The importance of designing inclusive experiences

In honour of International Women’s Day, we are highlighting several women across different CI&T teams in EMEA throughout the month, sharing their insights on how they prioritise inclusivity in each of their fields.

Last week, we introduced this series with a conversation with two of our leaders – Solange Sobral, CI&T’s EVP Partner of Operations and Rebecca Crook, CI&T’s Chief Growth Officer – on the importance of empowering women in tech and instilling company-wide inclusivity. 
This week, we asked Lead Designer Inez Torre and Lead UX Designer Ola Podgorska about the significance of designing inclusive experiences, especially for women. Here’s what they had to say.

How do you approach inclusivity in design?

Ola Podgorska: I think inclusivity starts with equity and intersectionality. As a user experience practitioner conducting qualitative research, I get to speak to hundreds of people over time.

According to the Principles of Universal Design, equitable use means that the “design is useful and marketable to people with diverse abilities”. A website that is designed so that it is accessible to everyone, including people who are blind, employs this principle. Intersectionality, on the other hand, is the “interconnected nature of social categorisations such as race, class, and gender as they apply to a given individual or group, regarded as creating overlapping and interdependent systems of discrimination or disadvantage.”

As a UX designer, every time I conduct a user interview, I am faced with how different people’s individual needs are. Sometimes from a UX point of view, we assume that other people (eg: stakeholders) may have this knowledge and understanding of their customers - and that’s a good place to start. Never assume!

The internet is undergoing a second wave of “homogenisation”. Initially, we started trying to distil human behaviour into “types” - at best, using real data and research from interviews to create “personas” based on patterns. This is how UX designers form a profile of a “typical user”, which is then used to sell products (the assumption being users would identify with this pattern of needs as their own). I’m still unsure of how effective this approach is.

Now machine learning has entered the room. The models are sourcing and “learning” from everything available online. As we’ve already seen with facial recognition software, the AI will only be as smart as what we feed it.

Now, more than ever, it’s vital to ensure that we don’t just group research findings to create this mythical “generic” user, but create an understanding of nuances and differences too. As we’re seeing with Design Systems, I hope companies will start sharing their research - creating open-source archives - to allow AI access to a more diverse and inclusive pool of information.

I know it’s a cliche, but the devil is in the detail. So my approach is to be thorough with my research and to get every detail in. These details hold the “secret sauce” - they’re not just “edge cases”. It’s laborious and time-consuming, but it always delivers value.

Inez Torre: It's important to approach inclusivity in design with a holistic mindset - it should be a key consideration in every stage of the design process, from ideation to execution.

To start, we must ensure that the design team is diverse and inclusive. Hiring practices should prioritise underrepresented groups and create a welcoming and inclusive environment for all team members. This will ensure that a variety of perspectives are represented in the design process, leading to more thoughtful and inclusive outcomes.

When ideating, it's important to consider the impact of the design on different groups of people. This means thinking beyond the gender binary and considering the needs and experiences of individuals with diverse identities.

During the execution and testing phases, accessibility and inclusivity of the design for all users are crucial. This means testing the design with a diverse group of individuals and making necessary adjustments to address any issues that arise.

Overall, designing for inclusivity requires a commitment to diversity, equity, and inclusion at every stage of the design process. I believe it's important to lead by example and prioritise inclusivity in all aspects of the design work.

What is the most important element in designing experiences with women in mind?

Ola Podgorska: Equitable use. Clue, a period-tracking app, is an excellent example of this. Its designers understand that the app experience is not just for women. Its website says: “Menstruation is a biological function; it’s not a “woman thing.” It’s an experience that can be highly variable, and mean different things to different people. We can demystify and destigmatize menstruation without shutting anyone out.” 

The female experience has crossover with the experiences of other genders, but there are nuances. Equitable use considers these differences, without othering.

Inez Torre: Sounds like I’m stating the obvious, but you need to approach the design process with a deep understanding of women as a collective; their history, diverse experiences and needs. Women are not a monolithic group, and their experiences are shaped by a range of factors, including race, ethnicity, sexual orientation, age, and socioeconomic status. Therefore, user research and user testing are essential to gain a nuanced understanding of the specific group of women targeted by the experience.

Another critical element when designing experiences for women is to prioritise inclusivity and accessibility. They need to appeal to all women, regardless of their physical abilities, linguistic backgrounds, or cultural traditions. 

Finally, it is important to recognise and address the unique societal and cultural  challenges women constantly face, such as gender-based violence, harassment, and discrimination. Designers can work to create experiences that empower women and help them feel safe and supported.

In summary, it requires a nuanced understanding of the female psyche, of our experiences and needs, a commitment to inclusivity and accessibility, and a focus on creating empowering and supportive experiences. By prioritising these elements, designers can create experiences that make a positive impact on the lives of women everywhere.

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