For most organizations, there are many more potential customers than they realize in their target market whose needs are different from those of their imagined “average” customer. Firms that design for that diversity can reach more of their target market, access new ones, avoid legal troubles, and cut costs — by shifting to inclusive design, which Forrester defines as: “Designing experiences that are effective, easy, and emotionally positive for all customers in a target market by factoring in its variations in age, ability, language, culture, gender, and other traits.” In this episode, Principal Analyst Gina Bhawalkar explains how leading firms have established and benefited from inclusive design practices.
Click the titles below to read more:
- The Inclusive Design Imperative: Win And Retain More Customers
- Mismatch: How Inclusion Shapes Design