contexts. Whether it’s offering customizable settings or interfaces that can accommodate a wide range of physical or cognitive abilities, flexibility is an integral part of ensuring your brand doesn’t leave anyone feeling left out.
Proactive Design Thinking
Instead of retrofitting products to meet overlooked needs, inclusive design involves anticipating the full spectrum of users from the start. This foresight prevents exclusion and ensures that products are universally usable.
Collaboration With Users
Inclusive design often involves proactively consulting with users from various backgrounds during development. Engaging users with disabilities, different cultural backgrounds, and other perspectives helps ensure that the final product reflects real-world needs while avoiding oversights.
What Are the Benefits of Inclusive Design Products?
Done correctly, inclusive design can offer a range of benefits for both shoppers and brands alike.
Expanding Product Accessibility and Usability
By removing barriers and considering different physical abilities, cultural backgrounds, and preferences, brands make their products more accessible, resulting in broader customer use and satisfaction.
Fostering an Emotional Connection
Inclusive design builds a stronger emotional bond between customers and brands by ensuring that all users feel seen, recognized, and valued. When shoppers see themselves or their experiences reflected in a product, it can often deepen their relationship with the brand.
Enhancing Brand Loyalty
Inclusive design can significantly boost brand loyalty by fostering a sense of belonging and trust. Shoppers who feel represented are more likely to return and advocate for the brand, driving both retention and new customer acquisition.
Improving Customer Experience and Brand Perception
Inclusive design products offer a more satisfying and seamless shopping experience for all users, which in turn enhances brand perception.
What Are Some Examples of Inclusive Design Products?
Of course, inclusive design goes beyond just theoretical concepts — many brands have already made impressive strides in creating accessible products that cater to a wide range of user needs.
Here are two notable examples of inclusive design products in action.
Mastercard’s Touch Card
Mastercard’s Touch Card was designed with inclusivity at its core. It features distinct tactile notches that allow visually impaired users to easily differentiate between credit, debit, and prepaid cards by touch alone.
The card’s design includes a square notch for credit, a round notch for debit, and a triangular notch for prepaid cards. This simple but elegant feature not only enhances users’ independence but—as they no longer have to rely on others to identify the right card—can also protect their privacy.
Olay’s Easy Open Lid
Olay’s Easy Open Lid is a thoughtful packaging solution designed to make products accessible to users with dexterity challenges or vision impairments, according to Allure magazine.
The design includes features like Braille text, winged edges for an easier grip, and high-contrast labeling, all aimed at making the product easy to use.
Olay’s approach highlights how even small, user-centric changes can make a significant impact and is a great example of how brands can simplify everyday tasks for people with specific needs without alienating the broader consumer base.
The Lasting Impact of Inclusive Design
Inclusive design is both a thoughtful approach and a strategic business move that drives engagement, loyalty, and accessibility. By embracing these principles, brands can meet the diverse needs of their customer base, ensuring that everyone can engage with and enjoy their products.
Providing true inclusivity to your customers requires ongoing attention and adaptation to meet their ever-evolving needs. Brands that commit to continuously refining their inclusive practices will build better products, foster deeper customer loyalty, and — ultimately — lead to sustained success.