Summary
Designing with rigid assumptions often means creating for a narrow set of “typical” users—people who look and think like us. But this mindset risks excluding real, diverse needs, especially those of people with disabilities, one of the fastest-growing population segments. In this talk, you’ll explore the hidden costs of designing systems for templated personas and learn why flexible, inclusive approaches are essential.
Key Insights
-
•
The average user does not exist; designers should create for a spectrum of real users.
-
•
Disability encompasses permanent, temporary, and situational conditions.
-
•
Failing to consider disability limits market reach, as people with disabilities represent a significant and growing demographic.
-
•
As populations age, more individuals will experience disabilities and have diverse needs in product design.
-
•
Inclusivity in design means involving people with disabilities as integral to the design process, not just as focus group participants.
-
•
Accessibility leads to better overall user experience for everyone, as most design features can benefit a wider audience.
-
•
Designers often limit their perspective, automatically designing for themselves rather than the broad user base.
-
•
Understanding disability as a spectrum can help break down misconceptions and stigmas around accessibility.
-
•
Engaging with people who have diverse needs helps identify barriers that may not be apparent to those without such experiences.
-
•
Advocacy for people with disabilities requires sharing experiences and challenges within society.
Notable Quotes
"We often miss the reality that people with disabilities are not one in a thousand, but one in five."
"Designing for the average user ignores the reality that no one is actually average."
"We must start thinking about accessibility as everyone's responsibility, not just for designers and developers."
"Failing to design for disability means designing for a future where you or someone you love may become disabled."
"Disability is not a binary; it's a spectrum and everyone experiences varying degrees of ability."
"Captions were thought to be an assistive technology for a tiny subset, but they're now widely used by all."
"The best services in times of need are the ones designed for those who already understand diverse needs."
"When we exclude people with disabilities, we exclude a growing market of users who want to engage with our products."
"If we design with the idea that all users will experience disability at some point, we create services that last."
"Our experiences, even as individuals with disabilities, are valuable and essential for good design."
More Videos
"Job security in design is high because the work is complex."
John MaedaMaking Sense of Enterprise UX
June 9, 2016
"What we want is for organizations to step away from demographics to understand people as cognitive beings."
Indi YoungThinking styles: Mend hidden cracks in your market
January 8, 2025
"Developing deep customer empathy is fundamental to understanding who is using a product and why."
Chris ChapoData Science and Design: A Tale of Two Tribes
May 13, 2015
"The social dynamics of technology adoption play a critical role."
Elizabeth ChurchillExploring Cadence: You, Your Team, and Your Enterprise
June 8, 2017
"We faced challenges as individuals like human connections and networking."
Rusha SopariwalaRemote, Together: Craft and Collaboration Across Disciplines, Borders, Time Zones, and a Design Org of 170+
June 9, 2022
"We mostly have something called BYOE, or bring your own ethics, in the design industry."
George AyeThat Quiet Little Voice: When Design and Ethics Collide
November 16, 2022
"Every once in a while, it's okay to turn your video off."
Ariba JahanTeam Resiliency Through a Pandemic
January 8, 2024
"Executive sponsorship is essential for scaling design thinking across the organization."
Julie Gitlin Esther RaiceDesign as an Agent of Digital Transformation at JPMC
June 9, 2021
"We should help our users follow a process and understand what could be useful for us and why."
Matteo GrattonCan Data and Ethics Live Together?
October 1, 2021
