Put People First, and Business Profits will Follow: Inclusive Design

"Designing for accessibility is just an unnecessary cost that eats into profits"

At least, that is what many business owners think.

Many business owners dismiss accessibility as an incurred cost—expanding doorways for wheelchairs or optimising websites for screen readers may seem like unnecessary expenses. However, from a broader perspective, it is actually a strategic investment in growth, innovation, and long-term profitability.

Inclusive Design = Bigger Markets, Better Experiences

Inclusive design starts with empathy. Instead of coming up with solutions for niche groups, it asks, 'How might we create experiences that work for the broadest range of people from the start?' This way, it’s not just serving niche audiences—it uncovers opportunities to delight all customers.

Case Studies in Inclusive Thinking

Example 1: Ramps as Universal Tools A store with a ramp isn’t just “accessible”—it’s intentionally designed for:

• Wheelchair users

• Parents with strollers

• Delivery workers

• Elderly shoppers

Inclusive design insight: By installing ramps, businesses make their spaces more welcoming and functional for everyone, bringing in more customers and increasing revenue.

Example 2: Captions as Engagement Superchargers Closed captions were created for the deaf community, but inclusive design recognised their broader value.

Inclusive design insight: Whether it’s for watching videos in noisy environments, learning new languages, or scrolling silently, captions enhance the experience for a diverse audience.  A simple feature like this keeps people engaged and meets their needs.

Example 3: Flexible Menus, Loyal Customers A restaurant offering gluten-free, vegan, halal or even a dyshagia diet options isn’t just checking boxes—it’s designing inclusively to accommodate diverse needs.

Inclusive design insight: Make things easier for people, and they’ll keep coming back—building customer loyalty along the way.

Business Profit follow People First Design

A common misconception is that accessibility only benefits a niche audience. In reality, it’s a scalable strategy that expands market reach and strengthens brand trust.

From Compliance to Competitive Advantage

• Accessibility Design → Fixes issues for a specific group (reactive approach).

• Inclusive Design → Plans for diverse users from the start (proactive approach).

• Universal Design → Creates a solution that works for everyone (optimal approach).

How Inclusive Design Pays Off in the Long Run

✅ Better Products Through Diverse Input – Microsoft’s Xbox Adaptive Controller was designed for gamers with mobility challenges but became a hit for all players who wanted customisation.

✅ Competitive Edge – Multiple studies suggest that consumers prioritise brands aligned with their values, including inclusivity.

✅ Future-Proofing – As populations age, accessible products become the default.

Embedding Inclusive Design

Start small, think big:

• Audit your customer journey: Where are people excluded? (e.g., tiny font on menus, poor colour contrast online).

• Co-design with marginalised users: Involve disabled employees or customers in brainstorming.

• Adopt an empathy mindset: Ask, 'Who are we excluding, and why?'

Conclusion: Inclusive Design is a Good and Profitable Business Design

Inclusive design isn't just about "doing the right thing"—it's about making things right by being a strategic and profitable business move that drives long-term success.

When you design for people with disabilities, parents, non-native speakers, or aging populations, you create solutions that work better for everyone which also lead to increased market reach, innovation, and customer loyalty.

"When you design for the edges, you cover the center." 
- Principle of inclusive design 

References and Notes

4th March 2025 - The curb-cut effect refers to the phenomenon where accommodations designed to assist a specific group of people end up benefiting a much larger audience. The term comes from curb cuts—those small ramps at street corners initially created to help people in wheelchairs navigate sidewalks. Over time, they proved beneficial to many others, such as parents with strollers, travelers with rolling suitcases, and even cyclists and delivery workers.

Encourages businesses, governments, and designers to think beyond specific disabilities and create environments that work for everyone.

It’s a strong argument for why investing in inclusivity isn’t just ethical—it’s smart and beneficial for society at large.