In today’s increasingly diverse and interconnected world, the demand for inclusive design is no longer just a matter of social justice—it’s a business imperative. Mickey Oudit of Washington explains that companies that prioritize accessibility and inclusivity from the start are not only creating better products and services for everyone but are also tapping into larger markets, fostering innovation, and fulfilling their social responsibility.
Inclusive innovation is the intentional practice of designing products, services, and environments that consider the full range of human diversity—ability, age, gender, race, language, culture, and socioeconomic status. When inclusivity is integrated into the development process from the ground up, businesses gain access to wider audiences, build more loyal customer bases, and demonstrate values that resonate with today’s conscious consumers.
The Case for Inclusive Design
At the heart of inclusive innovation is the principle that all people, regardless of their circumstances or abilities, should be able to use a product or service with ease and dignity. This concept extends beyond compliance with regulations like the Americans with Disabilities Act (ADA) or the Web Content Accessibility Guidelines (WCAG). It’s about rethinking what “normal” means and recognizing that exclusion often results from design decisions—not user limitations.
Consider how a simple curb cut—a small ramp built into sidewalks—was originally designed for wheelchair users. Today, those same curb cuts benefit parents pushing strollers, travelers wheeling luggage, delivery personnel, and countless others. What began as a feature for a specific group evolved into a universally helpful solution. This is the essence of inclusive design: when we build with inclusion in mind, everyone benefits.
The Business Benefits of Inclusion
1. Market Expansion:
Globally, more than one billion people live with some form of disability, representing a significant consumer base with substantial purchasing power. By failing to address their needs, companies miss out on this market segment. But inclusivity isn’t just about disability—it encompasses aging populations, multilingual users, neurodiverse individuals, and more. When companies broaden their design lens, they open the door to previously untapped demographics.
2. Innovation and Better UX:
Designing for edge cases often results in better products for all users. Inclusive design encourages creative problem-solving and leads to more flexible, user-friendly experiences. Features like voice assistants, closed captions, and customizable display settings, for example, were initially developed for people with specific needs but are now widely used by mainstream audiences.
3. Enhanced Brand Loyalty and Reputation:
Today’s consumers are values-driven. A company known for inclusive practices is more likely to build brand affinity and trust. Accessibility and social responsibility are now key decision factors for both customers and employees. Inclusive innovation can help foster a culture of empathy, showing stakeholders that a business truly values all people.
4. Risk Reduction and Compliance:
While legal compliance shouldn’t be the only reason to pursue accessibility, it is a practical consideration. Companies that fail to meet accessibility standards risk lawsuits, fines, and negative publicity. Integrating inclusivity from the start can mitigate legal risks and reduce the need for costly retrofits later on.
Embedding Inclusion in the Innovation Process
Inclusive innovation doesn’t happen by accident—it requires a shift in mindset and methodology. Here are some key strategies to make inclusion a core part of product and service design:
1. Involve Diverse Voices Early and Often:
Representation matters. Ensure that your design and development teams include individuals from diverse backgrounds and lived experiences. Engage people with disabilities and other marginalized groups during research, prototyping, and user testing. Their feedback will reveal gaps that might otherwise go unnoticed.
2. Design with Flexibility and Adaptability:
Inclusive products are those that offer multiple ways to interact. Think about different input methods (voice, touch, keyboard), customizable settings (text size, contrast), and multimodal experiences (visual, auditory, tactile). A one-size-fits-all approach rarely works—design systems should be robust enough to accommodate individual preferences and needs.
3. Build Accessibility into Your Frameworks:
Accessibility shouldn’t be an afterthought—it should be embedded into every stage of the design and development cycle. Use accessible design patterns, follow coding standards, and conduct regular audits. Train your teams on accessibility best practices, and consider appointing an inclusion advocate or accessibility champion within your organization.
4. Leverage Technology for Greater Inclusion:
Emerging technologies offer powerful tools to support inclusivity. AI-driven speech recognition, augmented reality for enhanced navigation, haptic feedback, and real-time translation tools are just a few examples. However, these tools must be implemented thoughtfully to avoid reinforcing bias or excluding users unintentionally.
5. Commit to Continuous Improvement:
Inclusivity is not a destination—it’s an ongoing process. Stay open to feedback, track metrics related to accessibility and inclusion, and adapt your strategies as new needs arise. Set goals for improving user inclusivity and hold teams accountable for progress.
Real-World Examples
Several forward-thinking companies have already embraced inclusive innovation:
- Microsoft launched its Inclusive Design Toolkit to help designers and developers build accessible products. The company’s Xbox Adaptive Controller is a prime example of hardware designed with and for gamers with disabilities.
- Google has made significant strides with features like Live Caption, which automatically captions media in real time, and Lookout, an app that helps people who are blind or low-vision identify objects and navigate spaces.
- Airbnb added accessibility filters and partnered with disability advocates to improve listings for guests with mobility needs, making travel more inclusive.
These companies recognize that inclusive design is not just the right thing to do—it’s a smart business strategy.
As the world grows more connected, businesses must evolve to reflect the diversity of the people they serve. Inclusive innovation is not just about checking boxes—it’s about designing a world where everyone feels seen, valued, and empowered to participate fully. By prioritizing accessibility and inclusion from the start, businesses can create better user experiences, tap into broader markets, and contribute to a more equitable society. The future of innovation belongs to those who build it for everyone.