A framework for better brand experiences for all
Open’s Inclusive Customer Experience Canvas is a structured approach to provide all your customers with better, more consistent brand experiences, including those customers with lived experience of disability, other varying abilities, preferences, and needs.
Enabling access and providing inclusive experiences to your customers
Use Open’s Inclusive Customer Experience (CX) Design Canvas to understand and address diverse consumer needs, preferences and priorities across your product, service or business.
The canvas is a strategic inclusion design tool created to help you think more intentionally about how to design and deliver a better service or product that works more consistently for all.
The Canvas approach can be used to assess and develop a single product, service or channel or to review the accessibility and inclusion maturity of your whole business.
Great experiences require an organisation-wide focus on customers and their diverse needs.
It starts by engaging with customers with a range of inclusive users’ needs. Then you can consider, with their input, how well each of your environments are designed to accommodate them. Identifying ways to address these gaps can be done in a variety of more strategic and more tactical ways engaging consumers and business resources, before being prioritised and actioned.
We have developed this approach very practically as an outcome of our own client projects. It has allowed us to ensure consistency, completeness and quality of considerations across projects with different teams, in different industries, business models and scales, or specific areas of focus. We hope you find it as useful as we do!
Connected thinking is empowering.
A common language and approach powered by diverse customer insight can make positive change much easier than you may realise.
- Listen and learn from customers, particularly those with more specific needs that stretch and challenge the experience
- Prioritise areas to address
- Create options
- Act to improve specific environments or embed new organisational capabilities
- Assess and adapt
It is better for humans
Human-Centred Design brings the needs and preferences of humans, specifically target customers or system users, to the heart of the design process. It is a powerful and valuable approach to creating desirable, usable, and valuable products and services.
However, some designers ignore the fact that 100% of us humans are different in the way we think, perceive and interact. The canvas approach helps us understand and address people’s more significant differences in a way that empowers us to make experiences that are better for us all.
1 in 5
of us has a permanent disability. We sense, move or think in a way that significantly limits us in our day to day lives and has lasted or is expected to last long-term. We may be visually impaired, D/deaf or hard of hearing, have limited physical endurance, be a wheelchair user, missing a limb or it’s functional use, have limited hand strength or dexterity, receive and process information in a neurodiverse way, or communicate differently.
1 in 3
of us has an impairment today to the point that we are significantly impacted in our day to day lives at this moment in time. For example, we may have a broken arm, be recovering from an illness or our mental health may not be so strong currently.
All of us
have needs that arise due to situational changes to our environment or over time as we change. If we are tired and stressed, our cognition drops. If we are in a car, we are temporarily mobility and sight impaired. We shouldn’t be touching or looking at our phones. If we are in a loud or very quiet environment, our ability to hear content can be impacted. If we are in another country where we don’t speak the language fluently, or looking at complex industry-specific terms, our comprehension falls.
Defining the elements makes it simpler to find and address gaps that are limiting your customers
This approach codifies the various elements enabling efficient and ongoing development of more suitable products and services supporting differences we may all experience, now, from time to time, or in the future as we age.
This makes it easier to consider each relevant combination of need and environment. From this we can identify issues and prioristise customer friction / barriers to address with tactical or more strategic solutions. It empowers many people across the organisation with different experience in accessibility and inclusion to engage collaboratively with a consistent approach and language.
If you need an accessible version please contact us. We have alternative formats suited to a wide variety of needs and assistive technologies.
The Inclusive Design Challenge:
- Split your team or time into the 7 needs categories
- Consider the range and breadth of each category, varying adaption techniques, identity perspectives and common co-occuring needs
- Gather insights from the experiences of a range of customers who represent each need (understanding their experience within the broader heterogeneity of each category)
- Consider each need relative to each environment, one at a time and note any gaps in accessibility, usability, consistency/reliability or delight
- Identify and thematically group unmet needs
- Consider solutions to address the needs. Look beyond, “just sufficient” solutions to innovative improvements that may create better experiences for all customers
- Engage customers with addressable unmet needs along with those across the business throughout the process from co-design to user testing
- Embed new approaches, learnings and tools to maintain more consistently inclusive customer experiences into the organisations’ capabilities
- Assess and adapt to changes by regularly gathering new inclusive insights
- Create better experiences for all!
Open Inclusion has a team of inclusive experience experts ready to help.
1. Run the Inclusive Design Challenge as a workshop or series of smaller workshops
We include your key design, customer experience and product or service stakeholders. We prefer to do this with members of our community of disabled and older consumers to bring real lived experiences from a range of needs categories into the room.
2. Provide inclusive user insight on your current environments to infuse your process
We can provide authentic and inclusive customer insight from behavioural or attitudinal research methodologies. We are experienced in running a wide range of remote or face-to-face surveys, usability testing, mystery shopping, diary studies, ethnography and more with consumers who are older, identify as disabled, use a wide range of adaptive and assistive technologies and receive information and communicate in a very wide range of preferred ways.
We co-design our research with our panel leads who each have lived experience of one of our key needs communities to ensure that the research itself is inclusive of all to ensure you get the best insights.
3. Co-design new products, services and solutions
We can work with your design team providing perspectives from our inclusive design specialists as well as the opportunity to co-design, co-create and test ideas, prototypes and solutions as you go with the target customers.
4. Embed skills, processes and practices into your organisation
In order to ensure all learnings are retained within the organisation, we can work with you to embed the learnings in a way that is repeatable for future customer design work. This can be through staff skills development, developing ongoing measures to notice changes, creating repeatable processes and reusable tools such as design guidelines, or ensuring procurement practices take diverse needs into consideration.
If you would like to share your perspectives on, or learn more about Open’s Inclusive Customer Experience Design Canvas or discuss help with any of the above, please contact us. We would love to hear from you!