Designing products for diversity and inclusion
A guide for designers
By Ketan Dudhe
1/4/2023
•
17 min read
In today's diverse and interconnected world, designing products that are inclusive and accessible to all users is not just a moral imperative but also a business advantage. As designers, we have the power to create experiences that celebrate diversity, empower individuals, and promote social inclusion. This blog serves as a comprehensive guide for designers looking to incorporate diversity and inclusion principles into their product design process. From understanding the importance of inclusive design to practical strategies and case studies, let's explore how we can create products that make a positive impact on people's lives.
Embracing diversity and inclusion in product design is crucial for creating meaningful and impactful experiences. By valuing diverse perspectives, we can ensure that our products cater to a wide range of users and reflect the richness of our global society.
Inclusive design goes beyond accessibility to enhance the overall user experience. By considering the unique needs and experiences of different user groups, we can create products that are more intuitive, engaging, and relevant. For example, Airbnb's inclusive design efforts have led to features that cater to diverse travelers, such as customizable search filters for accessibility needs.
i. Empathy and User Research: Conducting comprehensive user research to understand the diverse needs, preferences, and challenges of our target users. For instance, Microsoft's inclusive design toolkit emphasizes the importance of actively involving diverse users in the design process.
ii. Accessibility: Ensuring our products are accessible to users with disabilities by following industry standards like WCAG 2.0. Apple's VoiceOver feature, which enables visually impaired users to interact with iOS devices, is a prime example of inclusive accessibility design.
iii. Inclusive User Interface (UI) Design: Creating interfaces that are inclusive and adaptable to various user preferences. Google's Material Design guidelines promote inclusivity through flexible layouts and scalable typography options.
iv. Representation and Diversity: Prioritizing diverse representation in visuals, content, and branding. For inspiration, we can look at how Adobe's "Designing Change" campaign celebrates diverse creators and challenges stereotypes in the design industry.
v. User Testing and Feedback: Incorporating user feedback and conducting usability testing with diverse user groups to identify potential barriers or exclusionary elements. Pinterest's Inclusive Design Guidelines encourage iterative testing and inclusive feedback loops.
Case Study 1: How Procter & Gamble Designed Inclusive Packaging for People with Limited Mobility, ensuring their products are accessible and easy to use for all consumers.
Case Study 2: The Inclusive Approach of Spotify's Personalized Recommendations, which leverages machine learning to provide personalized music suggestions that cater to diverse cultural backgrounds and tastes.
Case Study 3: Designing an Inclusive Banking App: Lessons from Bank of America's Accessibility Initiatives, including features like voice-guided transaction flows and high-contrast interfaces for visually impaired users.
Conducting comprehensive research is essential to understanding the diverse needs, preferences, and behaviors of our users. Some effective research methods include:
i. User Interviews and Surveys: Engaging with users from diverse backgrounds through interviews and surveys to gather insights into their experiences and pain points. For example, Slack's research team conducts user interviews to better understand how different teams and cultures use their collaboration platform.
ii. Persona Development: Creating detailed user personas that reflect the diversity of our target audience. Airbnb's design team developed personas that consider factors such as age, cultural background, and travel preferences to inform their design decisions.
iii. Contextual Inquiry: Observing users in their natural environments to gain deeper insights into their behaviors and needs. Microsoft's research team used contextual inquiry to understand the challenges faced by people with disabilities when using technology.
Collaborating with users throughout the design process can lead to more inclusive and user-centered solutions. By involving diverse users in co-design and co-creation sessions, we can leverage their expertise and perspectives. For instance, IDEO.org's work with communities in developing countries involved co-designing solutions for sanitation and healthcare, ensuring their designs met the specific needs and cultural contexts of the users.
Conducting accessibility audits and testing is crucial to identify and address potential barriers that may exclude certain users. This involves evaluating compliance with accessibility standards, such as WCAG 2.1, and conducting usability testing with users who have varying abilities. Google's Accessibility Scanner is a valuable tool for evaluating the accessibility of Android applications.
Case Study 1: How Target's Research on Gender-Inclusive Toy Design Led to Inclusive Product Offerings, where research insights informed the development of gender-neutral toys that cater to a wider audience.
Case Study 2: The Inclusive Research Approach of Pinterest's Discovery Feature, which involved understanding and addressing the diverse interests and content preferences of their users.
Case Study 3: Designing an Inclusive Health and Fitness App: Lessons from Fitbit's User Research, including considerations for diverse user abilities and health goals.
Remember, research is an ongoing process, and it's essential to continuously learn from and adapt to the evolving needs and diversity of our users.
Universal design aims to create products that are accessible and usable by people of diverse abilities and characteristics. Following universal design principles allows us to design products that can be easily understood, used, and enjoyed by a wide range of users. The design of Apple's iPhone, with its intuitive interface and built-in accessibility features, exemplifies the application of universal design principles.
Designing for accessibility involves considering the needs of users with disabilities and creating inclusive experiences. Examples of design considerations include providing alternative text for images, implementing keyboard navigation for web interfaces, and ensuring sufficient color contrast for readability. The inclusive design approach taken by Microsoft in developing the Xbox Adaptive Controller showcases their commitment to making gaming more accessible for people with disabilities.
Inclusive design extends beyond the product's functionality to include the content and representation within the design. It involves ensuring that the content is inclusive, respectful, and representative of diverse backgrounds and experiences. Google's "We Wear Culture" project highlights the importance of inclusive content by exploring diverse cultural fashion traditions and histories.
Ethical design principles emphasize designing products that respect users' privacy, foster trust, and avoid harmful biases or discriminatory practices. Companies like Mozilla, with their "Privacy Not Included" campaign, raise awareness about privacy and security issues in consumer products, encouraging designers to consider these ethical implications in their work.
Case Study 1: The Inclusive Design Approach of Airbnb's Experiences Feature, which focuses on creating inclusive experiences that cater to diverse interests, abilities, and cultural backgrounds.
Case Study 2: Google's Inclusive Product Development for Google Maps, where inclusive design principles were applied to enhance accessibility and usability for users with disabilities.
Case Study 3: Designing Inclusive Financial Services: Mastercard's Inclusive Design Toolkit, which provides resources and guidelines for financial institutions to create inclusive and accessible services for all users.
By incorporating these inclusive design principles, we can ensure that our products are accessible, usable, and inclusive for all users, regardless of their backgrounds or abilities.
When designing for diverse users, it is essential to consider accessibility as an integral part of the user experience. This involves incorporating accessible design elements such as clear navigation, intuitive interactions, and appropriate use of color and contrast. Following the Web Content Accessibility Guidelines (WCAG) ensures that the product meets the necessary accessibility standards.
Employing responsive and adaptive design techniques ensures that the product can adapt to different devices and screen sizes, providing a consistent user experience across various platforms. This approach allows users with different abilities and devices to access and interact with the product effectively. The responsive design of Airbnb's website and app enables seamless user experiences on both desktop and mobile devices.
Consider the compatibility of your product with assistive technologies that help users with disabilities navigate and interact with digital interfaces. This includes screen readers, voice control software, and alternative input methods. By ensuring compatibility, you enhance the accessibility and usability of your product for a broader range of users. Apple's VoiceOver feature, integrated into their devices, provides blind and visually impaired users with access to digital content and functionalities.
Engage users with diverse backgrounds and abilities in user testing sessions to gather feedback and insights on the accessibility and usability of your product. This feedback can help identify areas for improvement and ensure that the design meets the needs of a wide range of users. Inclusive user testing conducted by Microsoft's Inclusive Design team has played a significant role in shaping the accessibility features and user experience of their products.
Case Study 1: Amazon's Accessible Shopping Experience, which includes features like text-to-speech and alternative input methods to enhance accessibility for users with disabilities.
Case Study 2: Inclusive Design at Pinterest, where a focus on user research and iterative design processes has resulted in an inclusive and accessible platform for users with diverse abilities.
Case Study 3: The Accessibility Initiatives of Adobe Creative Cloud, which incorporates accessibility features across their design software to empower users of all abilities to create and express themselves.
By prioritizing user experience and accessibility in your product design process, you can create inclusive and engaging experiences that cater to diverse user needs and ensure that your digital products are accessible to all.
When designing visuals, consider the color choices and contrast to ensure readability and accessibility for all users. Use color palettes that meet accessibility standards and provide sufficient contrast between text and background. The Colorbox tool by Lyft Design is an excellent resource for creating accessible color combinations.
Choose inclusive iconography and imagery that represents diverse cultures, genders, abilities, and backgrounds. Avoid using stereotypes or exclusive visuals that may alienate certain user groups. Embrace diversity and inclusivity in your visual design to foster a sense of belonging for all users. The iconography used in Google's Material Design system is a great example of inclusive visual representation.
Select typography that is legible and easy to read across various devices and screen sizes. Consider factors such as font size, line spacing, and font style to enhance readability for users with visual impairments. The Open Dyslexic font, designed to assist dyslexic readers, is an example of typographic consideration for inclusive design.
Design interfaces with clear visual hierarchy and organization to guide users and make information easily scannable. Use headings, subheadings, and visual cues to help users navigate and comprehend content more efficiently. The design system of IBM's Carbon provides clear visual hierarchy and consistent organization, ensuring a seamless user experience.
Case Study 1: The Inclusive Emoji Redesign by Apple, which introduced more diverse and inclusive emoji options, representing various skin tones, gender diversity, and disabilities.
Case Study 2: The Gender-Neutral Bathroom Signage Design by Cooper Hewitt Smithsonian Design Museum, aimed at promoting inclusivity and breaking gender stereotypes.
Case Study 3: The Adaptive Icon System of Android, which allows app icons to dynamically adapt their shape, color, and visual style, accommodating various user preferences and accessibility needs.
By incorporating inclusive visual design principles, you can create engaging and accessible interfaces that cater to a diverse range of users. These design choices promote inclusivity, foster a sense of belonging, and ensure that all users can engage with and enjoy your digital products.
Use language that is clear, concise, and free from jargon to ensure that your product is easily understood by users of all backgrounds and abilities. Consider using plain language and providing additional explanations or tooltips when necessary.
Design intuitive navigation systems that are easy to understand and navigate for all users. Use consistent labeling, logical grouping of elements, and clear signifiers to help users find their way around the interface. Consider providing alternative navigation options, such as keyboard shortcuts, for users who may have difficulty using a mouse or touch input.
Create interfaces that are responsive and adapt to different devices, screen sizes, and input methods. Ensure that the user experience remains consistent and functional across various platforms, including desktop, mobile, and assistive technologies.
Implement error handling and validation mechanisms that provide clear and actionable feedback to users. Use color-blind friendly error indicators, descriptive error messages, and alternative ways to convey errors (such as haptic feedback or sound cues) for users with visual or hearing impairments.
Incorporate inclusive interaction patterns that accommodate different user needs and preferences. Examples include providing keyboard accessibility, supporting alternative input methods (such as voice commands), and considering users with motor disabilities when designing interactive elements.
Case Study 1: The VoiceOver feature on Apple devices, which enables users with visual impairments to navigate and interact with the interface using voice commands and touch gestures.
Case Study 2: The Adaptive Controller by Microsoft, designed specifically for gamers with limited mobility, featuring customizable inputs and a range of accessibility options.
Case Study 3: The TalkBack feature on Android devices, providing spoken feedback and audible cues for users with visual impairments to navigate and interact with the interface.
By adopting inclusive interaction design principles, you can create digital products that are accessible, usable, and enjoyable for users of diverse abilities and needs. These design choices empower all users to engage with your product effectively and independently.
Conduct user testing sessions with a diverse range of participants to gather valuable insights and feedback. Ensure that your testing group includes individuals from different backgrounds, abilities, ages, and cultural contexts. This helps uncover potential usability issues and accessibility barriers that may impact specific user groups.
Perform accessibility audits to evaluate your product's compliance with accessibility standards and guidelines, such as the Web Content Accessibility Guidelines (WCAG). Identify areas for improvement and address any issues that may hinder accessibility and inclusion.
Embrace an iterative design process that involves continuous improvement based on user feedback. Incorporate feedback from user testing sessions, accessibility audits, and real-world usage to refine and enhance the inclusivity of your product.
Utilize inclusive usability testing tools and assistive technologies to simulate the experience of users with different abilities. For example, screen readers, color contrast analyzers, and keyboard navigation testing can help uncover and address accessibility issues.
Foster collaboration with diverse stakeholders, including individuals with disabilities, accessibility experts, and advocacy groups. Their insights and perspectives can greatly inform the design and development process, ensuring that your product meets the needs of a wide range of users.
Case Study 1: The accessibility testing process for the BBC website, which involves a combination of automated testing tools, manual testing, and user feedback sessions with individuals from diverse backgrounds and abilities.
Case Study 2: The iterative design approach used by Adobe to improve the accessibility of their Creative Cloud suite, with regular updates and enhancements based on user feedback and accessibility audits.
Case Study 3: The user testing and iteration process for the inclusive design of the Microsoft Office suite, which involved collaboration with individuals with disabilities and continuous refinement based on their insights.
By integrating testing and iteration for inclusion into your design process, you can ensure that your digital products are accessible, usable, and inclusive for all users. This ongoing commitment to improvement helps create a more inclusive and equitable digital experience
Acknowledge that everyone has unconscious biases that can inadvertently influence the design process. Be aware of your own biases and strive to challenge them to ensure fair and inclusive design outcomes.
Conduct extensive user research to gain a deeper understanding of diverse user perspectives and experiences. Engage in empathy-building exercises to put yourself in the shoes of different users and challenge assumptions that may arise.
Foster a diverse and inclusive design team that brings together individuals from different backgrounds, cultures, and experiences. This diversity of perspectives helps identify and mitigate biases during the design process.
Organize user-centered design workshops where diverse stakeholders and end-users can actively participate in shaping the product design. These collaborative sessions help challenge assumptions, uncover biases, and foster inclusive design thinking.
Adopt bias-aware design frameworks, such as the Principles of Inclusive Design and the Equity-Centered Community Design, to guide your design process. These frameworks help address biases and promote inclusive practices throughout the design lifecycle.
Stay informed about the latest research and discussions surrounding biases in design. Engage in continuous education and learning to enhance your understanding of inclusive design principles and techniques.
Case Study 1: The redesign of facial recognition software by IBM, addressing biases and improving accuracy across different racial and gender groups.
Case Study 2: The inclusive design approach taken by Airbnb to combat discrimination and promote fair access to housing accommodations for all users.
Case Study 3: The development of inclusive voice assistants by companies like Google and Amazon, addressing gender biases and striving for neutral and inclusive interactions.
By actively addressing biases and assumptions throughout the design process, you can create more inclusive products that cater to the needs and experiences of a diverse range of users.
Build diverse design teams that include individuals from different backgrounds, cultures, and perspectives. Embracing diversity fosters creativity, innovation, and a broader understanding of user needs.
Cultivate an inclusive team culture that values and respects diverse opinions, experiences, and contributions. Create an environment where everyone feels empowered to share their perspectives and ideas.
Foster collaboration between designers, developers, researchers, and other stakeholders throughout the design process. Encourage open communication, knowledge sharing, and the integration of diverse insights.
Organize co-creation workshops that bring together team members, end-users, and other stakeholders to collectively ideate and shape the design direction. This collaborative approach ensures diverse perspectives are considered from the outset.
Establish clear channels of communication within the team and encourage active participation from all members. Ensure that everyone has an equal opportunity to contribute and be heard.
Encourage team members to practice empathy and perspective-taking, allowing them to understand different viewpoints and design for a wider range of users. This helps uncover potential biases and ensures inclusive decision-making.
Foster a culture of continuous learning and growth within the team. Encourage professional development, attend diversity and inclusion workshops, and stay updated on best practices in inclusive design. By collaborating with diverse teams, you can harness the power of different perspectives, skills, and experiences to create products that are more inclusive, equitable, and relevant to a wider range of users.
Apple's VoiceOver is a built-in accessibility feature that enables users with visual impairments to navigate and interact with their devices. By incorporating this feature across their product line, Apple has made their products more accessible and inclusive.
b. Case Study 2: Microsoft's Inclusive Design Toolkit
Microsoft's Inclusive Design Toolkit is a comprehensive resource that guides designers in creating inclusive products. It provides practical techniques and case studies, such as the Xbox Adaptive Controller, which was designed to be accessible to gamers with limited mobility.
Airbnb has implemented various accessibility initiatives to ensure their platform is accessible to users with disabilities. They have introduced features like filters for accessible accommodations, detailed accessibility information, and collaboration with advocacy groups to improve inclusivity.
Google's Live Transcribe is an app that provides real-time speech-to-text transcription for individuals who are deaf or hard of hearing. This innovative solution enhances communication and inclusivity for users in various settings.
Pinterest has focused on inclusive design by developing features like alternative text descriptions for images, color contrast enhancements, and improved keyboard navigation. These efforts have made the platform more accessible and enjoyable for users with disabilities.
These case studies demonstrate how companies have successfully integrated inclusive design principles into their products, resulting in improved accessibility, usability, and user satisfaction. By studying these examples, designers can gain valuable insights and inspiration for their own inclusive product design efforts.
Designing products with diversity and inclusion in mind is not just an ethical responsibility but also a strategic advantage. By understanding the diverse needs and experiences of users, designers can create products that are accessible, inclusive, and resonate with a wider audience. Through the adoption of inclusive design principles, conducting thorough research, and collaborating with diverse teams, designers can make a positive impact on people's lives.
Inclusive product design goes beyond meeting minimum accessibility standards; it strives to create empowering and delightful experiences for all users. By addressing biases, testing and iterating for inclusion, and embracing the principles of universal design, designers can create products that break down barriers and foster a sense of belonging. The case studies presented in this guide highlight successful examples of inclusive product design. They demonstrate the tangible benefits of prioritizing diversity and inclusion, such as increased user engagement, expanded market reach, and positive brand perception.
As designers, we have the power to shape the future by designing products that cater to the needs of all individuals, regardless of their abilities, backgrounds, or identities. By embracing diversity and inclusion, we can create a more equitable and accessible digital landscape. Remember, designing for diversity and inclusion is an ongoing journey. Stay curious, learn from user feedback, and continuously educate yourself on evolving best practices. Together, we can contribute to a more inclusive and harmonious digital world.
