Designing for Inclusion: A Holistic Approach for Customers and Employees

In an era where businesses are focused on creating value for users, inclusivity should be at the heart of every strategic decision — whether for customers or employees. A well-designed inclusive experience not only ensures accessibility but also fosters belonging, engagement, and long-term success. Yet, many organisations approach inclusivity as an afterthought, addressing it only when gaps are glaringly evident. It’s time for a paradigm shift.

Why Inclusion Matters More Than Ever

Inclusivity isn’t just about compliance; it’s about creating environments where everyone, regardless of background, identity, or ability, can thrive. As organisations grow, the challenge isn’t just designing services that cater to diverse customer needs but also creating internal cultures that value and support diverse employees. When inclusion is embedded in both customer and employee experiences, businesses unlock innovation, engagement, and resilience.

Inclusive Design for Customers: Beyond Accessibility

Many organisations equate inclusive design with accessibility — ensuring wheelchair ramps, screen reader compatibility, and colour contrast for visually impaired users. While these are crucial, not all accessibility needs are viable, and as organisations re-imagine experiences and services for their users, they must recognize that accessibility challenges are not all measured in the same way. Users can have permanent, temporary, or situational scenarios, such as ADHD and sensory sensitivity. True inclusive design extends beyond physical or digital accessibility. It involves:

• Designing for diverse needs: Customers come from different socio-economic backgrounds, language proficiencies, and levels of digital literacy. A truly inclusive design considers these variations.
• Co-creation with users: Engaging diverse customer groups in the design process ensures that services and products are shaped by real experiences rather than assumptions.
• Personalisation and flexibility: Providing options for how customers interact with a service — whether through digital platforms, in-person interactions, or assistive technologies — enhances inclusivity.
• Considering extreme experiences: Designing for edge cases often results in better experiences for all. If we solve challenges for the most underrepresented groups, we inadvertently create better solutions for the broader audience.

According to a study published in The Lancet Psychiatry in 2022, 3–5% of adults worldwide live with ADHD, though this rate is likely underreported in many countries due to a lack of awareness and diagnostic procedures for adults.

Inclusive Employee Experience: Designing from Within

A company that champions inclusive customer experiences must also prioritize inclusivity in its workforce. Inclusion in employee experience means ensuring that every team member, regardless of background or ability, can contribute meaningfully and feel valued. Key aspects include:

• Equitable hiring practices: Moving beyond traditional recruitment biases by actively seeking diverse talent, offering flexible interview formats, and eliminating unnecessary barriers.
• Workplace accessibility: Designing physical spaces, digital tools, and communication channels that accommodate all employees, including those with disabilities, neurodivergence, or caregiving responsibilities.
• Psychological safety and belonging: Creating an environment where employees feel safe to share ideas, raise concerns, and be their authentic selves.
• Flexible work arrangements: Recognizing that rigid work structures often exclude people with caregiving responsibilities, health conditions, or different learning styles. Offering hybrid work models, asynchronous collaboration, and customized workflows can enhance inclusivity.

Embedding Inclusivity into Organizational Growth

Organisations often view inclusivity as a one-time project rather than an evolving strategy. However, to embed inclusion into the DNA of an organisation, leaders must integrate it into everyday decision-making, fostering a culture where inclusivity is second nature rather than an initiative. This involves creating long-term commitments rather than quick fixes. Investing in education and training on unconscious bias, cultural awareness, and inclusive design is crucial in ensuring a shift in organisational mindsets. Furthermore, regular feedback loops, open communication, and accountability at leadership levels help to measure progress and drive continuous improvements. Inclusivity should not be a checkbox but a commitment to providing better experiences for all stakeholders — employees and customers alike.

An organisation that designs inclusive experiences for both customers and employees doesn’t just build better products and services — it fosters a culture of empathy, innovation, and long-term sustainability. As service designers, business leaders, and innovators, we must ask ourselves: Are we truly designing for everyone? If not, it’s time to rethink, redesign, and reimagine a more inclusive future.