{"id":101086,"date":"2022-09-01T13:02:19","date_gmt":"2022-09-01T20:02:19","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=101086"},"modified":"2025-05-21T08:16:10","modified_gmt":"2025-05-21T15:16:10","slug":"inclusive-design","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/inclusive-design\/","title":{"rendered":"How To Build Personas For More Inclusive Design [A 10-Step Process]"},"content":{"rendered":"\n

As technology becomes more and more integral in our day-to-day lives, we must start to address the gaps and inequities in tech.<\/p>\n\n\n\n

Yes, it\u2019s great that we intentionally design through data-driven decisions and processes. But, what happens when data lacks representation?<\/p>\n\n\n\n

What happens when we are unable to recognize the needs of diverse users?<\/p>\n\n\n\n

What happens when STEM fields are composed of a limited range of voices?<\/p>\n\n\n\n

The identities that we hold inform the way we move in the world. <\/p>\n\n\n\n

So the ultimate question is: How can we design inclusively to build a better online experience for EVERYONE? <\/em><\/p>\n\n\n\n

Systemic injustices in tech<\/h2>\n\n\n\n

Before we dive into inclusive design, we need to understand the way that systemic inequities can seep into technology.<\/p>\n\n\n\n

Across the world, history has been full of racism, colonization, sexism, queerphobia, transphobia, classism, etc. The impacts still echo today. They are presented both overtly and covertly, leading to unintentional bias in people and data.<\/p>\n\n\n\n

Because of the covert nature of these biases, it\u2019s easy to leave them unaddressed. But this has serious implications.<\/p>\n\n\n\n

For example, due to a lack of data collection from minoritized communities, data has historically centered White folx. When this data is used to develop technology such as facial-recognition security cameras, Black and Brown people have a higher chance of being falsely identified<\/a> via a racially biased algorithm which could endanger their lives.<\/p>\n\n\n\n

To explore more about the impact of systemic inequalities of tech, we recommend \u201cCivil Rights Violations in the Face of Technological Change<\/a>\u201d by Dominique Harrison on POCIT.<\/p>\n\n\n\n

Now that you have an introduction to the way that systemic injustice can be perpetuated unintentionally through tech and digital products, let\u2019s talk about countering this.<\/p>\n\n\n\n

What is inclusive design and why should it be practiced in business?<\/h2>\n\n\n\n

Inclusive design is about providing an equitable<\/a> experience for everyone<\/strong>.<\/p>\n\n\n\n

A core principle of inclusive design is to never sacrifice the experience of one community of users for another. The implementation of an inclusive feature should address a need of a minoritized community without negatively impacting the mainstream users.<\/p>\n\n\n\n

A popular example of inclusive design is sidewalk curb cuts. When sidewalks were originally being designed, users in wheelchairs were not considered. As a result, sidewalks were inaccessible to a section of the population with disabilities.<\/p>\n\n\n\n

The introduction of curb cuts created a more universal design, allowing wheelchair users to easily access sidewalks, and did not negatively impact non-wheelchair users. In fact, curb cuts benefited everyone! For example, those pushing strollers could get on and off sidewalks without hassle.<\/p>\n\n\n\n

\"Example<\/figure>\n\n\n\n

While inclusive and accessible design is an obvious choice from a human perspective, you may be wondering if inclusive design is worth the investment for your business.<\/p>\n\n\n\n

The answer is yes!<\/p>\n\n\n\n

Inclusive thinking can help promote more innovative designs. Returning to our curb cuts example, the incorporation benefited both wheelchair and non-wheelchair users, expanding the user base and providing a better experience for all.<\/p>\n\n\n\n

Designing inclusively from the beginning can also save you money. After the invention of curb cuts, sidewalks had to be redone, which was a huge financial investment. If designers had considered the needs of wheelchair users ahead of time, and designed inclusively, they could have avoided the cost.<\/p>\n\n\n\n

Based on this example, you can see that inclusive design should be practiced at the outset and throughout the design process.<\/p>\n\n\n\n

The inclusive design process through personas<\/h2>\n\n\n\n

The following process is built off the work of The Gender Mag Project<\/a> and is just one inclusive design approach. We\u2019ll focus on creating data-driven user personas to guide the design process of an example project brief.<\/p>\n\n\n\n

Why user personas?<\/strong><\/h2>\n\n\n\n

User personas help us to step into the perspective of the user(s). We can create multiple personas to understand different demographics, needs, and situational factors. <\/p>\n\n\n\n

By basing these personas on accurate and representative data, they can be powerful tools for walking through a user journey to identify the pain points a range of users may experience.<\/p>\n\n\n\n

Throughout the example, we will identify an underserved minoritized community for which we hope to design inclusively.<\/p>\n\n\n\n

Keep in mind that this process is iterative. <\/em><\/strong><\/p>\n\n\n\n

Designing inclusively through personas, step-by-step<\/h2>\n\n\n\n

Project Brief:<\/em><\/strong><\/p>\n\n\n\n

Project Description:<\/strong> Design an app that allows users to find and book a lawyer.<\/p>\n\n\n\n

Underserved Population:<\/strong> Low-Income Folx<\/p>\n\n\n\n

Mainstream Population:<\/strong> Middle-Class & Upper-Class Folx<\/p>\n\n\n\n

Step 1: State your positionality and understandings<\/h3>\n\n\n\n

The first step of the process is to state what you already know about the needs of low-income folx when finding a lawyer. This should also include what you DO NOT know about their goals and needs. By stating your position, you have a starting point.<\/p>\n\n\n\n

You may also find that this step is where some potential assumptions and biases may be named. It is important to name them so that they can be addressed early on.<\/p>\n\n\n\n

\"Graphic<\/figure>\n\n\n\n

Step 2: Collect information about the experience of your focus population<\/h3>\n\n\n\n

Start with some initial research and collect data<\/a> about low-income folx. Gather research about their barriers to finding and booking lawyers so that you can begin to understand the narrative.<\/p>\n\n\n\n

The goal is to get a general understanding of experiences that low-income people have to deal with. We are hoping to answer questions like: What are their motivations? Or what are common roadblocks?<\/p>\n\n\n\n

At this stage, you will start to prove or disprove some of the assumptions you stated in Step 1.<\/p>\n\n\n\n

Make sure that you perform this step neutrally – do not try to prove your assumptions because you think you know the experience.<\/p>\n\n\n\n

You can do this by:<\/p>\n\n\n\n