The world has always been diverse. But in recent years, diversity has been gaining more space in our lives. We are increasingly aware of the variety and complexity of human beings and their needs. And increasingly more aware of the need to keep a more open mind.
Although variety is often confused with quantity, the solution doesn't always lie in dividing and multiplying. The complexity of human beings often calls for simpler and more universal solutions. A single option that works for everyone.
That's precisely what inclusive design is all about. Finding a solution that takes all people and their different needs into account and works equally well for all of them. In this article we'll explain all the key points of this design approach and how you can start implementing it on your website today.
What we understand by inclusive design is simply a design that seeks to ensure all users, regardless of their abilities, can interact properly with an interface and achieve their goals. In other words: a design that takes everyone into account.
Inclusivity is an increasingly relevant current in design that takes into account all the diversity that exists among a website's users. From their gender and social context to possible physical or mental disabilities.
Within inclusivity we also find the concept of accessibility. Accessible design is something like a discipline within inclusivity, a branch of design that exclusively takes into account users' disabilities and seeks to prevent interruptions to their experience.
Although inclusivity goes further than accessibility and can be considered "optional", an increasing number of voices (and governments) are demanding a degree of responsibility when it comes to web design.
The ethical considerations of accessible design have ended up becoming laws that guarantee all users can access, understand and interact with websites. Laws such as the Plain Language Act in the United States, which requires the use of understandable language in official communications, or the forthcoming European Accessibility Act which will guarantee access to products and services for people with specific needs.
In short: inclusivity and accessibility are no joke. Many may consider them secondary, a nice to have that doesn't yet need too much attention. But the truth is that, whether for legal or purely ethical reasons, you should already have the concept of inclusive design firmly in mind.
Not everything comes down to ethics. Inclusivity also has more tangible benefits for you and your website. One of them (and the reason we're all here) is the increase in conversion. A result that shows that taking everyone into account pays off handsomely.
Rather than listing an endless number of all the specific benefits of inclusivity from a conversion standpoint (trust us, there are many), we've grouped the main ones into 2 large blocks that sum everything up perfectly. Here they are:
Makes sense, right? Inclusive design takes into account all the different experiences and interactions a user may be having based on who they are, and that helps the usability of your website improve (considerably).
And no, it's not about designing 300 types of user experience. It's about designing one that's versatile and empathetic enough to bring all users together, whoever they are. The clearest example: the gender question. Why speak of "he/she/they" when you can simply speak of "people"?
Inclusivity ensures you minimise friction in the user experience and, consequently, in the conversion process as much as possible. Avoiding the feeling of exclusion or "otherness" on your website will allow the user to interact with it without pauses or interruptions. Simply being who they are.
On the other hand, an inclusive website is a website that opens new horizons. The more people who feel drawn to and welcome on your website, the more you can expand your target audience and, with luck, your conversions.
The most interesting thing of all is that behind an inclusive and accessible website lies a structure much more effective in terms of web positioning (SEO). If you follow accessibility best practices, your website will be better positioned and will reach even more people.
In short, a website that meets all accessibility and inclusivity criteria means an increase in conversion opportunities, simply because it's able to reach more people. And the more people, the more possibilities of convincing them to end up converting.
Having seen the advantages of inclusivity, shall we move on to what really matters? That is: how to put accessibility and inclusivity criteria into practice when designing your website and purchase process.
Not everyone may agree, but: the perception of a website is just as important as its content. And if your website is hard to decipher, whether because of font size or an incorrect colour combination, the chances of the user ending up converting are minimal. Therefore, you should always make sure your website is clear and legible.
Ensuring your website is easy to navigate and intuitively designed is also key to being inclusive. If processes, actions and requirements are not clear or don't account for the different realities of users, it's hard to ensure everyone has a good experience.
Beyond seeing and navigating, it's also key to understand. When designing your website you need to take into account all the people who will interact with it and adapt your message to their level of comprehension. Being clear and concise is a great virtue when it comes to accessibility.
You need to adapt to different situations, and your website is no exception. Different devices, operating systems, personal experiences, specific needs… Your website must always be versatile enough to fit any context.
We're very clear on this: for a website to work and deliver the best results, no one should be left out of the process. And we're not talking about the friction points in your conversion funnel. We mean always respecting inclusivity and accessibility criteria wherever possible.
If you also want to ensure your website is accessible, adaptable and respectful, everything starts with a form so we can get to know your case a little better (and adapt to it, of course).
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