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How Can We Design for Everyone When We're Not Designing with Everyone?

Inclusive design is creating products that cater to the unique needs of each individual rather than assuming an 'average' user. It's about ensuring technology is accessible and beneficial to everyone, regardless of background or abilities. Inclusive design drives innovation and growth in the tech industry, which is more critical now than ever with omnipresent digital products in our lives.  

We're reminded of the need for diversity and representation in tech and design during Black History Month. In fact, Black people make up only 8% of employees in tech jobs, and the percentage is even smaller, higher up the corporate ladder.

According to a McKinsey study, this gap is expected to widen over the next decade despite technology jobs being expected to grow 14% by 2032. 

Designing for a diverse audience is challenging when perspectives aren't fully considered. Intentional inclusivity bridges the gap. The tech industry is responsible for ensuring technological advancements are accessible to everyone. This article aims to inspire designers and industry leaders to create a future where technology is designed with everyone for everyone.  

What is Diversity in Design? 

Diversity in the design industry goes beyond having people of different races, genders, and ethnicities. It's about having a variety of backgrounds, experiences, perspectives, and ways of thinking. This includes people with different educations, cultures, and even career paths. When a design team is diverse, it enriches the design process and leads to better outcomes. 

Creating designs that work for everyone is the goal of user-centric design. To do this, designers need to listen to a wide range of perspectives that reflect the diversity of the end-users. For example, someone with a background in accessibility can bring insights that cater to users with disabilities. When diverse perspectives are integrated into the design process, cultural nuances that might be overlooked by a homogenous team can be identified and addressed. 

Diverse perspectives also lead to more innovation and problem-solving. When people with different skills, experiences, and ways of thinking come together, they bring ideas that can lead to more creative and effective solutions. This is especially important in Product design, where anticipating user needs, identifying pain points, and creating intuitive interfaces for a broader range of users is essential. 

Ultimately, diversity improves the design's quality and fosters a workplace culture that values creativity, inclusion, and continuous improvement. 

Inclusive Design Principles 

Inclusive design is all about creating products that cater to the diverse needs of users. It's about considering the broadest spectrum of user experiences and ensuring everyone can seamlessly engage with a product. Inclusive design principles go beyond mere compliance with accessibility standards and reflect a genuine commitment to inclusivity.  

Designing for accessibility is a crucial component of inclusive design. It involves creating products that can be used by individuals with a wide range of abilities and disabilities. This includes considerations for users with visual or auditory impairments, motor limitations, cognitive differences, and more. But the true power of designing for accessibility lies in its intersection with inclusivity.  

Inclusive design acknowledges that diversity extends beyond traditional notions of disability and encompasses factors such as cultural background, language proficiency, and varying levels of technical expertise.

By designing with inclusivity, accessibility becomes a fundamental aspect of the user experience, ensuring everyone can engage with a product effectively regardless of their unique characteristics.  

Here are some practical examples of inclusive design in product experience design: 

- Color Contrast and Readability: Inclusive design considers visually impaired users, ensuring sufficient color contrast for text and background elements. This not only aids those with visual challenges but also improves readability for users in different environments, such as those in bright sunlight. 

- Voice User Interfaces (VUIs): Implementing VUIs broadens the accessibility of a product. They cater to users with motor impairments or who prefer hands-free interactions. 

- Multilingual Support: Including multilingual support ensures that a diverse user base can understand and engage with the content in their preferred language. 

- Customizable User Interfaces: Allowing users to customize the interface to suit their preferences enhances inclusivity. This includes options for adjusting font sizes, choosing color schemes, or modifying navigation settings, providing a tailored experience for individual needs. 

- Alternative Text for Images: Providing alternative text for images ensures visually impaired users can access the content through screen readers, creating a more inclusive experience.  

Inclusive design is not just about accessibility; it's about creating an environment where everyone can feel welcome and valued. By embracing diversity and designing with inclusivity, we can ensure that our products reach the broadest possible audience. 

Bias in Design 

Unconscious bias, often ingrained in societal norms and personal experiences, can significantly impact Product design. Designers, albeit unintentionally, may bring their biases into the creative process, influencing decisions from color schemes to interface layouts.

Addressing unconscious bias requires consciously recognizing, understanding, and mitigating these biases throughout the design journey. 

Recognizing Unconscious Bias: 

Recognizing unconscious bias is the first step toward addressing it. This involves acknowledging that everyone, including designers, holds certain biases shaped by their experiences, cultural background, and societal conditioning. 

Continuous Education and Awareness: 

Design teams should actively engage in continuous education and awareness programs to understand the implications of unconscious bias. This might involve workshops, training sessions, and open discussions that foster a culture of self-reflection and learning. 

Diverse Design Teams: 

Building diverse design teams can be a powerful strategy to combat unconscious bias. When team members bring varied perspectives and experiences, it helps challenge preconceived notions, leading to more inclusive and unbiased design decisions. 

The Role of Bias in Perpetuating Exclusivity and Excluding Underserved Communities 

If unchecked, bias can perpetuate Product design exclusivity, unintentionally excluding underserved communities. This exclusion can manifest in various ways, from the design of products that don't cater to diverse needs to the reinforcement of stereotypes that further marginalize certain groups. 

Reinforcing Stereotypes: 

Unconscious biases may lead to the perpetuation of stereotypes in design, reinforcing existing societal norms and further marginalizing underrepresented communities. For example, gender biases may result in products that unintentionally favor one gender over another. 

Lack of Representation: 

If design teams lack diversity, the perspectives of underserved communities may not be adequately considered, leading to products that do not address their unique needs. This lack of representation can result in exclusionary designs that fail to resonate with a broader user base. 

Accessibility Challenges: 

Bias can contribute to neglecting accessibility considerations and creating challenging or impossible products for specific individuals. This can particularly impact individuals with disabilities, leading to an exclusionary user experience. 

Strategies to Mitigate Bias in the Design Process 

Conducting Diversity Audits: 

Regularly assess design outputs through the lens of diversity. Conduct audits to identify potential biases in the visual elements, language, and overall user experience. This proactive approach helps catch biases before they become ingrained in the final product. 

User-Centric Research: 

Prioritize user-centric research that includes diverse participants. Actively seek feedback from individuals with various backgrounds, ensuring that the design process incorporates a broad spectrum of perspectives. This approach helps in identifying and addressing biases early in the design phase. 

Incorporating Ethical Design Practices: 

Designers should consciously integrate ethical considerations into their design processes. This involves questioning assumptions, challenging biases, and prioritizing ethical design choices that promote inclusivity and fairness. 

Implementing Inclusive Design Frameworks: 

Adopting inclusive design frameworks, such as those focused on accessibility and universal design principles, can serve as a guide for mitigating biases. These frameworks provide a structured approach to creating designs that are inherently more inclusive and considerate of diverse user needs. 

Designing for Underserved Communities 

Recognizing the Unique Challenges Faced by Underserved Communities 

Understanding underserved communities' unique challenges is pivotal in creating designs catering to their needs. These challenges may vary across demographics, encompassing economic, social, and cultural dimensions.

Economic Barriers: 

Underserved communities often face economic challenges that impact their access to technology and products. Design considerations should account for affordability, ensuring that the designed solutions are accessible to individuals with limited financial resources. 

Limited Access to Information: 

Some communities may experience limited access to information due to language barriers or technological limitations. Designing for underserved communities requires strategies to bridge these gaps, making information more accessible and comprehensible. 

Health Disparities: 

Certain communities may face unique health disparities, requiring designs that consider health-related challenges.

This includes considerations for individuals with chronic conditions, disabilities, or limited access to healthcare resources. 

The Importance of Culturally Informed Design in Creating Inclusive Products 

Culturally informed design goes beyond surface-level aesthetics; it delves into understanding the cultural nuances and contexts that shape user experiences. Recognizing the importance of culturally informed design is instrumental in creating products that resonate with diverse communities. 

Cultural Sensitivity: 

Cultural sensitivity involves understanding and respecting different communities' values, traditions, and preferences. Designers should be attuned to the cultural nuances that influence user behaviors, ensuring that products are designed with cultural sensitivity. 

Language Inclusivity: 

Language plays a crucial role in inclusivity. Culturally informed design involves providing content in multiple languages, considering linguistic diversity, and avoiding cultural references that may exclude or alienate certain groups. 

Representation in Design: 

Inclusivity also extends to visual representation. Culturally informed design ensures that visual elements, such as images and icons, are inclusive and representative of the diverse communities using the product. This fosters a sense of belonging and relatability. 

Navigating Microaggressions in Design 

Identifying Microaggressions in the Design Workplace 

Microaggressions, often subtle and unintentional, can manifest in various forms in the design workplace. Identifying these subtle biases is essential for creating a more inclusive and supportive work environment. 

Verbal Microaggressions: 

Verbal microaggressions may include dismissive, stereotypical, or subtly discriminatory comments. Examples include making assumptions about someone's background, questioning their competence based on stereotypes, or using insensitive language. 

Non-Verbal Microaggressions: 

Non-verbal cues, such as facial expressions or body language, can also convey microaggressions. Rolling eyes, dismissive gestures, or exclusionary behavior can create an unwelcoming atmosphere for specific team members. 


Microinvalidations involve undermining or negating someone's experiences or identity. This may include downplaying the significance of diversity-related issues or dismissing concerns raised by team members from underrepresented backgrounds. 

The Impact of Microaggressions on Team Dynamics and Creativity 

Microaggressions profoundly impact team dynamics and creativity within the design workplace. The subtle nature of these actions may not be immediately apparent, but their cumulative effects can be detrimental. 

Erosion of Trust: 

Microaggressions can erode trust within a design team. When team members experience subtle biases, it undermines their trust in their colleagues, affecting collaboration and the free exchange of ideas. 

Reduced Innovation: 

An inclusive design environment thrives on diverse perspectives and creative contributions. Microaggressions can stifle innovation by discouraging individuals from sharing unique ideas or perspectives, limiting the team's thought diversity. 

Impact on Mental Health: 

Repeated exposure to microaggressions can have a detrimental impact on the mental health of team members. It contributes to feelings of isolation, imposter syndrome, and stress, affecting overall well-being and job satisfaction. 

Strategies for Fostering a More Inclusive Design Environment 

Addressing and mitigating microaggressions in the design workplace requires a proactive and collective effort. Creating a more inclusive environment involves fostering a culture that values diversity and actively works against subtle biases.


Diversity and Inclusion Training: 

Implementing regular diversity and inclusion training programs helps team members recognize and understand microaggressions. These sessions provide a platform for open discussions, raising awareness about the impact of subtle biases and promoting empathy. 

Open Communication Channels: 

Encourage open communication within the design team. Establish channels for team members to express concerns, share experiences, and provide feedback on the work environment. This creates a supportive atmosphere where issues related to microaggressions can be addressed constructively. 

Mentorship and Allyship Programs: 

Establish mentorship and allyship programs to support team members, especially those from underrepresented backgrounds. Allies are crucial in challenging and addressing microaggressions, fostering an environment where everyone feels valued and included. 

Inclusive Design Practices: 

Integrate inclusive design practices into the workflow. Actively seek diverse perspectives in the decision-making process, involve team members from various backgrounds in key projects, and ensure that the design process considers a broad range of user experiences. 

Zero-Tolerance Policies: 

Implement clear zero-tolerance policies for discriminatory behavior, including microaggressions.

Clearly communicate the consequences of such behavior, ensuring team members feel empowered to report incidents without fear of retaliation. 

Measuring the Impact of Diversity in Design 

Measuring the impact of diversity in design requires a strategic approach beyond mere representation numbers. Meaningful metrics encompass various aspects of the design process, team dynamics, and the overall success of products. 

Representation Metrics: 

  • Demographic Representation: Quantifying the demographic makeup of design teams is a fundamental metric. It involves tracking the percentage of individuals from underrepresented groups within the design workforce. 

  • Leadership Representation: Assessing the representation of underrepresented groups in leadership roles is crucial for evaluating the inclusivity of the entire design hierarchy. 

Design Process Metrics: 

  • User-Centric Outcomes: Measure the success of designs in meeting the needs of diverse user groups. This involves collecting feedback from users with various backgrounds to ensure that the design is truly inclusive. 

  • Accessibility Metrics: Evaluate the accessibility of designs by assessing compliance with standards, usability for individuals with disabilities, and the overall inclusivity of the product. 

Team Dynamics Metrics: 

  • Inclusion Scores: Surveys and assessments can allow team members to anonymously share their perceptions of the inclusivity of the work environment, providing valuable insights into team dynamics. 

  • Collaboration Metrics: Evaluate the frequency and effectiveness of collaboration among team members from diverse backgrounds. This can be measured through project outcomes, successful ideation sessions, and shared decision-making. 

Case Studies Illustrating the Positive Impact of Diverse Teams on Product Success 

  1. Airbnb's Inclusive Design Strategies: Airbnb has strategically embraced inclusive design practices, creating features such as accessibility filters and translated content. These initiatives expanded Airbnb's user base and positively impacted the bottom line by attracting diverse customers. 

  2. Microsoft's Inclusive Design Toolkit: Microsoft's Inclusive Design Toolkit is a prime example of how diversity positively influences product success. The toolkit, developed with input from diverse communities, enhances the inclusivity of Microsoft's products and services, improving user experiences and increasing customer satisfaction. 

Long-Term Benefits of Investing in Diversity in Design 

  • Enhanced Innovation and Problem-Solving: Diverse teams unite individuals with unique perspectives and problem-solving approaches. Over the long term, this diversity fosters a culture of innovation, leading to the development of groundbreaking solutions that resonate with a broader audience. 

  • Improved User Satisfaction and Loyalty: Designing products with diverse user needs and goals in mind increases user satisfaction. Satisfied users are more likely to become loyal customers, contributing to long-term brand loyalty and positive word-of-mouth marketing. 

  • Attraction and Retention of Top Talent: Companies prioritizing diversity in design attract top talent from a wide range of backgrounds. Over time, this commitment to inclusivity becomes a key factor in talent retention, creating a positive feedback loop that strengthens the organization's design capabilities. 

  • Positive Organizational Reputation: Long-term investment in diversity contributes to building a positive organizational reputation. Companies committed to diversity are more likely to be perceived as socially responsible, attracting customers and partners with similar values. 

  • Market Adaptability and Resilience: In a rapidly evolving market, adaptability is a key asset. Diverse design teams, equipped with a range of perspectives, are more agile in responding to changing user preferences and market trends, enhancing the organization's resilience in the long run. 

Key Takeaway 

Inclusive design is a critical concept that ensures products are accessible and beneficial to everyone, regardless of their background, abilities, or characteristics. By designing for inclusivity, we foster innovation and drive sustainable growth in the tech industry.  

Diversity in design is equally crucial, as it brings various skills, experiences, and ways of thinking together, leading to more innovation and problem-solving.  

Inclusive design and diversity in design principles reflect a genuine commitment to inclusivity and ensure that the broadest spectrum of user experiences is considered and addressed. By designing with everyone in mind, we create a future where technology is accessible and valuable to all. 

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