Inclusive design is transforming the customer journey

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Inclusive design has evolved from simply optimising a product or service for a specific user with specific needs, to creating a customer journey that considers all customers, and potential customers, of the business. Whether it’s considering left-handed customers, people with disabilities, and individual preferences or aversions, understanding all your customers is critical to the development of any product or service, process and framework.

Embrace the 'inclusion revolution'

Nicky Brand  14 Jan 2021

Forward-thinking organisations are beginning to see the value of inclusive design not only as a means of improving their bottom line, but as a meaningful way to nurture positive brand sentiment, a happy customer culture, and brand loyalty.

We’re seeing a huge improvement in conversions of sale when we make even minor improvements or enhancements to the customer journey. A few examples of these solutions in action include text-to-voice, audio adjustments, colour changes, as well as multi-channel improvements to ensure that customers can reach businesses irrespective of the device they use or their level of digital literacy. User context and circumstance remains a crucial piece of the design and development journey.

Head of digital at the Immersion Group, Geoffrey Hardy says modern businesses cannot afford to rely on old customer data and outdated processes to deliver a superior customer experience through digital platforms.

Organisations that fail to implement an iterative and continuous user-based data model risk failing their customers. The world is moving fast, customers are faster. Customer demands are ever-changing, and expectations are at an all-time high.