Briefing

Our focus is often on quantifying user actions with performance metrics, making it easy to lose sight of the very people our marketing efforts aim to reach and engage. 

Using an inclusive design framework to inform your design decisions helps enable, empower and engage people of all ages, abilities and circumstances. 

It focuses on empathising with people who reach your website or service and adapts digital interfaces, written content and user journeys to ensure a diverse range of needs are met and fulfilled.

Inclusivity and the customer experience

It is estimated that: 

• 25% of the UK’s population has at least one disability. 
• Approximately 3M people in the UK are colour blind.
• Approximately 15-20% of the UK population is neurodiverse.
• Around 25% of the population is over 60 years old.
• 71% of people will leave a website that is not accessible rather than reporting inaccessibility.
• The UK’s ‘click-away pound’ due to inaccessible and non-inclusive websites is worth £12bn.

Incorporating an inclusive design framework for your digital touch points will ensure that each engagement metric is not just a statistic but a result of a positive and inclusive user experience.

Checking your website

To ensure your digital touchpoints are driven by inclusivity:

• Conduct research with your audience to identify any gaps with their wants and needs.
• Ensure your website conforms to WCAG Accessibility Guidelines.
• Ensure customer data input is accessible, flexible and inclusive, e.g in online forms.
• Add product-filtering options that address user needs (e.g. by age).
• Prioritise diversity and inclusion in imagery, illustrations and content.

If you need support in making your website more inclusive and accessible, get in touch with RocketMill’s UX team.