Inclusive Design Process

Hint: it’s in the process!

culture insights

by Jess Cruz-Abalos & Revekka Balancier | March 11, 2025

One time we were reviewing some design work, trying to figure out why exactly the client did not appreciate it - and what we needed to do to improve it. We all tend to review pieces through our own cultural lenses. As women of color, we finally had to admit, this piece did not feel diverse. In fact, it felt exclusive. The “country club” vibe was not working for us because it didn’t reflect our experiences. And it was the starting point for a critical conversation - how do we make sure our design work is inclusive?

Inclusive design is more than just adding diverse photos or testing for accessibility (though those things are important, too!). It's about creating visual and interactive experiences that are welcoming and relevant, particularly when you consider race, sex, gender identity, age, ability, size, backgrounds, and cultural context.

At the heart of inclusive design lies empathy. It requires developing a deep understanding of the individual nature of human identity. When we step outside of our own perspectives and consider the needs and experiences of all our users, it shows in our creative work.

Here are eight key principles to guide your inclusive design journey:

LEARN

Thorough research is paramount. Educate yourself on every aspect of the product or service you are designing for. Take the time to understand the needs, values and cultural norms of your target audience.

UNDERSTAND

Go beyond demographics. Take the time to truly understand your different audiences. What are their motivations and challenges? What are their preferred methods of communication and interaction?

ASSESS

Take a critical look at your team. Does your team reflect the diversity of your target audience? Look at who is represented and who is not. Identify the gaps and actively seek to diversify your team to bring a wider range of perspectives to the design process.

BE EMPATHETIC

Throughout the design process, constantly ask yourself: "How will this make people feel?" Consider the emotional impact of your design choices on all users, including those with disabilities or from underrepresented groups.

ADAPT

Be flexible and willing to adjust your designs based on feedback from your team and your target audience. Embrace iterative design and be open to making changes, even if it means starting over.

ENJOY

Inclusive design should be a joyful and rewarding experience. Embrace the challenge of creating designs for diverse audience. Approach the process without ego, keep your sense of humor and optimism - a crucial ingredient as we outline in Optimism in marketing: the case for hope.

BE MINDFUL

Inclusivity is an ongoing process, not a one-time fix. Remain mindful of the needs of all users throughout the entire design lifecycle, from initial concept to final implementation.

WELCOME

Create a welcoming and inclusive environment for all stakeholders, from your internal team, to your partners and audience members - see Inviting people to your table. Encourage open and honest feedback, and actively seek out diverse perspectives.

By embracing these principles, you can create products and services that are truly inclusive and accessible to everyone. Inclusive design is not just about meeting legal requirements; it's about designing pieces that speak to people.

This blog is co-written with one of our valued partners in purpose:

Jess Cruz-Abalos is co-founder and Creative Director at That One Couple, a minority-owned creative agency providing branding, design and Webflow website development services, specializing in minority-owned, women-owned tech companies.