Creating Better Products with Inclusive Design
Kirsten Gord
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Jan 11, 2023
“When you design for the edge, you get the middle for free.” This is a quote often shared when talking about inclusive design and its impact on the modern world.
The phrase, frequently highlighted by accessibility experts like Samuel Proulx, underlines a fundamental truth: too often, we view "edge cases" as extreme situations that only apply to a few people. We assume they do not warrant the "extra work" of inclusive features. In reality, designing for the edge creates a more intuitive and robust experience for every single user.
Think of subtitles: originally designed for the D/deaf and hard of hearing community, they are now used by millions of people in noisy environments or by those who simply prefer to read along. When you prioritise inclusive design from the start, you are not just ticking a box for a minority: you are building a better product for the majority.
The Danger of Designing for the "Average"
In the 1940s, the US Air Force faced a crisis. Their pilots were losing control of their planes at an alarming rate. After investigating every mechanical possibility, researchers looked at the cockpit design.
The original cockpit was built using the physical averages of hundreds of male pilots. However, when the data was re-analysed, researchers discovered that not a single pilot actually fit those "average" dimensions. By designing for the average, they had designed for nobody.
This discovery led to the invention of adjustable seats, foot pedals, and helmet straps. These features are now standard in every car on the road. This is the heart of inclusive design: by solving a problem for a specific need, you create a solution that benefits everyone.
3 Pillars of a Successful Inclusive Design Process
At Sociability, we believe that inclusion is a journey, not a destination. Here is how we integrate these principles into our own product development.
1. Prioritise Lived Experience
The most important part of any design process is having meaningful conversations with a diverse range of people. At Sociability, we conduct frequent touch points with our users. We test our features with people who use screen readers, magnifiers, and voice control.
By listening to stories across different cultures, ages, and disability types, we move away from assumptions and toward real-world solutions. If you want to build a product that works, you must involve the people it is built for.
2. Move Beyond "Compliance"
The Web Content Accessibility Guidelines (WCAG) are a vital framework, but they are just the baseline. Compliance is a floor, not a ceiling. If you focus solely on a checklist, you might end up with a product that is technically accessible but frustrating to use.
If you design with the goal of providing a great experience for everyone, compliance will naturally follow. At Sociability, we focus on active inclusion, which means making the experience joyful and efficient, not just functional.
3. Proactive Community Co-Design
Technology and user needs are always evolving, which is why we do not wait for feedback: we actively seek it out. We have established a robust community research program that allows us to co-design our features alongside the people who use them. This proactive approach includes:
User Interviews: We hold regular video calls with our community to understand their lived experiences. These insights help our team understand exactly how people navigate the app and which improvements will make the most significant difference to their daily lives.
Usability Testing: Before any official launch, we invite users to experience new features in a remote testing environment. This ensures that every update is effective and intuitive across a wide range of assistive technologies before it reaches the wider public.
Continuous Product Feedback: Through quick, targeted surveys, we identify what is working well and where we can improve. These snapshots focus on feature priorities and specific accessibility needs, ensuring our product roadmap is always driven by our users.
By maintaining these constant touchpoints, we ensure that inclusive design is not just a theory at Sociability, but a practical, daily reality that keeps our app at the forefront of accessibility.
Resources:
Podcasts
The Why and How of Accessible Design with Samuel Proulx, The Optimal Path Podcast - Samuel Proulx, Accessibility Evangelist at Fable, talks to Maze about the importance of accessible design and how to incorporate accessibility into the development process to create better digital experiences.
The Principles of Continuous Discovery with Teresa Torres, The Optimal Path Podcast - Teresa Torres, product discovery coach and author of the book Continuous Discovery Habits, talks to Maze about the principles of continuous discovery, tactics to implement it, and how to make better product decisions with customer feedback.
Books & Reports
The End of Average by Todd Rose - How to succeed in a world that values sameness
Building for Everyone - Google’s manifesto for inclusive design
Good Services by Lou Downe - the bestselling book on how to design services that work for everyone
Tools
Stark - A suite of integrated accessibility tools to use during your design process
Tarot Cards of Tech - The Tarot Cards of Tech are designed to help creators more fully consider the impact of technology. They'll not only help you foresee unintended consequences-they can also reveal opportunities for creating positive change.
FAQ: Inclusive Design in the Real World
What is the main goal of inclusive design?
The goal is to create products, services, and environments that are usable by the widest possible range of people, regardless of their age, ability, or background. It is about removing the myth of the average from the centre of the design process.
How can the Sociability app help me find inclusive venues?
While we focus on digital inclusion in our app, we help you find physical inclusion in the real world. The Sociability app provides detailed access information for cafes, pubs, and restaurants. By knowing the entrance types and bathroom layouts in advance, you can choose venues that have prioritised inclusive design in their own physical spaces.
How does inclusive design impact digital accessibility?
While they are closely related, inclusive design is the process and digital accessibility is the result. By using an inclusive process: such as testing with screen reader users or people with different motor needs: you ensure that the final digital product is truly accessible. This approach prevents "accessibility debt," where companies have to go back and fix broken features after they have already launched.
We would love to hear your thoughts on this post. Planning a trip? Download the Sociability app to find accessible cafés, bars, and restaurants that meet your specific needs in seconds. You can also join our community and follow us on Instagram for the latest inclusive spots!
To take your advocacy further, sign up for our free newsletter, Beyond Compliance. We provide practical tips to help you champion accessibility in your workplace and everyday life. We look forward to seeing you there!
