Inclusive by Design: Making Digital Products Work for Everyone

In today’s increasingly digital world, design plays a vital role in shaping how people experience products and services. But not everyone interacts with digital tools in the same way. For individuals with disabilities, older adults, or users with limited literacy, poor design can lead to exclusion. That’s why inclusive design—a practice that aims to ensure everyone can use digital products regardless of their background or ability—is more important than ever.

This article explores the meaning of inclusive design, its difference from accessibility, its benefits, and how organizations can implement it in real-world digital experiences.

What Is Inclusive Design?

Inclusive design refers to the process of designing digital products, services, and environments that are usable and effective for as many people as possible—including those with disabilities, different languages, education levels, or cultural backgrounds (Microsoft, 2016). It goes beyond compliance with accessibility standards to focus on human diversity as a strength.

Unlike accessibility, which is often reactive and standards-based (e.g., Web Content Accessibility Guidelines), inclusive design is proactive, emphasizing designing with and for people who are at risk of exclusion from the beginning.

According to the World Health Organization (2023), over 1.3 billion people globally live with some form of disability, which represents 16% of the world’s population. This alone makes the case for inclusion not just ethical—but practical.

Why Inclusive Design Matters

1. It Supports Equal Rights

Designing inclusively ensures everyone can access essential services, such as online education, healthcare, and banking. The United Nations Convention on the Rights of Persons with Disabilities states that people with disabilities have a right to access digital content and services on an equal basis with others (United Nations, 2006).

2. It Benefits All Users

Many features originally designed for people with disabilities—like closed captions, voice control, or high-contrast modes—benefit everyone. This is known as the curb-cut effect, where solutions meant for a specific group also serve a broader population (Blackwell, 2021).

Examples:

• Subtitles help users in noisy environments.
  
• Voice search helps busy users and people with visual impairments.
  
• Easy-to-read layouts benefit both neurodivergent and general users.
  

3. It Strengthens Business Performance

Inclusive design can expand your audience, improve customer satisfaction, and reduce the risk of legal action. According to Accenture (2021), companies that embrace inclusive digital practices report:

• 28% higher revenue
  
• 30% greater profit margins
  
• 2x the net income compared to peers
  

In contrast, failing to meet accessibility needs can lead to lawsuits. Over 4,600 digital accessibility lawsuits were filed in the U.S. in 2023 alone (UsableNet, 2024).

4. It Builds a Better Brand

Organizations that prioritize inclusive design are seen as more ethical, innovative, and customer-focused. This can build loyalty and trust among users and communities.

Inclusive Design vs. Accessibility vs. Universal Design

Concept	Focus	Example
Inclusive Design	Designs for diversity from the start	Xbox Adaptive Controller (Microsoft)
Accessibility	Meets technical standards and legal compliance	Alt-text for images, keyboard navigation
Universal Design	One solution fits all without need for adaptation	Curb cuts, wide doorways, OXO kitchen tools

While all three overlap, inclusive design focuses on the design process and user collaboration, not just the end result (Microsoft, 2016).

Examples of Inclusive Design in Practice

1. Microsoft: Solve for One, Extend to Many

Microsoft’s inclusive design philosophy is based on designing with specific individuals in mind—such as a user with limited mobility—and then extending those solutions to broader user groups.

Example: The Xbox Adaptive Controller was built for gamers with disabilities but is now used by veterans, injured players, and even children learning to play.

Explore Microsoft’s Inclusive Toolkit

2. Apple: Accessibility by Default

Apple integrates accessibility features across all its devices—such as:

• VoiceOver: A built-in screen reader
  
• Switch Control: For users with motor disabilities
  
• Display adjustments: Text size, contrast, color filters
  

These are not separate add-ons—they’re core features, enabling users of all abilities to personalise their devices.

3. OXO: Everyday Tools for Everyone

OXO began by designing kitchen tools for a user with arthritis. The result? Products with large grips, easy-turn knobs, and intuitive controls that are now loved by all users, regardless of physical ability.

This case illustrates universal design done well—showing that inclusion doesn’t require compromise.

How to Apply Inclusive Design: A Step-by-Step Guide

You don’t need to redesign everything overnight. Here’s a practical approach:

Step 1: Understand Your Users

Include people with diverse needs in your research, especially those who might be excluded.

Ask:

• “How do you interact with digital tools?”
  
• “What barriers have you faced online?”
  
• “How do you prefer to receive information?”
  

Tip: Avoid assumptions—listen first.

Step 2: Design for Flexibility

Allow users to:

• Change font size
  
• Choose color modes
  
• Navigate by keyboard, voice, or touch
  

Tool: Figma helps you prototype responsive and flexible UI designs.

Step 3: Write Clear and Inclusive Content

Use:

• Simple language
  
• Short sentences
  
• Descriptive labels
  

Tool: Hemingway Editor can help make your writing more accessible.

Step 4: Test with Real Users

Don’t assume a design is inclusive—test it:

• Use screen readers (NVDA, VoiceOver)
  
• Navigate using only the keyboard
  
• Conduct interviews with users with disabilities
  

Tool: WAVE – checks for web accessibility errors.

Step 5: Follow Standards

Comply with the Web Content Accessibility Guidelines (WCAG 2.1):

• Provide text alternatives for images
  
• Ensure color contrast ratios of at least 4.5:1
  
• Make all content keyboard-navigable
  
• Avoid content that flashes more than 3 times per second
  

Common Mistakes in Inclusive Design

Avoid these pitfalls:

• Designing for “average” users – No one is average.
  
• Using color alone to convey meaning – Add icons or text.
  
• Ignoring screen reader compatibility
  
• Failing to test with edge-case users
  
• Overcomplicating instructions or labels
  

Inclusive design means putting users first, not assuming what works for them.

Why Inclusive Design Is Good for Everyone

Inclusive design creates products that:

• Are easier to use in difficult situations (e.g., bright sunlight, noisy environments)
  
• Serve people with temporary impairments (e.g., broken arm)
  
• Accommodate users with low bandwidth or older devices
  

By designing for those at the margins, we make things better for everyone.

References

Accenture. (2021). The accessibility advantage: How companies can unlock the potential of 1.3 billion people. https://www.accenture.com/us-en/insights/inclusion-diversity/the-accessibility-advantage

Blackwell, A. G. (2021). The curb-cut effect: How designing for disability creates better outcomes for all. Othering & Belonging Institute. https://belonging.berkeley.edu/curb-cut-effect

Microsoft. (2016). Inclusive design toolkit. https://www.microsoft.com/design/inclusive/

United Nations. (2006). Convention on the Rights of Persons with Disabilities. https://www.un.org/development/desa/disabilities/convention-on-the-rights-of-persons-with-disabilities.html

UsableNet. (2024). 2023 Web accessibility lawsuit report. https://blog.usablenet.com/2023-web-accessibility-lawsuit-report

World Health Organization. (2023). Disability and health. https://www.who.int/news-room/fact-sheets/detail/disability-and-health