Short answer
Designers should actively seek to understand and incorporate the needs of the broadest possible range of users by embracing the concept of human diversity as a core design principle, rather than an afterthought.
- Field
- User-Centred Design
- Source
- Interacting with Computers (2010)
- Method
- Case study and strategy development
- Evidence
- Strong effect
By reframing design considerations from a disability-specific approach to one that embraces the full spectrum of human capabilities, businesses can develop products and services that appeal to a broader market. This user-centred design research insight is drawn from a 2010 study published in Interacting with Computers. Using Case study and strategy development, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers should actively seek to understand and incorporate the needs of the broadest possible range of users by embracing the concept of human diversity as a core design principle, rather than an afterthought.
Inclusive Design Strategies Boost Market Reach by Addressing Population Diversity
By reframing design considerations from a disability-specific approach to one that embraces the full spectrum of human capabilities, businesses can develop products and services that appeal to a broader market.
Interacting with Computers · 2010
Key Findings
- 01Reframing 'disability' as 'diversity' broadens the scope of inclusive design.
- 02Representing capability variation through market segments and personas offers a practical tool for industry.
- 03A pragmatic approach can bridge current industry practices with more inclusive design strategies.
Application
Design takeaway
Designers should actively seek to understand and incorporate the needs of the broadest possible range of users by embracing the concept of human diversity as a core design principle, rather than an afterthought.
How to apply
When defining user groups for a new design project, actively consider and represent individuals with a wide range of physical, cognitive, and sensory abilities. Use these diverse personas to inform design decisions and testing.
Project actions
- 01When researching users, actively seek out individuals with diverse abilities and backgrounds.
- 02Use your findings to create detailed personas that represent a wide range of capabilities.
- 03Justify your design choices by referencing how they accommodate different user needs.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Draws on extensive practical experience in industry.
- +Offers a pragmatic and actionable framework for implementing inclusive design.
Limitations
It can be challenging to represent every possible variation of human capability within a single design project. Prioritization may be necessary.
Reliability & validity
The findings are based on a decade of experience and industrial application, suggesting a degree of practical validity. However, specific quantitative data on the 'effect strength' of inclusive design on market share may be limited within the paper itself, impacting direct reliability measures without further empirical testing.
Think critically
How can the commercial benefits of inclusive design be quantified and communicated to stakeholders who may be resistant to adopting new design methodologies?
Design Principles
"Design for the full spectrum of human capability to maximize market appeal and product utility."
This perspective shift moves beyond compliance and ethical considerations to highlight the commercial advantages of inclusive design. It encourages designers to proactively consider a wider range of user needs and abilities from the outset, leading to more robust and marketable solutions.
What This Means for Your Design
Think about all sorts of people when you design, not just the 'average' person. This helps make your design useful for more people and can even make it more successful in the market.
How to use in your project
- 1.Reference this paper when discussing the rationale for user research and the development of user personas, particularly when aiming for broad market appeal.
- 2.Use the concept of 'designing for diversity' to justify the inclusion of specific user groups in your testing and evaluation phases.
Add to My Project
Quick Cite
Paragraph starter
This design project adopts an inclusive design approach, recognizing that 'it is normal to be different' across the population. By moving beyond a narrow focus on specific user groups, the aim is to create a product that is accessible and appealing to a broader range of individuals. This is supported by research indicating that a pragmatic, diversity-focused strategy can enhance market reach and product utility by proactively addressing variations in human capabilities through comprehensive user segmentation and persona development.
Source
Interacting with Computers
It is normal to be different: Applying inclusive design in industry
journal · 2010
View sourceQuestions About This Research
- What does the research say about inclusive design strategies boost market reach by addressing population diversity?
- Designers should actively seek to understand and incorporate the needs of the broadest possible range of users by embracing the concept of human diversity as a core design principle, rather than an afterthought. Evidence: Interacting with Computers (2010).
- Why does "Inclusive Design Strategies Boost Market Reach by Addressing Population Diversity" matter for design?
- This perspective shift moves beyond compliance and ethical considerations to highlight the commercial advantages of inclusive design. It encourages designers to proactively consider a wider range of user needs and abilities from the outset, leading to more robust and marketable solutions.
- How can designers apply this research?
- Designers should actively seek to understand and incorporate the needs of the broadest possible range of users by embracing the concept of human diversity as a core design principle, rather than an afterthought.
- What were the main findings?
- Reframing 'disability' as 'diversity' broadens the scope of inclusive design.. Representing capability variation through market segments and personas offers a practical tool for industry.. A pragmatic approach can bridge current industry practices with more inclusive design strategies.
- What research method was used?
- Case study and strategy development.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2010 journal from Interacting with Computers.
- What should I do differently in my next project?
- When defining user groups for a new design project, actively consider and represent individuals with a wide range of physical, cognitive, and sensory abilities. Use these diverse personas to inform design decisions and testing.
- What are the limitations?
- The effectiveness of specific persona representations and market segmentation strategies may vary across different product categories and industries.